Why 2010 is

the year of
Mobile
Social Media
Presented by Jim Ayson
Senior Product Manager, SMART Communications
22 April 2010 / 3rd Social Networking Conference
Intercontinental Hotel, Makati, Philippines
 For comments, questions via Twitter
twitter.com/jimayson

*disclaimer
All rights to any copyrighted images used in this presentation
belong to the creators and copyright holders
In the beginning, there was...

Web 1.0
The Static Web

Messaging:
Email, IM,
Discussion Groups
Web 2.0
The User Generated Web
 Web 2.0:
User Generated Content

‣ Video: YouTube,Vimeo

‣ Photos: Flickr,
Photobucket, Multiply

‣ Words: Blogging
(Blogger, Wordpress)

‣ Status Messages:
Twitter, Plurk

‣ Social Interaction:
Facebook, Frendster,
Linked In, Bebo
What is Social Media?
Source: What the F**k is Social Media - Marta Kagan
Not just social networking!
Covers anything
user-generated
(Web 2.0) shared
with many people

Source: 2008
McCann-Universal
Wave3 Study
Social Media today
is everywhere!
And it’s now on your
mobile.
Let’s take a look at the
major social media
players.
Forget the has-beens.

Friendster
Multiply
Plurk
Bebo
 The 800 pound gorillas and
up-and-comers of Social Media
* Facebook
* Twitter
LinkedIn
Google Buzz
Google Maps
Foursquare
Gowalla
Flickr
Posterous
Tumblr
The giants of social media
on the web are focusing
on mobile

Motorola
Motoblur
2010 Mobile World Congress in
Barcelona, Feb 2010
Google’s Eric
Schmidt proclaims
Google’s “Mobile
First” Policy

Facebook’s Mobile
Strategy revealed

Microsoft Windows
Phone 7 announced
 South by Southwest Interactive
(SXSWi), March 2010
Geolocation
social neworks
Foursquare
and Gowalla
aggressively
square off
Foursquare vs Gowalla
moving to support more mobile platforms
Who’s Bigger, Google or
Facebook?

According to Comscore, Facebook.com has

surpassed Google in terms of pageviews.
Even Google Trends Agrees

Google Trends: Facebook.com traffic vs. Google.com

from April 2009 to April 2010
 Facebook Stats
overwhelming numbers!

• More than 400 Million active users

• More than 35 million users update their status each day
• More than 60 million status updates posted each day
• More than 3 billion photos uploaded to the site each month
• More than 5 billion pieces of content (web links, news
stories, blog posts, notes, photo albums, etc.) shared each
week
• More than 3.5 million events created each month
• More than 3 million active Pages on Facebook
source: facebook.com
 Facebook in the Philippines
• Facebook is the #1 site in the
Philippines (Alexa)
• There 12,593,740 active
Philippine users (Facebook ad
platform)
• Facebook Ads uses IP address
and a user's profile information
to determine location.
• PH is the #8 country on
Facebook (Facebakers.com)
Facebook vs Friendster vs Multiply

Facebook eclipsed Friendster in Aug 2009 and keeps on

going (source: Google Trends)
 Twitter Stats
• Worldwide: 105,779,710 registered users
(1,500% growth over the last three years.)
• 300,000 sign ups a day
• 55 M tweets a day
• 3 Billion Twitter API requests a day (used by
3rd party web and mobile clients)
source: Twitter
Twitter in the Philippines
• Philippines is the #12 Twitter Nation
(sysomos study, 2009)
• Twitter.com is #9 website in the PH (Alexa)
• Estimated Philippine active users: 1.3M
(Google AdPlanner, Feb 2010)
• 34M Pageviews per month (web and mobile
web)
 Mobile is in Twitter’s DNA
• Began as an SMS
service, then moved
to web
• Twitter Open API
resulted in dozens of
3rd partyTwitter
mobile apps, in all
platforms (iPhone,
Android, Nokia S60,
RIM, Windows
Mobile)
 Facebook Mobile
• There are more than 100 million
active users currently accessing
Facebook through their mobile
devices.
• People that use Facebook on their
mobile devices are twice more
active on Facebook than non-
mobile users.
• There are more than 200 mobile
operators in 60 countries working
to deploy and promote Facebook
mobile products
source: Facebook
Comscore: Facebook is the #1
site on the mobile web
"Facebook come out top in
a ranking of sites by unique
visitor numbers, followed
closely by Google and the
mobile operators’ web
properties."
 Comscore: Facebook
dominates mobile web
“Facebook can claim almost 3X as many page
views as its nearest competitor (Google)
while time spent with the social networking
site is more than 5X greater than any other
website.”
“Looked at cumulatively, people spend more
time online with social networks using their
mobile devices than they do via the PC-based
web.”
Comscore: Facebook & Twitter
mobile growth
“The study found that 30.8
percent of smartphone users
accessed social networking sites
via their mobile browser in
January 2010, up 8.3 points from
22.5 percent one year ago.”

“Access to Facebook via mobile

browser grew 112 percent in the
past year, while Twitter
experienced a 347-percent
jump.”
 Philippine Facebook Mobile Stats - SMART

Growth in active users Shows steady growth of aggregated mobile activity -

SMS, MMS, Mobile Web
 Social Media on
Handsets
• Mobile Web
• SMS Gateways
(keywords sent to
access codes by SMS)
• Mobile Apps
• Mobile Widgets
 Mobile Widgets
Android allows mini-
apps called widgets to
be placed on the
phone desktop
New Handsets and Mobile OS:
Social Media Oriented
• SmartPhone Platforms
• iPhone: Most apps (180,000
total)
• HTC Sense: Facebook/
Twitter Widgets
• Android Widgets
• Motorola Blur (Android
overlay)
• Nokia N97 / S60 5th edition
 Low End “Social
Networking Phones”

INQ “Twitter Phone” and “Facebook Phone”

New Social Media
categories: Mobile Oriented
• Location Based Status
Updates (location-enabled
Tweets, Google Buzz)

• Location Based Social

Network Games -
Foursquare, Gowalla
• Mobile Photo Uploads +
Twitter/FB updates
(Twitpic, yfrog)
The Network Operator
View of Mobile Social
Networking
 1. Social Media is a usage
driver - increased use of mobile
through a sticky application yields
more data revenues
 2. Operators blend mobile versions of
known web brands (i.e. Facebook) with
House brands or mobile-only brands

Sandbox MyGroups /
Moko.mobi /
AirG
3. Consistent use of mobile social
media by customers has brought
about a demand for unlimited
mobile internet packages
Unlimited Access to specific Mobile Sites
(P20/day)
Unlimited Internet Offers (P50/day, P300/
week, P1200/month)
4. Social Media brands used to
push special handsets

Facebook Phones,
Twitter phones,Yahoo
Phones, Skype Phones
 So why is 2010 the year of
Mobile Social Media?

Convergence of:
Explosion of Social Media sites
Web Brands going Mobile
Social Media Friendly Smartphones
Advanced Mobile Operating Systems
Geolocation APIs and GPS
Mobile Internet Support from the Mobile Operators
Unlimited Mobile Internet Packages
It’s all happening now.
Moving Beyond 2010
Since Social Media is mass-based,
Social Media is being seen as the
key for mass adoption of the
mobile internet
How many Filipinos use the mobile
internet?

My estimate is less than 4M.

There are over 70M
mobile phones in the
Philippines.

An estimated 26M Filipinos access the Internet

If there 12M Filipinos on Facebook, the phrase
"You can use Facebook on your phone" could
be the key to increasing mobile internet users
from less than 5M to at least 12M.
“Internet for All” - using the mobile
phone as a vehicle...

.... May become more of a reality

because of mobile social media.
Thank you :-)