Viral marketing has rapidly become an essential element of the marketing
mix, offering very low cost distribution with strong "coolness" factor, enabling this channel to reach
targets that are relatively closed to other media.
Superdistribution may soon be the only viable way to distribute intangible
digital products. It helps copyright owners move towards more pragmatic rights and usage and management, while minimising the cost to market to the
extent that piracy becomes much less economically driven.
Mobile Network Operators are in a position to benefit from both
superdistribution and viral marketing - both directly in revenue terms and
through use of the medium to promote and distribute their own
products and services.
This presentation-style report qualifies and quantifies the potential that
these areas represent to mobile network operators, as well as outlining some
examples of current practice.
The presentation does not seek to provide a definitive set of answers: the
areas are too new and will be subject to much evolution, even revolution. As always, when new
technologies or approaches with the potential to disrupt the
status quo appear, those mobile network operators with the earliest
understanding of the potential and limitations will gain the most
advantage.
if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us
| Viral Marketing and Superdistribution |
| Presentation Content |
| Presentation Navigation |
| Purpose of this Presentation |
| Presentation Content |
| Importance of Viral Marketing and Superdistribution |
| Key Differences Summary |
| Viral Marketing - Purpose and Approach |
| Viral Marketing - Process & Key Players |
| Viral Marketing Campaign Elements |
| Viral Marketing - Tracking Success |
| Nine Rules for Successful Viral Marketing |
| Superdistribution - Purpose and Approach |
| Usage Control vs Copy Protection |
| Digital Rights Management Mechanisms |
| Piracy and the Total Cost of Transaction |
| The Total Cost of Transaction Model |
| Applying TCT to Digital Piracy |
| Superdistribution - Closing the TCT Gap |
| Superdistribution - Key Players & Process |
| Suitable Products for Superdistribution |
| Mobile Superdistribution Technologies |
| Rules for Successful Superdistribution |
| Presentation Content |
| Internet Music Distribution |
| Other Internet Digital Content |
| Mobile Networks and Viral Content |
| Mobile Channel for Superdistribution |
| Superdistribution of N/W Operator Content |
| Presentation Content |
| Nokia N-Gage Snakes Outbreak |
| International Print Advertisement Support |
| Nokia Snakes Outbreak TV Screen Shots |
| Nokia Snakes Teletext Screens |
| The Viral Element |
| Telenor and Groove Mobile - Tell-A-Friend |
| Tell-A-Friend in Operation |
| Microsoft msnfound - a Pseudo-Viral Campaign |
| msnfound Screen Shots |
| msnfound Content Examples |
| Warner Bros - Sisterhood of the Travelling Pants |
| Sisterhood Site Screen Shots |
| Sisterhood Interactions & Mobile Content |
| Presentation Content |
| Sources of Income |
| Overall Revenue Potential |
| Share for Network Operators |
| Implications for a Network Operator |
| Presentation Content |
| Viral Marketing for Mobile N/W Operators |
| Superdistribution Strategies |
| Future Superdistribution Opportunities |
| Consultancy Support |
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