Value added services in telecom

case study on

Social Networking sites

 Social Networking Site
 is the phrase used to describe any Web site that
enables users to create public profiles within that
Web site and form relationships with other users
of the same Web site who access their profile
 Eco system

Ads SNS ISP Devices Consumers

 Eco system
 Consumers
 Online networks(devices)
 Internet service providers
 Content creators and online publishers
 Advertisers
 Stats – proves imp. Of VAS
 45% of respondents claimed that social media had caused a
decline in their use of email.
 40% said that it had reduced their use of fixed voice services
 34% said it caused them to make fewer mobile phone calls
 29% said the number of text messages they send had declined

* Survey on UK consumers – Ovum survey

 Top 10 social n/w sites
 Facebook
 Twitter
 Linked In
 YouTube
 Hi5
 SKYROCK
 Friendster
 51.com - China
 Orkut
 MySpace
 Revenue
 Registration fee
 Rental
 Ads – banner ads, links, pop ups, full screen ad
› Click through rate
› auctioning

*Note: Ads – if subscriber number is more

Registration fee / Rental – if content is good
 Business models
 Brokerage - eBay
 Advertising - Yahoo
 Manufacturer (Direct) - Dell
 Merchant - Amazon
 Infomediary - Doubleclick
 Affiliate
 Community – Wikipedia
 Subscription - Netflix
 Utility - Slashdot
The Future: Where is Social Networking
Headed Next?

 The Social Graph Will Become Portable

 We Will Form Around “True” Social Networks
 Privacy Issues Will Continue to Cause Problems
 Social Networking Will Become Pervasive
 Third-Party Tools Will Embed Social Features in
Websites
The Future: Where is Social Networking
Headed Next? (Contd.)

 Social Networking Will Split Into Layers

 Social Chaos Will Create New Business
Opportunities
 Data Will Reign Supreme
 Facebook Will Not be the Only Dominant Player
The Business Behind:
FACEBOOK
 M&A in Social Networking Space
 Facebook and Snaptu
 Ebay and Where
 Walmart and Kosmix
 Facebook and Myspace
 Facebook and Skype
Facebook and Snaptu
 Ebay & Where
 What is Ebay—An e-commerce giant

 What is “Where”--a company that is focused on location-based mobile

services.

 Where’s application provides business listings for restaurants and other

local services and is available on the iPhone , Android and BlackBerry .
 Walmart and Kosmix
 Kosmix –A social Media filter website
aggregating information by topic from websites,
Twitter messages, and other sources in real
time -- a potentially important new way to give
shoppers information, and get it from them.
Opportunities
 For Walmart  For Kosmix
 Offering deals to shoppers they  accelerate the development of
know are in-store due to their social and mobile commerce
social networking offerings.
 The mobile shopping
 Social networking and mobile
experience is a huge applications are increasingly
becoming a part of our
opportunity for the companies
customers’ day-to-day lives
that get it right.
globally, influencing how they
think about shopping, both online
and in retail stores
Facebook and Myspace
  Can offer video calling

For Facebook
Facebook and Skype

 Growth in video calling usage

For Skype
 Application mash-ups in the future
Application Mash-ups Phone segments Utility
Facebook/twitter Facebook/Twitter Smartphones because Directly upload photos/videos and
API + Photo such mash-ups require receive notifications on photo uploads
editor API a huge heap size by friends
Foursquare Foursquare API Location based SNS Foursquare can reach a wider segment
+ location API possible on feature of mobile phones essentially without
phones GPS
Facebook Facebook Phone segments Chat notifications with the location of
chat/Gtalk/Yahoochat/ chat/Gtalk/Yahoo (Smartphone/featureph the person on google maps (improves
chat API + one) without GPS overall experience)
Location API +
Googlemaps API
 Conclusions
 Increased penetration of SNS in Mobile Phone
users
 Increase in e-commerce and online shopping
 Integration amongst social networking websites
and popular applications
TWITTER
 INFORMATION

 CREATED IN MARCH 2006 BY JACK DORSEY

 300 MILLION USERS
 300 MILLION “TWEETS” AND 1.6 BILLION SEARCH
QUERIES/DAY
 FREE TO JOIN AND USER CAN FOLLOW EACH OTHER
,CAN FORM GROUPS AND POST THEIR VIEWS ON
SIMILAR TOPICS WITH THE HELP OF HAS TAGS
 USER CAN SEND AND READ POSTS UPTO 140
CHARECTERS
 HAS A SERVICE KNOWN AS THE VERIFICATION OF
ACCOUNTS FOR THE CELEBRITIES AND OTHER KNOWN
PERSONALITIES STARTED IN JUNE 2008
 SEGEMENTATION
 TWITTER IS OPEN FOR THE USERS OF ALL AGE GROUPS
 ONLY 11% ARE AGED BETWEEN 11-17 YEARS
 63% ARE LESS THAN 35 YEARS OLD
 SPECIAL SERVICES PROVIDED FOR THE CELEBRITIES
AND KNOWB PERSONALITIES SUCH AS ACCOUNT
VERIFICATION
 MAINLY USED BY OLDER ADULTS WHICH ARE NOT
USING ANY SOCIAL NETWORKING SITES BEFORE
TWITTER
 FACTS
 TWEET CONTENTS:-
 Pointless babble – 40%
 Conversational – 38%
 Pass-along value – 9%
 Self-promotion – 6%
 Spam – 4%
 News – 4%
 WOMEN MAKE SLIGHTLY LARGE DEMOGRAPHIC
THAN MEN 53 % TO 47%
 FACEBOOK

Company Proprietary and Confidential Copyright Info Goes Here Just Like This
INFORMATION

• LAUNCHED IN MARCH 2004

• 800 MILLION USERS
• FOUNDED BY MARK ZUCKERBERG AND HIS
COLLEGE ROOMMATES
• FREE SIGN UP FOR ALL THE USERS
• HAVE VERY POPULAR SERVICES SUCH AS PHOTO
TAGGING,CHECKIN LOCATIONS,TIME LINE
,EVENTS CREATION ETC
• ONE OF THE MOST USED INTERNET AND SOCIAL
NETWORKING SITES
SEGEMENTATION
 LINKEDIN

RELATIONSHIP MATTERS
INFORMATION

 FOUNDED IN DECEMBER 2002 LAUNCHED

IN 2003
 135 MILLION USER ACROSS 200 COUNTRIES
 AVAILABLE IN 10 LANGUAGES
 MEMBERSHIP GROWS WITH AN AVERAGE
OF 2 MEMBERS/SECOND
 ONE OF THE FEATURES IS LINKEDIN
ANSWERS WHICH IS LIKE YAHOO ANSWERS
SEGEMENTATION

 LINKEDIN IS A BUSINESS RELATED

NETWORKING SITE
 REGISTERED USER CAN MAINTAIN A
LIST OF CONTACTDETAILS OF THE
PEOPLE WITH WHOM THEY HAVE SOME
LEVEL OF RELATIONSHIP CALLED AS
CONNECTION
COMPARISON