Adult Mobile Markets Session XBIZ Summit 2011 Chicago

The Adult Mobile: Markets, Metrics and Mechanics session at XBIZ Summit was moderated by Christopher O’Connell of The panel consisted of Alexandre of Wister, Christian Kreul of Displayboy GmbH and CEO of and Kieran O’Keeffe CEO of Reporo.

Christopher O’Connell asked about revenue and impressions from the mobile market. Kierian O’Keeffe mentioned that in many countries consumers are getting porn through their mobile devices only. Also, Europeans use phone carrier billing more than credit card billing. Alexandre discussed how using mobile billing over credit card billing is easier for users of mobile devices. Christian Kreul said click to pay was only two clicks and the billing was done. He also mentioned that Africa is an emerging market because they cannot afford personal computers or even smartphones. But you can still market to them and there is a demand for porn, it is human nature.

They also discussed some issues involved in mobile marketing during the session. Alexandre mentioned there are some issues with billing through mobile if the phone is using Wi-Fi. Christian stated that some companies do not allow Android or iPhones due to security issues. Alexandre said it is easier to build content for PC users than mobile, but mobile takes less content. Christian also mentioned you have to see what the carriers allow for subscriptions and/or pay-per-view and they price according to the cost of a local beer.

Christopher O’Connell displayed some statistics on the smartphone mobile operating systems being used. Android holds around 36% of the market, iPhone follows with 26%, Blackberry has 23%, Windows operating system has 9% of the market and HP 2%. Kierian discussed how older phones that have web access continue to generate revenue. Christian stated mobile web is where their revenue is still and that mobile applications are still relatively new.

Christopher gave more statistics, this time on mobile applications, specifically gaming applications which retain users twice as long as other applications. The average game player is 37 years old, 18% are under the age of 18, 53% are 18 to 49 years old and 29% are over 50 years old.

Christopher asked the panel if tablet consumers are worth going after. Christian believes in the end a tablet user is the same as a web user and it is the future. Yes, you should go after them and the earlier you are on board the more money you will make. Alexandre said they are a fantastic tool and they do allow mobile billing so yes you should go after that market. Kierian said a tablet is like a desktop PC and he thinks it is a bad thing for the mobile market. Alexandre mentioned 4G will be a positive thing and bring a larger audience with a faster connection.

The panel ended with some advice for attendees. Christian said “Discount rates are too high and because this is micro billing, using it for merchandise is not recommended.” Kierian said “This is a hugely exciting and growing market.” Alexandre said “Focus on mobile and go local. Have connections with the carriers. Find a partner to help you get into those markets.” Christian said “Have many mobile partners to help you make those carrier connections.”

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