mMag

Web address of the case:

http://www.zinadoo.com

Country of the case:

Ireland , Pan european

Posting Date:

11 December 2007

Last Edited Date:

10 May 2009

Author:

Grace O'Dwyer (Nubiq Ltd)

mobile | technology | project

Type of initiative

Project or service
Strategic initiative
Promotion/awareness campaign

Case Abstract

The mMag eTen project was conducted in five European countries, with six partners ranging from mobile operators to industry peers. The project span over an 18 month period, consisting of two three month trials, which were conducted with various potential target markets, subsequently serving to validate specific market niches. The main objective of the mMag project was the market validation of Zinadoo.com, an innovative mobile service that mainly focused on a trans-European level rather than on a national level. Zinadoo provides end users with a service where they can easily create, publish and share their own mobile website from both the PC and their mobile handset. The service is a free end-to-end solution; providing a full website creation, sharing, hosting, and domain name service. Using this free service communities and businesses alike can extend their communication and connections to the mobile platform. Then they can avail of many SMS and email services provided to promote their mobile website, to invite friends, family and their community to see it and interact with them on their mobile website. In addition these services can be used to build their own community services; be it for a student, sporting, and neighbourhood networks.

Description of the case

Domain

eInclusion

Topic

ICT and community development

Sector

Communication (infrastructure) | Other

Date

November 2005 to April 2007

Date operational

September 2006

Target Users

SMEs, associations and intermediaries

Target Users Description

Catalysed by project trials, three target markets were validated.
1. Small to medium enterprises (SME's). SME's were identified as a viable market where the Zinadoo service can add real commercial benefit. Such organisations are constantly looking for ways to expand and develop closer relations with customers.
2. Social Communities. Participants from Social Communities identified this target market as a sector with a real need for a service such as Zinadoo.
3. Mobile operators. Mobile operators have 3 billion subscribers worldwide whom are constantly seeking new market and revenue generating opportunities. Zinadoo has already been deployed with two mobile operators.

Scope

International

Status

Operation

Language(s)

English | German | Spanish

Policy Context and Legal Framework

The Policy Context and Legal Framework within which the mMag project and the Zinadoo service operates is: the regulation of telecommunications systems & services, consumer data protection, children's services, and pricing restrictions applicable.

Project Size and Implementation

Type of initiative

Other

Overall Implementation approach

Private sector

Technology choice

Mainly (or only) open standards

Funding source

Public funding EU

Project size

Implementation: €1,000,000-5,000,000

Implementation and Management Approach

The Zinadoo service is delivered direct to consumers via the web: http://www.zinadoo.com and the mobile web: http://zinadoo.mobi, making this easy to use service accessible to all.

Nubiq, the company behind Zinadoo, is actively continuing to work with partners and mobile operators worldwide to disseminate the Zinadoo service and refine the service offering to fit market changes. Through partnerships with mobile operators, Nubiq now delivers Zinadoo to consumers through extremely exposed mobile operator portals.

The service is developed using Agile Development methodologies, which enable Nubiq to develop quality software with a focus on testing and fast turn around
time of services and features.

Impact, innovation and results

Economic effects

€5,000,000-10,000,000

Impact

The mobile browsing industry is in its advent and many companies worldwide have already realised the opportunities at hand in this market. Worldwide 1.3 billion people are expected to be connected to the internet via their hand-sets by 2008 (GSM Association, 2006). On average 29 percent of European internet users access the web on their mobile device in 2006 and this figure is set to rise dramatically over the coming years (comScore Networks, 2006).Market penetration is reaching saturation point in many European countries, all this presenting a healthy mobile internet market for Zinadoo.

Zinadoo launched in September 2006 and since then has accumulated 7,000 users, conducted pan-European trials of the service, undergone seven new product updates and a complete revamp of the service. The success of the service can be attributed to the tangible benefits it provides to users; a free mobile website creation and sharing service which seeds SMEâ€™s and organisations entry into one of the most effective communication tools available; the mobile web.

User uptake has been catalysed by strategic partnership and carefully executed marketing dissemination activities. Including viral product promotion, product demonstrations at high profile conferences and events, such as 3GSM and CTIA, mobile and PC Internet Search Engine optimisation, mobile and web advertising and media relations.

To increase market uptake and spread product reach, Nubiq has continually targeted strategic partnerships with other complimentary businesses.

Recently Nubiq, the company responsible for Zinadoo, partnered with T-Mobile, to deliver Zinadoo's services to T-Mobile Subscribers in the Netherlands. In addition the service has also been deployed on O2 Ireland mobile portal, signifying a direct and efficient route to market. To mobile operators Zinadoo provides a pre-established mobile community which also promotes the use of the mobile internet and opens up new revenue generating opportunities.

Since Zinadooâ€™s launch it has gained a substantial share in the mobile website creation market. Zinadooâ€™s distinct competitive advantages and differentiating factors have enabled it to contend with any service on the industry.

Track record of sharing

The Zinadoo service has been disseminated to industry peers and potential service users using the following mechanisms:

Video: A video synopsising the project was professionally recorded and will be used for promoting the service on the web and at various conferences and events.

Conferences and Events:
- 3GSM Conference Barcelona
- CTIA Conference Florida.

Product Demonstrations:
- Demonstrating at international conferences and
informal events such as Mobile Monday, Demobar, Barcamp, Future of Mobile Web Apps etc.
- Presenting and demonstrating the product at meetings with potential partners such as Mobile Operators.

Viral Marketing: Harnessing product features to facilitate the viral promotion of the service e.g. "tell a friend", sharing widgets etc.

Internet Marketing: Marketing of this web based service over the Internet has included Search Engine Optimisation, Web Advertising, Mobile Advertising, Blogging.

Dissemination activities all have two main objectives; to increase the Zinadoo user base and engage with potential partners such as Mobile Operators. Such activities have resulted in 7,000 registered Zinadoo users and two partnerships with European Mobile Operators. The Zinadoo service is now currently deployed on T-Mobile the Netherlands and O2 Ireland Portals.

Lessons learnt

Lesson 1 - Through market validation trials Nubiq uncovered userâ€™s motivations for using the service, which differed from what was originally perceived. Thus helping to refine product positioning and adapt a new look and feel to the service appropriately.

Lesson 2 - In addition, through working with partners in diverse markets, Nubiq gathered precious information on individual markets. Even though Zinadoo is a service with global reach and through market analysis Nubiq learnt that each market had explicit service requirements, which demand specific product features.

Lesson 3 - During the project the team worked closely with many European mobile operators. This provided Nubiq with the unique opportunity to gain an insight into close net mobile operator organisations, and access to valuable information such as long term mobile operator strategies.