Mobile operators face a new battle for control of the customer relationship. But this time it's not about ringtones, games and search; it's about what is quite possibly their most valuable asset -- the application you use to make a phone call.
The challengers are the online social networks, with their growing reach, power and innovation, and their legions of developers. When online social network meets mobile phone, the frontline is the humble address book.
Worldwide, nearly 600 million people visited an online social network in June 2008, according to comScore. The leading social networking sites -- Facebook, hi5, MySpace, Friendster, Orkut and Bebo -- added 88 million new visitors in the first half of the year. People keep coming back; 96% of online tweens and teens log onto a social network at least weekly.
Now online social networks are moving from the desktop and laptop to the cell phone, with versions of Facebook and MySpace for Blackberry, iPhone and the mobile web, as well as a new group of “social network aggregators” like Yahoo's oneConnect. In less than a year, more than five million of Facebook’s 100+ million users have mobilized.
Your real social network is not listed on any web site. More likely, it’s in your mobile handset’s address book. Because in the real world, you “friend” someone by exchanging phone numbers. And while we text, IM, e-mail (or forward articles, jokes and other curiosities) to a larger group of friends and acquaintances – some of whom we haven’t talked to in years -- the more we actually talk, the closer the bond.
Territory is already being staked out. At CTIA last week, Yahoo called its oneConnect app “a revolutionary social address book” that brings together your people and your life with a full-featured phone book that integrates contacts from your Yahoo address book and social networks. In the same week, Visto announced its own “living address book” which combines e-mail, social networks and messaging into one user interface.
The strategic importance of the mobile address book as social network has not been lost on mobile operators. For example, T-Mobile’s myFaves® plan allows you to call your five favorite people on any network for free. Alltel launched its My Circle plan, where subscribers choose between 5, 10 or 20 numbers to call for free.
By making it easy (and affordable) to stay connected to the people who matter the most, these operators have successfully positioned themselves in the middle of their subscribers’ real social network. And if these limited, “mini social networks” are sticky, imagine how strong the customer bond would be if the mobile operator were in the middle of the subscriber’s entire social network?
Operators are waking up to the coming battle for the address book, and more importantly, who will power it. Vodafone has already made an acquisition: Zyb. Partnering for innovation is essential.
I work with a new company called Skydeck that has a different approach to the market. Skydeck combines a subscriber’s address book (from Gmail, Yahoo, Outlook or Plaxo) with their call records to map their real social network – the people that they actually call and text most often. Skydeck helps users keep track of their network and all their mobile calls and text messages with a Gmail-like web interface, and is a precursor of things to come.
How strong are the challengers and how big the stakes? The leading social network sites are as big or bigger than any domestic mobile operator, are growing faster, have repeatedly demonstrated innovation and virality, and have captured the hearts, minds and eyeballs of the most prized demographic – the affluent, educated, Internet-savvy 18-34 year olds that operators are relying on for growth.
Today, mobile operators are well-positioned n the middle of their subscribers’ real social networks. The power, reach and innovation of the leading social networks and their community of developers could be the mobile network operators’ biggest challenge, or opportunity, in the battle over the “social utility” that is your mobile address book.
Originally published in TelephonyOnline on Sept. 19th.
