Project MobileLebanon

 

A business proposal for the Mi2U Ericsson/ Cellis competition

 

 

Overview | Market Study | Application Models | Business/ Financial Model | Benefits | Appendix I | Appendix II | Appendix III | Appendix IV

 

 

 

 

Project MobileLebanon is a concept that introduces a mobile internet directory for the country of Lebanon. It functions as both a search engine and database which provides access to all the local mobile online applications (WAP, HDML, SMS…etc.) in a categorized, user friendly manner.

 

Two formats of the directory will be available: An online HTML portal and a WML version to be accessed by any WAP enabled phone (the reason being because WAP is currently the most widely used format; different versions of the directory can be introduced later depending on demand).

 

 

Lebanon has been catching up with the Information Superhighway at a relatively fast pace, and taking it a step further by linking those already successful sites to the mobile world is a reality of the short run. According to statistical surveys by http://star.arabia.com, a Jordanian online news portal, the Lebanese public ranks first amongst Arab countries such as Oman and UAE in terms of mobile phones to population ratio - with a striking penetration rate of 21%.

The following data reflect values that clearly show the Lebanese standpoint in terms of cellular utilization. Jordan ranks second at a distant 14% (725,000 users).
 
                                                                                                    

 

The high value of 770,000 active cellular phones (1) (as of March 2002) defines a goldmine in marketing terms, and it only makes sense to facilitate the use of features in the mobile internet domain. As a result of a public survey I conducted on a sample of 100 random volunteers in the Greater Beirut area (see Appendix I for details), feedback showed that 87% of mobile phone owners were willing to subscribe to applications that aided them in one way or another. Real-time traffic news, food delivery services, and stock market updates were only some of the proposed ideas that were thought worth investing in.

Lebanon has recently seen such proposals being established, and several competitions like Mi2U are acting as catalysts to motivate more implementations.

With the rise of this growing field, I came up with the idea of starting up a directory that neatly holds all those local applications. MobileLebanon.com would not only serve as the main Lebanese database, but also as a guide for anyone who is just starting out. The additional “help” element was thought of as extremely necessary due to the unfriendly terminology issues and complex compatibility requirements that face the ordinary user.

My survey showed that nearly 60% of those questioned didn’t know what mobile internet means (red area), and more than 85% of those who did (green area), couldn’t tell the difference between WAP, GPRS, SMS and other protocols.
 
 


 

 

   

 

 

 

(1) Reply to inquiry from Cellis® correspondent

 
 

 


 

As mentioned before, Project MobileLebanon will be primarily implemented in two formats, where examples of each, the HTML and WAP versions, are introduced in detail. Please note that “Dummy” names have been used only as examples of future Lebanese websites.

Ø      The HTML model

A web site would be posted (which can currently be accessed at http://www.mobilelebanon.com) for browsing through all the different application categories like News, Food, Entertainment…etc. Clicking on any of the categorized links will then display a list of local Lebanese sites that fall under the criteria. For example, by clicking on “Sports”, a page opens with the following hyperlinks displayed: LebaSports, MTVsports, FUTREsports, and SporLBC.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Further clicking will detail the explanation of each portal. This includes the site’s brief description, protocol type, language, subscription fee, rating and hyperlink address.

A standard Keyword Search is also available for fast access, and a “Help” section is set up to aid those who are just starting out. 

In addition to that, a simple WAP simulator is placed on each page for an exact illustration of any desired site. This aids the user in getting a quick preview of the actual WAP page without having to log on using a cellular phone.

Other features such as bookmarking and self-rating are also included as supplementary luxuries. Screen shots of the actual web pages are detailed in Appendices II and III.

 

Ø      The WAP model

A more conservative form of the HTML model is available for browsing using WAP (which can currently be accessed at http://www.tagtag.com/mobilelebanon). The main difference being that the categories are “lumped” up into more generalized criteria due to certain constraints such as list lengths. For example, the Weather/ Traffic and Sports sections are placed under one headline - News, rather than separately. At the homepage, the user can go to a main category, search for his need by typing in a keyword or choose to click on “help” if he/ she is confused about using the portal (or wants to be acquainted with mobile technologies).

 


                                                                     

 

 

Text Box: Homepage of www.MobileLebanon.com (WAP version).
 

 

 

 


                  

 

 

The main highlights of the previous HTML model are also available here in a more summarized format (rating, protocol type…etc.). A sample walkthrough of the set up is available in Appendix IV.

 

 

The feasibility study of project Mobile Lebanon is very simple. It follows the logic of any current directory which holds information in a “yellow page” format.

To begin with, Phase 1 would be primarily investing in the HTML model (at a relatively low cost) to establish a solid base in informing Lebanese users of the available service. By subscribing to online ads and posting banners on local websites, a low budget marketing campaign will be established.

The uploading of blooming mobile Lebanese sites will be free of charge. This will not only satisfy the majority of the public but will also ensure that any portal provider would not hesitate to post his/ her site on the directory (which will be facilitated by the use of automatic forms) - giving it “up-to-date” endurance.         

The “Help” section of the homepage will also act as an inducer of traffic hits. More people would be logging on to get information about mobile computing as well as the different categorized subscribers - generating a reason for “ad space leasing” on the database itself (a major source of income). Other funding sources would come from the sponsorship of specific categories by certain portals. For example, LBCnews could be the main headline under the News section – acting as an extra financial source.

Phase 2, the WAP page, would kick in as soon as a major feasibility study of the actual subscribers to the HTML model will be applied. Here, sponsorship of ads will similarly give in a source of revenue.

The facilitation will be faster in this case, given the fact that cellular phone users will gain access while on the road. An additional feature could include SMS advertising for those who subscribe to specific categories. For example, a person interested in fashion will get messages stating discounts in retail stores or haute couture WAP pages. This would benefit both consumers and producers in a more targeted business ordeal.

Phase 3, which is not a high probability of the short-run, would be to add another format of MobileLebanon, such as HDML. This would be applied after a further major marketing study (on the number of users who own PDA’s for example) is analyzed and costs/ benefits weighed out accordingly.

In summary, the fiscal rate-of-return in implementation would be quite high. My survey showed values that are quite lofty in terms of people who would be interested in learning, subscribing and getting involved in such a system. With the MI field flourishing, this business concept, in financial terms, would definitely make sense to endow in. 

 

 

The advantages of starting up MobileLebanon are numerous whether for owner or end-user. The following is a list that comprises only some of the main pros in creating a professional portal:

1. Users log on to the site for fast access to any local mobile application they need – minimizing time and frustration.

2. Rating the different sites is available in “star format”, where a grade, by voting, is given for their overall qualification.

3. Bookmarking also aids the user in reaching his/ her favorite application faster. 

4. First time users can have a well-rounded overview of the mobile internet.

5. Any mobile internet provider would be able to post his/ her site on the directory automatically for free.

6. Owner will be funded by multiple sources of income.

All in all, I believe this project would be a win-win feat. As the main MI establishment in Lebanon, it would act as the single providing source in this domain. Providers will post for free, users will be up-to-date with what’s new, and everyone will immensely profit. 

 

Appendix I    Survey

 

The following survey was handed out to 100 random individuals. The values shown correspond to the percentage of people who answered with that particular response.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


The question related to “other services” was omitted by approximately 40% of the group – the others suggested real-time traffic updates, food delivery and financial news among several options.

 

Appendix II   Homepage details

 

Text Box: The categorized links allow fast access from the main page of the portal.
 


 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Appendix III    Details of the “Food” Category

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Appendix IV     WAP page walk-through