Netlog is experiencing strong growth in its iPhone app and mobile site. The document discusses Netlog's strategy to be a leader in fun games and pop culture for its target demographic of 14-24 year olds globally. It considers whether Netlog should focus on apps or mobile web, and concludes that apps are best but mobile web should not be underestimated given its progress and benefits. So Netlog will do both, with apps through partnerships and mobile web in-house.

1. Web or App Louis Jonckheere 19/11/09

2. Netlog Today

3. iPhone App 40% Month by month growth 200.000 unique downloads

4. Mobile site 10% Month by month growth 2.000.000 visits.day

5. Netlog Strategy Fun Games Mobile Leader Pop Pop Culture WHO ? Young 14 - 24 WHERE ? Global Multilingual WHAT ? Community Friends & Popular

6. How is Netlog handling the Web or App issue?

7. An interesting research by Pinch Media shows that less than 5% of downloaded apps continue to be used 20 days after being downloaded .

8. BUT

9. “ There are 2 Exceptions : businesses who have a very large and dedicated user base or solutions that requires special capabilities of the mobile device that are not accessible through the web”

11. What should we do?

12. Apps Mobile web Mobile games cross platform Yes No Location based service Yes No Integrated branding Yes Limited Micropayments Limited Not yet Costs High None Revenueshare Revenuesplit 100% Restrictions Few None Coverage Medium High

13. In general we can argue that for NETLOG the applications are the most suited solution although they are difficult to manage , ask enormous development costs and have a medium penetration in our Target group

14. But we may never underestimate the big progress that mobile web is making and the many benefits it has.

15. So we do both

16. Applications = partnerships

17. Mobile web = Inhouse