August 21st, 2006 by Arjan Olsder Posted in Analysis & Editorial | No Comments »
Numerous stats have been gathered about our target consumer and even more importantly, about the consumers we don’t have. It’s said on multiple articles that just 10% of the mobile handset owners download mobile games. MobileIndustry.biz announced an exclusive interview with Karl Woods from Kiloo about how the industry should react and activate the 90% of the people that don’t download yet. Personally I don’t think we will get that far as I don’t believe my grandparents will ever pick up their phone for a quick game, however the current 10% is indeed a much to small audience to work on with the increasing number of games being released every month.
"Think of it like the crack cocaine model. You offer the customer a free rock, and they get hooked. That’s what we’re going to have to do with the 90 per cent. But everyone has to do it, the whole industry has to try and crack this, or we’ll just keep fighting over that 10 per cent." Said Karl Woods.
Methods of activating the non-downloaders means introducing various tactics according to Karl, ranging from free demo’s to ad subsidised gaming. We would like to add to this saying it’s maybe interesting to look at the purchase and connectivity issues that consumers face. Perhaps ideas like the Media Tower POS solution from Holland based Commodore Gaming can provide a smooth solution here. Anyway it’s fair to say that also this is an example of a market fighting to mature.
MobileIndustry.biz will soon release the full interview with Karl.
