LEADING THE WAY IN DIGITAL ENTERTAINMENT FOR MOBILE INTERNET
Buongiorno (Italy, MTA STAR: BNG) is a trendsetting, independent mobile media and technology company driving the burgeoning mobile content industry. Buongiorno has become the world’s No. 1 company in mobile entertainment, with 38 offices, business in 53 countries, connections to more than 100 telephone carriers globally, and access to over 2 billion mobile phone users. The incorporation of iTouch has enabled even further investment in the field of convergent web and mobile services. The significant geographical presence, large portfolio of content and services, and team of more than 1,100 professionals make Buongiorno the World’s largest enabler of mobile content in a market expected to hit US$55bn by 2010 with approximately 840 million users who use cell phones as media players .
Founded in Milan in 1999 and profitable since 2005, Buongiorno is an international Italian success. It is publicly traded on the Italian Stock Exchange - MTA Star segment, ticker “BNG” - and announced proforma revenues for 2007 to amount at €319 million, and EBITDA at €40 million . For 2008, the Company has projected revenues to come in at €330-€350 million and EBITDA at €41-€45 million.
Buongiorno’s mission is to bring digital entertainment to everyone through innovation.
Business Operations: VAS and Marketing Services
Buongiorno operates with two business lines; (i) Value-Added Services (VAS) for wireless and wired consumers. The brand Blinko facilitates the B2C business, and B2O business is structured through telecoms or media in the Mobile VAS market, and (ii) B! Digital, which offers marketing services to the mobile advertising market. Consultancy and marketing campaigns leveraging on new technologies are offered to businesses, and Buongiorno’s dynamic “Ad-Serving” management technology is offered to businesses covering the entire value chain, from conception to realization, and is suitable for both fixed and mobile phones. Music, images, video and chat are used for promotion, marketing and mobile advertising programs. B! Digital has an impressive client portfolio in Europe, many of which are Fortune 500s; P&G, Kellogg’s, McDonald’s, Danone and Coca Cola, in a market estimated to hit US$11 billion by 2011 .
Business Expansion: Organic and Acquisitive
The Company is expanding organically and through key acquisitions, such as, the purchase in 2001 of Spain’s MyAlert.com which gave expertise in the mobile market, the 2003 purchase of Italian user-generated music aggregator Vitaminic, and its 2004 acquisition of Gsmbox S.p.A which added voting and other interactive TV services. In 2005 acquisitions included France’s Freever which incorporated chat and community skills, and the Netherlands’ Tutch Media Mobile to optimise the production and quality of Buongiorno’s content turning it into its own Ringtone Factory. Later, the UK-based Inventa was acquired for its mobile video capacity. Recently, it has acquired Silicon Valley’s Rocket Mobile, an expert in Qualcomm Brew-based applications, eDongAsia, Hot SMS BV, and US-UK based FlyTXT. In July 2007 100% of iTouch was acquired, boosting Buongiorno into the No.1 spot worldwide as a provider of mobile entertainment, information, messaging and marketing services.
A Winning Strategy: Product, Business and Geographic expansion
The continued growth experienced by Buongiorno as a market leader is centred on a dedicated, professional and managed approach to all business areas. Recent strategic steps include the expansion of B! Digital, its marketing services division. Buongiorno is also moving into new territory, and expanding its global presence through B2C activity into Turkey, Brazil, Argentina, South Africa, Australia and Benelux. Meanwhile, the B2B activities in the US, Turkey and Brazil have been strengthened.
Another milestone has been reached by Buongiorno through the launch of a global consumer brand called Blinko – a premium digital store delivering richer content alongside unique offerings, like streamed pop concerts and live comedy shows. Product innovation is core, demonstrable through the recent Ferrari partnership offering content to mobile phone users in Italy, Spain, Brazil and the US. 2007 also saw the award-winning TIM Music Store gain more than 1.7 million downloadable tracks. In early 2008 the mobile social networking application BING was rolled out internationally.
Partnerships: Telco, Media and Web Luminaries
Buongiorno works with the world’s most prominent carriers, media and Net powerhouses. Its portfolio is offered through partnerships with more than 100 leading telecom companies, including, Vodafone, Orange, TIM; Telefonica and T-mobile in Europe; Sprint, Verizon and AT&T in the US, Quatar andKuwait’s Wataniya in the Middle East and Africa, and India’s BSNL.
Media and internet partners include Disney, Sony Pictures, MGM, Viacom, Latin American Juggernaut Televisa, Japan’s Sanrio, Spanish leaders Telecinco, IndiaTimes, Italian publisher Gruppo L’Espresso and Vietnam’s Vietnamnet. Some tap Buongiorno to run their own mobile media operations, others license their material for the Company to sell directly through Blinko. They use Buongiorno to distribute music, games, images and videos for a wide range of titles including 007 Casino Royale, Cars and South Park.
Buongiorno has deals with all four major record labels; Warner, Universal, Sony BMG and EMI, selling everything from ringtones to full track songs. The artist list is vast containing Madonna, Beyonce, 50 Cent...The Company offers 500,000+ products and varies them by region, allowing cultural autonomy.
Pioneering User Generated Content: Celebrities, Politicians and “We the People”
User-generated and interactive services like chatting and home-grown videos are edgy services airing unsigned bands for instance. The Company pioneered user-generated services long before TIME Magazine named “you” the person of the year in 2006. Popstars like Beyonce, the former top model Carla Bruni, as well as politicians like the UK’s Tony Blair have reached out to the public through Buongiorno’s chat services, leading to millions of people messaging to each other.
Leading all-in-one Technology: B!3A
The core of Buongiorno’s operations is a technology platform called B!3A (Anytime, Anywhere, Anyplace). Mobile carriers and media companies use B!3A to host and run technology that puts all their content on one server, rather than spread content around different platforms. Providers can load whatever content they want, coded in any software, and, present and distribute it in any conceivable manner. It readily facilitates user-generated content, special promotions, loyalty programs, intelligently sends alerts and permits voice prompts. Key to content providers, it can also track what is selling, administer digital rights and integrates this information into contractual, flat-fee and pay-as-you-go billing. Buongiorno is leading the mobile industry’s move to an IP infrastructure- a critical step in turning the mobile phone into a digital entertainment device. The main clients include Shinee in Thailand, IndiaTime in India, ABS-CBN Interactive in the Philippines, VASC in Vietnam and recently Vodafone Egypt.
Company Structure: Passionate, pragmatic and Professional
Buongiorno’s team is unrivalled in quantity or quality. Mauro Del Rio, Chairman and founder, brings a strong blend of management and entrepreneurial skills from his previous role at Accenture, as does the Chief Executive Officer Andrea Casalini, formerly CEO at EDS for EMEA. The new company structure aims to promote rationalization of business units, and, an open dynamic and communicative relationship between divisions, globally. Costs are streamlined at a local level and margins are kept high to ensure growth. Sales and production is now undertaken by international teams, overcoming territorial limitations.
Buongiorno believes in the following values:
- Transform ideas and opportunities into reality;
- B! ready for continuous change;
- Value diversity;
- Show respect for individuals;
- Keep pushing.
Buongiorno has an innovative approach to corporate governance; in 2004 the Company resolved to adopt the so-called “monistic” system on corporate Governance, so that control of operations is performed by a Supervisory Committee within the Board of Directors comprised solely of independent members. Buongiorno was awarded the IR Global Ranking 2007 for Corporate Governance.
2007 – Best D2C Content Provider, awarded by the Mobile Entertainment Magazine (UK)
2007 – Best Service in the Innovation Category, TIM music store, Revista Telecom Magazine (BR)
2007 – Best Corporate Governance, awarded by IR Global Rankings
2006 – Transatlantic Award, awarded by the American Chamber of Commerce
2006 – Orange Grand Prize for Innovation, awarded at MIPCOM
2006 – Europe’s 500 one of Europe’s fastest growing companies, supported by Microsoft and KPMG