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| Cherry Media S.L. is a Spanish registered company and was launched in September 2003 by Julia Dimambro as one of the first pioneer, dedicated Mobile Erotic companies in the industry. Julia was previously the Wireless Commercial Director at Private Media Group, one of the largest Adult Entertainment companies in the world. Cherry Media is 100% owned and self funded and was solvent after the first 4 months of trading. It has made a profit both years it has been operational and increased revenues by over 350% in 2005.
The company launched its first products at the end of October 2003 - a direct to consumer erotic wap portal called Cherrysauce, focusing (at the time) on image galleries around various themes and genres. The portal used the Bango.net billing platform, allowing Cherry Media to take its services off-portal and promote direct to adult consumers. This was a result of MNOs not incorporating adult and erotic services in their ‘on-portal’ mix at this time.
Today, Cherry Media distributes its highly respected portfolio of benchmark mobile erotica and adult services and products to over 30 territories around world and in a broad selection of Tier 1, MNO portals, as diverse as South America and Russia. Its own successful direct to consumer mobile portal Cherrysauce works as a ‘control’ offering direct insight, data and knowledge into this new consumer market. The portal can receive up to a million hits a month with very little marketing due to its dynamic structure, unique design and impressive content and product catalogue.
As a pioneer in this specialist business sector, Cherry Media is proving itself globally through its results and its relationships and has gained global respect and acclaim from the wider mobile industry for being benchmark in defining the Mobile Erotica business model.
This has been confirmed by the industry recently by Cherrysauce winning the Best Adult Services Company in the ME Awards 2006, the first award of its kind in mobile and adult entertainment and voted for by more than 300 mobile industry executives.
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| THE CHERRYSAUCE 'EROTIC ETHOS' |
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At Cherry Media, we strongly believe that the psychology of Mobile Erotica plays a leading role in achieving our commercial objectives and those of our partners. By understanding WHAT a consumer wants, HOW he wants it and what his final objective is we can effectively achieve ARPU, customer loyalty, return traffic, ROI and most importantly – MORE REVENUES!
In our 4 years of business, we have seen there are many companies who know a lot about mobile OR a lot about adult, but there are very few who know how to bring the two together effectively for maximum commercial benefits. A lot of companies talk about ‘consumer-driven’ portals and products. Cherry Media puts this into practice and already has the results which can benefit its partners!
Some simple examples:
BRANDS - We have seen that MNOs who are now adding mobile erotica to their on-portal portfolio are requesting the big name adult brands. Operators come from a brand mentality and are working on the success strategy of mobile games, so it is natural they will approach adult in this way. However, with our own direct to consumer portal, wap.cherrysauce.com, we have seen white-label and amateur content CONSISTENTLY outselling our brand names since we launched in 2003. Our most successful wap site to date is called ‘Reader’s Wives’ and it’s exactly that. It has been the top seller every month and this statistic goes against everything the industry believes about brands!
CHOICE – What consumers want is breadth of choice. Our experience and customer base show us consistently that there are limitless genres, girls and production styles that turn people on. And what one person finds arousing, will do nothing for another. Therefore, if the product and genre offered are limited, the potential mobile consumer base is also limited, which has a direct impact on revenues.
CONSUMER REQUIREMENTS vs. INDUSTRY REQUIREMENTS – With our direct-to-consumer portal, Cherrysauce, combined with our extensive B2B distribution network, Cherry Media, can bring ‘360 degrees’ of vision, knowledge and experience to its partnerships. The D2C portal works effectively to show us what consumers REALLY want. This is effectively balanced with the requirement of a global network of mobile aggregators, D2C brands and MNOs.
SOFT vs. ADULT – The most political of all points in our industry sector! We would just like to offer a quick statistic on this point. Over 80% of the content we deliver to our B2B partnerships around the world is up to ‘FSK 16 content’. In contrast, around 75% of the content we sell through our Cherrysauce portal is FSK 18! A clear insight into the different requirements between the consumer and the industry! That said, we have seen that for mobile personalisation products, such as wallpapers, customer prefer softer glamour shots (for obvious reasons).
THE SALE FOREPLAY & LEAVING THEM WANTING MORE – Cherry Media has a unique and respected approach to its conversion, ARPU and customer loyalty strategies. With the MD and management team being women, the Cherrysauce portal is approached in a similar way to flirting and seducing men as only women know how! We try to create and design our wap sites as immersive, stimulating and erotic ENVIRONMENTS. Not simple WAP galleries for example. Getting the user to our portal is only around 25% of getting the sale. Our approach since launching Cherrysauce in 2003 has always been to tease him, get him turned on and THEN present him with the purchase offer. After the download, gallery or site, we tease him again, leaving him wanting more or leading him seductively, ‘by the hand’, to the next sale.
RELEVENCE IN THE MEDIA - Google: Adult content most searched for MoCo (Mobile Content): “According to a recent study by Google, adult content is the most sought after MoCo by mobile search users with cell phones. Google's team found that 20 percent of searches on cell phones were for adult content, while only 5 percent of searches on PDAs were for the same reason. PDAs are generally for work-related purposes, so this finding is less than ground-breaking; but the real kicker is that only 8.5 percent of searches on desktop computers are for adult material. The researches sifted through 1 million searches by users of their mobile search software.
Google's explanation for the popularity of such searches on cell phones is that users regard their handsets as intensely personal devices which leads to more comfort in querying these search terms. Also, users are more confident that others won't discover their activities. That seems to be the key here: users are more likely to search for adult content on their handsets because it's easier to get away with it, not because they have a desperate need to view adult MoCo while on the subway.”
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| WHY CHERRY MEDIA? |
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Our Established Background - Julia Dimambro, the MD of Cherry Media comes from Private Media Group and was responsible for launching Private’s first Mobile Division in January 2003. Cherry Media was one of the first DEDICATED mobile erotic companies in the market and as such has grown up in the forefront of the ever evolving creative, regulatory, billing and technical capabilities of Mobile adult entertainment.
Our Content Strategy – Cherry Media doesn’t work with content aggregators! Instead we have collated a very selective assortment of specialist producers. Most of these are new production houses, which use leading glamour and adult models to produce mobile specific content. This is still a new concept in mobile and Cherry Media is sharing its knowledge and experience to help direct and design the context of the content. The quality and sales results we have seen from this content prove that dedicated mobile production will be become the standard.
Our Reputation –
“Porn is not driving mobile as it did for VHS and Net. But it is a force and it has a charming forward-thinking proponent in Dimambro. Cherrysauce has emerged as the major aggregator in the sector.”
MOBILE ENTERTAINMENT / TOP 50 MOST IMPORTANT PEOPLE IN MOBILE CONTENT
“Cherry Media was a pioneer in the business of mobile adult entertainment and remains one of the few companies focused exclusively on delivering quality adult content on mobile phones.”
FINANCIAL TIMES NEWSPAPER / DIGITAL BUSINESS
A BIG APPLAUSE for Cherrysauce - They really excel in aggregating, formatting and delivering the best adult content out there!”
PAULO GAUDENCIO, MOVENSIS, PORTUGAL
“Saucy stuff, Cherrysauce. Users love it and pay for it… it’s sticky like toffee apple!”
IAN MUSSLEWHITE, BANGO.NET. UK
Production Scope for Partners – Due to the fact that Cherry Media works mostly with actual PRODUCERS of erotic and adult content, rather than aggregators or big brand houses, it allows us enormous scope for specific production requests within our partnerships. With proven ROI and profit margins, Cherry Media is able to request particular product production – to use a simple example, animated screensavers or World Cup merchandise. This offers our distribution partner a unique production capability that is not always available with other aggregators.
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| CHERRY MEDIA'S CONTENT CLASSIFICATION MODEL |
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Cherrysauce has designed a unique content classification system that is used to benefit and optimise our distribution partnerships to maximum capacity within the local and channel regulations.
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