Cleverwood Mobile Advertising

Advertising on mobile phonesWhat can we expect ?

power to the consumer

Interactive advertisingWhat has changed ?

Investments for interactive media are still below 5% in Belgium while consumption is above 20%EIAA 2006 - CIM MDB 2007

Mobile advertising

Anytime

Mobile media USP’s

70% of Belgians leavemobile phone switched on 20 hours or more a day

87% of Belgians use mobile phone on a daily basisthink BBDO national study 2005

Mobile advertising

Anytime

Anywhere

Mobile media USP’s

Proximus covers 99% of the Belgian population (GSM) and 85% in 3GProximus website 2008

Mobile advertising

Anytime

Anywhere

Intimate

Mobile media USP’s

12% of Belgians have already answered the phone while having sexthink BBDO national study 2005

Mobile advertising

Anytime

Anywhere

Intimate

Nativelyrich and

interactive

Mobile media USP’s

Belgians use 10% of the capabilities of their mobile phoneLaurent Redondo Sanchez BelgiqueMobile.be

Mobile phone’s native functionalities: SMS, calls, mobile internet, calendar, address book, email, applications, podcasts, m-payment...

...in your life: Bluetooth marketing, m-couponing, QR-codes, LBS...

Mobile advertising

Mobile phone is becominglife’s remote control

Mobile media USP’s

What is the magic

recipe ?

Mobile advertising enablersHow to make it happen ?

Device

Network

Platform

Content

How to have technologic-based mobile universe and content-based media world cohabiting ?

Mobile advertising enablersHow to make it happen ?

9951996-1997-1998-1999-2000-2001-2002-2003-2004-2005-2006-2007-2008

From Nokia’s Dragonto Apple’s Visual Voice Mail

Mobile advertising enablersHow to make it happen ?

Deep integration between end-user devices and network capabilities enables great mobile-relevant applications

...but are so rare !

Adapting content to mobile,not as easy as it may sound !

Mobile advertising enablersHow to make it happen ?

Creating a fit between traditional media content-offering and mobile-channel codes and constraints is a total new challenge

...to be taken by all actors !

Align your mobile strategy to your global strategy

Mobile advertising enablersHow to make it happen ?

Your first clients for your Mobile Business will be your existing business customers

...B2C AND B2B customers !

Business Models...and to make it profitable !

Copy/Paste

or

Innovate ?

Adapting webvertising models to create new Business Models

All webvertising models (Adwords, Adsense, bannering formats, newsletters, emailings, integrated content...) can be adapted

...but valorised to a new dimension !

Business Models...and to make it profitable !

Finding new models which fit your position in the value chain

New Business Models appears at each layer: Google Android, subsidized mobile phones, sponsored services, Blyk, Pumbby...

...but still need to prove their added value !

Business Models...and to make it profitable !

Sanoma Cases

Business ModelsSome examples

Not only a marketing

media

...also a sales channel !

Business Modelsm-commerce: more straight than e-commerce

SIM-card, 21st century bank card

By owning the network, operators own 21st century new debit or credit card for all digital and real life goods: SIM

...but there’s a mole !

Business Models...thanks to SIM

ConclusionsWho can shake the Belgian market ?

Advertisers won’t come on their own, we’ll all have to attract them !

ConclusionsWho can shake the Belgian market ?

Advertisers won’t come on their own, we’ll all have to attract them !

Thank you

Fabian TilmantPartner cleverwood

Mobile Track Expert cleverwood Mobile Marketing Mgr Sanoma Magazines Belgium