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All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
MOBILE ADVERTISINGAn Overview
Presented at
Asif AliChief Technology Officer
Mobile-worx Inc.,
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Mobile Industry
2 billion users and growing
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Some Statistics• 160m mobile phone subscribers• 70% reside at the bottom of the pyramid with SMS as the primary channel of content• 18-44 forms the largest segment which uses data services
Source: IAMAI
Size of the VAS market – 2850 cr Revenue Split
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The content marketplace in India
• The mobile VAS providers / / publishers / Mobile generally earn low revenues due to low payouts
• Deliver non-innovative solutions
• Carriers demanding exclusivity stifle innovation and growth.
• Few very successful players; they are forced to change business models / focus areas subsequently for better growth
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Mobile advertising may just change the dynamics of the
market place
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Wireless advertising: what people are saying
Mobile Advertising Worth $10 Billion By 2010.
About 50% of respondents in the US and UK and 39% in Italy would be interested in getting free content in return for being sent relevant advertising
VisionGain describes 2006 as the final year of an experimental phase in the use of mobile marketing, with full mainstream status anticipated by 2008.
Verizon Wireless Chief Marketing “..mobile advertising will eventually grab as much as 30% of the approximately $100 billion US Ad spend”
The future of advertising, is in cell phones and handheld devices.
Global Ad Agency Giant
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OVERVIEW OF MOBILE ADVERTISING
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Advertisement within a Game
Original Game
Inserted Banner Ad
Can contain audio, video, banners or
textAudio AD will
preview
Mobile advertisements can be
•Text
•Flash movies
•Banners
•Audio
•Video
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The mobile advertising ecosystem
$$$$
$
$$$
Advertiser
Publisher Carrier Subscriber
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Advertising options
1. Unused characters in SMS
2. Opt-in SMS / WAP Services
3. Idle screen4. Mobile TV / Mobile Radio
/ Mobcasts5. Callback Tones / IVR
ADS6. Mobile search7. Content Decks 8. Mobile Web 9. Rich mobile applications10. Mobile Games
• Media• Text• Banners• Audio• Videos (MPEG and
3GP)• Flash
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Advertising technologies
• SMS• Java / BREW / Flash Lite / Symbian• WML • IP TV (DVB-H / MediaFLO)
• Carrier Technologies – GPRS / CDMA Data
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Mobile advertising success factors• Non intrusive, permission
based ADS
• Contextually relevant ADS
• Location sensitive ADS
• Profile and behavior based ADS (operators generally have massive user data)
• Interactivity
• Viral nature of the technology or campaign
• Reach – SMS / WAP Sites / Rich Clients | Devices | Networks
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
TraditionalAdvertising
On-lineAdvertising
WirelessAdvertising
One-to-one advertising
Different design to different audiences
Interactive advertising
Location based, highly targeted
Highly Interactive, viral , very
personal & ubiquitous
Mass advertising, large reach
Limited customisation
No interactivity
CAPABILITIES PERSONALISATION
-
+
Highly targeted, Highly relevant, Permission based and ubiquitous=
Value for all stakeholders – Customers, Carriers, Publishers, Advertisers
Why is mobile advertising compelling?
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THE OPPORTUNITIES IN MOBILE ADVERTISING
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Mobile advertising offers compelling opportunities Carriers - better revenues, increased data traffic
Mobile developers – better revenues with a higher pie of the overall disbursement
Advertisers – a highly targeted and a personal medium to sell their products and services.
Mobile advertising enables an AD supported content model similar to what the Internet offers today
Mobile advertising may benefit the subscribers the most as they will get AD-supported, free or low cost premium mobile services and content
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The Mobile Advertising Market Place
• Is young, but witnessing a lot of action
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Opportunities for Mobile Developers
• Mobile advertising offers tremendous opportunities for content providers
• Mobile advertising can provide better revenues, faster ROI and give access to large markets
• Mobile marketing is a proven alternative option to monetizing mobile content – whether it is applications, games, or just text based services
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Strategy for mobile developers
• Sign up with an mobile AD partner
• Most basic mobile content or apps have a 6 months max shelf life. Do think of publishing these apps or content for FREE, with the support of an mobile AD partner
• Do try at least one very successful mobile app, a try. Launch it off deck, for no charge with ADS embedded within it
• Publish them on your own, external (off deck) and Carrier Channels
• Publicize your content; SEO also helps
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Opportunity for Developers: Bottom of the pyramid
• Target Segment: Bottom of the pyramid; users with SMS functionality
• Technology: SMS Data services, IVR
• Solutions: Ad driven SMS Alerts eg: Breaking news alerts, Stock Alerts, Investor Alert, Doctors Appointments, Mobile Communities powered by SMSes
• Risk: Bulk SMS Still expensive, and a CPC model might just not deliver the right results.
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Users with Data Access
• Target Segment: Users with Data access
• Key Technology: WAP Push, WAP Portals etc
• Solutions: Mobile Web Sites, social communities, content deck alerts etc
• Risk: Push messages are expensive.
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Smart Phone Segment
• Target Segment: Users with rich technologies such as Java, BREW, Flash Lite or Symbian
• Solutions: Mobile Games, Mobile Applications, Rich connected applications etc.
• Risks: Small user base, slow connectivity speeds
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High end segment
• Target Segment: Users with super-smart phones, touch pads, Wi-Fi, mobile TV capability, LBS / GPS etc
• Solutions: Mobile-TV applications, GPS or LBS apps, Business Apps etc
• Risks: Very small user base
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Mobile-worx is the pioneer of mobile advertising in India
All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
• Mobile-worx is a pioneer i mobile advertising in India.
• Mobile-worx has recently launched ZestADZ - India’s first complete mobile marketing solution
• Patent-pending technology
• Supports SMS, WAP, and Rich media advertising
• Working with leading carriers and vendors
• Opt-in permission marketing based
• About mobile-worx
• A leading mobility solutions firm. Headquartered in LA
• Provide compelling VAS products and services for the carriers, MVNOs and mobile content publishers / developers
• Leading Asia Pac carriers have been our customers
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