2011 May - MMA global, Singapore: Mobile Advertising & Opportunities

Rogier van den HeuvelChief Commercial [email protected]

MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore

Mobile advertising and the opportunity to engage consumers

with Social Media on mobile

MMA Forum Singapore

eBuddy is the world’s largest

independent IM provider

Mobile Marketing Association MMA Forum Singapore

March 2011

• All mobile devices and web

• On 40+ operator’s portal

• Mobile Platform support:- J2ME

- iPhone- Android- WAP

19M Unique Mobile users per month

15M Unique Web users per month

17B Messages processed per month

> 120M Mobile APP Downloads

> 2M Facebook Fans

230M unique user accounts ever

MMA Forum Singapore

FACTS


19M unique users monthly

27 sessions per user per month

57 min. average session time

17 messages per session

9.1B messages processed per

month

eBuddy is used intensively on mobile phones


Blogs

YouTube

LinkedIn

App Stores

How does eBuddy use Social Media ?

Jobvite

Facebook

Twitter


App stores How are they Social?

Mobile Marketing Association

eBuddy is downloaded

>120M times

Getjar eBuddy website (J2ME)

Nokia OVI (J2ME)

App Store (iPhone)

Android market


Second most popular app ever on GetJar


85M downloads on GetJar; second most popular app ever

3.5M downloads in the Android Market; most popular aggregated IM app in all 77 countries

10M downloads in the iTunes store; most popular aggregated IM application

10M downloads in the OVI store; most downloaded IM app


The Importance of brands on Facebook

- Brand Awareness- Loyalty- Event Activation- Product Promotion- Entertainment


9,000 new fans every day!


Objective Deeper understanding of the audience

Sample profile:Comparison between eBuddy users & non-users

eBuddy profile study, by Metrixlab



Morning Afternoon Evening

50 %57 %

85 %

Mobile usage increases in the evening

Talking about T

V & Fi

lms

Discussi

ng work

and Study

Discussi

ng purch

ases

Catching u

p

Discussi

ng Sports

Planning day/

night o

ut

Flirti

ng

53% 59%

38%

91%

31%

71%

55%

What does youth chat about on mobile?


Mobile youth are very social and are likely to spend most time on Facebook

Hou

rs p

er

week

Facebook Twitter My Space File & Music

sharing

YouTube0123456789

109

2

0.5

2.5

6


What do we use Social Media sites for?

0%

20%

40%

60%

80%

100%


301-450 (11%)

101-300 (22%) 101-200

(16%)

1-100 (37%)

450+ (14%)

Mobile eBuddy users have a much greater number of buddies than eBuddy web

1 in 4 mobile users have over 300 buddies


Where is eBuddy being used?

HomeW

ork

School/U

niversi

ty

Travellin

gOth

er0%

20%

40%

60%

80%

100% 91%

27%37%

47%

4%

Mobile users use eBuddy in a wide range of locations

Mobile users use eBuddy significantly at home


Mobile users are more likely to socialize

Cinema pub/bar/club

show/gig dinner Play sports

1.3

2.1

1.2

1.9

3.8

Tim

es p

er w

ee

k


Daily involved in a social or physical activity

Sending an SMS is more than

100x more expensive than a Ping message

How to generate long-term and sustainable

revenues?Mobile Marketing Association MMA Forum Singapore

22Source: Chetan Sharma Consulting (June 2010)

eBuddy partners with premium advertising networks

Mobile advertising is taking over a large share of eBuddys’ revenue


83%

17%

66%

34%

56%44%

2009

2010

2011

eBuddy’s mobile revenue is continuously growing


Reach your

audience

by targeting


Emerging markets will be the source of growth


UK

Indonesia

The ad revenues in the emerging markets are higher than you might expect

Average mobile eCPM for eBuddy


eBuddy serves

2,5b ads on mobile per month

Ads are served in

200+ countries

worldwide

Mobile Advertising is happening…


Mobile Marketing Association

“Changing consumer behaviour, initially among younger smartphone users but increasingly among Dutch smartphone subscribers, cause revenue difficulties.”

“Customers are quick to exploit free forms of communication, for example updating their status on Facebook or pinging with instant messaging services like Blackberry messaging and WhatsApp.”

“This shift will be seen across the entire telecom sector: SMS revenues of KPN fell dramatically in the Netherlands. New integrated bundles will be introduced in the coming months.”

MMA Forum Singapore

Future trends

Changing industry trends


• High smartphone and data penetration- 42% of postpaid customers have smartphone- 51% postpaid customers have a data product

• Smartphones and new ‘apps’ change customer behavior- New apps on smartphones driving SMS and voice to data substitution- Early adaptors show high smartphone penetration, strong data usage

growth and substantially less SMS usage

• Changing customer behavior negatively impacting SMS and voice revenues

30

2011: Smartphones messengers are hugely popular

Mobile Marketing Association MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore

Mobile internet will soon be larger than desktop internet

Source: Morgan Stanley

Get eBuddy now! www.ebuddy.com

Get.ebuddy.com (J2ME)

Ovi Store (J2ME)

m.ebuddy.com (Lite)

App Store (iPhone)

Android Market (Android)


Business

2011 May - MMA global, Singapore: Mobile Advertising & Opportunities