Mobile Advertising and Marketing 2011

MORE MOBILE RELATIONS

www.moremobilerelations.com

Agenda

• More Mobile Relations

• Mobile Advertising & Marketing

• Cases

• 2010 and beyond

• Summary

• Mobile concept development

• Oslo, Stockholm, Copenhagen and Helsinki

• 40 employees

• Telenor is major shareholder

• A team with 10 years experience in each market

User experience

Mobile operator

Mobile Gateway

Marketing Advertising

Execution Analysis and reporting

Mobile Service PlatformLogic, dialogues, operations, CRM

The mobile value chain

Get

Keep

Grow

Use

Reach

Richness

Applicability

Agenda

• More Mobile Relations

• Mobile Advertising & Marketing

• Cases

• 2010 and beyond

• Summary

Respons

Production

Execution

Basic Advanced

2004

SMS Push

Mobile

Portals

The Mobile Marketing Map

MMS marketing

Banner ads

AppsLocation

• Concent• Databases

• Handset recognition• Analysis & Feedback

Dialogue concepts

Volvo

The Volvo lifecycle

Prospecting - Get

Contract - Get

Ownership services – Keep, Grow and Use

Re purchase

The Big Picture - Dialogue

Invitasjon til

arrangement

Oppsalg

sesong

Nye

tjenester

Ukens

tilbud

Produkt

Velkommen

som kundeOppsalg

Mobil Portal

kundeservice

Dialog program

Vinter

klar bil

Tilbud

vinter-

dekk

Jule-

hilsen

Kampanje

Invitasjon

Hemsedal

Rabatt

kupong

Innkalling

service

Rekruttering inn

til CRM basen

fra alle kanalerGet

Keep

Grow

Use

How to “up sell” on mobile

Location based marketing

Me

Here

Now

The success of specific mobile formats

is driven by three main factors:

• Applicability

– How widely it can be used across the customer

lifecycle

• Reach

– How many people can be accessed at a cost that

yields a return on investment

• Richness

– How well the medium supports the conversation

between consumer and marketer

Apps/Mobile sites

Mobile TV

Banner

SMS/MMS

Mobile search

Applicability

Reach Richness

Agenda

• More Mobile Relations

• Mobile Advertising & Marketing

• Cases

• 2010 and beyond

• Summary

A real mobile world

• 5 billion mobile users in 2010

• 1,8 billion have access to Internet via PC

• 1,2 billion mobile phones sold in 2009

• Mobile broadband speeds up with LTE

• A market were global giants leave major footprints

The Clash Of Tech Titans

The Clash Of Tech Titans

Mobile Advertising Environment

Proprietary

- Business model

Open model

+ Business model

Mobile advertising depend on editorial content

The Clash creates new opportunities for advertisers

The basics will be there:

Applicability – Richness – Reach

IT Telecom

 0

1 000

2 000

3 000

4 000

5 000

6 000

7 000

8 000

9 000

10 000

11 000

2009

Smart Phones - Feature

Smart Phones - Entry-Level

Enhanced Phones

Basic Phones

20132012 2011 2010 2008 2007 2006 2005 2004 2003

Smartphone forecast

Scandinavian sales forecast (annual sales in ‘000)

Source: Gartner

37 %

15 %17 %

3 %

26 %

4 %

30 %

12 %

15 %

4 %

30 %

9 %

2010 (Q3) 2014

Nokia

Symbian

Other

BlackBerry

Apple

iOS

Google

Android

WP

Source: Gartner

2010 and beyond

Google

Android

Windows

Apple

iOS Blackberry

Nokia

Symbian

Other

Agenda

• More Mobile Relations

• Mobile Advertising & Marketing

• Cases

• 2010 and beyond

• Summary

SummaryShort term

• Mobile broadband

• Social media

• Power Brands

• Mobile portals, Search, cupons

• Location based services

• Apps (android to be leader)

• Sensorconomy (GPS, Gyro, Compas…)

And beyond …

• Mobile Payment (NFC)

• Physical Personal Device

• Behavioral consumer adaptation of content

… and the winner is?

Consumers and Mobile MarketersMOCOM 2020

Steinar Brændeland

90 57 98 15

steinar@mmr.no

Thank you for your attention