Sensations, figures and prophecies
about mobile marketing
Mobile Monday, 6th july

1. Mobile marketing: a short
history of sensations

1. 2006
Expectation
“All factors points Mobile marketing
will be a great business”

2. 2007
Excitement
“Mobile marketing will be the
greatest revolution after the wheel”

3. 2008
Caution
“Mobile marketing will be a large
business, but not now ”

4. 2009
Disappointment
“Mobile marketing is a shit”

Learning: Anything is black or white

2. Mobile marketing: let’s forget
sensations and focus on real figures

1. From 2005 to 2008, the average growth was 85% anually (not
forecast but REAL FIGURES)
2. In 2007 (the excitement’s year), 2011 forecasted spent was $22
billion
3. In 2009 (the mobile marketing’s is a shit year), revised forecast was
$15 billion (ABI Research, Juniper research) (48% growth).
1. Gartner and Mobile Marketer research
2. Gartner
3. ABI Research and Juniper Research

Learnings based on numbers despite sensations
1. Mobile marketing keep growing despite the
economic situation
2. The growth won't be as fast as we all thought
(but, what the hell, is growth anyway)
3. There will not be a mobile marketing year.
Mobile advertising spent will increase year by
year

But as that investment banker said in 2001, I
will never trust again in the forecasts of
Forrester, Aby, Jupiter, Juniper and the
mother who gave birth all of them
1. Mobile marketing keep growing despite the
economic situation
2. The growth won't be as fast as we all
thought (but, what the hell, is growth
anyway)
3. There will not be a mobile marketing year.
spent will increase year by year

But as that investment
banker said in 2001, I
will never trust again in
the forecasts of
Forrester, Aby, Jupiter,
Juniper and the mother
who gave birth all of
them

You can trust in what you see and check day
by day is pushing mobile marketing…

You can trust in what you see
and check day by day is pushing
mobile marketing…

About user
1. Better Handsets
2. Broadband
3. Flat rates
About companies and brands
4. Applications market
5. The need of being always connected
(mail, social networks, video, etc.)
6. Operator voice margins are
drecreasing

3. Prophecies

Valuable prophecies (by Eric
Schmidt)
1. “Mobile will be a larger business
than the PC-Web”
2. Mobile is the next digital
revolution
3. Apps usage will spread very
fast

Throw away prophecies
1. Users&Brands move faster to mobile than they
did to web
2. Mobile marketing trends
1. Applications
2. Mobile Internet
3. Mobile direct marketing
4. Location Based Advertising
5. When my grandson goes to the
University maybe –just maybe- the “bidis” will be
a success

But, will be the mobile marketing th next
revolution in digital advertising?

I have no idea but we are having a lot of fun
and what is most important:
RESULTS
(AND ADVERTISING IS ABOUT RESULTS)

Thanks