Mobile advertising overview - by Asif Ali, CTO, Mobile-worx at Momo Chennai

MOBILE ADVERTISING An Overview Presented at Asif Ali Chief Technology Officer Mobile-worx Inc.,

Mobile Industry 2 billion users and growing

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

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

Mobile advertising may just change the dynamics of the market place

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

OVERVIEW OF MOBILE ADVERTISING

Advertisement within a Game Original Game Inserted Banner Ad Can contain audio, video, banners or text Audio AD will preview
Mobile advertisements can be
Text
Flash movies
Banners
Audio
Video

The mobile advertising ecosystem $$$$ $ $ $ $ Advertiser Publisher Carrier Subscriber

Advertising options
Unused characters in SMS
Opt-in SMS / WAP Services
Idle screen
Mobile TV / Mobile Radio / Mobcasts
Callback Tones / IVR ADS
Mobile search
Content Decks
Mobile Web
Rich mobile applications
Mobile Games
Media
Text
Banners
Audio
Videos (MPEG and 3GP)
Flash

Advertising technologies
SMS
Java / BREW / Flash Lite / Symbian
WML
IP TV (DVB-H / MediaFLO)
Carrier Technologies – GPRS / CDMA Data

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

Why is mobile advertising compelling? Traditional Advertising On-line Advertising Wireless Advertising
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 Highly targeted, Highly relevant, Permission based and ubiquitous = Value for all stakeholders – Customers, Carriers, Publishers, Advertisers PERSONALISATION - +

THE OPPORTUNITIES IN MOBILE ADVERTISING

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

The Mobile Advertising Market Place
Is young, but witnessing a lot of action

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

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

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.

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.

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

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

Mobile-worx is the pioneer of mobile advertising in India

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

[email_address] Mobile-Worx, Inc. Asif Ali 91 9840089876

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Mobile advertising overview - by Asif Ali, CTO, Mobile-worx at Momo Chennai

by Asif Ali on May 07, 2007

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Mobile advertising overview - by Asif Ali, CTO, Mobile-worx at Momo Chennai — Presentation Transcript