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Finger printing future of mobile advertising


Finger Printing: The Future of Mobile Advertising presented at VAS India 2011 by Abhay Doshi, Senior Director of Marketing, Flytxt

Finger Printing: The Future of Mobile Advertising presented at VAS India 2011 by Abhay Doshi, Senior Director of Marketing, Flytxt

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  • I am ......Flytxt is the leader in mm&a is a Dutch Firm head Quartered in India with presence in SA & UKFlytxt pioneered mobile marketing Flyt xt has done project such as Cadbury text and Win and orange Wednesday
  • FragmentationPrivacy issueImpression to Impact based measurementSocial network influencersTime critical product placement
  • If we go by current prediction of mobile advertising market will grow from $3b today to anything from $6B to $24B.Everyone agrees it will grow rapidly but size varies drastically amongst forecasters due to bias towards type of advertising on mobile Like SMS+ MMS or App inserts or WAP banners or search.
  • a process specifically designed for the purpose of providing the best possible understanding of every single mobile consumer’s interests, preferences and context based on mobile operator’s data and infrastructure without compromising subscriber privacy and operators IPInformation or insight available with mobile operator is next to perfect.Equivalent to family and in some cases even moreBut it needs to be utilized very carefully by protecting subscriber privacy and operator IPAbstraction of data and utilization of the same in non reversible manner changes the ball game completely
  • Abstracted Tags will basically marry two worlds.Brands and Operators,For example gender of subscriber has no value to operator but is of a high value to brand who want to advertise BikeTargeting criteria that is typically applied for search, display and app-inserts is mostly contextual. targeting like demographics are derived based statistical analysis and algorithms designed for the purpose. The reliability of such data is less compared to targeting criteria which is directly obtained or derived from the actual consumer information available with mobile operators. The level of targeting that is achieved when we bring in the operator owned consumer data and insights are unprecedented and unmatched. But to be able to bring these insights in a scalable manner with models that are reliable needs expertise in mobile advertising and a mature technology. Sample Tags, based onDemographicUsage behaviourInterest Network profileClick or Purchase history
  • Similar trends were followed in history as well. In 2000 mobile SPAM or unsolicited advertising phase started but due to lack of targeting the value of that inventory in India is sub paisa.Later Contextual advertising came into existence and with contextual targeting value of inventory improved due to improved targeting 2011 onwards a new form of superior targeting is coming into existance which willBasically improve relevance to great extend Which will in tern drive the response rates & consumer acceptability.And also will improve Quantity of premium inventoryValue of Inventory is zero or negative if accuracy of targeting is low.
  • SO finger printing can bring lots of value but how do monetize itLets look at the current Situation of Mobile advertising world Ignoring the whole SPAM (SPAM to me is not advertising)Mobile Ad network, WAP and in App Total reach of such advertising is only 200mBut there are 5B mobile customers in the world whom advertisers would want to reachOnly Operators have that kind of reach through multiple touch points in their network,Like SMS, MMS, WAP, App stores, CC portal, CRBT and many moreWhat Mobile Advertising ecosystem needs is an “Ad market place which will connect All brands & Advertisers to All SubscribersAnd that will take current $1B market to $50-100B
  • With such Operator supported or driven Ad market place mobile advertising will grow to $50B by 2015
  • Lets Look at What this numbers Means for IndiaTV: Reach = 60 % of populationPrint: Reach = 35% of population, Radio: Reach = 30% of PopulationOutdoor: Reach = 20%Internet/PC: Reach = 5%Mobile Internet: Reach = 10%SMS is just becoming another Email even though it has high engagement level
  • Fingerprinting will transform not just Mobile advertising but also the way advertising is done today.Unprecedented consumer insight will transform the way advertisers do advertising.
  • Lets look at some examples of what brands could achieved with Fingerprinting
  • Every inventory in this situation is a premium inventory contrary to current situation where 20% of the inventory is premium and rest is axcess inventoriesGadgetBig bazarTanishquematrimonialsDuring my interactio n with advertisers ……They think this been their dream
  • Flytxts’ integrated product suite transforms a mobile operator into an advertising media company. This will unlock the value of the key advertising assets - subscriber data and mobile subscriber touch points – possessed by the operator. Thus, enabling them to play a central role in mobile advertising,
  • Flytxt Neon is the purpose built 3rd generation mobile marketing solution designed to transform operator’s own mobile marketing through increased marketing agility, extreme marketing scalability and 100% tracking and ROI measurement of marketing campaigns.
  • QREDA – our new mobile advertising platform is a platform that is designed to be a game changer for entire value chain. Superior targeting using models beyond contextual through multiple channels & revenue models while taking care of customer experience.Inventory management ande monitization and supeior reporting & billing
  • Along with technology we are also establishing partnerships to support the entire ecosystemFlytxt and partners along with operator can create an ad market place that can transform the mobile advertising for ever.
  • A Quick Recap of value that fingerprinting and our mobile advertising platform QREDA brings


  • 1. FingerPrinting- Future of Mobile Advertising
  • 2. Flytxt at a Glance
    Co founder and initial Chair of:
  • 3. Advertising Megatrends
    The Mobile channel best addresses these megatrends if appropriate technology, methods and controls are adopted
  • 4. Consensus: Mobile Advertising is Poised for a Rapid Growth
    Disagreement on by how much? Wide variance among forecasts. Biased by the channel focused upon (e.g. search, App insert , SMS or MMS)
    U.S. Mobile Advertising Forecast 2009-2014
    CAGR 43%
    Source: BIA Kelsey
    US Mobile Advertising Market Projections
  • 5. 5
    Fingerprinting: The Unrecognised Mobile Advertising Element
    Non reversible Abstraction enables the use of rich subscriber data by advertisers without contravening consumer privacy and operator IP requirements
    Abstraction creates a new ball game
  • 6. Fingerprinting: Abstracted Subscriber Tags
    Non-Reversible Transformation into Tags
    Secure, Strict Privacy, Precise Targeting
  • 7. Fingerprinting – creates value of Inventory
    Response Rates
    Consumer Acceptability
    Quantity of valuable ad inventory
    Value of Ad inventory
    Cost of Inventory creation
    Accuracy of Targeting
    Mobile + Fingerprinting = $$$$$
  • 8. advertisers
    Mobile Ad Eco-System: Connecting All Brands & Advertisers to All Mobile Subscribers
    mobile ad networks
    Mobile Operator Ad Market Place Manages the
    access of advertisers to operator’s inventory
    and subscriber insights
    Operator’s Touch points & Content
    Idle Screen
    App Stores
    Mobile Portal
    Streaming Video…
    3rd Party publishers
    Self-Service Portal
    CC Portal…
    content owners
    SMS / MMS / USSD
    ad inventory
    operators pipe
    operators pipe (Network, MSC, GGSN/SGSN, SMSC, MMSC, CRBT, WAPG/W, CMS, Streaming, LBS, BSS)
    mobile subscribers
    mobile subscribers
    200 million
    5 billion subscribers
    $1Bn  $50 - $100Bn
  • 9. Growth of Mobile Advertising - Global
    Mobile Advertising growth rate will increase significantly due to Fingerprinting using abstracted operator data (meta-tags)
  • 10. Consumer Reach/Targeting/Engagement Status-- India
    Mobile +
    User engagement level
    Mobile Internet
    Targeting capability and accuracy
  • 11. Fingerprinting Transforms Mobile as a Media
    Targeting = Unprecedented
    Engagement Level = Very High
    Mobile +
    User engagement level
    Targeting = No or Low
    Engagement Level : Low (SPAM)
    Mobile Internet
    Targeting capability and accuracy
  • 12. SMS campaigns -- Example
    Download FREE world cup app for latest updates and win exciting prizes. Click here
    M.P. tourism offers an exclusive honeymoon package at 20% discount this month. Click Here
    For real Mumbai fans, get 25% OFF on original Mumbai Indian Jersey
    QR code
  • 13. WAP campaign -- Example
  • 14. Flytxt Product Suite
    Closed Loop
    Push Marketing
    Universal Mobile Advertising
    Continuous Insight Engine
    Connecting All Brands & Advertisers to All Mobile Subscribers
    Connecting Operator to their own Subscriber
    Mobile Marketing OS
    Flytxt Services with Innovative Business Model Facilitates Mobile Advertising Ecosystem
    Data Fusion Engine
  • 15. Neon: Complete Mobile Marketing Platform for Operator
    Every Step is automated
    Telco Systems integrated in real-Time
    Single Web Interface
    Real-Time Reporting
    Central Control
    Distributed Users
    Carrier Grade
  • 16. QREDA: Connecting All Brands & Advertisers to All Mobile Subscribers
  • 32. Page 17
    Mobile Operator Ad Market Place Partnership
    Telco grade platform Experience
    Decade of Mobile Marketing Experience
    Large Scale Deployment
    & MS experience
    (IPG Group)
    Big Brand Handling Experience
    Creative agency handling experience
    Consumer expectation insights
    Subscriber Data
    Mobile Operator Ad Market Place Manages the
    access of advertisers to operator’s inventory
    and subscriber insights
  • 33. Value Proposition – for All Key Stakeholders
    • A new revenue source
    • 34. Better Inventory Monetization
    • 35. Monetize hitherto unutilized inventory
    • 36. Key role in Ad Ecosystem – not just “a dumb pipe”
    • 37. Address the threat from OTT advertising
    • 100% Reach to Consumers
    • 38. 100% Reach to Brands - Big, Medium, Small & Long tail
    • 39. Precise Targeting, High Relevance
    • 40. Instant ROI Measurement
    • Strictly respect privacy issues
    • 41. Relevant Advertisements
    • 42. No SPAM
  • 43. Thank You