2011: WorldwideMobile Ad Spend$11.4 to $20 Billion Source: Merrill Lynch report
Young Indonesians, age 8-24 years old have the highest level of mobile phone ownership (average 3 handset ), at 80% penetrationHighest Internet User access via mobile In less than 5 years half of Indonesia population will use internet from mobile access Mobile is BIG 3X TV Ownership 4X PC OwnershipGadget FreakMobile browsing intensity around 661 pages per month/person Mass Market Segment !
Immediate Immediate Personal ROI Permission Measurable Based Build Interactive DatabaseWhy is Mobile Marketing Effective?
Types of AdvertisingSearch In Message DisplayRich Media In Content At Location
Mobile MarketingTypes of Mobile Marketing CustomerSales Promotion Advertising Public Relations RelationsCoupons Direct Response Quiz / Games Information AdsRewards Information / Alert Sweepstakes RewardsSweepstakes Viral Marketing Voting / Polling MembershipQuiz / Games Co-branding Downloadables
24% of marketing messages are forwardedText response rates are 5 times higher than thoseof direct mail campaignNot just used by youth market - 72% of 35-54year olds have used SMS Source: Forrester Research
71%-96% recall rate by consumers in response tomobile marketing campaigns70% of respondents would recommend that friendsreceive mobile marketing messages40% consumer intent to follow a brand prompt43% feel that campaigns via SMS have a positiveimpact Source: Forrester Research
Asia Varies! *to one anotherMobile ads in Japan are ARSouth Korea financial and gamesIndonesia smartphones/blackberryand Twitter
China cosmeticsHong Kong near field OctopusPhilippines SMS and remittanceIndia rural sports entertainment andeducation
Composition of Mobile WebLandscape in South East Asia Source: Smaato, March 2011
Now, some data for IndonesiaTop 10 sites in Indonesia (unique Top handsets for January 2011users)1. facebook.com 1. Nokia 5130 XpressMusic2. google.com 2. Nokia C33. detik.com 3. Nokia 2700c4. youtube.com 4. Nokia E635. twitter.com (6) 5. Nokia 2330c6. wapdam.com (5) 6. Nokia 63007. yahoo.com 7. Nokia N708. wikipedia.org 8. Nokia 2730c9. kaskus.us (back on the list) 9. Nokia 3120c10. 4shared.com (new) 10. Nokia 5310 XpressMusic Source: Opera State of Mobile Web, January 2011
Study Case: Game Download for the last month Source: Internal Data
Realize This! Market penetration is mainly onChinese Handsets and Nokia Based
“People bought 80 millionsmartphones in the Q3 2010”…but compared to the 336million new“dumbphones” sold in thesame quarter, all thoseiPhones, BlackBerry andAndroids and are just adrop in the ocean! Source: Gartner
Ways to MonetizeMobile BannerSMS Broadcast/AdvertisementSubscription ServicePay as You GoIn-App or Game AdvertisementIn Game Enhancements