0
Mobile Marketing in Latin American Markets iLoop Mobile Roundtable Webinar  January 26, 2012
<ul><ul><li>Industry leading services and solutions for mobile marketing and business initiatives worldwide </li></ul></ul...
About WAU <ul><li>Reinaldo Acosta: VP Marketing & Product Development  </li></ul><ul><li>WAU administers the LATAM’s large...
About Merlin Telecom 3 <ul><li>Alejandro Eliaschev: Co-Founder & COO </li></ul><ul><li>Merlin designs, develops, and imple...
LATAM Facts & Stats 4 <ul><ul><li>One of the world’s fastest advertising markets, with ad spend rising almost 10% in 2011,...
LATAM Facts & Stats: Select Countries Arg 32M 77% Bra 110M 54% Mobile Web Use Chile 14M 83% TGI Latina 2010; eMarketer 201...
LATAM Facts & Stats 6 <ul><ul><li>Messaging is the low hanging fruit for LATAM </li></ul></ul><ul><ul><li>Mobile Internet ...
Observations on Mobile Marketing in LATAM <ul><li>Delivery Platform </li></ul><ul><li>SMS remains the undisputed champion ...
<ul><li>Prepaid accounts for a large portion of mobile users in LATAM (80%+). Prepaid users interactions with marketing pr...
<ul><li>A dynamic, always evolving consumer market ready to be challenge by the use of Mobile initiatives on the go </li><...
Creative Mobile Campaigns in LATAM 10 A fun campaign from Axe in Uruguay (more commonly known as Lynx) that used mobile ma...
Roundtable Discussion Roundtable Moderator:  Michael Ahearn  Co-founder, VP Customer Development & Marketing, iLoop Mobile...
Thanks, we’d be glad to answer any questions and help you mobile enable your marketing and business initiatives. Contact: ...
Upcoming SlideShare
Loading in...5
×

Deck Presentation: LATAM Market: Opportunities and Challenges

2,344

Published on

This webinar explores insights with industry experts on Mobile Marketing in Latin America.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,344
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
62
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Deck Presentation: LATAM Market: Opportunities and Challenges"

  1. 1. Mobile Marketing in Latin American Markets iLoop Mobile Roundtable Webinar January 26, 2012
  2. 2. <ul><ul><li>Industry leading services and solutions for mobile marketing and business initiatives worldwide </li></ul></ul><ul><ul><li>Award winning iLoop Mobile Platform for SMS/MMS campaigns, mobile sites, mobile coupons, CRM & LBS segmented messaging, apps and much more </li></ul></ul><ul><ul><li>Leading expertise in marketing strategy, managed service campaign delivery and professional services </li></ul></ul><ul><ul><li>Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers </li></ul></ul><ul><ul><li>Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies </li></ul></ul>About iLoop Mobile Michael Ahearn: Co-founder, VP Customer Development & Marketing Efrain Saavedra: Sales/Marketing Director Latin America & US Hispanic Markets 1
  3. 3. About WAU <ul><li>Reinaldo Acosta: VP Marketing & Product Development </li></ul><ul><li>WAU administers the LATAM’s largest mobile transaction network </li></ul><ul><li>With direct connection to 45 carriers. </li></ul><ul><li>Two Lines of Business: </li></ul><ul><li>Mobile Integration </li></ul><ul><li>WAU is the single point of contact for companies looking to reach and monetize half a billion mobile subscribers in Latin America via: </li></ul><ul><ul><li>Content (images, ringtones, games) </li></ul></ul><ul><ul><li>Text subscriptions </li></ul></ul><ul><ul><li>Mega Contest </li></ul></ul><ul><ul><li>Interactive services such as micro payments that allow consumers to buy virtual goods (avatars, digital gifts, game items, power-ups) </li></ul></ul><ul><ul><li>Super Aggregation </li></ul></ul><ul><li>Mobile compliance solutions supporting mobile carriers to monitor and control their SMS business according to best consumer practices </li></ul>2
  4. 4. About Merlin Telecom 3 <ul><li>Alejandro Eliaschev: Co-Founder & COO </li></ul><ul><li>Merlin designs, develops, and implements solutions based on intuitive user interfaces with the use of convergence technology: </li></ul><ul><ul><li>Voice/SMS/MMS/WAP/web (i-TV, alerts, content delivery, LBS, mobile campaigns, AR games) </li></ul></ul><ul><ul><li>Customer experience measurement & voice of the customer analysis </li></ul></ul><ul><ul><li>Telemarketing and call center automation </li></ul></ul><ul><li>Industries: Telecom, Banking, Media, & Health </li></ul><ul><li>Markets: Argentina, Chile, Colombia, Mexico, Spain, Uruguay, US & Venezuela </li></ul>
  5. 5. LATAM Facts & Stats 4 <ul><ul><li>One of the world’s fastest advertising markets, with ad spend rising almost 10% in 2011, nearly double the world average, and will rise ANOTHER 10% in 2012 </li></ul></ul><ul><ul><li>Internet penetration (any computer/device) is 30% in 2011, to grow to nearly 50% by 2015. This is about half the penetration as North America and two thirds that of Europe. However, it is double that of Asia-Pacific and Middle East/Africa. </li></ul></ul><ul><ul><li>But MOBILE is a force in LATAM: Mobile phone penetration is 60% of population (375.5M), with growth to 70% (450M) by 2014. Brazil alone has 110M mobile users and 200M subscriptions…compare this to 234M users with 322M subscriptions in the US. </li></ul></ul><ul><ul><li>Many countries in LATAM show high incidence multiple subscriptions to users </li></ul></ul><ul><ul><ul><li>Brazil & Argentina 2x SIM cards as phones </li></ul></ul></ul><ul><ul><li>Feature phones are the target device: smart phone penetration across LATAM estimated at only 10-15%, may be higher up to 25% due to uncounted “black market” smart phones </li></ul></ul><ul><ul><ul><li>Mexico: 70% phone penetration, 10% mobile web use </li></ul></ul></ul><ul><ul><ul><li>Brazil: 54%, 11% mobile web use </li></ul></ul></ul><ul><ul><li>Mobile Internet use is not widespread ex. Argentina 2.9% with 6% smart phone penetration </li></ul></ul>
  6. 6. LATAM Facts & Stats: Select Countries Arg 32M 77% Bra 110M 54% Mobile Web Use Chile 14M 83% TGI Latina 2010; eMarketer 2011 Col 39M 88% Mex 59M 52% Peru 22M 76% Ven 39M 85% Mobile Users 2011 USA: 234M 76% 5 2011 2015 Brazil 11% 25% Columbia 11% Argentina 3% Chile 2% % Use Mobile People (M) Brazil 54% 110 Argentina 77% 32 Mexico 52% 59 Venezuela 85% 39 Columbia 88% 39 Peru 76% 22 Chile 83% 14 AVG USE 73% TOTAL PEOPLE 315
  7. 7. LATAM Facts & Stats 6 <ul><ul><li>Messaging is the low hanging fruit for LATAM </li></ul></ul><ul><ul><li>Mobile Internet not widespread with low penetration of smart phones because: </li></ul></ul><ul><ul><ul><li>High cost of data </li></ul></ul></ul><ul><ul><ul><li>Consumer disposable income </li></ul></ul></ul><ul><ul><ul><li>Infrastructure (lack of 3G networks) </li></ul></ul></ul><ul><ul><ul><li>City vs. rural consumer </li></ul></ul></ul><ul><ul><li>Individual countries can vary significantly 10-25% in penetration and use stats </li></ul></ul><ul><ul><ul><li>Phone ownership in Argentina=77%, Brazil=54%, Mexico=52% </li></ul></ul></ul><ul><ul><li>LATAM presents “green fields” for mobile marketing as it evolves from premium “users pays” services to “free” interaction with brands and publishers presenting real day-to-day value to the consumer </li></ul></ul><ul><ul><li>Cost savings—as mobile marketing evolves today it can leverage lessons from North American, EU and APAC market and avoid “worst practices” of mobile marketing </li></ul></ul><ul><ul><li>Pre-pay is strong in LATAM, don’t assume “all you can eat” </li></ul></ul>
  8. 8. Observations on Mobile Marketing in LATAM <ul><li>Delivery Platform </li></ul><ul><li>SMS remains the undisputed champion of mobile space— simple, cost-effective and reliable—but think beyond simple text: </li></ul><ul><ul><ul><li>P2P message: “want to go to the movies tonight?” </li></ul></ul></ul><ul><ul><ul><li>B2C message: “your package has been delivered (FedEx)” </li></ul></ul></ul><ul><ul><ul><li>Mobile marketing: sweepstakes, vote, buy a service, transfer funds, receive credit card notifications </li></ul></ul></ul><ul><ul><li>Understand the Rules </li></ul></ul><ul><ul><li>Each carrier has its own set of regulations, here’s some resources </li></ul></ul><ul><ul><ul><li>MEF: http://www.mefmobile.org/aboutmef/who_we_are/mef_latam </li></ul></ul></ul><ul><ul><ul><li>MMA LATAM: http://mmaglobal.com/region/latam </li></ul></ul></ul><ul><ul><li>Buy a Short Code Now @ http://latinshortcodes.com </li></ul></ul><ul><ul><li>Region Dominated by 3 Carriers—Partner with a Mobile Integrator </li></ul></ul><ul><ul><ul><li>Telefonica </li></ul></ul></ul><ul><ul><ul><li>America Movil </li></ul></ul></ul><ul><ul><ul><li>Tigo </li></ul></ul></ul>7
  9. 9. <ul><li>Prepaid accounts for a large portion of mobile users in LATAM (80%+). Prepaid users interactions with marketing promotions usually lower than postpaid users. Prepaid minutes (as prize) has been a great incentive. </li></ul><ul><li>Mobile web is increasing, quite noticeable in Brazil, helped with increased of prepaid data, which is cheaper and more private than going to cyber cafes. </li></ul><ul><li>Smartphone adoption growing fast as devices are no longer priced—or perceived priced—at a premium. </li></ul><ul><li>Most brands still lack mobile sites/strategy due to limited knowledge of mobile marketing. </li></ul><ul><li>When creating regional campaigns, be careful to use language understandable in all markets and consider existing cultural differences. </li></ul>Observations on Mobile Marketing in LATAM 8
  10. 10. <ul><li>A dynamic, always evolving consumer market ready to be challenge by the use of Mobile initiatives on the go </li></ul><ul><li>Target your market segment, in this era of Social Media, you consumer could be reach by selecting a particular interest group in Facebook, or Twitter </li></ul><ul><li>Engaging your consumer result in knowing how to reach them using their mobile, by LBS, MMS, Mobile Coupons, or both </li></ul><ul><li>A “Global Approach” vs “Localize Approach” now you can extend your reach just by developing a mobile social campaign that could go Viral… </li></ul><ul><li>A new consumer that would want their information or the ability to buy immediately without having to wait…This evolve into Mobile E-commerce Apps </li></ul>Observations on Mobile Marketing in LATAM 9
  11. 11. Creative Mobile Campaigns in LATAM 10 A fun campaign from Axe in Uruguay (more commonly known as Lynx) that used mobile marketing in a new way to engage its consumers, while keeping it completely inline with its male target audience and the company’s cheeky approach to advertising. It ran a print ad that had certain parts missing from the image, in a teaser for their fans. It ran with the instruction to text ‘Axe’ to a particular number after 9pm. Users were then sent back the missing parts of the ad via MMS, accessible after the watershed: A brilliant, fun campaign from Lynx that talks to its target audience perfectly. It also shows a slightly different way of using mobile technology, requiring users to engage with you just to see more of an ad, which is pretty impressive for any brand. http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/
  12. 12. Roundtable Discussion Roundtable Moderator: Michael Ahearn Co-founder, VP Customer Development & Marketing, iLoop Mobile Roundtable Panelists: Reinaldo Acosta: VP Marketing & Product Development, WAU Alejandro Eliaschev: Co-Founder & COO, Merlin Telecom Efrain Saavedra Sales/Marketing Director Latin America & US Hispanic Markets, iLoop Mobile 10
  13. 13. Thanks, we’d be glad to answer any questions and help you mobile enable your marketing and business initiatives. Contact: chris.rovtar@iloopmobile.com
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×