MOBILE                 IS MY ADDICTION;       CRICKETIS MY RELIGIONwww.inmobi.com           WHITE PAPER
MOBILE IS MY ADDICTION;             CRICKET                                                                               ...
MOBILE IS MY ADDICTION;                   CRICKET                                                                         ...
MOBILE IS MY ADDICTION;              CRICKET                                                                              ...
MOBILE IS MY ADDICTION;                 CRICKET                                                                           ...
MOBILE IS MY ADDICTION;           CRICKET                                                                              IS ...
MOBILE IS MY ADDICTION;           CRICKET                                                                              IS ...
MOBILE IS MY ADDICTION; CRICKET                                                                                         IS...
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Mobile Is My Addiction; Cricket Is My Religion

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Over the past year, Cricket is getting married to Mobile in more ways than one in India. When it comes to mobile advertising, what is the reason for this increasing affiliation and what are the things to watch out for? All this and more in the latest InMobi whitepaper

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Mobile Is My Addiction; Cricket Is My Religion

  1. 1. MOBILE IS MY ADDICTION; CRICKETIS MY RELIGIONwww.inmobi.com WHITE PAPER
  2. 2. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION INTRODUCTION Mobile is the new frontier of advertising with the ability to reach the masses like no other medium before it. It is also an essential ingredient of human communication allowing information to reach consumers at any time, anywhere. Cricket has been the passion of India from time immemorial. During the cricket season, it is natural to find flocks of enthusiasts crowded around TV sets at the office, in the home, and outside TV retail stores – all watching the match and cheering on their team. Commuters on buses and trains can be seen with transmitters glued to their ears. And today, a new trend is being observed. Passionate fans are using their mobile phones as the preferred medium to catch up on the country’s favorite game. Mobile provides access to a host of mobile sports sites and applications while fans are on-the-go. This behavior provides an excellent opportunity for brands to reach their advertising target while using mobile advertising. Consumers are almost permanently attached to their mobile device – making it the ideal medium to connect with people wherever they are. Mobile advertising is no longer a luxury for brands, it is a necessary component to help them achieve their objectives. 1,180 1,200 1,000 660 800 600 250 400 200 0 Population of Mobile Users TV Viewers Number in Millions india in India in India WHY IS CRICKET GETTING MARRIED TO MOBILE? Mobile is an effective channel due to the many different ways people can engage on it. It’s the one medium that encompasses the features of all other mediums – audio, visual, social, and connected.© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  3. 3. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION Mobile allows fans to follow InMobi conducted a survey to identify the consumer behavior and preferences with respect to mobile advertising. One of the results of the survey shows the user receptiveness to actions available on the mobile ad. Some examples would be Click to Call, Click to Purchase etc. In the Internet world, people click ads to mainly surf and learn something new. But in the mobile world, people click on ads for a different reason. This clearly shows that mobile is not the PC and shouldn’t be treated like an extension of it. Unlike PC, mobile brings to the table many dimensions of creative opportunity. Mobile Ads Consumers Would Click On (India) 33% 30% 25% 22% 17% Call Purchase Content Viral Search Source: InMobi Consumer Survey, 2009 REASONS FOR THE SUCCESS OF MOBILE IN INDIA According to a recent report released by Google, India has emerged as the second largest consumer of mobile Internet, second only to the US. The number of mobile Internet users has grown nearly five times in the past five years. The number of new data connections added this year is predicted to be higher on the mobile than on PC. There are 3 key reasons for this explosive growth: 1. Fixed line Internet connections are bad, unreliable, or non-existent in much of India. This makes mobile the only medium of connectivity for one of the world’s largest countries.© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  4. 4. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION 2. Operators are highly competitive in India and data plans are getting less expensive for consumers. New offers and deals providing internet connectivity on the mobile for reasonable and affordable costs are being offered continuously. 3. Low handset prices have made mobile phone affordable to everyone. The result is mobile phones have proliferated not just urban cities, but the rural areas as well. When it comes to advertising, consumers in India are ready for mobile advertisements and see the benefit that it can provide. The survey results show us that 72% of Indian consumers are already embracing the benefits of mobile advertising. level of Comfort with Mobile Advertising (India) 44% 28% 9% 10% 9% Very comfortable, Somewhat No opinion, Somewhat Not comfortable they serve an comfortable. I do not think uncomfortable, at all, they important purpose I’m getting used to much about ads they can be are intrusive seeing them on my phone distracting Source: InMobi Consumer Survey, 2009 In fact, comfort levels among consumers are higher in India than in US or Europe. 3G and smart technology will enhance this experience. level of Comfort with Mobile Advertising Top 2 box Neutral Bottom 2 Box 22% 21% 17% India Top 2 Box - 72% 11% 13% 16% 69% 68% 63% US EU Africa Source: InMobi Consumer Survey, 2009© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  5. 5. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION MOBILE ADVERTISING AND CRICKET The mobile web and downloadable applications are also influencing the way consumers update themselves with cricket news, causing a surge in activities such as mobile score checks, cricket application downloads, purchases of cricket videogames, wallpapers, themes, games etc. Given the rich content and media experience building up around the game, advertisers that affiliate themselves with cricket will improve their connection to consumers and position themselves as modern, relevant brands. Being on mobile conveys an understanding of the new generation with an up-to-date understanding of the latest advertising channels. With a properly executed mobile advertising strategy, brands can engage their audience in a non-intrusive manner and generate tangible results in ways that traditional media channels cannot. In addition to developing a one-to-one relationship with consumers, mobile advertising also helps achieve the following. A look at the perceived benefits of mobile advertising among users, shows that consumers feel the benefits of mobile advertising across all aspects of the advertising funnel – from branding to conver- sion to price offers. This knowledge opens up a realm of opportunities for advertisers to reach out to consumers in different ways with different offers. Consumers are ready, they are aware and they are receptive. Benefit of Mobile Advertisement Seen in the Past Given you something free 43% Introduced you to something new 42% Saved you time 32% Saved your money 32% 29% Helped you learn more about something 19% Been relevant to who you are or what you are doing 18% Helpef you find something nearby 17% Reminded you of something important 10% Source: InMobi Consumer Survey, 2009© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  6. 6. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION SUCCESS STORIES Reebok – Indian Premier League Objectives© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  7. 7. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION SUCCESS STORIES Cricket Nirvana Objective© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com
  8. 8. MOBILE IS MY ADDICTION; CRICKET IS MY RELIGION The World’s Largest Independent Mobile Advertising Network InMobi is the world’s largest independent mobile advertising network. With six offices on four continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing fast and it now delivers the unprecedented ability to reach 194 million consumers, in over 115 countries, through more than 26 billion mobile ad impressions monthly. InMobi recently was selected as the 2010 AlwaysOn Global 250 Company to Watch in Silicon Valley. InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, Johannesburg and Singapore. To learn more, please visit www.InMobi.com, follow us on Twitter @InMobi, or read our blog at www.InMobi.com/blog. You can also email us at sales-team@inmobi.com Asia Regional Profile: October 2010 India Market Profile: October 2010 Global View of Global View of Mobile Advertising Mobile Advertising October 2010 October 2010 Report - APAC Report - India !" #$% & #$()*)+ ,-$. /01- 23*4.% 5." .6 ,*71 889:;<9==:9<<< 8=9:>?9>@=9@8: @A?B +7 C#7% 89>=D9<<D9E8= =9=:89@E;9@=D :?A=B ;; ! " E9ED?9==<9<@@ 8<9=8>9;@>9EE8 =A@B 88D To download these reports, visit www.inmobi.com/Research© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

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