POINT ZERO
Mobile 2.0
I
can give you a long argument about by uniqueness in market pattern that mobile user
how reachable mobile as a media is. Italo Gani penetration is huge compare to fixed internet
But let’s leave that to the scholars. user, I strongly believe that mobile potentially
Indulge me instead with this one will the main interactive media in this market.
simple question; Where is your mobile phone Markets like China, India and Indonesia
at this moment? Bet you 1 to 10 that it’s research agencies and telco operators, the will the best playground for mobile marketing
within reach, if not already on your hand as players that can and will be benefited from service. With the amount of mobile subscriber,
we speak (sort of speak). I’d say it’s a 24/7 mobile as a successful interactive media. most likely the real budget and successful
-ON media. So, no argument from me. Mobile subscriber is increasing rapidly mobile marketing cases will starting from
And I’m sure that we’re not still arguing every month in developing countries like these countries compare to Europe and US.
about the effectiveness of mobile phone China (600milliion mobile subscriber), India Country like Indonesia already starting
as a media to deliver your brand’s message. (380million subscriber) and Indonesia advance permission-based mobile marketing
We KNOW that. So why hasn’t it work? And (130million subscriber). The rising (if not service, there are already case studies that
why am I still playing in this lucrative media already proven) dragon and seemingly created in this market. The Asian biggest low
playground? Here’s why. In this instant world untouched market for most retail products. fare airlines is already repeating their mobile ad
where gourmet food is just a phone call away Mobile as a mass as well as targeted media campaign, Indonesia biggest local FMCG brand
and delivered to your doorstep at 3 am (well is very interesting solution for the brand that never done internet campaign before is
maybe not gourmet), people expect anything to interact with target audience. You only starting their mobile ad campaign as well, and
else to work as instantly. Unfortunately need one SMS bullet to reach one intended many more mobile ad campaign happen in
instant is NOT what’s going to happened here. audience at merely efficient cost. You got to Indonesia opt-in mobile media environment.
Market/Industry education is still in need in like that odd. Killer message hasn’t been this And most brand are quite amaze with the high
this process of maturing the mobile ecosystem. easy and playing hasn’t been this much fun. response rate of the mobile campaign.
3 years are barely enough to ripen a media. Hell, To put the cherry on top, massive rate Every new marketing communication
Internet is still ripening after 20 years and it still of Mobile market penetration particularly in asia scheme will adapt with the local market
hasn’t reached maturity. And when I say market, has allowed anybody, and I mean ANY BODY environment, and can be an evolution or a
I am not talking about mobile subscriber, the with even D SES buying power, can afford to revolution process. Whichever they are, the
end knot of this long line, the product’s buyers, have and they do have at least 1 mobile phone. changes are happening already. Come along
the brand believers. I am talking about Brand This will allow brands to reach and communicate then, the playground’s open. You wouldn’t
owners, media agencies, creative agencies, interactively to their target market. With want to miss the ride, right?
» Italo Gani | Chief Commercial Officer, m-stars | www.m-stars.net
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