Food for thought

1. THE CASE FOR MOBILE
MARKETING IN PAKISTAN?

2. Contents

3. Did you know
• There are 20 Million television sets in Pakistan
• There are 16 Million news paper readers in
Pakistan
• There are 7.5 Million radios in Pakistan
• There are 30 Million internet users in Pakistan
• There are 118 million mobile users in Pakistan
• There are over 118 million handsets in Pakistan
The Mobile phone is now the mostly widely available
medium for reaching your customers and prospects in
Pakistan!

4. Did you know?
The mobile phone is the single most often viewed
device in the world Immediate
The mobile phone is the only device which people
Personal
carry with them over 15 hours a day &
The mobile phone is normally within a range of 2 feet Always
from the user throughout 24 hours With you!
The mobile phone is heavily relied on for
communications, information, news,
entertainment, email, personal data pictures,
videos, applications, and everything under the sun !
You may leave home without your wallet – but you
will never get far without your mobile!
The Mobile phone is now the most effective medium for
reaching your customers and prospects in Pakistan!

5. THE MOBILE AS A
MARKETING MEDIA
TIME TO TAKE IT SERIOUSLY?

6. Pakistan Conventional Media Options
E-mail
Limited, SPAM issue, not read in real time
Web
Limited internet connections, need
computer
Need literacy
Television
Expensive, time
specific, waste, one way,
Radio
Limited audience, geographic,
waste, one way
Newpapers
Expensive Limited reach,
Outdoor
Expensive, limited reach

7. Disadvantages of
Conventional Media
Television
• Temporary
• Requires multiple exposure Radio
• Preferred Ad times and slots are often sold out • Radio listeners are spread over
far in advance many stations, you may have to
advertise simultaneously on
• Limited length of exposure, usually 30-40sec several stations to reach the target
limiting the amount of information to convey audience
• Relatively expensive in terms of creative, • Listeners cannot go back to your
production and airtime costs ads to go over important points
Newspapers/Magazines • Ads are an interruption in the
• Expensive Ad space entertainment so a radio ad may
• Ad has a short shelf life require multiple exposure
• You may be paying to send your message to a lot of • Radio is a background medium.
people who will probably never be in the market to buy Most listeners are doing something
from you. else while listening, which means
• Highly visible medium, so competitors can quickly react that your ad has to work hard to
• Newspapers are facing declining readership and market get their attention
penetration due to internet
• Plans are needed to be made weeks or months in advance
• Slower lead time heightens the risk of ad being overtaken
by events
• Limited flexibility in terms of ad placement and format.

8. The Mobile Media Advantage
Personal
Your personal device containing your contact and other data
Always with you and always on
Never far from you – at any time of the day or night
Interactive
Two way – interactive engagement
Multi-media
Voice, SMS, data, movies, games, applications
Location aware
Suitable for location based applications
Contextual
Multi-functional
Can be used for variety of applications including
payments, health records, business applications –
an indispensible business and personal
productivity tool
The Mobile phone has become the most useful and valued device for
your customers/prospects – hence the best way to reach them!

9. Mobile Media Channels – much more
than just SMS!
MMS •Widest reach
•Immediate
•Personal
SMS •Always On
•Multimedia
Mobile CHANNELS •2-Way
Mobile WAP 2
•Real Time
Mobile IVR
•Engagement
•Quick
Mobile Deployment
Mobile Applications •Measurable
Impact
Mobile
Mobile Bluetooth
RBT
Idle Screen

10. Dilemma

11. AD RBT

12. MOBILE MARKETING
AN INTRODUCTION

13. What is Mobile Advertising
• Any advertising or promotion message that:
– Is delivered on to a mobile device or
– Is accessed through a mobile device
• Presents an effective & efficient medium for
targeting potential prospects.
• New Locally but Internationally M-Ad has been
used efficiently by International Brands such as
Coke, Nike, BMW and many more in countries like
United States, European States, Asia (Malaysia,
India etc)
• Most efficient means for advertisers to reach an
estimated 100 million mobiles consumers in
Pakistan.
• That too, within an appropriate segment (profiled)
with an appropriate message (simple text or
multimedia) at the appropriate time (consumer
preference) & in an interactive manner,

14. Mobile Marketing is highly interactive and leads to
high level of involvement by the advertiser and the
consumer
Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004).
High
Push Dialogue
campaigns campaigns
Advertiser
activity
Traditional (non- Pull
interactive) campaigns
campaigns –
Low TV, radio, print
Low High
Consumer activity

15. Mobile Marketing
More
Benefits Involve-
ment
More More
Branding Sales
Immediate
&
Personal
More
More Precise
Response Targeting
More More
Loyalty Exposure

16. Mobile Advertisement & Intrusion Perception
• 72% Positive towards receiving mobile reminders about dental
or medical appointments
• 72% Are positive towards receiving booking information about a
trip prior to departure
• 71% Are positive towards receiving info of post package arrivals
• 64% Are positive towards receiving public service information
via the mobile phone
• 40% Are positive towards receiving discount coupons and
vouchers from stores where they usually shop
• 30% Are positive towards receiving the best 10 offers on their
mobile phone when arriving at a shopping mall
Source : Telenor-MORE Research

17. Intrusive level of Different Ad Channels
Mobile marketing with permission is not
intrusive! 61%
66%
50%
46%
42%
21% 21% 22%
11%
Boards Movie Mobile News- Internet Radio DM TV Mobile
theater with papers (traditional without
perm. mail) perm.
Source : Telenor-MORE Research

18. Both location aware & interactive – the most
effective marketing medium
Outdoor Mobile
advertising marketing
Location
TV
commercials Web
Interactivity

19. Mobile Marketing is
much more than just
SMS advertising! Mobile
Strategy
Mobile Mobile
Campaigns In-Store
Mobile
relations
Mobile Mobile
Arena Reminders
Mobile
Mobile
Loyalty
Learning
Clubs

20. Profiling & Targeting Criteria
The current fields for segmenting include the following:-
• Prepaid • Location-based (LBS) & Time-based
• Postpaid • Youth
• ARPU • Value Added Services
• SEC Based • Handset (IMEI) Based
• SMS Users • BlackBerry Users
• GPRS Users • Ring-back Tunes
• MMS Users • Interest Based (e.g. Religious, Sports, Music)
• Business Users • Roamers (domestic and international)
• Individual Users • Local callers or NWD or ISD

21.  RBT shorts for Ring Back Tone
 It has become one of the most popular
mobile services
 It's now common place to hear popular
songs rather than the monotonous
bleeps and rings
 Now you can use these RBTs to your
brand advantage.

22. Official Melodys/Jingles of BRANDS as Ring Back
Tune to a profiled MNO customer base

24.  Businesses can promote their
brands by putting Voice Ads
instead of Music on RBT
 Communicating with your valued
customers and conveying your
brand message had never been
easier and economical.
 AD RBT system plays the
selected clips to callers while
they wait for the respondent to
answer the call.

25. • Ad RBT will not interfere with
personal / default RBT after assigned
time slot.
• Caller/ Group based RBT allows
different callers to listen to different
RBT
• Each MNO’s subscribers can be
activated with this service
• Work with the customer's marketing
vision of establishing brand equity,
communication of products / services
& promotions to drive revenues

26. AD RBT-A Fresh Way of Advertising
 Modern society is awash with
advertisements that penetrate the
individual's consciousness via all kinds
of media channels.
 The media itself is becoming more and
more refined in terms of releasing ads
and audience positioning.
 Handsets are becoming a new
advertising medium in the wake of TV,
newspapers, broadcasting and the
Internet, and RBT will become one of
the key methods of advertisement
delivery via handsets.
 AD RBTs are set to become a feature of
modern life as advertisements for a
certain brand or product

27. Ad RBT-Targeted Marketing Communication
Approach
 Any given RBT, as experience has suggested,
becomes widely spread and known in short
span of time.
 Image advertising through newspapers and
broadcasting possesses limited coverage,
and cannot be carried out continuously over
a given time period without significant
investment.
 Ad RBT as implemented via mobile
communication can be heard one calling the
relevant which is both a targeted and a
subliminal marketing ploy.

28. Ad RBT-Saving on Expensive Media Campaign Cost,
Time & Efforts
• Ad RBT solution can be
availed with a modest and
fixed recurring fee, hence the
ROI is for conveying brand
message across is greater than
using any conventional
channel.
• It gives the accurate
measurement of each
impression

29. Ad RBT-Best for Brand Promotion
• Ad RBT is best for Brands
Promotion as it equips
them to communicate their
brand message prior to
getting into an
interpersonal interaction
• It is best medium to reach
the illiterate class at rural
areas to communicate your
message.

30. Ideal Ad Duration

31. CASE STUDIES

41. MOBILE MARKETING
YOUR NEXT STEPS FOR MOBILE
ADVANTAGE

42. Mobile Advertising is taking off
worldwide –Revenues in US$ millions

43. Globally most major brands are adopting mobile
marketing
Check your
university Receive offers from
Training on saftey
lectures and your favorite book
issues when working
your latest exam store
on a gas station
result
Find the Receive info
closest if you flight
McDonalds ”Remote
control” is delayed
in life
Sign-up to test Scan a barcode
drive a new car and download a
video clip
Receive a See trailers and do
sponsored humor a reservation for the
clip every Friday new movie

44. Globally most major brands are
adopting mobile marketing
Jaguar used M-Ad to a target audience
Diageo launched a special mobile campaign to promote
Nike uses mobile to promot new that was male, 35 to 54 years old,
their leading vodka brand, Smirnoff using
sportswear collection and with a high level of household
Vodafone
income.
• Hyundai targeted a very different segment,
new drivers in the 18 to 24 demographic.

45. In Pakistan – Mobile Marketing is also
taking off

46. TAKE THE NEXT STEP
TOWARDS MOBILE
ADVANTAGE
CONTACT US
WWW.MAD.COM.PK
JUNAID@MAD.COM.PK