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GLOBAL MOBILE OVERVIEW
 

GLOBAL MOBILE OVERVIEW

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GLOBAL MOBILE OVERVIEW.

GLOBAL MOBILE OVERVIEW.
CREATED BY COLUMBUS USA PARTNER, HORIZON MEDIA: OCTOBER 2012

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  • ***Different number – 2015 41.4%, 26.8% of population. Trying to rep using mobileBy 2015, thenumber of smartphone users will doubleThese smartphone users will represent 24% of mobile phone users worldwide, or 13.5% of the total population.
  • *** REWORD WOULD RATHER LEAVE THEIR WALLET AT HOME THAN THEIR MOBILE PHONETime mobility poll – aug 16, 2012
  • WARC
  • WARC
  • WARC
  • eMarketer_Worldwide_Mobile_User_Forecast Aug 2012
  • eMarketer_Worldwide_Mobile_User_Forecast Aug 2012
  • eMarketer_Worldwide_Mobile_User_Forecast Aug 2012
  • eMarketer_Worldwide_Mobile_User_Forecast Aug 2012
  • eMarketer_Worldwide_Mobile_User_Forecast Aug 2012
  • ***WHAT THEY ARE DOING WITH THEIR PHONES. ADD IN STORE. DUP THE CHART? THESE ARENT DEVELOPING MARKETS. LOOK FOR DEVELOPING MKTS. BRICK COUNTRIES.WARC
  • warc
  • ***STAT REGARDING AFRICA.warc
  • ***EMAILING US THE SAME NUMBER USED IN BONIN”S PRESENTATIONThe global value of mobile retail marketing will reach $15 billion by 2012, according to a new report from Juniper Research. This represents a growth of 50 per cent over 2011, Juniper estimates. These stats form part of a Juniper Research study entitled – ‘Mobile Retail Marketing: Advertising, Coupons & NFC Shopping 2011-2016′. It claims that mobile coupons are gaining acceptance and the digital adspend is increasingly migrating to the mobile sector.
  • The global value of mobile retail marketing will reach $15 billion by 2012, according to a new report from Juniper Research. This represents a growth of 50 per cent over 2011, Juniper estimates. These stats form part of a Juniper Research study entitled – ‘Mobile Retail Marketing: Advertising, Coupons & NFC Shopping 2011-2016′. It claims that mobile coupons are gaining acceptance and the digital adspend is increasingly migrating to the mobile sector.
  • *** MOBILE SPENDING VERSUS TIME SPENT?
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 201285.7% of 12+ were mobile phone users in 2011 (mobile penetration exceed TV viewers at 84%)Ownership is widely distributed across age and income groupsSome 16% of all mobile users will have an advanced handset in 2012 growing to 26% in 2016Number of mobile internet users rose 115% in 2011 and will top 84MM in 2012Only 7% of the entire population will use a mobile device to go online this year but the rapid rise in mobile and smartphone penetration will continue to push usage up in future years
  • eMarketer The Global Media Intelligence Report Sept 201284% of entire population will have at least one mobile phone33% of mobile owners in Japan will have a smartphoneWorld leader in mobile web usage62% of all mobile phone users in Japan will go online via their handsets in 2012 and by 2016 ¾ of the population will be mobile web usersCurrent spending in mobile advertising is $1.74B and expected to reach $2.67B by 2016
  • eMarketer The Global Media Intelligence Report Sept 201284% of entire population will have at least one mobile phone33% of mobile owners in Japan will have a smartphoneWorld leader in mobile web usage62% of all mobile phone users in Japan will go online via their handsets in 2012 and by 2016 ¾ of the population will be mobile web usersCurrent spending in mobile advertising is $1.74B and expected to reach $2.67B by 2016
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer The Global Media Intelligence Report Sept 2012
  • ***DO WE HAVE THIS DATA FOR ALL THE MARKETS?? MARKET SPECIFIC USAGE.Google Insights Report
  • ***ADD WHERE MOBILE ADS ARE USED PER MARKET.Google Insights report
  • eMarketer The Global Media Intelligence Report Sept 2012
  • eMarketer_US_Mobile_Usage_Forecast-Midyear_2012_Update – Aug 2012
  • eMarketer_US_Mobile_Usage_Forecast-Midyear_2012_Update – Aug 2012
  • eMarketer_US_Mobile_Usage_Forecast-Midyear_2012_Update – Aug 2012
  • eMarketer_US_Mobile_Usage_Forecast-Midyear_2012_Update – Aug 2012
  • eMarketer_US_Mobile_Usage_Forecast-Midyear_2012_Update – Aug 2012
  • eMarketer_UK_Digital_Advertising_and_Marketing-Spending_and_Trends _ Nov 2011
  • Google insights report
  • Google insights report
  • Google insights report & eMarketer_UK_B2C_Ecommerce-Mobile_Takes_Center_Stage_may 2012
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • Emarketer global intelligence
  • ***DO WE HAVE THIS DATA FOR ALL THE MARKETS?? MARKET SPECIFIC USAGE.Google Insights Report
  • ***ADD WHERE MOBILE ADS ARE USED PER MARKET.Google Insights report
  • Emarketer global intelligence
  • Emarketer global intelligence

GLOBAL MOBILE OVERVIEW GLOBAL MOBILE OVERVIEW Presentation Transcript

  • GLOBAL MOBILE CREATED BY COLUMBUS USA PARTNER, HORIZON MEDIA: OCTOBER 2012
  • MOBILE, A HISTORY1973 First handheld1983 First commercially available cell phone1990 12MM people with cell phones worldwide2012 3.4B cell phone users worldwide 2
  • BY 2015, THE # OFSMARTPHONE USERSWILL DOUBLEREPRESENTING 41.4%OF MOBILE PHONEUSERS WORLDWIDE 3 Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • & DEVICES WILLBECOME MOREIMPORTANTTHAN WALLETS.IN CHINA & INDIA, 61% OF MOBILEUSERS WOULD RATHER LEAVE THEIR WALLET AT HOME THAN THEIR MOBILE PHONE. 4
  • SMARTPHONES OVERTOOK PC SALES &WILL SOON DWARF THEM 5
  • GLOBALMOBILE ATA GLANCE. 6
  • MOBILE…ALLOWS CONSUMERS TO USEDOWNTIME MORE PRODUCTIVELY. TAKES GAMIFICATION TO THE NEXT LEVEL. ALLOWS FOR DATA GATHERING & PROCESSING. ELEVATES MEDIA CONSUMPTION VIA MULTISCREEN VIEWING. 7 WARC Trends: Mobile Marketing – 2012
  • NEW FORMATS:NEW FORMS OF DISPLAY ADS, MOBILESEARCH & SOCIAL NETWORKING, &TECHNOLOGY ARE LEADING TOINCREASED MOBILE BUDGETS. SMARTPHONES ARE TRANSFORMING COUPONING & SEARCH, ALONGSIDE NEW ‘MOBILE-LED’ FORMATS SUCH AS AUGMENTED REALITY OR QR CODES. MARKETERS SHOULD BE LOOKING AT THE EMERGING AREA OF M- COMMERCE, WHICH IS EXPANDING RAPIDLY IN BOTH DEVELOPING & DEVELOPED MARKETS. 8 WARC Trends: Mobile Marketing – 2012
  • FOUR EMERGINGMOBILE-LEDTECHNOLOGIES 1. AMBIENT LOCATION REFERS TO APPS & SERVICES THAT COMBINE MOBILE, SOCIAL NETWORKING & LOCATION-TRACKING TECHNOLOGY. 2. VOICE SEARCH IS VOICE RECOGNITION TIED TO SEARCH ENGINE. 3. NEAR-FIELD TECHNOLOGY ALLOWS SMARTPHONES & OTHER DEVICES TO ‘TALK’ TO EACH OTHER WHEN NEARBY. 4. A GROWING NUMBER OF ‘THINGS’ ARE BEING HOOKED UP TO THE INTERNET – OUTSIDE OF PHONES. 9 WARC Trends: Mobile Marketing – 2012
  • MOBILEUSAGETRENDS. 10
  • WE’RE STILL EARLY INTHE GLOBAL MOBILEREVOLUTION 11
  • MOBILE & SMARTPHONE  China (880.4 million) VOLUME:  India (470 million)  China (237.7 million)  US (242.8 million)  US (115.8 million)  Indonesia (148.9 million)  India (75.2 million)  Brazil (119.3 million)  Japan (35.3 million)  Brazil (34.6 million) 12 Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • 13
  • OVERALL, ASIA-PACIFIC HAS THEHIGHEST MOBILEPHONE USERSWORLDWIDE;2.15B in 2012 14Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • & THE HIGHESTSMARTPHONEUSAGEWORLDWIDE;480MM in 2012 15Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • AT 36%, NORTH AMERICAHAS THE HIGHESTREGIONAL SMARTPHONEUSER PENETRATION IN2012.THERE IS ROOM FORGROWTH IN MIDDLE EAST& AFRICA. 16 Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • & LATIN AMERICA ISSEEING THE FASTESTREGIONAL GROWTH INMOBILE INTERNETUSERS. 17 Source: eMarketer Worldwide Mobile User Forecast – Aug 2012
  • TABLET,SPECIFICALLY. 18
  • GLOBALSHIPMENTS 19
  • & GLOBALTABLET USAGE: 20
  • LET’S TALKTYPE OFUSAGE. 21
  • HIGH VIDEO &GAMINGUSAGE 22
  • & IN-STORE,SOCIALNETWORKING,ONLINE VIDEO: 23
  • SEGWAY TOEMERGINGMARKETCONVO 24
  • KEY INSIGHTSBRANDS NEED TO UNDERSTAND MOBILEUSAGE IN THESE MARKETS – MOSTCONSUMERS WILL HAVE LOW-TECH HANDSETSWORKING IN PATCHY INFRASTRUCTURE.IT IS CRUCIAL TO UNDERSTAND VARIANCES INHANDSET CHOICE – BLACKBERRY HAS MASSFOLLOWING IN INDONESIA, FOR EXAMPLE.SUCCESFUL STRATEGIES RELY ON USING SIMPLETECHNOLOGY CREATIVELY – SMS OR INSTANTMESSAGE CAN BE EFFECTIVE.THE MOBILE & SOCIAL LINK IS STRONGER INEMERGING MARKETS. 25 WARC Trends: Mobile Marketing – 2012
  • IN MARKETSSUCH AS AFRICA,CHINA & INDIA,MOBILE OFFERSCONSUMERS INRURAL AREASTHEIR FIRSTTASTE OFCONNECTIVITY.WARC Trends: Mobile Marketing – 2012
  • MOBILE @RETAIL. 27
  • SHOPPING ONMOBILE WEBWILL REACH$119B IN 2015 28Source: ABI Research (February 2010)
  • & THE GLOBALVALUE OFMOBILE RETAILMARKETINGWILL REACH$15B BY 2012. 29Source: Juniper Research – ‘Mobile Retail Marketing: Advertising, Coupons & NFC Shopping 2011-2016′
  • IN SINGAPORE:SOCIAL SHOPPING, FOLLOWED BY SEARCH, ARE TOP MOBILE PHONE USES IN SINGAPORE. 30
  • NOWSPEND. 31
  • It remains clear that mobile cannot be ignoredby marketers. Those countries that alreadyhave high penetrations of mobile users areonly becoming more engaged throughsmartphones and mobile internet access, andthe countries that are newly emerging in themobile landscape offer much potential interms of new audiences. 32eMarketer Global Intelligence Report – Sept 2012
  • 33eMarketer Global Intelligence Report – Sept 2012
  • & HOW THEYSPEND IT: 34
  • MOBILE BANNERSTOP DESKTOPDISPLAY ADS,GLOBALLY. 35
  • BREAKDOWNBY REGION. 36
  • NORTHAMERICA. 37
  • NORTHAMERICA DOMINATES IN MOBILE LEADERSHIP. THE NEXT FEW YEARS SHOULD BRING AN UNPRECEDENTED BOOM IN MOBILE AD SPENDING. AS A RESULT, NORTH AMERICA WILL BE THE FIRST REGION TO SEE WIDESPREAD USE OF ADVERTISING DESIGNED ACROSS MULTIPLE DEVICES. 38 eMarketer Global Intelligence Report – Sept 2012
  • CASE STUDY: NORTH AMERICABRAND: JohnnieWalkerCOUNTRY: US SUMMARY: The US whisky category has been stagnating for several years. To boost the Johnnie Walker brand, they brought back their ‘House of Walker’ tasting events to expand their Striding Man Society membership scheme. Social, mobile and location-based services were used to add impact to the event. The brand’s Facebook page acted as an information hub, and mobile was used to inform brand fans about the events (via SMS) and encourage them to use FourSquare to ‘check-in’ while there. A post-event SMS drive encouraged attendees to Tweet about their experience. RESULTS: Johnnie Walker saw Striding Man Society membership rise 123% among their targeted 21-39 demographic. 39 WARC Trends: Mobile Marketing – 2012
  • ASIA PACIFIC. 40
  • ASIAPACIFIC ASIA PACIFIC IS HOME TO 2.15B MOBILE USERS – NEARLY 55% OF THE GLOBAL TOTAL & IT’S SHARE IS STILL GROWING. 41 eMarketer Global Intelligence Report – Sept 2012
  • ASIAPACIFIC BY 2016, ASIA- PACIFIC MOBILE PHONE USERS WILL BE NEARLY 10X NORTH AMERICA’S SHARE. 42 eMarketer Global Intelligence Report – Sept 2012
  • ASIAPACIFIC CURRENTLY THE GLOBAL LEADER IN MOBILE ADVERTISING AT $2.56B IN 2012. ALSO LEADS THE WORLD IN AD SPENDING WITH SOME 9.3% OF DIGITAL SPENDING SPENT IN MOBILE. 43 eMarketer Global Intelligence Report – Sept 2012
  • ASIAPACIFIC AS OTHER FORMS OF DIGITAL ADVERTISING PROSPER IN ASIA- PACIFIC, THE RELATIVE IMPORTANCE OF MOBILE ADVERTISING WILL PLATEAU. 44 eMarketer Global Intelligence Report – Sept 2012
  • ASIAPACIFIC DIGITALINDIA FORMATS HAVE YET TO SEE THEIR HEYDAY – WITH AD SPENDING AT ONLY $10MM IN 2012. eMarketer Global Intelligence Report – Sept 2012 45
  • CASE STUDY: ASIA PACIFICBRAND: TheEconomistCOUNTRY: India SUMMARY: The Economist’s cover price in India is expensive. The pub needed to boost engagement in order to justify the cost. It played on its tagline ‘Interpret the world’, inviting readers to interpret its brand communication. People were invited to decipher a connection between three random visuals superimposed on each other. Outdoor & print prompted participants to use SMS codes to decipher the connections and a Facebook quiz app could only be activated once users had cracked the puzzle. RESULTS: More than 11K people used the SMS short code to receive the story behind the creative and after a three week campaign, subscriptions rose 44%. 46 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • 2012: 84% OF ASIAPACIFIC ENTIREJAPAN POPULATION WILL HAVE AT LEAST ONE MOBILE PHONE. eMarketer Global Intelligence Report – Sept 2012 47
  • 2012: WORLD ASIAPACIFIC LEADER IN MOBILEJAPAN WEB USAGE – 62% OF ALL MOBILE PHONE USERS IN JAPAN WILL GO ONLINE VIA THEIR HANDSETS. 48 eMarketer Worldwide Mobile User Forecast – Aug 2012
  • IN 2013, MORE THAN 1 ASIAPACIFICSOUTHKOREA OUT OF EVERY 5 AD DOLLARS IN SOUTH KOREA WILL GO TOWARD MOBILE. THE NUMBER OF MOBILE CONNECTIONS HAS SURPASSED THE COUNTRY’S TOTAL POPULATION. 49 Source: eMarketer South Korea #1 In Web Use – August 2012
  • CHINA. 50
  • ASIA OF THE 880MPACIFICCHINA MOBILE SUBSCRIBERS, 27% ARE SMARTPHONES. 51 Think with Google: Our Mobile Planet – China – May 2012
  • ASIAPACIFIC UNFAVORABLECHINA ECONOMIES OF SCALE IN SMARTPHONES HAS HAD ADVERTISERS RELYING HEAVILY ON SPAM SMS. 52
  • ASIA MOBILE AD SPENDING HAS BEEN SLOW TO DEVELOP IN CHINA, BUT ISPACIFICCHINA EXPECTED TO GAIN SPEED AS 3G (OR BETTER) DEVICES BECOME MORE WIDESPREAD 53
  • ASIAPACIFIC THEY USE THEIRCHINA MOBILE DEVICES EVERYWHERE 54 Think with Google: Our Mobile Planet – China – May 2012
  • ASIAPACIFIC & ADS GETCHINA NOTICED. 55 Think with Google: Our Mobile Planet – China – May 2012
  • CASE STUDY: ASIA PACIFICBRAND: PfizerCOUNTRY: China SUMMARY: Hong Kong’s formula milk market is too crowded, so Pfizer Nutrition’s Wyeth Gold was looking for a way to convince moms that their children needed more than the usual compound designed to improve development of the brain and the nervous system. Mobile Flashcards were developed to enable mothers to support their children’s education & to spread the message about formula milk ingredients. Through the Wyeth Gold mobile app, moms found100 pre-developed flashcards with voice pronunciation to help reading & speaking skills. RESULTS: One in 10 Hong Kong moms downloaded the app, and Wyeth Gold’s market share rose 5.6 points. The campaign also generated strong word-of-mouth scores, and Wyeth Gold significantly outperformed its category in terms of volume and value. 56 WARC Trends: Mobile Marketing – 2012
  • WESTERNEUROPE. 57
  • WESTERNEUROPE WESTERN EUROPE BOASTS EVEN HIGHER MOBILE PENETRATION THAN NORTH AMERICA. MOBILE CAN CONTINUE TO BREAK NEW GROUND, THOUGH SOPHISTICATED CONSUMERS WILL LIKELY BE MORE RESPONSIVE TO NEW ON-THE-GO SERVICES THAN TO MOBILE ADVERTISING PER SE. 58 eMarketer Western Europe Mobile Ad Spending – Feb 2012
  • WESTERNEUROPE 2012: NEARLY 400MM PEOPLE IN EUROPE WILL GO ONLINE VIA MOBILE PHONE. 59
  • WESTERNEUROPE MOBILE AD SPENDING IN WESTERN EUROPE WILL PASS $1.3B IN 2012 & WHILE THE UK CLAIMS THE LARGEST SHARE OF SPENDING, GERMANY WILL ACCOUNT FOR OVER 25% IN 2015. 60 eMarketer Western Europe Mobile Ad Spending – Feb 2012
  • WESTERNEUROPE ACROSS THE REGION, MOBILE’S SHARE OF ONLINE AD SPENDING WILL CLIMB FROM AN AVERAGE 4.7% TO 16.3% WITHIN 4 YEARS. NORTH AMERICA ADVERTISERS WILL SPEND A SLIGHTLY HIGHER PROPORTION OF THEIR DIGITAL BUDGETS ON MOBILE THROUGH 2016. BUT ASIA PACIFIC WILL SURPASS BOTH NORTH AMERICA AND WESTERN EUROPE BY THIS MEASURE THANKS TO GROUNDBREAKING MOBILE MARKETS IN JAPAN & SOUTH KOREA. 61 Source: eMarketer Global Intelligence Report – Sept 2012
  • WESTERNEUROPE SEARCH WILL DOMINATE MOBILE AD SPENDING, BUT DISPLAY BUDGETS ARE GROWING FASTER… & VIDEO SPENDING WILL RISE THROUGH 2015. 62 eMarketer Western Europe Mobile Ad Spending – Feb 2012
  • WESTERN AWARENESS OF MOBILE ADS ISEUROPE RISING IN THE EU-5. IN JUNE 2011, OVER HALF OF MOBILE USERS RECALLED SEEING ADS ONCE A WEEK OR MORE. 63
  • WESTERNEUROPE MOBILE USERS RESPOND BEST TO COMMUNICATION THAT RESPECT THEIR PREFERENCES & DELIVER CLEAR BENEFITS. MOBILE ADS ALREADY GENERATE IMPRESSIVE RETURN ON INVESTMENT FOR MANY BRANDS, & MOMENTUM WILL INCREASE AS THE REGIONAL MARKET MATURES. MCOMMERCE IS RISING STEADILY IN THE EU-5. MOBILE PLATFORMS ALLOW MARKETERS TO LINK INCENTIVES & PURCHASES MORE CLOSELY THAN EVER. 64 eMarketer Western Europe Mobile Ad Spending – Feb 2012
  • 36.8% OF MOBILEWESTERNEUROPE UK OWNERS HAVE SMARTPHONES IN 2012, GROWING TO 78% IN 2016. 65
  • WESTERNEUROPE UK 66 Source: Think with Google: Our Mobile Planet – UK – May 2012
  • WESTERNEUROPE UK 67 Source: Think with Google: Our Mobile Planet – UK – May 2012
  • WESTERNEUROPE 56% MAKE MOBILE UK PURCHASES AT LEAST ONCE A MONTH. FOOD & GROCERY WILL CONTINUE TO BE THE LEADING MCOMMERCE SECTOR BY REVENUES. WITH REVENUE WITHIN THE SEGMENT IN 2015 AT £1.251MM. 68 Source: eMarketer UK B2C Ecommerce Mobile Takes Center Stage – May 2012 & Think with Google: Our Mobile Planet – UK – May 2012
  • CASE STUDY:WESTERNEUROPEBRAND: McDonald’sCOUNTRY: Sweden SUMMARY: Pick N’ Play was an interactive outdoor campaign for McDonalds that offers the user a fun and interactive challenge where they can play for their favorite McDonald’s CLICK IMAGE treat. Using a large interactive billboard users controlled the game via their mobile phones enabling interaction with the billboard. By using the latest technology the smartphone’s geo location verifies that the user is in the game area, therefore there was no app download required in order to participate. Players chose their treats and if they lasted for more than 30 seconds they win a coupon, which earned them free fast food at a nearby McDonalds. This digital coupon was automatically sent to the users phone along with instructions on how to claim their McDonald’s treat at their nearest store. RESULTS: 300 people played over the two days the game was available – 65 of them played more than 30 seconds to win. Everyone who played received at least a coupon for a sundae – 100 people redeemed their mobile coupon. 69 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • EASTERNEUROPE. 70
  • EASTERN EASTERN EUROPE ISEUROPE SLOWER TO ADOPT. UNTIL THE ECONOMY IMPROVES, MANY ADVERTISERS WILL FIND IT HARD TO JUSTIFY SHIFTING LARGE PROPORTIONS OF THEIR AD SPENDING TO MOBILE FORMATS. 71 Source: eMarketer Global Intelligence Report – Sept 2012
  • EASTERNEUROPE DESPITE ENTHUSIASM FOR MOBILE, MOST PEOPLE IN EASTERN EUROPE HAVENT UPGRADED TO SMARTPHONES - 26% HAVING ADVANCED HANDSET. MOBILE AD SPENDING WILL CONTRIBUTE AN ESTIMATED .5% OF ALL AD SPENDING IN THE REGION THIS YEAR. STILL, SPENDING ON MOBILE ADS WILL RISE 94% THIS YEAR TO TOP $120MM IN 2012. 72 Source: eMarketer Global Intelligence Report – Sept 2012
  • EASTERNEUROPE 74% OF ALL RESIDENTS WILL HAVE A MOBILE PHONE IN 2012RUSSIA COMMON AMONG ALL AGE GROUPS BUT MORE THAN 60% OF MOBILE USERS BELONGED TO MEDIUM OR HIGH INCOME HOUSEHOLDS AN ESTIMATED 25% OF MOBILE USERS IN RUSSIA WILL HAVE A SMARTPHONE IN 2012, GROWING TO 63% IN 2016 SMARTPHONES HAVE BEEN ADOPTED BY THE YOUNGER DEMOGRAPHIC 32% OF RUSSIA’S MOBILE PHONE USERS WILL USE THEIR HANDSETS TO GO ONLINE 73 Source: eMarketer Global Intelligence Report – Sept 2012
  • CASE STUDY: EASTERN EUROPEBRAND: The-Village.Ru.COUNTRY: Russia SUMMARY: Douche parking is a huge problem in Russia – people tend to park wherever they please. An online city newspaper, The Village.ru, decided to launch an app called CLICK IMAGE Parking Douche to publicly identify impolite parkers. They created a free app, allowing people to take pictures of wrongly parked cars and stream live to special banner ads IP address targeted to locations where the cars were parked. When hovering over the banner, it lets you know the car is annoying people in the city right now – just like its doing on the site. The user was then motivated to share the picture of the parking douche in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbors/colleagues, making them care and share the project information, and others were left feeling ashamed. RESULTS: The app has created an online buzz in tech media and blogs around the world, and generated an interaction rate of over 70%. 74 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • MIDDLE EAST& AFRICA. 75
  • MIDDLEEAST &AFRICA MIDDLE EAST AND AFRICA: ONLY TV AND MOBILE PHONES WILL SHOW CONSISTENT HIGH LEVELS OF USAGE IN 2012. 76 Source: eMarketer Global Intelligence Report – Sept 2012
  • MIDDLEEAST & 13% OF MOBILE USERS WILL HAVE ADVANCED HANDSETS INAFRICA 2012. BETWEEN NOW AND 2016, SMARTPHONE PENETRATION AMONG MOBILE USERS IN THE REGION WILL GROW TO NEARLY 30% BUT WILL REMAIN MORE THAN 15 PERCENTAGE POINTS BEHIND THE GLOBAL AVERAGE. 77 Source: eMarketer Global Intelligence Report – Sept 2012
  • MIDDLEEAST &AFRICA YET VENTURING INTO A YOUNG, FAST GROWING AD INDUSTRY LIKE THAT OF THE MIDDLE EAST AND AFRICA CAN PROVIDE MAJOR PAYOFFS & ONE IS THE CHANCE FOR SAVVY BRANDS TO SEIZE A FIRST MOVER ADVANTAGE & MAKE A BIG SPLASH AMONG EARLY ADOPTERS. 78 Source: eMarketer Global Intelligence Report – Sept 2012
  • IN ADDITION:MIDDLEEAST &AFRICA ADVERTISERS, SUCH AS CONSUMER GOODS, CAN CAPITALIZE ON WIDESPREAD MOBILE USE BY DELIVERING HELPFUL MESSAGES TO CONSUMERS WHEREVER THEY ARE & MAKE THEIR PRODUCTS & SERVICES MORE RELEVANT TO CUSTOMER’S DAILY LIVES. 79 Source: eMarketer Global Intelligence Report – Sept 2012
  • MIDDLEEAST &AFRICA IN THE MIDDLE EAST & AFRICA, THE MOBILE ADVERTISING BOOM IS STILL SOME YEARS AWAY. MOBILE BUDGETS ARE RISING RAPIDLY BUT TOTAL AMOUNT SPENT THROUGHOUT THE REGION IN MOBILE WAS UNDER $2MM IN 2011. 80 Source: eMarketer Global Intelligence Report – Sept 2012
  • CASE STUDY: MIDDLE EAST & AFRICABRAND: Carling BlackLabelCOUNTRY: SouthAfrica SUMMARY: Carling Black Label rewarded South African soccer fans by giving them a chance to use their mobile phones to vote for the players in a special televised CLICK IMAGE Carling Black Label Cup between South Africa’s top soccer teams – Kaizer Chiefs and Orlando Pirates. Using a code found under the bottle cap, fans could Be the Coach by voting to select the players in the game and making live substitutions on the day of the game (whether at the game or watching live on TV). The campaign used a wide range of channels including TV, PR, Radio, Press, Digital, Mobile, On Pack advertising and Point of Sale to drive participation in the eight-week build-up to the televised soccer match. RESULTS: Over 80,000 fans watched the Carling Black Label Cup live in Johannesburgs World Cup Stadium - with millions more watching on national TV. Be the Coach received 10.5MM votes over a 7 week promotional period – 78% of the fans engaged with the campaign more than once & 82% of the votes came from a new target audience for Carling Black Label. Overall, Carling Black Label saw strong growth in a declining beer market. 81 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • LATINAMERICA. 82
  • LATIN LATIN AMERICA BOASTS FAR MORE MOBILE PHONE USERS –AMERICA NEARLY 390MM IN 2012 – THAN WEB USERS. 100MM PEOPLE WILL USE A MOBILE HANDSET TO GO ONLINE IN 2012. 83 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATINAMERICA YET STILL ENORMOUS UNTAPPED POTENTIAL. FEWER THAN 66% OF THE ENTIRE POPULATION WILL OWN A MOBILE DEVICE IN 2012 & LESS THAN 25% OF THOSE INDIVIDUALS WILL HAVE A SMARTPHONE. 84 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATINAMERICA BRAZIL HOSTS A BURGEONING MOBILE COMMUNITYBRAZIL # OF MOBILE CONNECTIONS JUMPED BY NEARLY 20% IN 2011 & WILL SHOW SIMILAR DOUBLE DIGIT GROWTH AGAIN IN 2012. 58% OF ALL RESIDENTS WILL HAVE AT LEAST ONE MOBILE PHONE. 85 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATINAMERICA ADVERTISERS AREBRAZIL RUSHING TO TAKE ADVANTAGE OF AN EXPLOSION & SPENDING WILL NEARLY DOUBLE TO $24.6MM BUT BY 2016 WILL APPROACH $200MM. 86 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATINAMERICA THEY USE THEIRBRAZIL MOBILE DEVICES EVERYWHERE 87 Think with Google: Our Mobile Planet – China – May 2012
  • LATINAMERICA & ADS GETBRAZIL NOTICED. 88 Think with Google: Our Mobile Planet – China – May 2012
  • CASE STUDY: LATIN AMERICABRAND: BradescoSeguros.COUNTRY: Brazil SUMMARY: Coke wanted to insert their brand among the young emerging middle-class consumers who love their mobile phones, but can´t afford a generous data plan. Moreover, in Brazil most Wi- Fi spots aren’t free. So, they created the Happiness Refill: a dispenser machine with a built-in computer that connects via wi-fi to a Coke Mobile Browser (APP). Instead of dispensing CLICK IMAGE soda, it fills up mobile phones with free data credits. Through the Happiness Refill App, teenagers can use the credits to navigate the internet. 89 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • LATINAMERICAMEXICO SOME 73.8% OF MEXICO’S POPULATION AGES 12 – 64 WERE MOBILE PHONE OWNERS IN 2011. 90 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATINAMERICAMEXICO MOBILE AD SPENDING MORE THAN DOUBLED IN 2011 & WILL LEAP BY A FURTHER 75.6% IN 2012 TO $41.5MM. 91 Source: eMarketer Global Intelligence Report – Sept 2012
  • LATIN AMERICABRAND: Meat Pack CASE STUDY:COUNTRY: Guatemala SUMMARY: Meat Pack shoe store in Guatemala already had a reputation for offering special discounts on their stock of the coolest limited-edition trainers (Adidas, Puma and Nike), but they wanted to develop a new and innovative campaign that took their customers by surprise. They created ‘Hijack’, an addition to their popular smartphone app, which uses GPS technology to recognize when one of their customers was entering the official store of one of the brands sold at Meat Pack. This then triggers a push notification of a special-discounted offer. The discount would start at 99% and it would decrease by a percentage with every passing second. Each time a customer redeemed a discount, their Facebook status was updated with news of their success. RESULTS: More than 600 customers were hijacked from the competitors and all discounted merchandise was sold in record time. 92 Cannes Mobile Lions Winners 2012 http://mobithinking.com/mobile-awards/Cannes
  • “MOBILE IS NOTTECHNOLOGY, IT’S ANEW FORM OFCONVERSATION & IT’SHAPPENING WITH ORWITHOUT YOU.”
  • MOBILE ISNOW.
  • & A SUCCESSFULMOBILE CAMPAIGNSHOULD HAVE THE FOLLOWING: A MOBILE OPTIMIZED USER EXPERIENCE THAT WORKS ACROSS ALL DEVICES (SMARTPHONES, FEATURE PHONES, ANDROIDS AND IOS & SYMBIAN) PRIORITIZE A MOBILE SEARCH STRATEGY REMEMBER TO DEVELOP A LOWEST COMMON DENOMINATOR STRATEGY – THINKING ABOUT ALL DEVICES IN THE MARKET & WHAT TACTICS GET YOU REACH (I.E. SMS)
  • THANKS.