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Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
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Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market

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Mobile Monday Amsterdam had the honor to have Chetan Sharma as a speaker during MoMo #6: Marketing and Advertising. During his talk Chetan focused on the developments in the Asian mobile market.

Mobile Monday Amsterdam had the honor to have Chetan Sharma as a speaker during MoMo #6: Marketing and Advertising. During his talk Chetan focused on the developments in the Asian mobile market.

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  • 1. MOBILE ADVERTISING
  • 2. Chetan Sharma Consulting  Seattle based Strategy firm exclusively focused on Mobile. Established 2001.  Advisor to major operators, brands, startups, VCs, and Fortune 500 firms around the world.  Strategy  Intellectual Property  Consumer & Enterprise  Strategy & Policy  Competitive Analysis  Patents  Roadmap  Audit & Valuation  Market Research  Litigation  Product and Technology Strategy  Qualcomm vs. Broadcom  Technical Due-Diligence  Ericsson vs. Samsung  R&D  Business Plans/Models
  • 3. © Chetan Sharma Consulting 3
  • 4. Books/Publications
  • 5. 5 Agenda
  • 6.  The Numbers  Ecosystem Dynamics  Five-Point Framework  Case Studies from Asia  Lessons from Asia  Mobile Advertising Futures © 2008. All Slides. Mobile Advertising: Supercharge your brand in the exploding wireless market or Chetan Sharma Consulting
  • 7. First, Let’s do the numbers
  • 8. © Chetan Sharma Consulting 8
  • 9. © Chetan Sharma Consulting 9
  • 10. © Chetan Sharma Consulting
  • 11. Japan - Mobile Advertising -ARPU/yr $25,00 $20,00 $15,00 US ARPU/yr Western Europe $10,00 $5,00 $- 2006 2007 2008 2009 2010 2011 © Chetan Sharma Consulting 11
  • 12. 12 Ecosystem Dynamics
  • 13. Mobile 1.0 Communications Device Mobile 2.0 + Communications Data Device Mobile 3.0 + Lifestyle Infrastructure © Chetan Sharma Consulting 13
  • 14.  Distinct Markets  Japan  Korea  China  India  Philippines  Others © Chetan Sharma Consulting 14
  • 15. Japan: Partnership © Chetan Sharma Consulting 15
  • 16. Korea: Partnership © Chetan Sharma Consulting 16
  • 17. China: Own the Value Chain © Chetan Sharma Consulting 17
  • 18. India: Own the Value Chain © Chetan Sharma Consulting 18
  • 19. Five Point Framework
  • 20. Reach – How many people can you touch? © Chetan Sharma Consulting 20
  • 21. Targeting (relevancy) – How pure is your reach? © Chetan Sharma Consulting 21
  • 22. Engagement - How long can you keep the consumer engaged? © Chetan Sharma Consulting 22
  • 23. Viral – What’s your “superdistribution” index? © Chetan Sharma Consulting 23
  • 24. Transactions - How did it impact your bottom line (€€)? © Chetan Sharma Consulting 24
  • 25.  Reach  Engagement High  Targeting Reality-Potential GAP  Viral  Transactions Low Reach Engagement Targeting Viral Transactions Mobile Potential Internet TV Radio Print Outdoor Mobile Reality 07 US Mobile Reality 07 JP © Chetan Sharma Consulting
  • 26. 26 Case Studies from Asia
  • 27. © Chetan Sharma Consulting
  • 28. Reach Viral Targeting Engagement Transactions Source: DoCoMo © Chetan Sharma Consulting
  • 29. 84% Reach Engagement Transactions Source: KDDI © Chetan Sharma Consulting 29
  • 30. Reach Targeting Engagement Source: SKTelecom © Chetan Sharma Consulting 30
  • 31. Reach Viral © Chetan Sharma Consulting 31
  • 32. Reach Engagement Transactions © Chetan Sharma Consulting 32
  • 33. 33 Learnings from Asia
  • 34. Source: DoCoMo © Chetan Sharma Consulting 34
  • 35. Technologies or Business Models are only transferable If Infrastructure that made it successful is also transferred and localized © Chetan Sharma Consulting 35
  • 36. i-mode (content and handsets before launch) Osaifu-Keitai (deployed POS) DCMx/iD (bought a bank) © Chetan Sharma Consulting 36
  • 37. Turn Ads into Info (relevancy) Understand the business, not just the technology. Communicate. © Chetan Sharma Consulting 37
  • 38. 38 Mobile Advertising Futures
  • 39. How to compete w/ Other Media?  Open Up, Standardize, & Create an Industry  Present a United Front to the Media Industry © Chetan Sharma Consulting
  • 40. Source: Microvision © Chetan Sharma Consulting
  • 41. User Control and Privacy as Competitive advantage © Chetan Sharma Consulting 41
  • 42. Idle Screen – The Holy Grail © Chetan Sharma Consulting 42
  • 43. Analytics Explicit (Guess Work) vs. Implicit (Real Data) Profile © Chetan Sharma Consulting 43
  • 44. Mobile Payments © Chetan Sharma Consulting 44
  • 45. Alternate Devices © Chetan Sharma Consulting 45
  • 46. © Chetan Sharma Consulting
  • 47. Watch your kids: They “are” the market © Chetan Sharma Consulting 47
  • 48. THANK YOU Download Chapter chetansharma.com chetan@chetansharma.com Subscribe to Industry newsletters subscribe@chetansharma.com

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