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

MOBILE ADVERTISING

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

Books/Publications

5 Agenda

 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

First, Let’s do the numbers

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 Ecosystem Dynamics

Mobile 1.0 Communications Device Mobile 2.0 + Communications Data Device Mobile 3.0 + Lifestyle Infrastructure © Chetan Sharma Consulting 13

 Distinct Markets  Japan  Korea  China  India  Philippines  Others © Chetan Sharma Consulting 14

Japan: Partnership © Chetan Sharma Consulting 15

Korea: Partnership © Chetan Sharma Consulting 16

China: Own the Value Chain © Chetan Sharma Consulting 17

India: Own the Value Chain © Chetan Sharma Consulting 18

Five Point Framework

Reach – How many people can you touch? © Chetan Sharma Consulting 20

Targeting (relevancy) – How pure is your reach? © Chetan Sharma Consulting 21

Engagement - How long can you keep the consumer engaged? © Chetan Sharma Consulting 22

Viral – What’s your “superdistribution” index? © Chetan Sharma Consulting 23

Transactions - How did it impact your bottom line (€€)? © Chetan Sharma Consulting 24

 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 Case Studies from Asia

Reach Viral Targeting Engagement Transactions Source: DoCoMo © Chetan Sharma Consulting

84% Reach Engagement Transactions Source: KDDI © Chetan Sharma Consulting 29

Reach Targeting Engagement Source: SKTelecom © Chetan Sharma Consulting 30

Reach Viral © Chetan Sharma Consulting 31

Reach Engagement Transactions © Chetan Sharma Consulting 32

33 Learnings from Asia

Source: DoCoMo © Chetan Sharma Consulting 34

Technologies or Business Models are only transferable If Infrastructure that made it successful is also transferred and localized © Chetan Sharma Consulting 35

i-mode (content and handsets before launch) Osaifu-Keitai (deployed POS) DCMx/iD (bought a bank) © Chetan Sharma Consulting 36

Turn Ads into Info (relevancy) Understand the business, not just the technology. Communicate. © Chetan Sharma Consulting 37

38 Mobile Advertising Futures

How to compete w/ Other Media?  Open Up, Standardize, & Create an Industry  Present a United Front to the Media Industry © Chetan Sharma Consulting

THANK YOU Download Chapter chetansharma.com chetan@chetansharma.com Subscribe to Industry newsletters subscribe@chetansharma.com

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

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