The document discusses how mobile phones have become ubiquitous in India, with 900 million mobile users spending an average of 160 minutes per day on their smartphones. It notes that mobile traffic has surpassed desktop traffic and that mobile is now a mass medium through which all audiences can be reached. The document argues that marketers must view mobile as an effective medium and offers some simple rules for marketing on mobile, such as recognizing that mobile is a personal medium, that all phones are effectively smart, leveraging rich media solutions, and ensuring proper tracking and measurement of mobile campaigns.

1. A World Without
MOBILE
PHONES

2. How will
Businesses
Communicate?

3. How will she
remember
things?

4. How will
they
Gossip?

5. How will
they share
Gossip?
How will the
romance
continue when
they are apart?

6. How much will their
lives change without
a MOBILE PHONE?

7. How much will their
lives change without
a MOBILE PHONE?
Can they Imagine
that life?

8. How much will their
lives change without
a MOBILE PHONE?
Can they Imagine
that life?
Can they survive it?

9. 730 MN TV VIEWERS
181 MN PRINT READERS
159 MN RADIO LISTNERS
176 MN INTERNET USERS
900 MN MOBILE USERS
Mins / Day. Source Nielsen Study

10. 98 MIN: TV
32 MIN: NEWSPAPERS
44 MIN: MAGAZINES
61 MIN: RADIO
70 MIN: INTERNET
160 MIN: SMARTPHONES
Mins / Day. Source WSJ/ India Youth Study

11. 72 MINS ONLINE
SMART PHONE USERS SPEND
BROWSING
38 MINS
ONLINE APPS
38 MINS
APP

12. The birth of a new medium
900
MN
160
MIN
MOBILE
USERS
SPENT ON
SMARTPHONES

13. Lets understand
this medium
better

14. Very soon this is a possibility?

15. Are there any dumb phones?
The BIG Divide

16. ALL PHONES
that can do more than calling
ARE SMART!

17. Is the User Getting
Smarter Or the Device?

18. Technology
Form
Factors
Consumption
Patterns
Screen
Sizes
MOBILE
is Challenging
MARKETERS

19. We are
MOBILE
IMMIGRANTS

20. MOBILE
NATIVES!

21. APP
MOBILE
NATIVES
MOBILE
IMMIGRANTS
Mobile Apps Browser
INTERFACE INTERFACE

22. MOBILE
NATIVES
MOBILE
IMMIGRANTS
Mobile Phone PC/Laptop
DEVICE DEVICE

23. How Important is a
Mobile Asset for your
Brand Communication?

24. 20
30
40
50
60
70
80
2011 Q2 2011 Q3 2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4 2013 Q1
Desktop
Mobile
Mobile Traffic has already
surpassed Desktop Traffic

25. Mobile is a Mass Medium
All your Audience is on Mobile
There are dozens of form factors
Content Consumption is different
Building Mobile Assets is Key for
Brand Success
1
2
3
4
5

26. The Next Big Question for Marketers
HOW DO I USE MOBILE
EFFECTIVELY AS A
MEDIUM?
ROI?

27. MARKETING
ON MOBILE
SIMPLE RULES FOR

28. YOUR AUDIENCE IS NOT MICROMAX
OR IPHONE OR ANDROID OR JAVAS.
THEY ARE REAL
PEOPLE WITH
REAL NEEDS

29. ADVERTISING IS DELIVERED ON A
SCREEN SEEN ONLY BY THE USER
MOBILE IS A
PERSONAL
MEDIUM

30. ALL PHONES ARE SMART OR DUMB!
THERE ARE NO
SMART PHONES
OR DUMB PHONES

31. NOT JUST MEDIA DATA,
TELCO DATA TOO!
LOOK FOR DATA
WHEN MEDIA
PLANNING

32. BRANDS CAN COMMUNICATE
RICH, EVOCATIVE MESSAGES
RICH MEDIA
SOLUTIONS
ON MOBILE!

33. NO ACCIDENTAL CLICKS!
IMPRESSIONS
STILL COUNT!

34. YES! YOU CAN GET PEOPLE TO
FILL FORMS TOO!
MOBILE OFFERS
WONDERFUL
PERFORMANCE!

35. BOTH INVENTORY
AND AUDIENCE
TARGETING
TOOLS ON
MOBILE!

36. COUNT EVERY PENNY!
TRACKING AS
GOOD AS ON
THE WEB

37. PUT YOUR MONEY
WHERE YOUR MOUTH IS.
INVEST IN
MOBILE! EMAIL
ads@vserv.mobi