Hungrymobile INMA presentation

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Hungrymobile INMA presentation

  1. 1. Mobile advertising
  2. 2. History of mobile phones How did we even get from calling to advertising?
  3. 3. Why a mobile phone??? 1998 - Why should I get a mobile phone? I am perfectly good with my landline! 2008 – Why should I get a landline? I am perfectly OK with my mobile phone! = Communication Why buy a phone?
  4. 4. Nokia 5110 1998 Apple iPhone 3G 2008 SonyEricsson T610 2003 Nokia N70 2005 10 years of mobile, 1998 - 2008
  5. 5. Memory: around 100 contacts About 10 sms Speed: Few MHz Memory: 8 GB ( + SD memory cards) Speed: 332 MHz 64 MB RAM From Snake to Quake!
  6. 6. CSD Max. speeds: 9,6 – 14,4 Kbps 2000 2008 HSDPA Max. speeds: 1,8 - 3,6 - 7,2 Mbps + Wi-Fi Nokia 3330 500 x difference Speed of mobile data transfers Apple iPhone
  7. 7. Mobile phones have many features <ul><li>E-mail </li></ul><ul><li>Content downloads </li></ul><ul><li>Ringtones, fulltrack </li></ul><ul><li>Videos </li></ul><ul><li>Browsing, e.g. News </li></ul><ul><li>Live TV </li></ul>
  8. 8. Mobile phones have loads of features … and crime deterrent
  9. 9. Current mobile web market state How is the mobile web market evolving worldwide?
  10. 10. Normal internet in mobile phones?
  11. 11. Around 8% of people worldwide Use mobile internet every month
  12. 12. Mobile Internet Will Surpass Fixed Internet in Usage in 2009 /2010 Source: Judge Business School Studies, CSMG ADVENTIS Analysis Will surpass the normal internet! 2006 2010 1B 2B 500M 1.2B Mobile Internet Fixed Internet
  13. 13. Mobile internet is growing! 10,5%
  14. 14. Companies who already mobilized
  15. 17. QR codes QR codes in N Y Times Clicking went directly to mobile site
  16. 18. ...Mobile advertising … and of course
  17. 19. Mobile advertising facts <ul><li>Mobile advertising is very similar to web advertising </li></ul><ul><li>Also sold on a Pay Per Click or Pay Per View basis </li></ul><ul><li>Mobile advertising can be targetted better then internet ads </li></ul><ul><li>Can be: Banner, Text, Animated Banner, Link (video) </li></ul><ul><li>Actions can be: Call, SMS, E-mail, Browsing a site, Downloading related content </li></ul>
  18. 20. How does it look?
  19. 21. Mobile advertising expectations <ul><li>Not going to be quick money </li></ul><ul><li>Can‘t expect to put a link in your newspaper and wait for the people to come </li></ul><ul><li>Proactively seeking partnerships </li></ul><ul><li>It will be valuable, when built up (12 – 24 months) </li></ul><ul><li>SMS is still a great tool </li></ul>
  20. 22. Mobile advertising players - 2004
  21. 23. Mobile advertising players - 2008 Powered by
  22. 24. Local companies matter Local companies matter! e.g. Mobile Operators
  23. 25. Global Mobile Advertising Growth Where is mobile advertising? Billions of euros 1 2 3 4 5 6 7 8 9 2005 2006 2007 2008 2009 0 Source: eMarketer
  24. 26. „ Text-to-win“ SMS advertisements
  25. 27. Mobile web advertising Targetting, personalisation, and behavioural targetting
  26. 28. <ul><li>Possibilities of perfect targetting of mobile ads </li></ul><ul><li>Country </li></ul><ul><li>Place – City, perimeter (around 500 m – 2 km) </li></ul><ul><li>Age </li></ul><ul><li>Target demographic group </li></ul><ul><li>Behavioural targetting </li></ul><ul><li>Mobile phone </li></ul>Mobile web advertising
  27. 29. Pierre <ul><li>- Phone: Nokia E90 </li></ul><ul><li>- Likes to visit CNNmoney </li></ul><ul><li>Place: Prague </li></ul><ul><li>- Spends 175 EUR on mobile </li></ul><ul><li>- Phone: Nokia 3x00 </li></ul><ul><li>- Likes to visit Myspace </li></ul><ul><li>Place: Pilsen </li></ul><ul><li>Spends 15 EUR for mobile </li></ul>Fred Mobile ads example
  28. 30. Why is it compelling?
  29. 31. <ul><li>Brief </li></ul><ul><li>Service: car cleaning, Prague, targetting for car owners </li></ul><ul><li>Solution </li></ul><ul><li>Target only Prague </li></ul><ul><li>Target for owners of better handsets, it is more likely by 2/3 that the person wil have a car (Nokia) </li></ul>Example targetting
  30. 32. Rational Aspirational High Involvement Low Involvement Pragmatic Leaders Comfortable Seniors Practical Homeowners Family Providers Style Followers Young Settlers Style Leaders Young Explorers Career Builders Style Seekers Technology Leaders Nokia Consumer Segmentation Consumer segmentation
  31. 33. Which content attracts?
  32. 34. Content that attracts
  33. 35. <ul><li>Data tarrifs will be very cheap (2 – 3 EUR per month), or free </li></ul><ul><li>Content development will take off massivel y! </li></ul><ul><li>Only then mobile internet can take off massively and hit over 30 - 40% of the population. </li></ul>Mobile future ?
  34. 36. Jan Re zab j an.rezab @gmail.com Blog: http://blog.hungrymobile.com Contact

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