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MOBILE ADVERTISING
Chetan Sharma Consulting
 Seattle based Strategy firm exclusively focused on Mobile.
  Established 2001.
 Advisor to maj...
© Chetan Sharma Consulting   3
Books/Publications
5



Agenda
 The Numbers
     Ecosystem Dynamics
     Five-Point Framework
     Case Studies from Asia
     Lessons from Asia
   ...
First, Let’s do the numbers
© Chetan Sharma Consulting
                             8
© Chetan Sharma Consulting   9
© Chetan Sharma Consulting
Japan - Mobile Advertising -ARPU/yr
          $25,00



          $20,00



          $15,00                              ...
12


Ecosystem Dynamics
Mobile 1.0 Communications Device


Mobile 2.0 + Communications Data Device


Mobile 3.0 + Lifestyle Infrastructure




   ...
 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
                                                                               ...
26



Case Studies from Asia
© Chetan Sharma Consulting
Reach
                              Viral
                              Targeting
                              Engagement...
84%



                                     Reach
                                     Engagement
                        ...
Reach
                                        Targeting
                                        Engagement




           ...
Reach
                             Viral




© Chetan Sharma Consulting           31
Reach
                             Engagement
                             Transactions




© Chetan Sharma Consulting    ...
33


Learnings from Asia
Source: DoCoMo


© Chetan Sharma Consulting              34
Technologies or Business Models
                are
        only transferable
                 If
   Infrastructure that m...
i-mode
 (content and handsets before launch)
Osaifu-Keitai
 (deployed POS)
DCMx/iD
 (bought a bank)

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

            © Chetan Sharm...
38


Mobile Advertising Futures
How to compete w/ Other Media?
 Open Up, Standardize, & Create an
  Industry
 Present a United Front to the Media
  Indu...
Source: Microvision



© Chetan Sharma Consulting
User Control and Privacy as
  Competitive advantage



         © Chetan Sharma Consulting   41
Idle Screen – The Holy Grail




         © Chetan Sharma Consulting   42
Analytics

Explicit (Guess Work) vs. Implicit
         (Real Data) Profile



            © Chetan Sharma Consulting   43
Mobile Payments




    © Chetan Sharma Consulting   44
Alternate Devices




    © Chetan Sharma Consulting   45
© Chetan Sharma Consulting
Watch your kids: They “are” the
 market



             © Chetan Sharma Consulting   47
THANK YOU
      Download Chapter
      chetansharma.com

  chetan@chetansharma.com

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

  1. 1. MOBILE ADVERTISING
  2. 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. 3. © Chetan Sharma Consulting 3
  4. 4. Books/Publications
  5. 5. 5 Agenda
  6. 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. 7. First, Let’s do the numbers
  8. 8. © Chetan Sharma Consulting 8
  9. 9. © Chetan Sharma Consulting 9
  10. 10. © Chetan Sharma Consulting
  11. 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. 12 Ecosystem Dynamics
  13. 13. Mobile 1.0 Communications Device Mobile 2.0 + Communications Data Device Mobile 3.0 + Lifestyle Infrastructure © Chetan Sharma Consulting 13
  14. 14.  Distinct Markets  Japan  Korea  China  India  Philippines  Others © Chetan Sharma Consulting 14
  15. 15. Japan: Partnership © Chetan Sharma Consulting 15
  16. 16. Korea: Partnership © Chetan Sharma Consulting 16
  17. 17. China: Own the Value Chain © Chetan Sharma Consulting 17
  18. 18. India: Own the Value Chain © Chetan Sharma Consulting 18
  19. 19. Five Point Framework
  20. 20. Reach – How many people can you touch? © Chetan Sharma Consulting 20
  21. 21. Targeting (relevancy) – How pure is your reach? © Chetan Sharma Consulting 21
  22. 22. Engagement - How long can you keep the consumer engaged? © Chetan Sharma Consulting 22
  23. 23. Viral – What’s your “superdistribution” index? © Chetan Sharma Consulting 23
  24. 24. Transactions - How did it impact your bottom line (€€)? © Chetan Sharma Consulting 24
  25. 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. 26 Case Studies from Asia
  27. 27. © Chetan Sharma Consulting
  28. 28. Reach Viral Targeting Engagement Transactions Source: DoCoMo © Chetan Sharma Consulting
  29. 29. 84% Reach Engagement Transactions Source: KDDI © Chetan Sharma Consulting 29
  30. 30. Reach Targeting Engagement Source: SKTelecom © Chetan Sharma Consulting 30
  31. 31. Reach Viral © Chetan Sharma Consulting 31
  32. 32. Reach Engagement Transactions © Chetan Sharma Consulting 32
  33. 33. 33 Learnings from Asia
  34. 34. Source: DoCoMo © Chetan Sharma Consulting 34
  35. 35. Technologies or Business Models are only transferable If Infrastructure that made it successful is also transferred and localized © Chetan Sharma Consulting 35
  36. 36. i-mode (content and handsets before launch) Osaifu-Keitai (deployed POS) DCMx/iD (bought a bank) © Chetan Sharma Consulting 36
  37. 37. Turn Ads into Info (relevancy) Understand the business, not just the technology. Communicate. © Chetan Sharma Consulting 37
  38. 38. 38 Mobile Advertising Futures
  39. 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. 40. Source: Microvision © Chetan Sharma Consulting
  41. 41. User Control and Privacy as Competitive advantage © Chetan Sharma Consulting 41
  42. 42. Idle Screen – The Holy Grail © Chetan Sharma Consulting 42
  43. 43. Analytics Explicit (Guess Work) vs. Implicit (Real Data) Profile © Chetan Sharma Consulting 43
  44. 44. Mobile Payments © Chetan Sharma Consulting 44
  45. 45. Alternate Devices © Chetan Sharma Consulting 45
  46. 46. © Chetan Sharma Consulting
  47. 47. Watch your kids: They “are” the market © Chetan Sharma Consulting 47
  48. 48. THANK YOU Download Chapter chetansharma.com chetan@chetansharma.com Subscribe to Industry newsletters subscribe@chetansharma.com

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