This document discusses the rise of mobile app usage and how it presents opportunities and challenges for advertisers. It notes that people now spend 10% of their media time on mobile devices, with 82% of smartphone time spent on apps rather than calling, texting or browsing. Games and social networks account for most app usage. The document outlines various app-based strategies advertisers can use, such as adding convenience, unique value or incentives. However, it also notes challenges in India, such as skittish consumers, lack of exclusive content and high phone costs, though mobile advertising is growing as a portion of the digital advertising market.

1. APPS OR ADS?
The big marketing
question.

2. • Do you own a smartphone?
• Do you use the internet?
• Do you use applications?
THE BASIC QUESTIONS

3. • mobile now accounts for 10 percent
of time spent with media
HOW PEOPLE SPEND TIME

4. ADVERTISERS LOVE THIS

5. PRESENT ADVERTISING

6. • Advertisers communicate with users
through phone
SMART USE OF PHONE

7. BUT HOW?

8. USING APPLICATIONS

9. WHY APPS?

10. APPS ARE NOT ADS

11. APPS ARE COST EFFECTIVE

12. TIME SPENT ON PHONES OTHER THAN TEXTING,
CALLING & EMAILING
TIME SPENT ON APPS
TIME SPENT ON WEB
BROWSERS
THE STATS
18%
82%

13. CATEGORIES OF APPS

14. GAMES AND ENT.
42% TIME SPENT ON SMARTPHONE

15. SOCIAL NETWORKS
31% TIME SPENT ON SMARTPHONE

16. DISCOVERY

17. UTILITY

18. BRANDS

19. • LESS APPS USED FRQUENTLY
• CONSTRAINED MARKETING REAL ESTATE
CHALLENGE TO MARKETERS

20. APP STRATEGIES

21. ADD CONVINIENCE

22. UNIQUE VALUE

23. • Facebook acquired instagram to
increase its social base.
SOCIAL VALUE

24. • Coca Cola Beach kiosks in Brazil
OFFER INCENTIVES

25. OFFER ENTERTAINMENT

26. THE INDIAN PICTURE

27. • skittish consumers
• lack of exclusive content
• high cost of internet-enabled
phones and services
THE PROBLEMS

28. • three out of four users in the
country expected to access the net
through a mobile phone by 2015
THE EXPECTATION

29. • mobile advertising at a tenth of the
overall digital advertising spend of
$400 million (about Rs 2,180 crore )
INDUSTRY ESTIMATES

30. • Sms based advertising spoiled
public perception
LACK OF INNOVATION

31. • Recent boom in online marketing has
led to shopping apps.
RECENT GROWTH

32. • New app based start ups bring modern
ideas and business creations.
RECENT GROWTH

33. • These slides were created by Siddhant Ahuja,
as part of an internship done under the
guidance of Prof. Sameer Mathur
(www.IIMInternship.com)
Disclaimer