The document outlines an agenda for a mobile marketing conference, including several sessions on mobile apps, localization, and monetization strategies. It also discusses 5 key trends in mobile marketing such as rising global smartphone usage, the growth of location-based services, and the variety of mobile product options available to marketers. Sponsorship and registration information is provided.

1. First…What the Heck is a Superforum?
• Intro Data: The BIA/Kelsey Take
• Keynote: Surojit Chatterjee, Product Manager, Google
• Segment I: Mobile Local App Demos
• Segment II: Location and Monetization
• Segment III: Where to Begin? Apps, SMS & Mobile Web
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2. Our Sponsor: MLM
Contact: mtaylor@kelseygroup.com
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3. ILM: 9 Subscribe Now for Conference
Specials
iPhone Users
Text “iPhone” to 79338 (SWEET)
and download the free app.
All Other Phones
Text “Kelsey” to 79338 (SWEET).
Brought to you by
and
Mobile Marketing
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4. Top 5 Mobile Trends
1. Global Mobile Usage: The Leading Indicator
2. Hardware is Getting Smarter
3. Mobile = Local
4. Think Different: It’s not Just the Web on a Smaller
Screen
5. Mobile Product Options are Growing… What’s Your
Strategy?
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5. Trend # 1: Global Mobile Usage: A
Leading Indicator
Source: Morgan Stanley – Economy + Internet Trends Report, Oct 2009
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6. Mobile Internet Usage: In Perspective
Millions of Users
Source: comScore, eMarketer, CTIA, U.S. Census Bureau
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7. Trend #2: Hardware is Getting Smarter
Supporting Evidence
Verizon & T-Mobile: 40
percent of new
devices sold are smart
↑ 10.1 points
from 2008 phones
↑ 10.1 points
from Wave II Nielsen: Predicts 50
↓ 10.1 points
from 2008
percent Smartphone
penetration by mid-
2011
BIA/Kelsey Mobile Market View, Wave III
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 7
sample = 500. Methodology: Online. Cosponsor: ConStat.
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8. Likelihood of Purchasing a Smartphone
More than one-half of consumers using mobile devices report they are “Very
Likely” or “Somewhat Likely” to purchase a new smartphone within the next two
years.
Note: Percentages may not total 100 due to rounding.
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 8
sample = 500. Methodology: Online. Cosponsor: ConStat.
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9. Mobile Internet Access Exploding
• Users accessing mobile web >10 per week now represents one-fifth of the mobile population.
• Mean number of Internet accesses per month, for all users, doubled to 20.
Accesses per Month, by all Users
Mean Number of Internet
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 9
sample = 500. Methodology: Online. Cosponsor: ConStat.
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10. Trend #3: Mobile = Local
• Portability and location
awareness of mobile ~
Immediacy of local
• Google: 1/3 of mobile
searches are local.
• Volume of people who
access local content on
the mobile device is
32.5 million -- a 51
percent YoY increase
(comScore).
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11. Location-Based Services
About one-quarter of users report using, location aware services (such as
Twitter or Loopt) -- up almost 8 points from 2008.
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 11
sample = 500. Methodology: Online. Cosponsor: ConStat.
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12. Commercial Searches in Past Six Months
Searches for local products or services now exceed out-of-market searches by
a wide margin.
Out-of-market searches
Local searches
Source: Mobile Market View Wave III, October 2009, sample = 504;
Wave II, October 2008, sample = 512; Wave I, September 2007, 12
sample = 500. Methodology: Online. Cosponsor: ConStat.
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13. Trend # 4: Thinking Different
• Mobile isn’t just the web on a smaller screen
• Move beyond “What” and “Where”: Local discovery
• Voice and visual search
• Example: Shopsavvy
• New ad units?
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14. Trend #5: Mobile Product Options are
Growing…
• So you want to “get into” mobile?
• First step: Decide your goals (branding, clicks, foot traffic, etc.)
• Second step: choose a platform that meets those goals
• SMS, Mobile App, Mobile Website…
• Partly a numbers game: reach will always be a goal
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15. Now, A Company You May Have Heard
Of…
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