Over the past year, Cricket is getting married to Mobile in more ways than one in India. When it comes to mobile advertising, what is the reason for this increasing affiliation and what are the things to watch out for? All this and more in the latest InMobi whitepaper

1. MOBILE
IS MY ADDICTION;
CRICKET
IS MY RELIGION
www.inmobi.com WHITE PAPER

2. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
INTRODUCTION
Mobile is the new frontier of advertising with the ability to reach the masses like no other medium
before it. It is also an essential ingredient of human communication allowing information to reach
consumers at any time, anywhere.
Cricket has been the passion of India from time immemorial. During the cricket season, it is natural
to find flocks of enthusiasts crowded around TV sets at the office, in the home, and outside TV retail
stores – all watching the match and cheering on their team. Commuters on buses and trains can be
seen with transmitters glued to their ears. And today, a new trend is being observed. Passionate fans
are using their mobile phones as the preferred medium to catch up on the country’s favorite game.
Mobile provides access to a host of mobile sports sites and applications while fans are on-the-go.
This behavior provides an excellent opportunity for brands to reach their advertising target while
using mobile advertising. Consumers are almost permanently attached to their mobile device –
making it the ideal medium to connect with people wherever they are. Mobile advertising is no
longer a luxury for brands, it is a necessary component to help them achieve their objectives.
1,180
1,200
1,000
660
800
600
250
400
200
0
Population of Mobile Users TV Viewers
Number in Millions india in India in India
WHY IS CRICKET GETTING
MARRIED TO MOBILE?
Mobile is an effective channel due to the many different ways people can engage on it. It’s the one
medium that encompasses the features of all other mediums – audio, visual, social, and connected.
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

3. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
Mobile allows fans to follow
InMobi conducted a survey to identify the consumer behavior and preferences with respect to mobile
advertising. One of the results of the survey shows the user receptiveness to actions available on the
mobile ad. Some examples would be Click to Call, Click to Purchase etc. In the Internet world,
people click ads to mainly surf and learn something new. But in the mobile world, people click on
ads for a different reason. This clearly shows that mobile is not the PC and shouldn’t be treated like
an extension of it. Unlike PC, mobile brings to the table many dimensions of creative opportunity.
Mobile Ads Consumers Would Click On (India)
33%
30%
25%
22%
17%
Call Purchase Content Viral Search
Source: InMobi Consumer Survey, 2009
REASONS FOR THE SUCCESS OF
MOBILE IN INDIA
According to a recent report released by Google, India has emerged as the second largest
consumer of mobile Internet, second only to the US. The number of mobile Internet users has grown
nearly five times in the past five years. The number of new data connections added this year is
predicted to be higher on the mobile than on PC.
There are 3 key reasons for this explosive growth:
1. Fixed line Internet connections are bad, unreliable, or non-existent in much of India. This makes
mobile the only medium of connectivity for one of the world’s largest countries.
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

4. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
2. Operators are highly competitive in India and data plans are getting less expensive for
consumers. New offers and deals providing internet connectivity on the mobile for
reasonable and affordable costs are being offered continuously.
3. Low handset prices have made mobile phone affordable to everyone. The result is mobile
phones have proliferated not just urban cities, but the rural areas as well.
When it comes to advertising, consumers in India are ready for mobile advertisements and see the
benefit that it can provide. The survey results show us that 72% of Indian consumers are already
embracing the benefits of mobile advertising.
level of Comfort with Mobile Advertising (India)
44%
28%
9% 10% 9%
Very comfortable, Somewhat No opinion, Somewhat Not comfortable
they serve an comfortable. I do not think uncomfortable, at all, they
important purpose I’m getting used to much about ads they can be are intrusive
seeing them on my phone distracting
Source: InMobi Consumer Survey, 2009
In fact, comfort levels among consumers are higher in India than in US or Europe. 3G and smart
technology will enhance this experience.
level of Comfort with Mobile Advertising
Top 2 box Neutral Bottom 2 Box
22% 21% 17%
India Top 2
Box - 72% 11% 13%
16%
69%
68%
63%
US EU Africa
Source: InMobi Consumer Survey, 2009
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

5. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
MOBILE ADVERTISING AND CRICKET
The mobile web and downloadable applications are also influencing the way consumers update
themselves with cricket news, causing a surge in activities such as mobile score checks, cricket
application downloads, purchases of cricket videogames, wallpapers, themes, games etc.
Given the rich content and media experience building up around the game, advertisers that affiliate
themselves with cricket will improve their connection to consumers and position themselves as
modern, relevant brands. Being on mobile conveys an understanding of the new generation with an
up-to-date understanding of the latest advertising channels.
With a properly executed mobile advertising strategy, brands can engage their audience in a
non-intrusive manner and generate tangible results in ways that traditional media channels cannot.
In addition to developing a one-to-one relationship with consumers, mobile advertising also helps
achieve the following.
A look at the perceived benefits of mobile advertising among users, shows that consumers feel the
benefits of mobile advertising across all aspects of the advertising funnel – from branding to conver-
sion to price offers. This knowledge opens up a realm of opportunities for advertisers to reach out to
consumers in different ways with different offers. Consumers are ready, they are aware and they are
receptive.
Benefit of Mobile Advertisement Seen in the Past
Given you something free 43%
Introduced you to something new 42%
Saved you time 32%
Saved your money 32%
29%
Helped you learn more about something 19%
Been relevant to who you are or what you are doing 18%
Helpef you find something nearby 17%
Reminded you of something important 10%
Source: InMobi Consumer Survey, 2009
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

6. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
SUCCESS STORIES
Reebok – Indian Premier League
Objectives
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

7. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
SUCCESS STORIES
Cricket Nirvana
Objective
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com

8. MOBILE IS MY ADDICTION; CRICKET
IS MY RELIGION
The World’s Largest Independent Mobile Advertising Network
InMobi is the world’s largest independent mobile advertising network. With six offices on four
continents InMobi provides advertisers, publishers and developers with a uniquely global
solution for advertising. The network is growing fast and it now delivers the unprecedented
ability to reach 194 million consumers, in over 115 countries, through more than 26 billion
mobile ad impressions monthly.
InMobi recently was selected as the 2010 AlwaysOn Global 250 Company to Watch in
Silicon Valley.
InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers
and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore,
Tokyo, Johannesburg and Singapore.
To learn more, please visit www.InMobi.com, follow us on Twitter @InMobi, or read our blog
at www.InMobi.com/blog.
You can also email us at sales-team@inmobi.com
Asia Regional Profile: October 2010 India Market Profile: October 2010
Global View of Global View of
Mobile Advertising Mobile Advertising
October 2010 October 2010
Report - APAC Report - India
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To download these reports, visit www.inmobi.com/Research
© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com