The document summarizes the presentations from the 5th Mobile VAS Conference in November 2008 in St Petersburg, Russia. Ralph Simon, Chairman Emeritus of MEF Americas and The Mobilium Group, discussed new trends in rich media for mobile phones and what will drive increased usage of value-added services in 2009-2010. Examples of major drivers of revenue included SMS competitions, mobile advertising, mobile magazines, and mobile episodes of TV shows. The document also discussed the growth of mobile internet use and mobile advertising revenues.

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5th Mobile VAS Conference
November 27-28, 2008
St Petersburg
Presented by Ralph Simon
Chairman Emeritus – MEF Americas & The Mobilium Group

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New Trends in Rich Media for
mobile
What will drive VAS usage
In 2009/2010 ?

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Lesson No. 1
“If you snooze, you lose”
„Ne stchelkai kljuvom‟

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Who is the VAS expert in the
next picture ?
Which country is this ?

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Which one is the VAS expert ?

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These 3 Bolivians used mobile
contextual content/advertising to
drive their own specialized,
localized business
A golden VAS rule !

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Major rich media driving
VAS revenue
 SMS Competitions in  Mobisites – movie tickets
media creates product
interest  Mobile Advertising
 Instant messaging
 Social networking &
 The M Wallet
blogging
 Internet search on
mobiles  Mobizines – mobile
magazines
 Info on demand SMS‟s:
iSend = „SMS Call me‟ &
„SMS Mail me‟  Mobisodes – Mobile TV
episodes

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Contextual Content
 How do you design your “call to action” ?
 Is your VAS strategy effectively targetted?
 The wrong example: India story
 Are you developing VAS to fill a local
contextual need/demand ?

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2 High potential new VAS areas
 After ring tones, music, games &
infotainment what comes next ?
 Mobile Money transfers
 Physical goods purchased on mobile
devices
 Mobile advertising

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Mobile Advertising showing
strong growth – forecasters agree
 Ovum: 2008 = $46m 2010 = $1.3bn
 Yankee Group: 2006 = $40m 2010=$2bn
 Jupiter Research: 2011 = $2.1bn
 eMarketer: 2006 =$421m 2011 = $11.3bn
 Shosteck Group: 2010 = $9.6bn
 Informa Telecoms:
2007 = $1.5bn 2011 = $11.5bn

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Is Mobile a Media?
Time
4:19
$68.50 Ad Rev.
$70
3:50
3:42
$60
3:21
$47.40
$50 2:52
Average
Advertising 2:24 Time Spent
Revenues $40 per day by
(Billions) 2:39
1:55 Media
$30 (in Hours)
$21.50 1:26
$20 1:30
$12.50 :57
0:30
$10 0:42
:28
0:48
$0.07 $0.04
TV Paper Radio Internet Games Mobile

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Amobee‟s holistic approach to
ad-serving
Games & Apps WAP SMS/MMS Video/ Music
Music/Video -
Ad funded apps - On/off portal P2P and A2P streaming and
on/off portal downloads

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Опубликовано на Procontent.RU
Campaigns…

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The Mobile Internet on
3G Smart phones

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Mobile internet use & penetration
 USA 15.6%
 UK 12.9% Significant growth will
come in 2009 thanks
 Italy 11.9% To new smart devices
from Nokia,
Blackberry, Sony
 Russia 11.2% Ericsson, LG,
Samsung
 Spain 10.8%

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Thank you to all of you
Millenial Digital Natives
Спасибо
St Petersburg !
Let‟s go & have a beer afterwards
&
at the XXXX party !