The document discusses how the mobile internet and social media can be used by businesses. It notes that mobile internet access is surpassing PC access in some areas and that social gaming companies are generating significant revenue through mobile and social platforms. It then describes BuzzCity, a mobile ad network that aggregates mobile websites and allows advertisers to target users based on location, carrier, and device capabilities. BuzzCity provides analytics and tools to measure campaign performance. The document concludes that the growing mobile audience presents opportunities for marketers to engage users interactively through social and mobile channels.

1. How to make the Mobile Internet &
Social Media work for your business
mobileSQUARED Roadshow
Singapore, 5 May 2010
KF Lai
CEO, BuzzCity

2. The Mobile Internet Report, Morgan Stanley, Dec 2009

3. Companies are spending up to 12% to 13% on digital
[advertising]. We know we spend up to 20% of our
time online, so in theory spending should be up at
20%. It’s just natural conservatism, resistance to
change and inability to adapt to change. I believe
when digital budgets get to 20%, which will be in four
or five years, we will be spending 30% of our time
online.
-- Sir Martin Sorrell, CEO of WPP Group

4. Mobile Internet goes mainstream …
1. Apple to charge U$1M to early adopters on iAd
2. Google-Admob brace for the worst (from FTC)
3. Many ad networks at recent MMA Singapore conference
4. Big numbers
4

5. Monetization on Social Media
1. Social gaming company Zynga reportedly brought in
U$10M in Q4 running games like Sorority Life on
Facebook & mySpace.
2. QQ in China has revenue exceeding U$1B, more than
60% from virtual items
3. Most follow the free-mium model and spread through
feeds.
4. Advertising: one multi-player game forces losers to wait
and watch video ads until the rest of the players lose as
well.
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6. Mobile overtakes PC in Internet Access
1. In South Africa, Google receives
more searches from mobile then
from PC Internet
2. In India, there are more than
500M mobile phone users
growing at about 10M per month.
PC internet penetration is less
than 50M in total.
3. Indonesia is the largest market
for BuzzCity Ad Network, serving
more than 1 billion ads per
month.
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7. Favourable Conditions for Mobile Internet
1. Low PC ownership and access
2. High mobile penetration
3. Mass market pricing for mobile
data – flat or quasi-flat rate
 The “Unwired”
A new, unique audience emerges
An INTERACTIVE medium
7

8. Users surfs the mobile web
Pay for clicks (CPC) or
Impressions (CPM)
No SPAM (SMS broadcast)
Text of Graphical Banners

9. What is BuzzCity Network
2. Categorize them into channels:
• Community
• Entertainment
• Information / Search
• ….
• Adult
3. Provide easy ways to target
• Countries
• Carriers
• Phone Types & Capabilities
1. Aggregate 1,000’s of mobile
Internet sites
(Some sites owned by us, some not) 9

10. Online Interface – Campaign Settings

11. Advertisers : Measurement Tools
After clicking, users can go to
• Your mobile site (or micro-site)
• Landing page (click-to-call, click-to-SMS)
• Survey
Real-Time Reports
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12. Advertisers : Advanced Analytics
** Sampling of campaign clicks from mobile
community : myGamma

13. Advertisers : Advanced Analytics (2)

14. Advertisers : Advanced Analytics (3)

15. myGamma – Award Winning Mobile Community
1. Ad supported
2. Virtual currency
3. 5 million members,
88 countries, 150
million pv / month
4. India, Middle East,
South East Asia
5. More than 100
languages through
member translation
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17. Summaries
1. With lowering cost of ownership (handset and data rate),
large number of Unwired users are surfing on mobile
Internet. The activities are increasingly going off-portal.
2. Marketers and brands can exploit the opportunities to
reach this new audience, the “Unwired”, interactively.
3. Social media presents new frontiers and challenges to
marketers and brand owners
4. Innovative developers can exploit new monetization
models on mobile and social media
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