Mobile phones are the most widely available and used medium in Pakistan, with over 100 million users. The mobile phone has significant advantages over traditional media like TV, radio, newspapers for advertising. It is personal, interactive, location-aware and always with the user. More than half of Pakistanis are positive about receiving various types of advertisements and notifications on their mobile phones. Major global brands are increasingly using mobile marketing for its precise targeting capabilities. Taking the first steps to develop a mobile marketing strategy can help businesses in Pakistan gain new customers and increase sales and brand awareness.

1. the case for mobile marketing in pakistan?

2. Contents

3. Did you know There are 20 Million television sets in Pakistan There are 15 Million news paper readers in Pakistan There are 7.5 Million radios in Pakistan There are 25 Million internet users in Pakistan There are 100 millionmobile users in Pakistan There are over 100 million handsets in Pakistan The Mobile phone is now the mostly widely available medium for reaching your customers and prospects in Pakistan!

4. Did you know? The mobile phone is the single most often viewed device in the world The mobile phone is the only device which people carry with them over 15 hours a day The mobile phone is normally within a range of 2 feet from the user throughout 24 hours The mobile phone is heavily relied on for communications, information, news, entertainment, email, personal data pictures, videos, applications, and everything under the sun ! You may leave home without your wallet – but you will never get far without your mobile! Immediate Personal & Always With you! The Mobile phone is now the most effective medium for reaching your customers and prospects in Pakistan!

5. The Mobile as a Marketing Media Time to take it seriously?

6. Pakistan Conventional Media Options E-mail Limited, SPAM issue, not read in real time Web Limited internet connections, need computer Need literacy Television Expensive, time specific, waste, one way, Radio Limited audience, geographic, waste, one way Newpapers Expensive Limited reach, Outdoor Expensive, limited reach

8. Listeners cannot go back to your ads to go over important points

9. Ads are an interruption in the entertainment so a radio ad may require multiple exposure

11. Ad has a short shelf life

12. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you.

13. Highly visible medium, so competitors can quickly react

14. Newspapers are facing declining readership and market penetration due to internet

15. Plans are needed to be made weeks or months in advance

16. Slower lead time heightens the risk of ad being overtaken by events

19. Immediate

20. Personal

21. Always On

22. Multimedia

23. 2-Way

24. Real Time

25. Engagement

26. Quick Deployment

27. Measurable ImpactWAP 2 IVR Mobile Mobile Mobile Mobile Mobile Mobile Mobile Applications CHANNELS Bluetooth RBT Idle Screen

28. Mobile Marketing An introduction

29. What is Mobile Advertising Any advertising or promotion message that: Is delivered on to a mobile device or Is accessed through a mobile device Presents an effective & efficient medium for targeting potential prospects. New Locally but Internationally M-Ad has been used efficiently by International Brands such as Coke, Nike, BMW and many more in countries like United States, European States, Asia (Malaysia, India etc) Most efficient means for advertisers to reach an estimated 100 million mobiles consumers in Pakistan. That too, within an appropriate segment (profiled) with an appropriate message (simple text or multimedia) at the appropriate time (consumer preference) & in an interactive manner,

30. Mobile Marketing is highly interactive and leads to high level of involvement by the advertiser and the consumer Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004). Push campaigns Dialogue campaigns High Advertiser activity Low Traditional (non-interactive) campaigns – TV, radio, print Pull campaigns Low High Consumer activity

31. More Involve-ment Mobile Marketing Benefits More Sales More Branding Immediate & Personal More Precise Targeting More Response More Loyalty More Exposure

32. Mobile Advertisement & Intrusion Perception 72% Positive towards receiving mobile reminders about dental or medical appointments 72% Are positive towards receiving booking information about a trip prior to departure 71% Are positive towards receiving info of post package arrivals 64% Are positive towards receiving public service information via the mobile phone 40% Are positive towards receiving discount coupons and vouchers from stores where they usually shop 30% Are positive towards receiving the best 10 offers on their mobile phone when arriving at a shopping mall Source : Telenor-MORE Research

33. Intrusive level of Different Ad Channels Mobile marketing with permission is not intrusive! 66% 61% 50% 46% 42% 22% 21% 21% 11% Boards Movie theater Mobile with perm. News- papers Internet Radio DM (traditional mail) TV Mobile without perm. Source : Telenor-MORE Research

34. Both location aware & interactive – the most effective marketing medium Outdoor advertising Mobile marketing TV commercials Web Interactivity Location

35. Mobile Marketing is much more than just SMS advertising! Mobile Strategy Mobile In-Store Mobile Campaigns Mobile relations Mobile Reminders Mobile Arena Mobile Learning Mobile Loyalty Clubs

36. Mobile Marketing Your next steps for mobile advantage

37. Mobile Advertising is taking off worldwide –Revenues in US$ millions

39. In Pakistan – Mobile Marketing is also taking off

40. Take the Next Step Towards Mobile Advantage Contact uswww.mad.com.pkmktg@mad.com.pk