Some Statistics Source: IAMAI• 160m mobile phone subscribers• 70% reside at the bottom of the pyramid with SMS as the primary channel of content• 18-44 forms the largest segment which uses data services Size of the VAS market – 2850 cr Revenue Split
The content marketplace in India• The mobile VAS providers / / publishers / Mobile generally earn low revenues due to low payouts• Deliver non-innovative solutions• Carriers demanding exclusivity stifle innovation and growth.• Few very successful players; they are forced to change business models / focus areas subsequently for better growth
Mobile advertising may justchange the dynamics of the market place All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Wireless advertising: what people are sayingMobile Advertising Worth $10 Billion By2010.About 50% of respondents in the US and UK and39% in Italy would be interested in getting freecontent in return for being sent relevantadvertisingVisionGain describes 2006 as the final year of anexperimental phase in the use of mobile marketing,with full mainstream status anticipated by 2008.Verizon Wireless Chief Marketing “..mobile advertisingwill eventually grab as much as 30% of theapproximately $100 billion US Ad spend”The future of advertising, is in cell phones and Global Ad Agency Gianthandheld devices.
OVERVIEW OF MOBILE ADVERTISINGAll Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Advertisement within a Game Mobile advertisements can be •Text •Flash movies Original Game •Banners •Audio •Video Inserted Banner Ad Can contain audio, video, banners or text Audio AD will preview
The mobile advertising ecosystem Advertiser $$$$ $ Publisher Carrier Subscriber $ $ $
Advertising options1. Unused characters in • Media SMS • Text2. Opt-in SMS / WAP Services • Banners3. Idle screen • Audio4. Mobile TV / Mobile Radio / • Videos (MPEG and Mobcasts 3GP)5. Callback Tones / IVR ADS • Flash6. Mobile search7. Content Decks8. Mobile Web9. Rich mobile applications10. Mobile Games
Advertising technologies• SMS• Java / BREW / Flash Lite / Symbian• WML• IP TV (DVB-H / MediaFLO)• Carrier Technologies – GPRS / CDMA Data
Mobile advertising success factors• Non intrusive, permission based ADS• Contextually relevant ADS• Location sensitive ADS• Profile and behavior based ADS (operators generally have massive user data)• Interactivity• Viral nature of the technology or campaign• Reach – SMS / WAP Sites / Rich Clients | Devices | Networks
Why is mobile advertising compelling? CAPABILITIES PERSONALISATION Traditional Mass advertising, large reach - Limited customisation Advertising No interactivity One-to-one advertising Different design to different audiences On-line Advertising Interactive advertising Location based, highly targeted Highly Interactive, viral , very Wireless Advertising personal & ubiquitous + Highly targeted, Highly relevant, Permission based and ubiquitous =Value for all stakeholders – Customers, Carriers, Publishers, Advertisers
THE OPPORTUNITIES IN MOBILE ADVERTISING All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Mobile advertising offers compellingopportunities Carriers - better revenues, increased data traffic Mobile developers – better revenues with a higher pie of the overall disbursement Advertisers – a highly targeted and a personal medium to sell their products and services. Mobile advertising enables an AD supported content model similar to what the Internet offers today Mobile advertising may benefit the subscribers the most as they will get AD-supported, free or low cost premium mobile services and content
The Mobile Advertising Market Place• Is young, but witnessing a lot of action
Opportunities for Mobile Developers• Mobile advertising offers tremendous opportunities for content providers• Mobile advertising can provide better revenues, faster ROI and give access to large markets• Mobile marketing is a proven alternative option to monetizing mobile content – whether it is applications, games, or just text based services
Strategy for mobile developers• Sign up with an mobile AD partner• Most basic mobile content or apps have a 6 months max shelf life. Do think of publishing these apps or content for FREE, with the support of an mobile AD partner• Do try at least one very successful mobile app, a try. Launch it off deck, for no charge with ADS embedded within it• Publish them on your own, external (off deck) and Carrier Channels• Publicize your content; SEO also helps
Opportunity for Developers: Bottom of thepyramid• Target Segment: Bottom of the pyramid; users with SMS functionality• Technology: SMS Data services, IVR• Solutions: Ad driven SMS Alerts eg: Breaking news alerts, Stock Alerts, Investor Alert, Doctors Appointments, Mobile Communities powered by SMSes• Risk: Bulk SMS Still expensive, and a CPC model might just not deliver the right results.
Users with Data Access• Target Segment: Users with Data access• Key Technology: WAP Push, WAP Portals etc• Solutions: Mobile Web Sites, social communities, content deck alerts etc• Risk: Push messages are expensive.
Smart Phone Segment• Target Segment: Users with rich technologies such as Java, BREW, Flash Lite or Symbian• Solutions: Mobile Games, Mobile Applications, Rich connected applications etc.• Risks: Small user base, slow connectivity speeds
High end segment• Target Segment: Users with super-smart phones, touch pads, Wi-Fi, mobile TV capability, LBS / GPS etc• Solutions: Mobile-TV applications, GPS or LBS apps, Business Apps etc• Risks: Very small user base
Mobile-worx is the pioneer of mobile advertising in India All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
• Mobile-worx is a pioneer i • About mobile-worx mobile advertising in India. • A leading mobility solutions• Mobile-worx has recently firm. Headquartered in LA launched ZestADZ - India’s first complete mobile marketing • Provide compelling VAS solution products and services for the carriers, MVNOs and mobile• content publishers / developers Patent-pending technology• Supports SMS, WAP, and Rich • Leading Asia Pac carriers have media advertising been our customers• Working with leading carriers and vendors• Opt-in permission marketing based
Asif Ali 91 firstname.lastname@example.org Mobile-Worx, Inc.