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Slide 1: MOBILE ADVERTISING An Overview Presented at Asif Ali Chief Technology Officer Mobile-worx Inc., All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 2: Mobile Industry 2 billion users and growing All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 3: Some Statistics • • • 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 Source: IAMAI Size of the VAS market – 2850 cr Revenue Split All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 4: 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 All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 5: Mobile advertising may just change the dynamics of the market place All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 6: Wireless advertising: what people are saying Mobile Advertising Worth $10 Billion By 2010. About 50% of respondents in the US and UK and 39% in Italy would be interested in getting free content in return for being sent relevant advertising VisionGain describes 2006 as the final year of an experimental phase in the use of mobile marketing, with full mainstream status anticipated by 2008. Verizon Wireless Chief Marketing “..mobile advertising will eventually grab as much as 30% of the approximately $100 billion US Ad spend” The future of advertising, is in cell phones and handheld devices. Global Ad Agency Giant All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 7: OVERVIEW OF MOBILE ADVERTISING All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 8: Advertisement within a Game Mobile advertisements can be •Text Original Game •Flash movies •Banners •Audio •Video Inserted Banner Ad Can contain audio, video, banners or text Audio AD will preview All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 9: The mobile advertising ecosystem Advertiser $$$$ $ Publisher Carrier Subscriber $ $ $ All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 10: Advertising options 1. Unused characters in SMS 2. Opt-in SMS / WAP Services 3. Idle screen 4. Mobile TV / Mobile Radio / Mobcasts 5. Callback Tones / IVR ADS 6. Mobile search 7. Content Decks 8. Mobile Web 9. Rich mobile applications 10. Mobile Games • • • • • Media Text Banners Audio Videos (MPEG and 3GP) • Flash All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 11: Advertising technologies • • • • • SMS Java / BREW / Flash Lite / Symbian WML IP TV (DVB-H / MediaFLO) Carrier Technologies – GPRS / CDMA Data All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 12: 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 • • • • • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 13: Why is mobile advertising compelling? CAPABILITIES  Mass advertising, large reach  Limited customisation  No interactivity  One-to-one advertising PERSONALISATION Traditional Advertising - On-line Advertising  Different design to different audiences  Interactive advertising  Location based, highly targeted Wireless Advertising  Highly Interactive, viral , very personal & ubiquitous + Highly targeted, Highly relevant, Permission based and ubiquitous = Value for all stakeholders – Customers, Carriers, Publishers, Advertisers All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 14: THE OPPORTUNITIES IN MOBILE ADVERTISING All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 15: Mobile advertising offers compelling opportunities   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    All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 16: The Mobile Advertising Market Place • Is young, but witnessing a lot of action All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 17: 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 All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 18: 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 All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com • Publicize your content; SEO also helps
Slide 19: Opportunity for Developers: Bottom of the pyramid • 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. • • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 20: 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. • • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 21: 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 • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 22: 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 • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 23: Mobile-worx is the pioneer of mobile advertising in India All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 24: • Mobile-worx is a pioneer i mobile advertising in India. Mobile-worx has recently launched ZestADZ - India’s first complete mobile marketing solution Patent-pending technology Supports SMS, WAP, and Rich media advertising Working with leading carriers and vendors Opt-in permission marketing based • • • About mobile-worx A leading mobility solutions firm. Headquartered in LA Provide compelling VAS products and services for the carriers, MVNOs and mobile content publishers / developers Leading Asia Pac carriers have been our customers • • • • • • All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com
Slide 25: Asif Ali 91 9840089876 asif@mobile-worx.com Mobile-Worx, Inc.