mobile advertising overview

All Rights Reserved. Copyrights 2007 mobile-worx. www.mobile-worx.com

MOBILE ADVERTISINGAn Overview

Presented at

Asif AliChief Technology Officer

Mobile-worx Inc.,


Mobile Industry

2 billion users and growing


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


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 just change the dynamics of the

market place


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


OVERVIEW OF MOBILE ADVERTISING


Advertisement within a Game

Original Game

Inserted Banner Ad

Can contain audio, video, banners or

textAudio AD will

preview

Mobile advertisements can be

•Text

•Flash movies

•Banners

•Audio

•Video


The mobile advertising ecosystem

$$$$

$

$$$

Advertiser

Publisher Carrier Subscriber


Advertising options

1. Unused characters in SMS

2. Opt-in SMS / WAP Services

3. Idle screen4. Mobile TV / Mobile Radio

/ Mobcasts5. Callback Tones / IVR

ADS6. Mobile search7. Content Decks 8. Mobile Web 9. Rich mobile applications10. Mobile Games

• Media• Text• Banners• Audio• Videos (MPEG and

3GP)• Flash


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


TraditionalAdvertising

On-lineAdvertising

WirelessAdvertising

One-to-one advertising

Different design to different audiences

Interactive advertising

Location based, highly targeted

Highly Interactive, viral , very

personal & ubiquitous

Mass advertising, large reach

Limited customisation

No interactivity

CAPABILITIES PERSONALISATION

-

+

Highly targeted, Highly relevant, Permission based and ubiquitous=

Value for all stakeholders – Customers, Carriers, Publishers, Advertisers

Why is mobile advertising compelling?


THE OPPORTUNITIES IN MOBILE ADVERTISING


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


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 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.


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


• 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

[email protected]

Mobile-Worx, Inc.

Asif Ali

91 9840089876

mailto:[email protected]

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