sparxup monetizing mobile advertising era presentation material for 20 may 2011 wiku
DESCRIPTION
Edo Pemungkas's slide presention about mobile industry in Indonesia and how to monetize it.TRANSCRIPT
2011: WorldwideMobile Ad Spend $11.4 to $20 Billion
Source: Merrill Lynch report
Mass Market Segment !
Highest Internet User access via mobile
In less than 5 years half of Indonesia population will use
internet from mobile access
Mobile is BIG
4X PC Ownership3X TV Ownership
Mobile browsing intensity around 661 pages per month/person
Gadget Freak
Young Indonesians, age 8-24 years oldhave the highest level of mobile phone
ownership (average 3 handset ), at 80% penetration
Social Media
Why is Mobile Marketing Effective?
Immediate
Personal
Permission Based
InteractiveBuild
Database
ROI Measurable
Immediate
Types of Advertising
SearchIn Message Display
Rich Media
At Location
In Content
Mobile Marketing
Coupons
Rewards
Sweepstakes
Quiz / Games
Direct Response
Ads
Information / Alert
Viral Marketing
Co-branding
Downloadables
Quiz / Games
Sweepstakes
Voting / Polling
Information
Rewards
Membership
Sales Promotion Advertising Public RelationsCustomerRelations
Types of Mobile Marketing
24% of marketing messages are forwarded
Text response rates are 5 times higher than those of direct mail campaign
Not just used by youth market - 72% of 35-54 year olds have used SMS
Source: Forrester Research
71%-96% recall rate by consumers in response to mobile marketing campaigns
70% of respondents would recommend that friends receive mobile marketing messages
40% consumer intent to follow a brand prompt
43% feel that campaigns via SMS have a positive impact
Source: Forrester Research
Asia Varies!*to one another
Mobile ads in Japan are AR
South Korea financial and games
Indonesia smartphones/blackberry and Twitter
China cosmetics
Hong Kong near field Octopus
Philippines SMS and remittance
India rural sports entertainment and education
Let’s Talk About
Annual Sales: 4 M Clone Sales: 16 M
Source: Shinta Dhanuwardoyo (Bubu)
PS: Half of phones sold are QWERTY Based!
Biggest Blackberry Applications
Source: Mobile Marketing Association
The driving force of Blackberry is Blackberry Messenger and
local applications.Source: Johan Kremer of RIM
Similiar Trends goes with Nokia Devices!
Source: comScore
Preffered Twitter Clients
Composition of Mobile Web Landscape in South East Asia
Source: Smaato, March 2011
Now, some data for IndonesiaTop 10 sites in Indonesia (unique users)1. facebook.com2. google.com3. detik.com4. youtube.com5. twitter.com (6)6. wapdam.com (5)7. yahoo.com8. wikipedia.org9. kaskus.us (back on the list)10. 4shared.com (new)
Top handsets for January 2011
1. Nokia 5130 XpressMusic2. Nokia C33. Nokia 2700c4. Nokia E635. Nokia 2330c6. Nokia 63007. Nokia N708. Nokia 2730c9. Nokia 3120c10. Nokia 5310 XpressMusic
Source: Opera State of Mobile Web, January 2011
Study Case: Game Downloadfor the last month
Source: Internal Data
Realize This!Market penetration is mainly on
Chinese Handsets and Nokia Based
“People bought 80 million smartphones in the Q3 2010”
Source: Gartner
…but compared to the 336 million new “dumbphones” sold in the same quarter, all those iPhones, BlackBerry and Androids and are just a drop in the ocean!
Ways to Monetize
Mobile Banner
SMS Broadcast/Advertisement
Subscription Service
Pay as You Go
In-App or Game Advertisement
In Game Enhancements
Mobile Application Store is integrating with
In Game Enchancements Is going to be made possible
Image: World of Warcraft
But! Most Revenue still Comes from
Dream Big!
And Dream Bigger!