wireless internet caucussan diego, oct 6, 20091 leadership council meeting room: 29a october 6, 2009
TRANSCRIPT
Wireless Internet Caucus San Diego, Oct 6, 2009 1
Leadership Council Meeting Leadership Council Meeting
Room: 29AOctober 6, 2009
Wireless Internet Caucus San Diego, Oct 6, 2009 2Wireless Internet Caucus San Diego, Oct 6, 2009 2
WIC Leadership Council - Meeting Agenda• 3:30 – 3:40 pm Welcome & Introductions – David Diggs
• 3:40 – 3:50 pm CTIA – Wireless Industry Metrics – Robert Roche
• 3:50 – 4:10 pm Current Initiatives » Camera Phone Code Scan - Athena Polydorou» Off Portal – Jeff Simmons» Mobile Content - Athena Polydorou» Mobile Advertising - Jeff Simmons
• 4:10 – 4:30 pm Future Initiatives
• 4:30 – 5:00 pm Wireless Internet Caucus Structure
Sponsored by:The WIC Leadership Council ReceptionImmediately following; Terrace at San Diego Convention Center
Wireless Internet Caucus San Diego, Oct 6, 2009 3
Introduction and WelcomeIntroduction and Welcome
Presented by:David Diggs, CTIA-The Wireless AssociationDavid Diggs, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 4
Wireless Internet Caucus San Diego, Oct 6, 2009 5
Introduction and WelcomeIntroduction and Welcome
Presented by:David Diggs, CTIA-The Wireless AssociationDavid Diggs, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 6
Wireless Internet Caucus San Diego, Oct 6, 2009 7
“This is the time we were all dreaming about. It’s here now. Let’s not blow it.”
Steve Spencer
Wireless Internet Caucus San Diego, Oct 6, 2009 8
WIC Manifesto, Feb 2002
• Leadership: Key decision makers create a unified approach to solving problems
• Communication: Industry forum to develop common frameworks, common language, consensus on critical issues
• Coordinated problem-solving: Cross-industry action teams to tackle challenges and develop solutions
Wireless MetricsWireless MetricsDr. Robert F. RocheDr. Robert F. Roche
CTIA-The Wireless AssociationCTIA-The Wireless Association
October 6, 2009
Wireless InternetWireless Internet CaucusCaucus
Wireless Internet Caucus San Diego, Oct 6, 2009 10
Metrics Focus
• Key Initiative: – On-going Collection and – Publication of Cross-Carrier Metrics
• Step One – Review Survey Modifications• Step Two – Report on Latest Survey Results
Wireless Internet Caucus San Diego, Oct 6, 2009 11
Key Initiative One – Review Cross-Carrier MetricsSurvey includes metrics related to:• Revenues:
Maintained requests for total data revenues, as well as:– Total revenues from data-only plans using Aircards or laptop-embedded modems for the six
month period.– Total revenues for data services on wireless-enabled PDAs and Smartphones for the six-month
period ending. – not currently reportable– Total revenues from data service subscriptions for the six-month period. Eliminated requests for Game play / download revenues, Non-game download revenues, Ringtone
revenues, and Enterprise Applications revenues.
• Traffic: measures such asMaintained requests for SMS / Text messages (including IM) and MMS messages.Eliminated requests for Pictures and E-mail traffic.– Added requests for number of MB on the networks for the six month period – not currently
reportable
• Usage & Capability measures such as:Maintained requests for Number of data-capable devices; SMS-capable devices; web-capable devices;
PDAs / Smartphones; and wireless-enabled laptops, aircards, and wireless modems on networks.Eliminated requests for MMS-capable devices, Number of camera phones on networks– Added request for number of machine-to-machine units active on networks – not currently
reportable.
Wireless Internet Caucus San Diego, Oct 6, 2009 12
Six-Month Wireless Service Revenues
• Total six-month industry revenues = $75.8 billion, up from $72.7 billion in 1H2007.
• Total 12-month industry revenues = $151.2 billion for July 2008-June 2009, up from $143.7 billion for July 2007-June 2008.
• Total six-month wireless data revenues = $19.5 billion, up from $14.8 billion in 1H2007.
• Total 12-month wireless data revenues = $37 billion, up from $27.5 billion in July-June 2008.
Wireless Internet Caucus San Diego, Oct 6, 2009 13
$105,657
$105,559
$175,270
$315,532
$411,454
$493,250
$699,764
$1,158,300
$2,041,090
$2,559,441
$3,790,579
$4,791,204
$6,460,560
$8,756,174
$10,532,277
$12,696,252
$14,784,297
$17,536,852
$19,464,909
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
$80,000,000
Jun-00
Dec-00
Jun-01
Dec-01
Jun-02
Dec-02
Jun-03
Dec-03
Jun-04
Dec-04
Jun-05
Dec-05
Jun-06
Dec-06
Jun-07
Dec-07
Jun-08
Dec-08
Jun-09
Th
ou
san
ds
Total Wireless Industry Revenues Data Service Revenues
Top-Line Measures – Six-Month Total Wireless Data Revenues
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 14
12-Month Wireless Data Revenues Are Up 34.6%
Source: CTIA Semi-Annual Wireless Survey
$726,986 $1,193,014
$3,199,390
$6,350,020
$11,251,764
$19,288,451
$27,480,549
$37,001,760
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
$40,000,000
Jun-02 Jun-03 Jun-04 Jun-05 Jun-06 Jun-07 Jun-08 Jun-09
Th
ou
san
ds
Wireless Internet Caucus San Diego, Oct 6, 2009 15
Wireless Data as a Percentage of Monthly Subscriber ARPU
99.9%
99.8%
99.6%
99.6%
99.4%
99.1%
98.9%
98.8%
98.3%
97.5%
95.9%
95.2%
93.2%
91.7%
89.3%
86.5%
84.5%
82.1%
79.7%
76.7%
74.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jun
-99
Dec-99
Jun
-00
Dec-00
Jun
-01
Dec-01
Jun
-02
Dec-02
Jun
-03
Dec-03
Jun
-04
Dec-04
Jun
-05
Dec-05
Jun
-06
Dec-06
Jun
-07
Dec-07
Jun
-08
Dec-08
Jun
-09
Non-Data ARPU Data ARPU
Wireless Data ARPU Trended
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 16
Traffic Measures increase year-over-year
– SMS / Text messaging:• Monthly volume of 135b up 79.8% year-over-year (from 75.1b)• Six-month volume 740.3b up 92% year-over-year (from 384.9b)
– MMS:• Monthly volume of 1.8b up 71% year-over-year (from 1.1b)• Six-month volume of 10.3b up 83% year-over-year (from 5.6b)
– SMS / Text messaging:• Monthly volume of 135b up 79.8% year-over-year (from 75.1b)• Six-month volume 740.3b up 92% year-over-year (from 384.9b)
– MMS:• Monthly volume of 1.8b up 71% year-over-year (from 1.1b)• Six-month volume of 10.3b up 83% year-over-year (from 5.6b)
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 17
Reported Six-Month Text Traffic Grows 92% Year-Over-Year
0
100,000,000,000
200,000,000,000
300,000,000,000
400,000,000,000
500,000,000,000
600,000,000,000
700,000,000,000
800,000,000,000
Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09
Traffic Measures – Six-Month SMS / Text Traffic
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 18
0
20,000,000,000
40,000,000,000
60,000,000,000
80,000,000,000
100,000,000,000
120,000,000,000
140,000,000,000
160,000,000,000
Jun-00 Jun-01 Jun-02 Jun-03 Jun-04 Jun-05 Jun-06 Jun-07 Jun-08 Jun-09
Traffic Measures – Monthly SMS / Text Traffic
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 19
Reported Six-Month MMS Traffic Up 83% Year-Over-Year
284,754,607
848,021,269
1,588,444,746
2,605,243,207
3,494,686,474
5,627,905,174
9,304,980,514
10,317,919,613
1,138,563,387
0
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
Jun-05 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09
Traffic Measures – Six-Month MMS Traffic
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 20
Reported Monthly MMS Traffic Up 71.4% Year-over-Year
79,097,689
181,546,975 210,526,280
315,589,226
472,884,455
750,501,525
1,059,017,274
1,599,058,009
1,815,205,941
0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,600,000,000
1,800,000,000
2,000,000,000
Jun-05 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09
Traffic Measures – Monthly MMS Traffic
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 21
Minutes and Messages as a Measure of Wireless Usage
1,4951,798
2,119 2,203
81
159
363
1,005
15
1
3
6
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2005 2006 2007 2008
Bill
ion
s o
f M
OU
s /
Me
ss
ag
es
MOUs Text Messages MMS Messages
These measures don't even include the traffic generated by millions of wireless users browsing the web, downloading music and games, or accessing other content with their wireless devices.
Available Annual Traffic Measures – Voice and Data
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 22
Minutes and Messages as a Measure of Wireless Usage
1,260
1,6781,955
2,226 2,237
113
241
601
1,360
57
20
9
0
2
4
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Jun-05 Jun-06 Jun-07 Jun-08 Jun-09
Bill
ion
s o
f M
OU
s /
Me
ss
ag
es
MOUs Text Messages MMS Messages
These measures don't even include the traffic generated by millions of wireless users browsing the web, downloading music and games, or accessing other content with their wireless devices.
12-Month Traffic Measures – Voice and Data
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 23
585675
820 858941 1,014
1,104 1,122 1,081 1,156
4965
94
147
216
385620
740
3325
10
9
3
11
2
3
6
$49.43$49.87$49.51$50.14$50.01$49.39$53.78 $52.19 $50.70 $49.81
0
500
1,000
1,500
2,000
2,500
Dec-04 Jun-05 Dec-05 Jun-06 Dec-06 Jun-07 Dec-07 Jun-08 Dec-08 Jun-09
Bil
lio
ns
of
Mes
sag
es /
Min
ute
s
Semi-annual Voice Traffic Semi-annual Text Traffic Semi-annual MMS Traffic Total ARPU (including toll & roaming)
Semi-Annual Traffic Measures – Voice and Data
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 24
203,600
480,032
777,978
1,607,597
2,688,793
4,316,686
6,074,777
8,564,111
12,050,822
17,883,306
26,454,826
35,230,983
46,239,973
57,587,407
72,939,725
89,095,529
100,076,742
126,085,138
139,567,610
161,977,219
186,417,768
213,310,005
235,337,871
252,940,463
265,338,554
-
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
Jun
-85
Jun
-86
Jun
-87
Jun
-88
Jun
-89
Jun
-90
Jun
-91
Jun
-92
Jun
-93
Jun
-94
Jun
-95
Jun
-96
Jun
-97
Jun
-98
Jun
-99
Jun
-00
Jun
-01
Jun
-02
Jun
-03
Jun
-04
Jun
-05
Jun
-06
Jun
-07
Jun
-08
Jun
-09Consumer Metrics – Total Reported Subscribership
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 25
Consumer Metrics – devices and users
Based on sequential questions:
• 265.3 mm total reported subscribers (overall survey)
• 235.3 mm SMS-capable devices on data survey respondents’ networks
• 246.7 mm data-capable handsets on data survey respondents’ networks
• 237.1 mm web-capable handsets on data survey respondents’ networks
Based on sequential questions:
• 265.3 mm total reported subscribers (overall survey)
• 235.3 mm SMS-capable devices on data survey respondents’ networks
• 246.7 mm data-capable handsets on data survey respondents’ networks
• 237.1 mm web-capable handsets on data survey respondents’ networks
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 26
Consumer Metrics – devices and users
Based on sequential questions:
• 168 mm SMS customers on respondents’ networks
• 88.8 mm MMS customers on respondents’ networks
• 41 mm Smartphones & PDAs on respondents’ networks
• 10.8 mm wireless-enabled laptops, aircards, & wireless modems on respondents’ networks
Based on sequential questions:
• 168 mm SMS customers on respondents’ networks
• 88.8 mm MMS customers on respondents’ networks
• 41 mm Smartphones & PDAs on respondents’ networks
• 10.8 mm wireless-enabled laptops, aircards, & wireless modems on respondents’ networks
Source: CTIA Semi-Annual Wireless Survey
Wireless Internet Caucus San Diego, Oct 6, 2009 27
What Has Changed?
• We eliminated multiple revenue questions:
– Enterprise Applications Revenues – discontinued
– Messaging (MMS and SMS) Revenues - discontinued
– Downloadable Content Revenues (total, as well as selected break-
outs) - discontinued
– Mobile Video Content Revenues – discontinued
• We have added traffic questions (MB), and first machine-to-machine
question
Wireless Internet Caucus San Diego, Oct 6, 2009 28
How do the revenue questions currently read?
11. Total revenues from data-only plans using Aircards or laptop-embedded modems for the six month period.
12. Total revenues for data services on wireless-enabled PDAs and Smartphones for the six-month period.
13. Total revenues from data service subscriptions for the six-month period. (Internet access and web browsing.)
14. Sum total revenues for all wireless data services provided in the six-month period.
Wireless Internet Caucus San Diego, Oct 6, 2009 29WIRELESS 2009- Vegas
Leadership Council
• Current Action Teams Current Action Teams – Camera Phone Code Scan– Off Portal – Mobile Content– Mobile Advertising
Wireless Internet Caucus San Diego, Oct 6, 2009 3030
Wireless Internet Caucus Wireless Internet Caucus Code Scan Action TeamCode Scan Action Team
Presented by:Athena Polydorou, CTIA-The Wireless AssociationAthena Polydorou, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 3131
Team Charter and ActivitiesTeam Charter and Activities
• Goal: develop standards and assist development of a camera-Goal: develop standards and assist development of a camera-phone barcode scanning market in the U.S.phone barcode scanning market in the U.S.
• Published white papers, available at Published white papers, available at www.ctia.org/codescan:• Code Scan White Paper (2008)Code Scan White Paper (2008)• Marketing Guide for Camera-Phone Based Barcode Marketing Guide for Camera-Phone Based Barcode
Scanning (2009)Scanning (2009)
Wireless Internet Caucus San Diego, Oct 6, 2009 3232
Recent ActivitiesRecent Activities• Team identified need for:Team identified need for:
– Central Registry:Central Registry: Registration authority for the code scanning ecosystem primarily responsible for creating identifiers.
– Central Clearing House:Central Clearing House: RResponsible for directing traffic, routing codes and enforcing ecosystem policies. In addition, the Clearing House will manage metadata and accounting data.
• Separate RFPs developed for the Registry and Clearing Separate RFPs developed for the Registry and Clearing House with the intent to release Q3 2009House with the intent to release Q3 2009
Wireless Internet Caucus San Diego, Oct 6, 2009 3333
Current StatusCurrent Status
• CTIA sought guidance on:CTIA sought guidance on:– Scheduling the release of the RFPsScheduling the release of the RFPs– Feedback on the legal landscape/patent IP litigationFeedback on the legal landscape/patent IP litigation
• Result: Insufficient carrier support to move forward with the Result: Insufficient carrier support to move forward with the release of the RFPs.release of the RFPs.
Wireless Internet Caucus San Diego, Oct 6, 2009 3434
Wireless Internet Caucus Wireless Internet Caucus Off-Portal Action TeamOff-Portal Action Team
Presented by:Jeff Simmons, CTIA-The Wireless AssociationJeff Simmons, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 3535
ObjectivesObjectives
• Ongoing, rigorous assessment of 3Ongoing, rigorous assessment of 3rdrd Party content Party content providers compliance with Industry Best Practices for providers compliance with Industry Best Practices for CSC-based servicesCSC-based services
• Improvement of industry monitoring system to Improvement of industry monitoring system to enable better compliance with CSC Best Practicesenable better compliance with CSC Best Practices
35
Wireless Internet Caucus San Diego, Oct 6, 2009 363636
Registry ImprovementsRegistry Improvements• Implement a Standard Campaign Application (SCA)Implement a Standard Campaign Application (SCA)• Includes All Fields required by all Mobile Carriers to Approve Includes All Fields required by all Mobile Carriers to Approve
and Provision Mobile Campaignsand Provision Mobile Campaigns• Required Information in Consistent Format is Essential to an Required Information in Consistent Format is Essential to an
Effective Monitoring Effort – Tie Monitoring to RegistryEffective Monitoring Effort – Tie Monitoring to Registry• Registry Application Data Must Be Maintained and Kept Registry Application Data Must Be Maintained and Kept
CurrentCurrent– Used to Monitor Compliance with Best PracticesUsed to Monitor Compliance with Best Practices– Missing or Incomplete Data May Prevent Lessee from Adding New or Missing or Incomplete Data May Prevent Lessee from Adding New or
Renewing Existing CSCsRenewing Existing CSCs
36
Wireless Internet Caucus San Diego, Oct 6, 2009 3737
Campaign Brief Monitoring testing and Campaign Brief Monitoring testing and tool enhancementstool enhancements
• Updated testing criteria to match MMA 4.0 guidelines• New testing in place
– All front end carrier-specific tests now implemented– Back end subscription renewal and billing checks now implemented
• Engagement among industry to enhance usability, standardization– Improved interactive features for better communication– Improved data search, organization, links to facilitate aggregator
responsiveness– Harmonization of tests, severity levels across carrier requirements
Wireless Internet Caucus San Diego, Oct 6, 2009 3838
Partner connectivity and carrier Partner connectivity and carrier comparison testing initiativescomparison testing initiatives• Ensured connectivity and successfully completed test drives
with leading aggregators– Aggregators able to access/evaluate their CSC data within tool– Aggregators getting email alerts on ‘Red’ CSC violations– Aggregators able to file protests and request re-tests – with
supporting comments/attachments within tool
• Implemented content provider ‘view only’ access to data
• Now confirming equivalence to carriers’ internal programs– Ensure all appropriate carrier monitoring criteria included in protocols– Ensure proper interpretation of carrier monitoring criteria
Wireless Internet Caucus San Diego, Oct 6, 2009 3939
Data exchange and API development to Data exchange and API development to improve monitoring programimprove monitoring program
• Carrier approved CSC program data (via email) driving CSC testing queue
• New Registry data to also feed into CSC testing program; initially to provide accurate partner data, ultimately to speed up testing
• CSC monitoring data (identifying more serious ‘Red’ violations) to feed into Registry to provide enforcement mechanism
• Initial implementations email/FTP with API mechanisms to follow
• Aggregators now enabling CSC partner data updates via helpdesk/protest functionality (i.e., correct CP/agg)
Wireless Internet Caucus San Diego, Oct 6, 2009 4040
In-Market Media MonitoringIn-Market Media Monitoring
• Selection and Implementation of Service Provider – Selection and Implementation of Service Provider – April 2009April 2009
• Refinement of Severity Levels for Violations of CBPRefinement of Severity Levels for Violations of CBP• Focus on Issues Significantly Impacting Consumers Focus on Issues Significantly Impacting Consumers
and Gaining Attention of Regulators and States’ and Gaining Attention of Regulators and States’ Attorneys GeneralAttorneys General
40
Wireless Internet Caucus San Diego, Oct 6, 2009 4141
Next StepsNext Steps
• Refinement of monitoring tests until industry and Refinement of monitoring tests until industry and individual monitoring programs are indistinguishableindividual monitoring programs are indistinguishable
• Comparison testing by participating carriers and Comparison testing by participating carriers and assessment of industry monitoring programassessment of industry monitoring program
• Opportunity for individual carriers to begin Opportunity for individual carriers to begin decommissioning internal monitoring programsdecommissioning internal monitoring programs
41
Wireless Internet Caucus San Diego, Oct 6, 2009 4242
Games Rating Initiative Games Rating Initiative
Mobile Content Action TeamMobile Content Action Team
Presented by:Athena Polydorou, CTIA-The Wireless AssociationAthena Polydorou, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 4343
Current InitiativeCurrent Initiative
• Implement industry’s November 2005 commitment to Implement industry’s November 2005 commitment to develop voluntary content classification standards and develop voluntary content classification standards and access controls for Carrier Content, as well as content access controls for Carrier Content, as well as content access controls for the Internetaccess controls for the Internet
• Mobile Games is the first content type to be addressedMobile Games is the first content type to be addressed• Industry reached agreements with the top mobile game Industry reached agreements with the top mobile game
publishers and the ESRB on a ratings process for mobile publishers and the ESRB on a ratings process for mobile gamesgames
Wireless Internet Caucus San Diego, Oct 6, 2009 4444
Current InitiativeCurrent Initiative
• Planned announcement at CTIA Wireless 2009 that, beginning in Planned announcement at CTIA Wireless 2009 that, beginning in Q4 2009, only games rated by the ESRB would be available for Q4 2009, only games rated by the ESRB would be available for purchase on carrier deckspurchase on carrier decks
• Carriers committed to display the ESRB rating as part of the Carriers committed to display the ESRB rating as part of the merchandizing of the game on the carrier’s deck and Web sitemerchandizing of the game on the carrier’s deck and Web site
• Two issues arose to halt announcement:Two issues arose to halt announcement:– Off-deck/online app stores had not been consideredOff-deck/online app stores had not been considered– The depth and breadth of online app store catalogs made The depth and breadth of online app store catalogs made
extending the requirement to limit the mobile games they extending the requirement to limit the mobile games they offer to only those rated by ESRB unrealisticoffer to only those rated by ESRB unrealistic
Wireless Internet Caucus San Diego, Oct 6, 2009 4545
Wireless Industry Outreach to App StoresWireless Industry Outreach to App Stores• On July 30th, Steve Largent invited CEOs of app stores to join the On July 30th, Steve Largent invited CEOs of app stores to join the
mobile games rating display initiative: mobile games rating display initiative:
• AppleApple• GoogleGoogle• HandangoHandango• HandmarkHandmark
• No specific deadline was set for implementation from app stores; No specific deadline was set for implementation from app stores; only the commitment to include games ratingsonly the commitment to include games ratings
•MicrosoftMicrosoft•NokiaNokia•Palm Palm •RIMRIM
Wireless Internet Caucus San Diego, Oct 6, 2009 4646
Wireless Internet Caucus Wireless Internet Caucus Mobile Advertising Action TeamMobile Advertising Action Team
Presented by:Jeff Simmons, CTIA-The Wireless AssociationJeff Simmons, CTIA-The Wireless Association
Wireless Internet Caucus San Diego, Oct 6, 2009 4747
Main Objectives of Team CharterMain Objectives of Team Charter• Advertising Potential - $24 billlion by 2013*Advertising Potential - $24 billlion by 2013*• Various Challenges Result in Advertisers Merely Experimenting Various Challenges Result in Advertisers Merely Experimenting
with Mobilewith Mobile– Lack of common metrics, reporting methodsLack of common metrics, reporting methods– Lack of common, consistent targeting dataLack of common, consistent targeting data– Lack of consistent inventoryLack of consistent inventory
• GSMA Success in Europe – Combined Carrier Working GroupGSMA Success in Europe – Combined Carrier Working Group• Strength in NumbersStrength in Numbers
– Unique value proposition in unified carrier groupUnique value proposition in unified carrier group– Efficient and effect growthEfficient and effect growth
• Key DeliverablesKey Deliverables– Measurement & reportingMeasurement & reporting– TargetingTargeting– Advertising InventoryAdvertising Inventory– Address privacy concernsAddress privacy concerns
* - ABI Research
Wireless Internet Caucus San Diego, Oct 6, 2009 4848
Current DeliverablesCurrent Deliverables• Standardized Mobile Metrics and DefinitionsStandardized Mobile Metrics and Definitions
– Six metrics and definitions, measure effectiveness of mobile ads Six metrics and definitions, measure effectiveness of mobile ads – Common across advertising mediums, describe mobile audienceCommon across advertising mediums, describe mobile audience– CPNI / FTC Behavioral Marketing CompliantCPNI / FTC Behavioral Marketing Compliant
• 33rdrd Party Ad Serving Terms & Conditions Party Ad Serving Terms & Conditions– Rewrite of IAB 3Rewrite of IAB 3rdrd party ad serve T&Cs for Internet Ads party ad serve T&Cs for Internet Ads– Adapted to mobileAdapted to mobile
• Pilot Launch and Ongoing Aggregation of Carrier Log File DataPilot Launch and Ongoing Aggregation of Carrier Log File Data– All carriers agree to move forward; AT&T, VZW to provide initial dataAll carriers agree to move forward; AT&T, VZW to provide initial data– Sprint, TMO to begin adding their data shortlySprint, TMO to begin adding their data shortly
Wireless Internet Caucus San Diego, Oct 6, 2009 4949
Mobile Advertising Metrics & DefinitionsMobile Advertising Metrics & DefinitionsTerm Definition
Unique Subscriber An identified and unduplicated individual mobile subscriber who accesses mobile content or advertising during a measurement period.
Ad Impression A response measurement from an ad delivery system to either (1) an explicit request from the subscriber or (2) an automated response from the system based on other user actions/inaction that is recorded at a point as late as possible in the process of delivery of the creative material to the device.
Click A response measurement from an explicit subscriber request to select/click the advertisement.
Click Through Rate (CTR) The calculation of Clicks/Ad Impressions during a measurement period.
Unique Clickers An identified and unduplicated individual mobile subscriber with a qualified “click” during a measurement period.
Unique Penetration Rate (UPR) The calculation of Unique Clickers/Unique Subscribers during a measurement period.
Wireless Internet Caucus San Diego, Oct 6, 2009 5050
Ringback CopyRingback Copy
Advertising MetricsAdvertising Metrics
Common APIs Common APIs
LBS InteroperabilityLBS Interoperability
SpamSpam
Future InitiativesFuture Initiatives
Leadership Council
Wireless Internet Caucus San Diego, Oct 6, 2009 5151
Who Belongs Here?Who Belongs Here?
Who’s Missing? Who’s Missing?
What Initiatives?What Initiatives?
Structure?Structure?
Going Forward . . .Going Forward . . .
Leadership Council
Wireless Internet Caucus San Diego, Oct 6, 2009 52Wireless Internet Caucus San Diego, Oct 6, 2009 5252
Sponsored by: