Pbm mobile squared

the PBM landscape:

UK opt-in opportunity

Nick Lane, chief strategy analyst,

Gavin Patterson, chief markets analyst

All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer

Trends database

About mobileSQUARED

Specialists in mobile consumer engagement

We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research.

We create the mobile market forecasts

Then segment the data by

• Advertising • Apps • Internet • Messaging • Commerce

Then by

• Device type • Age • Gender • Location • Socio-economics

Then we forecast

How we do it

8 million spam a day (DMA) = 2.9 billion per year

= £87.6 million @ £0.03

35 spams per year p.p. = 1 spam every 10 days

The United Kingdom of Spam?

Moving house?

The power of now

The power of now

IN-APP NOTIFICATIONS

Latest addition

The power of now

The 2 phases of PBM

Entry-level

Conversational

We’re now programmed to communicate in

140 characters

Permission-Based Marketing

Entry-level =

Messaging/in-app notification

Co

nve

rsat

ion

al

Key usage numbers (4Q2011)

Mobile internet users 30.19 million App users 25.24 million Mobile Ad reach 18 million M-commerce 20.76 million Opt-in marketing million

73 million total messaging devices

Nb all MCT data based on 18-64 year olds

24.3%

79.9%

30mn sales; +80% contract; +55% prepay

14.59mn 53.4%

9.83mn 51.4%

Sex:

Male

Age:

45-54

Lives:

Border region

Uses:

Featurephone

7.28mn 55.1% 7.31mn

50.7%

51.6% 53.7% 55.3%

51%

51.8%

8,000,000

6,000,000

4,000,000

2,000,000

0

7.83mn 53%

6.17mn 54%

UK mobile usage landscape 4Q11

6% / 46%

5% / 44%

12% / 41%

18% / 61%

7% / 58%

2% / 57% 10% /

57%

11% / 53%

1% / 71%

5% / 61%

14% / 52%

7% / 44%

London, 4Q11

By age

18-24 – 412,297 / 56% 25-34 – 571,287 / 57% 35-44 - 609,014 / 56% 45-54 - 595,540 / 58% 55-64 – 506,613 / 56%

Total opt-in

2694,752 60.6% responded

By gender

Male – 1,344,681 / 57.8% Female – 1,350,071 / 55.6%

By income

ABC1 - 1,494,779 / 56.7% C2DE – 1,199,973 / 57.1%

Conclusion

Develop an entry-level PBM strategy with a view to evolving to conversational marketing Males more receptive to mobile marketing Greater interaction/engagement on iPhone Smartphones to overtake featurephones in 2012 – providing a richer engagement Growth will only accelerate Opt-in user volume = 34.4 million in 2014

Nick Lane Gavin Patterson mobileSQUARED nick@mobilesquared.co.uk gavin@mobilesquared.co.uk +44 118 977 6902

Source: Mobile Consumer Trends, in association with