An Insight Into Mobile Advertising By Asif Ali Cto Of Mobile Worx Cto Of Mobileworx Presented At Momo3 New Delhi 26099

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

AN INSIGHT INTO MOBILE ADVERTISING

Presented at

Asif AliChief Technology Officer

Mobile-worx Inc.,


Introduction


WHO ARE WE?• About mobile-worx

• A leading mobility solutions firm. Headquartered in LA. Dev. Centre in Chennai

• mobile-worx is a leader in delivering innovative mobile products and services to the marketplace.

• Pioneer in mobile advertising in India

• ZestADZ

• India’s first complete, permission based mobile advertising platform / market place

• Delivers mobile ads to various channels including SMS, WAP and J2ME applications.

• Patent pending technology

• Compelling “win-win” revenue model for everyone within the ecosystem

• Signed up first advertiser recently


MOBILE 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 advertisingVerizon 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


MYTHS ABOUT MOBILE ADVERTISING• Myth The mobile advertising market exists as unsolicited

messages and calls.

• Reality: SMS / WAP / CALLS SPAM is not considered as mobile marketing.

• Any SPAM is generally ineffective; This problem is an opportunity in itself

• Myth: Marketers haven’t heard much of mobile advertising. Awareness is low

• Reality: Leading Indian and International brands use SMS SPAM and other forms of mobile advertising.

• Leading Indian carriers are already implementing mobile marketing solutions for their customer base.


MARKET MATURITY

• Though mobile advertising is a nascent market, at least half a billion mobile ad impressions are getting delivered world wide, every month !

• The scenario in India: mobile advertising is on the top of the minds of every carrier. Is just getting started to move beyond SMS campaigns


THE FUTURE OF MOBILE MARKETING• The future of mobile marketing is permission permission

marketingmarketing a concept pioneered by Seth Godin.

• Permission mobile marketing will work; but users won’t just take ads. Users are wary of mobile marketing - IAMAI

• The content & services ecosystem will need to evolve on an ad supported model: Think google ad sense

• The average subscribers should get premium services and content for free (remember hotmail?)

• Current mobile content revenues are under intense pressure. Real value vs. perceived value mismatch is an opportunity for mobile advertising


THE MOBILE ADVERTISING ECOSYSTEM

$$$$

$

$$$

Advertiser

Publisher/ Mobile

developersCarriers Subscribers

BRAND OWNERS/ ADVERTISERS

PLATFORM PROVIIDERS

AGGREGATORS

WIRELESS OPERATORS


Mobile advertising Advertiser perspective


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?


WHY IS MOBILE ADVERTISING COMPELLING 2?• LARGEST REACH: 2bn users world wide; 160mn in

India

• Location sensitive. Ads can be targeted down to city / locality level using location technologies

• Premium mobile services based on an AD supported model will benefit the users; drive adoption of mobile advertising; help increase ARPUs for operators and help publishers to monetize their services better with more profits

• Campaigns can be launched based on keywords, user profile data with the best targeting possible e.g.: Deliver this Pantaloons AD to all “high end” phones to Hutch users in Chennai, who are talking about “clothes”

• Campaigns can be contextually sensitive, viral and interactive !


Mobile AdvertisingPublisher / Mobile developer

Perspective


OPPORTUNITIES FOR MOBILE CONTENT DEVELOPERS• Mobile content revenues are

more than web content revenues

$25bn from web content$31bn from mobile content !

• India a $1bn+ content market (07 est.). AD market is nascent but growing

• Mobile advertising is the best way to monetize mobile content due to skewed revenue sharing ratio in Asia !


APPLICATION TECHNOLOGIES THAT CAN EMBED ADS• SMS• WAP• Rich client

technologies (BREW, Java and Flash Lite)

• ZestADZ supports delivery of ADS over SMS,

• WAP and J2ME

• Flash and BREW to be supported soon

• Automated tools to embed advertisements into your binaries (coming for J2ME soon)


ADVERTISING MEDIA ON MOBILE

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


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


SUMMARY Carriers - better revenues, increased data traffic

Mobile developers – better revenues with a higher revenue share than in the traditional model

Advertisers – a more powerful, highly targeted, personal medium to sell their products and services.

Mobile advertising may benefit the subscribers the most as they will get AD-supported, free or low cost premium mobile services and content

[email protected]

Mobile-Worx, Inc.

Asif Ali

91 9840089876

mailto:[email protected]

Business

An Insight Into Mobile Advertising By Asif Ali Cto Of Mobile Worx Cto Of Mobileworx Presented At Momo3 New Delhi 26099