Published on October 5, 2008
History of mobile phonesı How did we even get from calling to advertising?ı
Why buy a phone? ı Why a mobile phone???ı 1998 - Why should I get a mobile phone? I am perfectly good with my landline!ı 2008 – Why should I get a landline? I am perfectly OK with my mobile phone!ı = Communicationı
10 years of mobile, 1998 - 2008ı Nokia 5110 SonyEricsson T610 Nokia N70 Apple iPhone 3G 1998 2003 2005 2008
From Snake to Quake!ı Memory: Memory: around 100 contacts 8 GB ( + SD memory cards) About 10 sms Speed: Speed: 332 MHz Few MHz 64 MB RAM
Speed of mobile data transfersı Nokia 3330 Apple iPhone 2000 500 x diﬀerence 2008 HSDPA CSD Max. speeds: Max. speeds: 1,8 ‐ 3,6 ‐ 7,2 Mbps 9,6 – 14,4 Kbps + Wi‐Fi
Mobile phones have many featuresı • E-mail • Content downloads • Ringtones, fulltrack • Videos • Browsing, e.g. News • Live TV
Mobile phones have loads of featuresı … and crime deterrent
Current mobile web market stateı How is the mobile web market evolving worldwide?ı
Normal internet in mobile phones?ı
Around 8% of people worldwideı Use mobile internet every monthı
Will surpass the normal internet!ı 2006 2010 2B Mobile Internet 1.2B 1B Fixed Internet 500M Source: Judge Business School Studies, CSMG ADVENTIS Analysis
Mobile internet is growing!ı 10,5%ı
Companies who already mobilizedı
QR codesı QR codes in NY Timesı Clicking went directly to mobile siteı
…and of courseı ...Mobile advertisingı
Mobile advertising factsı • Mobile advertising is very similar to web advertising • Also sold on a Pay Per Click or Pay Per View basis • Mobile advertising can be targetted better then internet ads • Can be: Banner, Text, Animated Banner, Link (video) • Actions can be: Call, SMS, E-mail, Browsing a site, Downloading related content
How does it look?ı
Mobile advertising expectationsı • Not going to be quick money • Can‘t expect to put a link in your newspaper and wait for the people to come • Proactively seeking partnerships • It will be valuable, when built up (12 – 24 months) • SMS is still a great tool
Mobile advertising players - 2004ı
Mobile advertising players - 2008ı Powered by
Local companies matterı Local companies matter!ı e.g. Mobile Operatorsı
Where is mobile advertising?ı Global Mobile AdverRsing Growth 9 8 7 6 Billions of euros 5 4 3 2 1 0 2005 2006 2007 2008 2009 Source: eMarketer
SMS advertisementsı „Text‐to‐win“
Mobile web advertisingı Targetting, personalisation, and behavioural targettingı
Mobile web advertisingı PossibiliOes of perfect targeSng of mobile ads • Country • Place – City, perimeter (around 500 m – 2 km) • Age • Target demographic group • Behavioural targeng • Mobile phone
Mobile ads exampleı Fred Pierre ‐ Phone: Nokia 3x00 ‐ Phone: Nokia E90 ‐ Likes to visit Myspace ‐ Likes to visit CNNmoney ‐ Place: Pilsen ‐ Place: Prague ‐ Spends 15 EUR for mobile ‐ Spends 175 EUR on mobile
Why is it compelling?ı
Example targettingı Brief • Service: car cleaning, Prague, targeng for car owners SoluOon • Target only Prague • Target for owners of be`er handsets, it is more likely by 2/3 that the person wil have a car (Nokia)
Consumer segmentationı Nokia Consumer Segmentation High Involvement Young Explorers Technology Leaders Career Builders Pragmatic Leaders Style Leaders Style Seekers Young Rational Settlers Aspirational Style Comfortable Family Followers Low Involvement Seniors Provider s Practical Homeowners
Which content attracts?ı
Content that attractsı
Mobile future?ı 1. Data tarrifs will be very cheap (2 – 3 EUR per month), or free 2. Content development will take oﬀ massively! Only then mobile internet can take oﬀ massively and hit over 30 ‐ 40% of the populaRon.
Contactı Jan Rezab firstname.lastname@example.org Blog: h[p://blog.hungrymobile.com Clientı www.digitania.hu
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