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MOBILE WORLD CONGRESS - THE VALUE OF EMERGING MARKETS IN THE MOBILE ECOSYSTEM

MOBILE WORLD CONGRESS - THE VALUE OF EMERGING MARKETS IN THE MOBILE ECOSYSTEM

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Published by InMobi
InMobi's Mobile World Congress Thought Leadership Whitepaper Series: Defining the next phase of mobile adverting.
InMobi's Mobile World Congress Thought Leadership Whitepaper Series: Defining the next phase of mobile adverting.

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Published by: InMobi on Feb 18, 2011
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11/10/2011

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www.inmobi.com
THOUGHT
SERIES
LEADERSHIP
MOBILE WORLD CONGRESS
THE VALUE OF EMERGING MARKETSIN THE MOBILE ECOSYSTEM
14 - 17
 
FEB
,
2011
 
© 2011 InMobi. The Value Of Emerging Markets In The Mobile EcosystemPage 1www.inmobi.com
13 February, 2011As 2010 came to a close, it was clear that the debate over if “this will be the year of mobile advertising” ended with it.Good riddance! Mobile advertising is clearly here to stay and it’s absolutely huge. Ad spending figures aside, consumershave announced their intentions by flocking to mobile, and advertisers have no choice but to follow.While the journalists and bloggers busily draft lists and make predictions, at InMobi, we decided to take a slightlydifferent approach. Rather than simply add to the noise, we took a step back and asked ourselves “what will define thenext phase of mobile advertising?”We chose to develop a series of whitepapers and offer in depth analysis, for a select number of topics. For the series wediscuss three concepts that we think will define the next phase of mobile advertising. We invited partners in the industryto collaborate with us, and invite you to join the conversation on
twitter@inmobi
or on our blog at
 www.inmobi.com/inmobiblog.
 James LambertiVP, Global Marketing and ResearchInMobi
THOUGHT LEADERSHIP SERIES:DEFINING THE NEXT PHASE OF MOBILE ADVERTISING
InMobi is the world’s largest independent mobile advertising network. With offices on four continents we provideadvertisers, publishers and developers with a uniquely global solution for advertising. Our network is growing fast andwe now deliver the unprecedented ability to reach 194 Million consumers, in over 115 countries, through more thanU.S. $31.5 Billion mobile ad impressions monthly. We recently were selected as a 2010 AlwaysOn Global 250Company to Watch in Silicon Valley.InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures.The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore.
 ABOUT INMOBI
INMOBI MOBILE WORLD CONGRESS
THE VALUE OFEMERGING MARKETSIN THE MOBILE ECOSYSTEM
 
© 2011 InMobi. The Value Of Emerging Markets In The Mobile Ecosystemwww.inmobi.com
THE VALUE OF EMERGING MARKETS IN GLOBAL 
Emerging markets continue to garner much media attention. But is it all just hype? The industry is still questioning whetheremerging markets are really valuable. The common misperception in the developed world is that the U.S., UK, France,Germany, Japan, Australia, and Singapore, still represent the vast majority of revenues in the mobile ecosystem. Mostpeople in developed markets find emerging markets interesting and exotic, but don’t believe they are actually very valuable.In order to help establish the real value of emerging markets InMobi has used the latest market data from Informa Telecoms& Media. We combined their research on Mobile Data Services Revenues & Growth with our InMobi Network Data report,to form a more complete picture of the emerging mobile ecosystem. Together our research demonstrates that emergingmarkets are not just hype. Globalization is in fact real, and emerging markets are positioned to become the most importantmobile media markets in the world.Informa Telecoms & Media estimates that the global mobile data services market , including mobile advertising, was worthU.S. $224 billion in 2010. Over the next four years the market will increase to U.S. $340 billion in 2014.With limited growth prospects in developed countries, the emerging markets represent high growth areas and are becominga key focus for the mobile industry including: mobile operators, handset manufacturers, infrastructure vendors, as well as thedata services platform, advertising and technology vendors. It’s our belief that these emerging markets will soon eclipse thedeveloper world and represent the vast majority of the global mobile ecosystem. Why? Because mobile adoption in thedeveloped world is happening at blistering pace and the sheer scale of these markets will soon dwarf that of developedmarkets.Informa Telecoms & Media defines mobile data services, also referred to as value-added services, as all mobileservices except voice calls. Mobile messaging, including P2P SMS, is also considered to be a mobile data service.
Page 2
(US$ bil.) 2008 2009 2010 2011 2012 2013 2014 CAGR (%)
DATA SERVICES ARE PROJECTED TO GROW OVER 14% ANNUALLY THROUGH 2014.GLOBAL MOBILE DATA SERVICES REVENUES, 2008 - 2014
Source: Informa Telecoms & Media
Global Total 175.2 200.8 224.1 248.0 276.8 307.0 240.8 14.2%
1601401201008060402002008200920102011201220132014
 Asia Pacific
FIGURE 1. MOBILE DATA SERVICES REVENUES BY REGION, 2008-2014
North America Western EuropeEastern EuropeLatin American
   M  o   b   i   l  e   D  a   t  a   S  e  r  v   i  c  e  s   R  e  v  e  n  u  e  s   (   U   S   $   b   i   l .   )
Middle East  Africa
11
INMOBI MOBILE WORLD CONGRESS
THE VALUE OFEMERGING MARKETSIN THE MOBILE ECOSYSTEM

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