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Agenda

Mobile Landscape

Mobile Marketing Association Launches Philippines Local Council in Partnership with IMMAP

About MMA MMA Philippines Local Council

Mike Wehrs, President and CEO, MMA

A Shift in Brand Thinking
Mobile is essential, rather than experimental

Mobile Landscape

Smartphones, larger screen size, better web browsing capabilities, longer battery life, and “all you can eat” data packages

Branded widgets and applications on mobile social networking sites – a rich immersive platform to target customers and very attractive to brands Exceptional global growth Highly effective mobile strategies

Mobile Landscape | The Numbers
Total of $453.2B to be spent on advertising globally in 20091
2009 Projected Change in Ad Spending 15% Selected Categories 2009 versus 200
12%

It’s What Marketers Want
$65 BILLION WILL SHIFT AWAY FROM TRADITIONAL ADVERTISING CHANNELS TO DIGITAL CHANNELS IN 2009

• 4.1 billion mobile users globally today
9%

• 61% penetration rate 3 • 5.6 billion mobile users globally in 20134 • Spending on mobile messaging is expected to rise to $2.9 billion in 20105 • Mobile content is predicted to rise from $24 billion in 2008 to $47 billion by 20136 • 100 million unique mobile subscribers and $1.8 billion in revenues for 2Q 20087

Top priorities and popular tactics for marketers in 2009
• Achieving measurable ROI • Translating the Brand Experience across different touch points • Creating Integrated Marketing Programs • Cutting budgets without cutting performance • Measuring brand effectiveness • Evolving a brand

5%
3%

7%

MARKETS

-5%

-15%
-25% -23%

-25%

1.Online MOBILE 2.Mobile 3.Viral 4.SEO

-20%

-19%

-18%

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What is Mobile Marketing

Why Mobile? Unique Engagement
Top Responses to a Mobile Ad

20% 15%

25%

The use of mobile as an integrated content delivery and direct response vehicle to reach consumers

25%

13%

5%

5%

4%

4%

5% 0%

7%

Why Mobile?
Delivering the right MESSAGE: •To the right PERSON •At the right TIME •In the right PLACE

9%

10%

11%

3%

Source: Nielsen, Mobile Advertising Report

Why Mobile? Ubiquitous Among Users
Trends such as mobile banking, alerts, mobile vouchers and coupons, and customer service applications are developing as key areas to watch
Mobile Banking Users* Worldwide, by region, 2011 (% of total)
50%

The Question is: Why Not?
The unique value of the mobile channel is clear

30%

41%

40%

Increasingly attractive ROI as other marketing channels lose their appeal

Higher level of engagement and interaction controlled by the consumer

20%

22%

10%

12%

8%

3%

Mobile can deliver on the promise of one-to-one marketing
2%

7%

0%
Far East and China Western Europe North America Middle East and Africa Indian Asia-Pacific** subcontinent Eastern Europe Latin America

Source: Juniper Research

Agenda

5%

Relevant, tailored, timely messages can translate to high conversion rates

About the MMA

Mobile Landscape About MMA MMA Philippines Local Council

MMA is:
ACTION-ORIENTED MEMBER-DRIVEN DEDICATED FORWARD-THINKING

3%

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MMA Activities

MMA Global Reach
Regional Branches
• • • • • Asia Pacific Europe Latin America Middle East and Africa North America

MMA Highlights
GLOBAL REACH • New local councils in UK, India, South Africa, Ireland • Key regional Managing Director appointments • Local councils in Germany, Spain, France, Ireland, Austria MEMBERSHIP • Growth and high level of member support and responsiveness • Website re-launch to provide better access to resources • Annual Member Satisfaction Survey • Discounts, offers and greater visibility INDUSTRY PROMOTION • 6 Global Mobile Marketing Forums (MMF) • Combined audience of 1400+ delegates and speakers • 300+ speaking opportunities for member companies • Global Awards Program INDUSTRY INITIATIVES • Industry research and educational tools • MMA Committees led educational and guideline initiatives • Consumer Best Practices and Global Code of Conduct

Local Councils
• • • • • • Austria: 22 members India: 42 members Spain: 49 members South Africa: 17 members UK: 62 members Additional Councils to be launched in 2009

Partnerships
• BVDW Section Mobile (Germany) • Mobile Messaging Forum (Ireland)

MMA Philippines Local Council: 24 members

Mobile Marketing Ecosystem Who’s in the Mobile World

Who Are Our Members?
700+ active member companies
Brand 3% Media Company 6%

3,500+ active individuals
MEA 4% APAC 6%

Operator 9% Technology Enabler 33%

LATAM 6% National* 8%

Other 15%

NA 46%

EUR 13% Content Provider 16% Agency 18% Global 7%

By Category

By Region

MMA Committees
Actively establish industry-wide, national and international best practices and guidelines for mobile marketing. A key way MMA members help shape the future of the mobile marketing industry. Actively establish industry-wide, national and international best practices Global Committees Regional Committees & guidelines for mobile marketing. A key way MMA members help shape the future of the mobile marketing industry.
Academic Outreach Education Measurement Mobile Advertising
• • • • • Display Mobile Messaging Mobile Video and TV Mobile Banking Mobile Couponing

MMA Strategic Relationships

Global Associations
• GSM Association (GSMA) • Advertising Guidelines • dotMobi Advisory Group (MAG)

Affiliate Marketing* (North America) Consumer Best Practices(North America)
• • • • Participation TV IVR Marketing to Children Mobile Web

Key Regional Associations
• • • • • • CTIA Interactive Advertising Bureau (IAB) Direct Marketing Association (DMA) BVDW Section Mobile Internet Advertising Bureau (UK) Internet and Mobile Marketing Association of the Philippines (IMMAP)

Mobile Commerce

Privacy Proximity

CBP Brazil (LATAM) CBP Argentina (LATAM) Mobile Program Mark (North America) Research and Metrics (all Regions) Women in Wireless (all Regions)

* The Affiliate Membership level only applies to the Tier 2 Affiliate Marketer doing business in the US.

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Agenda

IMMAP

About MMA Mobile Landscape MMA Philippines Local Council

• 86 member companies, including 37 mobile companies, as well as advertisers, agencies, publishers • Member of the Advertising Board of the Philippines • Alliances with: – Philippine Association for National Advertisers – Advertising Agencies Association of the Philippines – Advertising Standards Council

Arthur Policarpio, President, IMMAP

The Fastest Growing Media Channel in Philippine History

Market Potential and Challenges

From less than 1million subscribers in 1996, to 70 million subscribers in 2009
Number of Mobile users since 1996
80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 959,024 1996 2000 2008 2009 12,000,000 60,000,000 70,000,000

Beyond SMS • Bluetooth marketing • Multimedia mobile marketing • Mobile applications • Mobile internet
157

160 140 120 100 80 60 40 20
15 19 8 34 15 8 3 6 128 118

Barriers for Increased Adoption • Abuse of consumer privacy and rights • Lack of industry-specific research • Lack of knowledge on mobile marketing on the part of advertisers • Lack of industry-wide metrics and measurement

“SMS Capital of the World” More than 1 billion SMS/day

0

Page Views…

Mobile Internet

Requests on Networks
PhilippineRequest on Network2009

• 1.2 million monthly unique users • 128 million monthly page views

PhilippineDevice Manufacturer June 2009

PhilippineTop 10 handsets.

Source: Yahoo! Mobile

Source: admob.com/metrics

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IMMAP-MMA - A Partnership for Growth Vision • Capture 2-3% of ad spending in the next 3-5 years > $60 $90million/year industry • Recognized thought leader and center of mobile marketing innovation in Asia Pacific region • Leverage Global best practices, standards, consumer guidelines with MMA’s partnership

How do we grow the industry?

Consumers

Advertisers

Value
Standards and guidelines

Return-onInvestment
Best practices Metrics Education

A significant milestone in the creation of a self-regulating body to drive the Mobile Marketing business and educate stakeholders

Founding Members

Engaging the Mobile Ecosystem

• Network and Collaborate • Sponsor, Advertise and Speak • MMA Global Awards • Case Studies and Articles • Mobile Marketing Forums • Active Committees • Latest Industry Research

Membership Benefits: By Ecosystem Player
Academic: • Access and discounts on industry publications, research and conferences • Join MMA’s Academic Outreach Program Affiliate: • Education program to keep up to date on marketing requirements • Industry recognition for abiding by industry self-regulation guidelines Aggregator: • Collaboration within the ecosystem to modify program requirements • Opportunity to network with other leading companies Brand/Agency: • Drive mobile marketing adoption, share success stories & innovative technology • Connect with potential business partners

Membership Benefits: By Ecosystem Player
Carrier: • Forum to discuss industry issues with other carriers and solicit feedback from ecosystem • Consumer Best Practices and thought leadership in mobile advertising & measurement initiatives Consumer: • Reduction of misleading advertisements that do not comply with Consumer Best Practices • Protection of Privacy Content Provider: • Direct line of communication with carriers and aggregators • Education on “off-deck” programming requirements MASP - Mobile Application Service Provider or “Technology Enabler” • Opportunity to network with other leading companies • MMA Awards Program

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Objectives for the MMA Philippines Local Council

Priorities Areas for the MMA Philippines Local Council

• Build the Council’s membership • Ensure that the MMA has complete representation across the entire ecosystem and is seen as the voice of the industry • Create output of real value to members and non-members which increases the spend across the entire range of mobile marketing activities • Create a blueprint for success for the MMA to take to the rest of the region

MMA Philippines Local Council plans will be geared towards focusing on four core objectives
2

1

Education & awareness

Building measurement & metrics for the industry

3

Networking to grow the ecosystem

4

Establishing go-to-market framework

• Brands, Agencies and Telcos • Best practices • Industry statistics • Research and white papers

• Measurement framework • Consumer usage and attitude • Revenue impact • Third party reports and media tracker

• Share best practices • Awards and events • Speaking opportunities • Consumer initiatives

• Guidelines and standards • MMA Philippines site • Best practices • Consumer initiatives

THANK YOU!

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