AN INSIGHT INTO MOBILE

ADVERTISING

Presented at

Asif Ali
Chief Technology Officer
Mobile-worx Inc.,

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 Introduction

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 WHO ARE WE?
• About mobile-worx • ZestADZ

• A leading mobility solutions firm. • India’s first complete, permission

Headquartered in LA. Dev. Centre in based mobile advertising platform /
Chennai market place

• mobile-worx is a leader in delivering • Delivers mobile ads to various

innovative mobile products and channels including SMS, WAP and
services to the marketplace. J2ME applications.

• Pioneer in mobile advertising in • Patent pending technology

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

• Signed up first advertiser recently

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 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
advertising

Verizon 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 Global Ad Agency Giant

handheld devices.
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 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.

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 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

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

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 THE MOBILE ADVERTISING ECOSYSTEM

Advertiser $$$$

BRAND OWNERS/
ADVERTISERS $

PLATFORM PROVIIDERS

AGGREGATORS Publisher/
Mobile Carriers Subscribers
developers
WIRELESS OPERATORS

$ $ $

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Mobile advertising
Advertiser perspective

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 WHY IS MOBILE ADVERTISING
COMPELLING?
CAPABILITIES PERSONALISATION

Traditional
 Mass advertising, large reach -
 Limited customisation
Advertising
 No interactivity

 One-to-one advertising
 Different design to different audiences
On-line
Advertising  Interactive advertising

 Location based, highly targeted

Wireless  Highly Interactive, viral , very

Advertising personal & ubiquitous
+

Highly targeted, Highly relevant, Permission based and ubiquitous

=
Value for all stakeholders – Customers, Carriers, Publishers, Advertisers

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

 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 !

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Mobile Advertising
Publisher / Mobile developer
Perspective

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 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 !

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 APPLICATION TECHNOLOGIES THAT CAN
EMBED ADS
• SMS • ZestADZ supports delivery
• WAP of ADS over SMS,
• Rich client • WAP and J2ME
technologies (BREW,
Java and Flash Lite) • Flash and BREW to be
supported soon

• Automated tools to embed

advertisements into your
binaries (coming for J2ME
soon)

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 ADVERTISING MEDIA ON MOBILE
Mobile advertisements
can be
•Text
•Flash movies
Original Game
•Banners
•Audio
•Video
Inserted Banner Ad

Can contain audio,

video, banners or
text
Audio AD will
preview

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 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

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

 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

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

 Asif Ali
91 9840089876

asif@mobile-worx.com

Mobile-Worx, Inc.