1. Опубликовано на Procontent.RU
5th Mobile VAS Conference
November 27-28, 2008
St Petersburg
Presented by Ralph Simon
Chairman Emeritus – MEF Americas & The Mobilium Group

2. Опубликовано на Procontent.RU
New Trends in Rich Media for
mobile
What will drive VAS usage
In 2009/2010 ?

3. Опубликовано на Procontent.RU
Lesson No. 1
“If you snooze, you lose”
„Ne stchelkai kljuvom‟

4. Опубликовано на Procontent.RU
Who is the VAS expert in the
next picture ?
Which country is this ?

5. Опубликовано на Procontent.RU
Which one is the VAS expert ?

6. Опубликовано на Procontent.RU
These 3 Bolivians used mobile
contextual content/advertising to
drive their own specialized,
localized business
A golden VAS rule !

7. Опубликовано на Procontent.RU
Major rich media driving
VAS revenue
 SMS Competitions in  Mobisites – movie tickets
media creates product
interest  Mobile Advertising
 Instant messaging
 Social networking &
 The M Wallet
blogging
 Internet search on
mobiles  Mobizines – mobile
magazines
 Info on demand SMS‟s:
iSend = „SMS Call me‟ &
„SMS Mail me‟  Mobisodes – Mobile TV
episodes

8. Опубликовано на Procontent.RU
Contextual Content
 How do you design your “call to action” ?
 Is your VAS strategy effectively targetted?
 The wrong example: India story
 Are you developing VAS to fill a local
contextual need/demand ?

9. Опубликовано на Procontent.RU
2 High potential new VAS areas
 After ring tones, music, games &
infotainment what comes next ?
 Mobile Money transfers
 Physical goods purchased on mobile
devices
 Mobile advertising

10. Опубликовано на Procontent.RU
Mobile Advertising showing
strong growth – forecasters agree
 Ovum: 2008 = $46m 2010 = $1.3bn
 Yankee Group: 2006 = $40m 2010=$2bn
 Jupiter Research: 2011 = $2.1bn
 eMarketer: 2006 =$421m 2011 = $11.3bn
 Shosteck Group: 2010 = $9.6bn
 Informa Telecoms:
2007 = $1.5bn 2011 = $11.5bn

11. Опубликовано на Procontent.RU
Is Mobile a Media?
Time
4:19
$68.50 Ad Rev.
$70
3:50
3:42
$60
3:21
$47.40
$50 2:52
Average
Advertising 2:24 Time Spent
Revenues $40 per day by
(Billions) 2:39
1:55 Media
$30 (in Hours)
$21.50 1:26
$20 1:30
$12.50 :57
0:30
$10 0:42
:28
0:48
$0.07 $0.04
TV Paper Radio Internet Games Mobile

12. Опубликовано на Procontent.RU
Amobee‟s holistic approach to
ad-serving
Games & Apps WAP SMS/MMS Video/ Music
Music/Video -
Ad funded apps - On/off portal P2P and A2P streaming and
on/off portal downloads

13. Amobee‟s Operator
Опубликовано на Procontent.RU
Campaigns…

14. Опубликовано на Procontent.RU
The Mobile Internet on
3G Smart phones

15. Опубликовано на Procontent.RU
Mobile internet use & penetration
 USA 15.6%
 UK 12.9% Significant growth will
come in 2009 thanks
 Italy 11.9% To new smart devices
from Nokia,
Blackberry, Sony
 Russia 11.2% Ericsson, LG,
Samsung
 Spain 10.8%

16. Опубликовано на Procontent.RU
Thank you to all of you
Millenial Digital Natives
Спасибо
St Petersburg !
Let‟s go & have a beer afterwards
&
at the XXXX party !