This document discusses the evolution of mobile from a calling device to a platform for apps, games, videos and more. It notes that consumers now use mobile for more than just calling and texting, and that mobile has become consumers' sixth sense for communication. The document also discusses how marketers can learn about consumers from their mobile usage, such as purchase intent, preferred ad types, interests and device capabilities. Top mobile marketing trends are reviewed as well.

1. Mobile Isn’t Just Mobile Anymore: Have You Noticed?
Contents
Have you heard about the new kid (Mobile) around the media corner? ................................................. 2
Pulse of the consumer interaction is changing. Have you noticed? ....................................................... 3
What Does It Mean To Me As A Marketer?......................................................................................... 5
A tale of consumer communication transformation ................................................................................. 6
Why Am I Telling This Story? ................................................................................................................ 11
Mobile on a gallop, stealing budgets from traditional media ................................................................. 12
Why invest in mobile marketing? .......................................................................................................... 13
By R. Cass Baker .................................................................................................................................. 13
4 Things Your Mobile Tells Marketers about the User/Consumer ........................................................ 14
1. Likeliness to Respond (Purchase Intent)....................................................................................... 15
2. Preferred Ad Type ......................................................................................................................... 15
3. Consumer Preferences for Ad Content ......................................................................................... 15
4. What Ad Formats Are Best ............................................................................................................ 16
Top 10 trends to review… ..................................................................................................................... 17

2. Have you heard about the new kid (Mobile) around the media corner?
Have you noticed the new Kid (Mobile) around?
The new kid that I am talking about shall help you answer the following questions.
out of box
What new to do? How to grab consumer's short attention Span? How to do
marketing campaigns How to increase ?
ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
―Mobile is so interesting because it combines the ability to consume and heroize brands with the
ability to take action,‖ said Patrick J. Moorhead, senior vice president and group management director
of mobile platforms at Draftfcb Chicago.

3. Pulse of the consumer interaction is changing. Have you noticed?
Beginning of the end of feature phone: TMI survey
By afaqs! New Delhi, May 14, 2012
Section: News Category: Digital
Among the top 25 most searched handsets, a whopping 21 models are smartphones.
There seems to be a growing interest and awareness among Indian consumers about smartphones,
the Handset Hotlist survey (May, 2012) suggests. In the survey, brought out by The Mobile Indian
(www.themobileindian.com), 21 of the 25 handsets that made it to the list are smartphones.
Almost every month, two smartphones are being launched in India and one of them is usually an entry
level or mid-level phone. Notably, today smartphones are available in the market for as low as Rs
3,000 and they offer better utility than feature phones.
Before we proceed further, let us clarify the distinction between smartphones and feature phones.
Smartphones provide a great user experience for fun, entertainment and games, but multiple, efficient
modes of communication are their true potential.
Smartphones run on third party or proprietary operating systems such as Android, Windows Phone,
Symbian, iOS, Bada, MeeGo, and BlackBerry operating systems. They are also defined by their
ability to run third party software known as applications or apps, which are available at stores such as
Ovi, Android Market Place and iTunes.
Also, smartphones show higher application use than feature phones even at the entry level. Push
email, calendar syncing and document editing are other essentials that are supported in this category
of phone.

4. Top 25 Handset Hotlist for April 2012
Rank April Rank March Change Brand Model Price (in Rs)
1 1 0 Nokia Nokia C5 03 8500
2 2 0 Nokia Nokia C6 11000
3 4 1 Samsung Samsung Galaxy Y S5360 7050
4 5 1 Samsung Samsung Galaxy Y Duos 8990
5 3 -2 Samsung Samsung Wave Y S5380 6930
6 6 0 Samsung Samsung Galaxy SL I9003 17450
7 NA new Samsung Samsung Galaxy Ace Plus 15500
8 7 -1 Samsung Samsung Galaxy Ace S5830 12800
9 NA new Samsung Samsung Galaxy Ace Duos 12790
10 8 -2 Samsung Samsung Galaxy Note 31750
11 11 0 Sony Sony Ericsson Xperia Arc S 25000
12 12 0 Samsung Samsung Star 3 Duos 6290
13 10 -3 Micromax Micromax Superfone A73 7300
14 15 1 Apple Apple iPhone 4S 40500
15 14 -1 Nokia Nokia C2 06 4424
16 NA new HTC HTC One V 17435
17 9 -8 Nokia Nokia Asha 300 6150
18 NA new Nokia Nokia Asha 302 6027
19 NA new Nokia Nokia Lumia 800 24000
20 24 4 Sony Sony Ericsson W8 9100
21 20 -1 Sony Sony Ericsson Xperia Neo V 17400
22 22 0 Micromax Micromax Superfone A78 7750
23 NA new Samsung Samsung Wave 3 S8600 14700
24 NA new BlackBerry BlackBerry Curve 9380 19620
25 18 -7 Samsung Samsung Champ Deluxe Duo2 C3312 4790
Feature phones, on the other hand, are a midway point between smartphones and basic phones.
They usually have a limited proprietary operating system such as Brew or Java, and not all feature
phones support third party apps.

5. What Does It Mean To Me As A Marketer?
What this means is that users/consumers are not just using mobile for talking & texting but for
communicating (using multimedia message, video, apps etc.)
Mobile has evolved as a consumer’s sixth sense.
The following illustration depicts the usage patterns.

6. A Tale of Consumer Communication Transformation
Year 1950s & Before: Once upon a time, theatre was the most interesting way entertainment & most
of the social n business talks happened before & after the much awaited theatre shows around chai &
samosa.
Year 1960s onwards more vivid reel films started getting produced & movie theatres came into
existence. Going out on a movie with family meant Diwali to kids & family.

7. Around Year 1990s TVs got introduced & people liked being connected via the TV with the limited
channel options that they had. 4 Pm Sunday Movie Special on Doordarshan was like a paid vacation.
st
21 Century: The PC & Internet revolution made communication more vivid making
Information + Entertainment (Infotainment), a more enjoyable experience with
availability of on demand content.

8. st
Early 21 Century also brought in myriad forms of cellular communication devices which were
primarily used for talking & texting. Youngster found a new Cupid while elderly could stay more
connected with their distant families in the ever growing world.
As we moved from basic handsets to feature rich mobile phone to smart phone, the communication
rd
via Mobile has become more interesting & consumer generated and now Divya (a 3 grade Kid) just
doesn’t talk about being an astronaut to her teacher, she users FB profile pic do the talking.

9. The starting
Of
Digital
Convergence

10. The on-going story is not new & each one of us has lived through this story.
From bedrooms to drawing rooms to restaurants to office desk, Mobile is everywhere
And
“Mobile is not just Mobile Anymore”

11. Why Am I Telling This Story?
I wish to reiterate that ―Mobile is not just a taking device anymore; it is an ocean of apps, games,
videos, chat messengers, social media connect, maps, GPS, LBS & much more‖.
So I, as a user, have evolved when it comes to communicating, why are you as a brand, that I live
with, still stuck on the traditional communication methods (TV/Radio/Newspaper)

12. Mobile on a gallop, stealing budgets from traditional
media
M obile advertising works when used as part of a cross-media campaign and dialogue.
According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in
2016. The total value of the global mobile marketing and advertising market will grow from $3.4
billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016.
Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign
executions. This maturation has made consumers more open to mobile ads.
According to Nielsen’s State of the Media:
Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their
devices if it means they can access content for free.
For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,
location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to
higher fill rates for publishers.

13. Why invest in mobile marketing?
By R. Cass Baker
In the beginning, mobile marketing was about brand building and consumer engagement. It was about
bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And
it was about showing innovation and life in an emerging advertising channel. Today, it is about much
more. It has to be.
Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile
Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound
measurement and reliable methodologies to understand audience behaviour and ad effectiveness.
As with any other marketing investment, C-level executives expect a measurable, high-value ROI in
the form of new revenue and profits. It is no longer good enough to offer applications or mobile
games, and to justify the investment in the form of fans. So why invest in mobile marketing?
Invest in mobile
While consumers are busier than ever, they also are more heavily engaged. They are on their mobile
devices day and night. And one thing is clear – when they are researching a specific product or
service from these devices, they are ready to buy. Consumers research a brand on mobile because
they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an
immediate home service request, signing up for a new credit card before a big vacation or even
shopping for a car.
Through mobile devices, consumers can quickly assess the information they need to make a
decision, making them even more determined to buy right now. If you can deliver the right mobile
experience at the right time — and in the context of a broadly integrated marketing campaign — you
win.
Connecting the dots
When the rubber hits the road, most brands find it difficult to connect the dots between mobile
engagement and sales.
The reality is that revenue through mobile marketing has very little to do with mobile marketing in its
own right, and everything to do with understanding your consumers and the purchase experiences
they desire.
Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success
depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile
impression through to Web sites and call centres — to create targeted, data-rich experiences that
drive high-value, high-margin purchases.
If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,
proven and successful. Without question, mobile can play a pivotal role in driving significant,
incremental revenue to your business this year. Success depends on tying its impact all the way
through to the ultimate outcome — sales.

14. 4 Things Your Mobile Tells Marketers
about the User/Consumer
Excerpts from: 4 Things Your Mobile Tells Marketers About You by Martin Hayward.
Martin is the Director of Marketing at Mirror Image Internet.
Unless you have been living under a rock, you know smartphones are penetrating the market at a
rapid pace. As with any category that experiences rapid growth, questions arise equally as fast
regarding market intelligence, and how it can help achieve tangible business results.
With this in mind, marketers have a new set of demographics to consider — device demographics.
Traditional targeting was once based on demographic profiles and assumptions built on previous
purchase behaviour. Device demographics have helped bring an end to this predictive targeting.
Instead, they deliver relevant ads to a user who has elected to belong to a specific group. In other
words, it’s essentially basing ads on what mobile device a user has and how they interact with content
on that device.
Customizing the content and experience for each mobile device type presents lucrative opportunities
for marketers and their brands. But it can create challenges as well. Below are four key benchmarks
that marketers should consider when optimizing device demographics to maximize ROI for their
campaigns.

15. 1. Likeliness to Respond (Purchase Intent)
The devices we use tend to shape our behaviours, therefore adding an extra layer of insight into click-
through habits and preferences. Tablet owners, for example, are more receptive to ads viewed on
their device than smartphone owners. According to Nielsen Research, they are almost twice as likely
to click on an ad for more information about the business and use or request a coupon through the
ad. Since iPhone users are known to be disproportionately young and affluent, click-through rates for
mobile Apple users in this demographic are typically higher.
Technology today gives marketers access to a more complete consumer profile, enabling campaigns
to be more tailored to consumer preferences and relevant to their needs. With this level of insight,
marketers can reach those consumers who are not only most likely to respond, but most inclined to
complete the purchase funnel cycle, from click to buy.
2. Preferred Ad Type
Mobile media can take a lot of forms. For example, mobile video is becoming marketing’s hottest
medium, with roughly one-quarter of mobile device owners stating that they are more likely to view
ads if there is an interesting video, and 20% preferring interactive ads. In fact, 34.8% of women trust
display ads (banner or video) on mobile devices, while only 29% trust SMS ads. It is important to keep
these statistics in mind when developing campaigns and selecting the right delivery method.
Advertisers need to be most careful about how they are interrupting media viewing experiences and
take care to make sure the ads are effective and not disruptive.
3. Consumer Preferences for Ad Content
Preferred ad type is one thing, but can mobile device technology really tell marketers anything about
the content you prefer? Absolutely. By determining the types of social, gaming, and utility apps

16. consumers download and the content they view, marketers have a better understanding of users’€ ™
interest.
In addition, the actual location of the device can be detected in real-time so that the appropriate
location-aware ad or content can be served. An overwhelming 80% of mobile users prefer ads that
are locally relevant. In fact, three-quarters of those consumers have taken action in response to
a location-specific ad, according to a recent JiWire study.
This can be especially helpful for sports marketers. For example, if you live in Boston and are a
dedicated Red Sox fan, you’d be pretty mad if you started receiving ads for Yankees gear. Location-
based mobile technology can prevent this. In addition, ads can provide a financial incentive in the
form of a coupon or voucher for a business in close proximity to a user’s mobile device. This further
enhances the convenience and therefore attractiveness of the offer to the user.
4. What Ad Formats Are Best
New mobile devices are hitting the market at a rapid pace, each with a unique set of capabilities and
limitations. Delivering content to an iPhone, iPad, BlackBerry, and Android requires careful planning
upfront since consumers have come to expect content that appears and performs without latency or
delay. For example, a video ad delivered to a high-definition screen on an Apple or Android device will
not have the same impact if delivered to a BlackBerry device that may not support the same video
quality. Advertisers can now detect consumers’ devices and deliver the most relevant content,
ensuring it displays correctly, regardless of screen size.
There’s an old adage in the marketing business that is 50 per cent of my marketing dollars are
wasted, but I don’t know which 50 per cent’s. Mobile technology helps address that lack of insight into
ROI, enabling on-the-go insights so marketers are able to modify strategies in real-time as campaigns
are still rolling out.
Source: http://mashable.com/2012/05/14/mobile-marketing-demographics/

17. Top 10 trends to review…
1. Social Networks from Facebook to Twitter to Google+ and how they’re connecting to influencers
and businesses
2. Geo-location check-in services such as Foursquare and Facebook location updates to share
locations and earn rewards or opportunities for discounts
3. Crowd-sourced discounts and deals including Groupon and LivingSocial and what’s valued and
why
4. Social commerce services like Shopkick and Armadealo and how they create personalized
experiences that are worth sharing
5. Referral based solutions like Yelp, Service Magic, and Angie’s List to make informed decisions
and how shared experiences can improve your business, products, and services
6. Gamification platforms such as Badgeville and Fangager, and why rewarding engagement
improves commerce and loyalty
7. How your consumers are using mobile devices today and what apps they’re installing. Also, how
they’re comparing options, reviewing experiences and making decisions while mobile
8. The online presence your business produces across a variety of platforms such as tablets,
smartphones, laptops and desktops. You must realize how consumers are experiencing the online
presences you create and whether or not they deliver a holistic and optimized experience for each
platform.
9. The consumer click path based on the platform consumers are using. Are you steering
experiences based on the expectations of your customers? And are you taking into consideration
the device or network where the click path begins and ends? Are you integrating Facebook F-
commerce and m-commerce into the journey?
10. The expectations of connected consumers, what they value in each channel and platform, where
they engage and how your business can improve experiences and make them worthy of sharing.
No company is too big to fail or too small to succeed. Simply knowing your customer is one thing. The
connected customer does not replace your traditional customer; they simply introduce new
opportunities to grow your business. How you’re marketing, selling, and servicing customers today
are in many ways missing these important customers and thus limiting your ability for engagement
and growth.
Understanding how connected customers make decisions informs more meaningful strategies and
ultimately effective and engaging programs, products, and services. Now more than ever, the future of
business isn’t created, it’s co-created.

18. th
Tuesday, 15 May 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
Source:
 Articles from TOI.
 The Mobile Marketer.
 Excerpts from The Mobile Video Research project by Frank N. Magid Assosiates &Tremor
Video
http://www.mediafire.com/?ii4lb10l5gsn3hh
 http://mashable.com/2012/04/30/mobile-trends-brands-marketing/
 http://tribalddb.com/news/blogs/nfc-more-than-digital-wallets/
 Articles from eminent industry experts.