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  1. 1. OMMA Global 2011<br />Navigating the Global Mobile Marketing and Advertising Landscape<br />
  2. 2. Global Market Insights <br />How consumers are interacting with mobile around the world<br />1<br />Part 1 – Mobile Subscribers, Handset Data, Mobile OS<br />Part 2 – Global Stats, Mobile Web, 3G & 4G Coverage<br />Part 3 – Mobile Marketing, Advertising & Messaging <br />Part 4 – Consumer Mobile Behavior<br />Part 5 – Velti Global Case Studies<br />
  3. 3. Part 1 - Global Mobile Penetration<br />2<br />Global mobile footprint is over 5billion consumers!! <br />
  4. 4. Part 1 - Global Smartphone Penetration<br />3<br />
  5. 5. 2011 Inflection Point: Mobile Devices Outselling PCs<br />4<br />
  6. 6. 2011 Inflection Point: # of Smartphones > # Feature Phones<br />5<br />iOS + Android Market Share = 68% of Smartphones<br />
  7. 7. Part 1 - Global Mobile OS Market Share Android is Dominating<br />6<br />Over 550,000 Android activations, daily!<br />
  8. 8. Part 1 – Mobile Browser Penetration – North America<br />7<br />
  9. 9. Part 1 – Mobile Browser Penetration – Asia<br />8<br />
  10. 10. Part 1 – Mobile Browser Penetration – Europe<br />9<br />
  11. 11. Part 1 – Mobile Browser Penetration – South America<br />10<br />
  12. 12. Part 1 – Mobile Browser Penetration – Africa<br />11<br />
  13. 13. Part 2 Global Mobile Stats, Mobile Web, 3G, 4G<br />12<br />
  14. 14. Part 2 - Global Mobile Device Sales in 2011<br />13<br />Number of iOS devices supported globally = 6<br />Number of Android devices supported globally = 300+<br />
  15. 15. Part 2 - Global Mobile Statistics:<br />14<br /><ul><li>5.7 Billion mobile subscribers lead by India and China - 80% of the global population
  16. 16. Mobile device sales going north – 18.5% more devices sold in 2010 than 2009
  17. 17. Android hasbecome the top OS for new smartphones in 2011
  18. 18. Mobile access to the web will overtake PC by 2014 – mobile phone penetration outnumbers fixed internet users 5:2, globally
  19. 19. There are more mobile web users in China than in any other country (300 Million+). Asia is set to dominate global mobile web. 1) Advanced mobile markets, 2) large population, 3) low PC penetration
  20. 20. As of today, 85% of new handsets sold are able to access the mobile web
  21. 21. One in five global mobile subscribers have access to 3G or 4G
  22. 22. Unlimited data plans opened mobile web expansion in Japan, now UDPs are driving the US</li></li></ul><li>Part 2 - Many Mobile Web Users are Mobile Only<br />15<br />This = close to 70 million consumers in the US, so yes, you need a mobile optimized site!  <br />
  23. 23. Part 3Mobile Marketing, Advertising, Messaging<br />16<br />
  24. 24. Global Media Spend in Display (Mobile Only): 2015<br />NOTES<br /><ul><li> Mobile media market evolving similarly to online media
  25. 25. 2011 Formats ($5.3 BB)</li></ul> - Search = 55%<br /> - Display = 43%<br /> - Messaging = 2%<br /><ul><li> 2015 Formats ($24.8 BB)</li></ul> - Search = 55%<br /> - Display = 43%<br /> - Messaging = 2%<br /><ul><li> Rate of Growth</li></ul> - Overall = 255%<br /> - Search = 255%<br /> - Display = 252%<br /> - Messaging = 162%<br />TOTAL AD SPEND<br />$ 923 MM<br />$ 1,091 MM<br />$ 6,051 MM<br />$8,069 MM <br />$ 570 MM <br />$ 255MM<br />$ 301 MM <br />$ 185 MM <br />$2,154 MM <br />$416 MM<br />$ 1,446 MM<br />AD <br />SPEND<br />$2,741 MM <br />* Source: ABI Research, May 2011<br />17<br />
  26. 26. Part 2 – Global Trends <br />18<br /><ul><li> Mobile ad spend worldwide is predicted to be $5.3 billion in 2011 sky rocketing to $24.2 billion in 2015, driven by search ads and local ads.</li></ul> $9B in Asia / $6.5B in Europe / $5.4b in North America / $3.3B other regions<br /><ul><li>In the US over half of U.S. mobile ad spending is local. Asia – Japan particularly – continues to dominate global mobile ad spend
  27. 27. SMS leads all mobile behaviors – 8 trillion+ text messages will be sent globally in 2011 – Combination of standard rate and premium.
  28. 28. How many people see and react to mobile ads?
  29. 29. In UK, France and Germany, 45% of consumers (especially younger people) noticed mobile advertising and of these, 29% responded to it. “Click” to conversion is high as well with the following stats- Germany 49%, UK 47%, France 22%
  30. 30. The most effective form of ads was opt-in SMS in the UK (40 percent said they were more likely to respond to these) and in France (21 percent); while in Germany it was mobile Web ads (27 percent)
  31. 31. Time sensitive special offers or discounts (especially m-coupons) were most likely to lead to purchase.
  32. 32. People were most likely to purchase mobile content such as applications, music, games, tickets</li></ul>*Source MobiThinking<br />
  33. 33. Part 4 How are people across the world interacting with mobile? <br />19<br />
  34. 34. Part 4 – Global Trends <br />20<br />*Source - MobiThinking<br />
  35. 35. Asia-Pacific<br /><ul><li>eMarketer estimates just under 30% of Asia-Pacific mobile users, or 623.3 million, will log on to the web via mobile at least monthly in 2011.
  36. 36. Mobile internet penetration is expected to rise to 42.1% of mobile users in the region by 2015
  37. 37. For many of these users, mobile is the first screen for internet access
  38. 38. Recommended strategies – mobile web display, expandable, mobile site
  39. 39. Word to the wise – Know your global aggregator partners well, and understand your SLAs! Make sure they are strong. </li></ul>21<br />
  40. 40. Western Europe: France, Germany, Italy, Spain and the UK<br /><ul><li>The willingness of consumers in Europe to interact with brands on their mobile phones—and their growing appetite for perks such as coupons and special offer alerts—have jump-started a new phase in mobile marketing.
  41. 41. Marketer strategies are increasingly sophisticated, comprising solutions that address every phase of the purchase cycle, including permission-based marketing best practices.
  42. 42. A greater number and variety of European brands are rising to the challenge. As a result, mobile ad spending is set to rise accordingly across the region.
  43. 43. Recommended strategies: Opt-in SMS via loyalty solutions with mCRM
  44. 44. Word to the wise – Know your global aggregator partners well, and understand your SLAs! Make sure they are strong. </li></ul>22<br />
  45. 45. Mobile Advertising in Africa- a study done by Comscore <br />Key Findings: <br /> “African consumers have clearly embraced mobile as the primary screen in their lives.  Publishers in Africa have a tremendous opportunity to improve the consumer experience by providing local content and grow their business simultaneously,” -former head of Google South Africa.<br /><ul><li>69% of Africans are very or somewhat comfortable with mobile advertising.  This is the highest in world with the US and Europe at only 61%.
  46. 46. 45% of consumers view “helping me find new information” as the number one benefit of mobile advertising.
  47. 47. In exchange for mobile ads on their phone, consumers prefer discounted services such as 10% savings on the phone bill (55%) or free content (49%).
  48. 48. The most appealing calls to action for consumers included click to call (30%), Viral or Social Media (24%) and then content, search, and purchase at (20%)
  49. 49. Recommended Strategies – Dependant on the region….SMS is ubiquitous even in more remote regions. Mobile web is growing in countries with higher population density, such as South Africa</li></ul>* Source – Comscore <br />23<br />
  50. 50. US –<br />24<br /><ul><li> $88B estimated to be spent via mobile commerce by 2012 in the U.S.
  51. 51. 56.2MM mobile users will access social networks from mobile devices by 2013 in the U.S.
  52. 52. 620MM mobile search queries are estimated to be performed globally per day by 2012
  53. 53. 64% of global mobile data traffic will be video by 2013
  54. 54. Recommended solution is have an end-to-end capability for easy campaign implementation & optimization to produce results.</li></li></ul><li>US-Mobile Couponing<br /><ul><li>One in Ten Mobile Users Redeem Coupons
  55. 55. eMarketer estimates that nearly 20 million US adults will redeem a mobile coupon this year, including coupons or codes received via SMS, applications and mobile web browsers; quick response codes for redemption online or offline; and group buying coupons purchased via mobile
  56. 56. By 2013, the number using such coupons will nearly double, and 16.5% of all US adult mobile phone users will redeem a coupon that year
  57. 57. Recommended strategies: end-to-end with display ads linking to mobile optimized experience with follow on marketing solutions. </li></ul>25<br />
  58. 58. Velti's Global Solutions<br />26<br />
  59. 59. Subway Mobile SolutionsOverview<br /><ul><li>Subway® is partnering with Velti to develop new and innovative mobile solutions for consumers in all 92 countries where Subway® operates. 
  60. 60. Subway® will be able to connect with consumers at any time, from anywhere from the palm of their hand with access to basic information such menu, nutrition, store locations and in the near future will be able to place orders from the mobile device. </li></li></ul><li>Subway Mobile SolutionsKey Features<br /><ul><li>Store Locator: Easily find nearest Subway locations based on GPS/Zip.
  61. 61. Menu/Nutrition: Calculate nutritional information on Subway® items.
  62. 62. Subway® Card: Check and increase balance of Subway® Card.
  63. 63. Subway® Loyalty Program: Integration with Subway® Loyalty Program
  64. 64. Gaming/Engagement: Engaging games using ‘Sandwich Builder’ to promote options available via Subway® Menu.
  65. 65. Email/SMS opt-ins: Building and growing opt-in database of consumers.
  66. 66. Mobile Ordering: In subsequent phase, consumers will be able to place order and pay from mobile phone and pick up in store.</li></li></ul><li>Subway Mobile SolutionsWhere, When and What Devices<br />Where Available<br />World-Wide<br /> <br />Timeline<br />Q4 2011: First initial launch (Phase I) of new m.Subway.com which will include Store Locator, Menu/Nutrition, Subway® Card and Subway® Game.<br />Early Q1 2012: Phase II launch of m.Subway.com which will include integration to backend POS for Subway® locations in USA.  Will also include some features of Subway® Loyalty program.<br />Early 2012: Rollout of mCommerce solutions to major markets (Top 15) across the globe with subsequent rollouts for each additional market through the first six months of 2012.<br />Devices<br />All mobile devices with mobile browser and rendered specifically for each handset. <br />
  67. 67. Wind Greece, Orascom Group<br />“SMS & Win”<br />May 2010 – August 2010<br />Wind extended its successful, long lasting partnership with Velti through the development of the SMS & Win campaign that took place in the summer of 2010.<br />With every SMS sent to a short code, participants received a free wallpaper of their choice. Everybody won with every SMS along with having the chance to win even bigger prizes, such as:<br />1 Year of free airtime Every day<br />A BMW 1 Every single week<br />and a House of choice for the “big winner" worth up to €150,000)<br />The campaign’s promotion included many kinds of media exposure in order to reach maximum penetration through: <br />Three TV commercials<br />Radio commercials<br />Press (newspapers, magazines)<br />Leaflets in Wind stores<br />Banner Ad campaigns in Wind website<br />Dedicated website<br />Dedicated WAP site<br />4.6 Million Subscribers!<br />Wind Greece – “SMS & Win”<br />30<br />
  68. 68. Cross-Operator Egypt<br />“Bara El Manhag” <br />October 3 – November 27, 2010<br />The Bara El Manhag, a huge promotional campaign with a “Back to School” theme was the biggest cross-carrier campaign ever ran. <br />Every participant could win up to 200,000 EGP no matter their mobile network, was successfully carried out by Velti.<br />Any Mobinil, Vodafone or Etisalat customer, simply, by sending an SMS to a common short code had the chance to win any of the amazing cash prizes below:<br />Every Day: 20.000 EGP – via draw<br />Every Week: 20.000 EGP –2 winners – one via draw and one via Top Score <br />Grand prize: 400.000 EGP – for 2 lucky winners that were awarded with 200,000 EGP each by draw!<br />The campaign was communicated via, radio, press, outdoor, SMS broadcast and system messages.<br />Cross-Operator Egypt – “Bara El Manhag”<br />31<br />
  69. 69. Armani Exchange – Mobile SMS Community CampaignOverview<br /><ul><li>Velti partnered with Armani Exchange back in May 2010 and took over the management of the SMS mobile community further engaging young, progressive professionals who are interested in information on the go
  70. 70. The mobile community provides users with 3 to 4 text alerts over a month with special offers, promotions and information to Armani Exchange’s brand
  71. 71. Velti has additionally run an SMS campaign aiming to increase the mobile community membership by designating keywords and dedicated short codes, as well as special in-store promotions that incentivize users to joinand also win a $10 discount on their next purchase
  72. 72. Run for two weeks on February 2011, the mobile promotion aimed to drive additional sign ups to the mobile community as well as incentivize sales.</li></ul>AX<br />LOVE<br />AX<br />276-264<br />276-264<br />276-264<br />Thank you and welcome to the AX community. <br />Thank you and welcome to the AX community. <br />Thank you and welcome to the AX community. <br />32<br />
  73. 73. Armani Exchange – Mobile SMS Community CampaignResults & Key Learning <br /><ul><li>Velti provides standard mobile analytics via its mGage platform, enabling the successful measurement of the KPIs set as well as the overall campaign results
  74. 74. Velti continues to evaluate the initial goals of the program, observing participant behavior and patterns, encouraging additional registrations, through SMS campaigns like the LOVE campaign run on February 2011
  75. 75. The most successful AX campaign to date was the LOVE keyword campaign increasing the mobile community database significantly in less than a 2 week time span. The AX club will likely venture to Canada and other countries given the popularity and success proven in the US.</li></ul>25% Mobile Community Increase<br />33<br />
  76. 76. Thank YouTrevor HamiltonVP, Mobile Marketing Solutionsthamilton@velti.com+1.646.422.9092For more info on Velti go to www.velti.com & for details on mGage visit www.veltimgage.com<br />

Hinweis der Redaktion

  • As you already know, Apple sold it’s first iPhone about 4 ½ years ago. The world’s first Android-powered device appeared just 3 short years ago. In that time, the way we consume information, have fun and conduct commerce have all changed drastically. In fact, for the first time in history in Q4 2011, smartphones and tablets are expected to outsell PCs globally.
  • A few other critical inflection points:For the first time, in the most recently-ended quarter of 2011, smartphone sales in the US exceeded feature phone sales.Moreover, by the end of this holiday season, smartphones are expected to outnumber feature phones in the US.Similar trends and inflection points are being seen in other parts of the world as we speak.
  • Subway.mblgrt.com