Slide deck from NEXT 10 - European's leading Online and Social Media Conference - held for the first time in Berlin. Harald Neidhardt is the CMO & Co-Founder of Smaato Inc. (www.smaato.com) About the Author: In his current position as CMO and Co-founder at Smaato Inc. Harald Neidhardt was instrumental in conceiving the mobile advertising platform SOMA. He is in charge of international corporate development and marketing at Smaato, the pioneering provider of mobile advertising platform and optimization services based in Redwood Shores, California. Smaato is a mobile pioneer and innovator with several awards including AlwaysOn Media 100 (2007, 2009). Harald Neidhardt is the founder of "MLOVE" - a global event series for people with a passion for mobile (www.mlove.com). He is an active member of the Mobile Marketing Association in North America, the German BVDW and a frequent speaker on mobile innovation. He is also the Vice-Chair of the MMA chapter in Germany. Neidhardt has over 20 years of experience in marketing and business development, having led interactive agencies and marketing consulting firms in both the US and Europe, among them Pixelpark (US), the North American arm of Bertelsmann's multimedia subsidiary and one of Europe's largest Internet solution providers. Harald Neidhardt has a BA in Marketing Communications from Communications Academy, Hamburg. twitter: @hneidhardt

1. Monetizing Mobile
Apps & Web Sites
Trends & Formats
HARALD NEIDHARDT
CMO & CO-FOUNDER
SMAATO INC.

2. IT’S A SONG
IT’S BIG
IT’S GLOBAL
IT’S OPEN

3. vs.
An App is a Song

4. APPs =
APPLE
Contagious Magazine Interview: “App is not short for Application - it’s short for Apple” (Will.I.am, Lead singer Black eyed Peas
Will.I.am

5. MARKET SHARE MONEY SHARE
APPLE
iPhone

6. MOBILE
FIRST

7. MOBILE
PC
TV

8. TV
PRINT
ONLINE

9. MOBILE
TV
? PRINT
ONLINE

10. MOBILE
FIRST
The Mobile economy will be bigger than all other media,
and will touch more industries with concepts of M2M or the “Outernet”.

11. MOBILE
AUTO/TRAVEL ADVERTISING
SHOPPING M MEDIA
FASHION LIFESTYLE MUSIC

12. MOBILE
AUTO/TRAVEL ADVERTISING
SHOPPING M MEDIA
FASHION LIFESTYLE MUSIC

13. MOBILE
TRENDS

14. Advertising

15. Advertising

16. Advertising

17. Advertising
840.000 VW Polo Apps

18. Advertising
14 MILLION APPS

19. Advertising

20. MOBILE
SIZE

21. 5 Billion
MOBILE SUBSCRIBERS

22. 1 Billion
PEOPLE EARN
$1000+
PER MONTH
5 Billion
MOBILE SUBSCRIBERS
Tomi Ahonen

23. MOBILE ADVERTISING SPENDINGS
GERMANY
885
$30M MOBILE CAMPAIGNS
NET SPENDINGS
550 M
PAGE IMPRESSIONS (EMS)
Source: Smaato / BVDW estimates 2009

24. MOBILE ADVERTISING SPENDINGS
USA GERMANY TURKEY JAPAN
$1
Billion
$280
Million $30M
$125M
www.smaato.com/whitepaper: Asia The Mobile Advertising Powerhouse

25. $1.5 BILLION
MOBILE AD SPEND IN 2010
CHINA
ASIA=
JAPAN
POWER
HOUSE
www.smaato.com/whitepaper

26. MONETIZE
MOBILE

27. MOBILE
Fragmentation
“Live with it!”
Rich Wong, Accel

28. EUROPE
25%
Monetization
!
metrics.smaato.com/

29. EUROPE
Monetization
!
metrics.smaato.com/

35. IT’S A SONG
IT’S BIG
IT’S GLOBAL
IT’S OPEN