1. “ Mobilize Your Marketing.. Now! “
Arda Kertmelioglu
Co-founder & VP Marketing / MOBILERA
Board of Directors / MMA EMEA
@ardakert
Digital Marketing Conference
5-6 June, 2012 / Ljubljana

2. About MOBILERA

3. Meet Mobilera
First DOOH applications
Global & National Awards
Clients in 6 countries Offices in 9 countries
International acclaim
Mobile Advertising
spin-off
MMA EMEA board seat
Fastest growing Full-service Digital
Turkish tech company Marketing Partner
Mobile+Web+Social+
First mobile community
Digital-out-of-home
& integrated campaigns
EU Funded R&D
Full mobile marketing
projects:
International presence
Smart POS integration
First Turkish mobile Wearable devices
campaigns, R&D center Smart home
3

5. Skillset

6. Mobilera’s Ecosystem
2005 2006 2009 2004 2008 2006 2004 2010 2005
Client 2008 2009 2009 2009 2005 2007 2007
Brands
Operators
Agencies
Publishers
& Partners

7. Global Recognition
MMA Mobile Marketing Association
EMEA (Europe, Middle East and Africa)
Board of Directors 2010 – 2011
Arda Kertmelioglu, Founder & CMO, Mobilera BV
Babs Rangaiah, VP / Global Communications Planning, Unilever
Gökhan Salmanoğlu, Digital Marketing Manager, Procter &
Gamble
Attila Weisz, Digital Marketing Manager, The Coca-Cola Company
Edward Laws, Director, Mobile EMEA, Yahoo!
Tanya Field, Director Mobile Data Group, O2
Simon Holland, Director Advertising Solutions, Alcatel-Lucent
MelisTurkmen Ertem, Product & Service; Division Head, Turkcell
Philippe Huysmans, EMEA Bus. Dev. Manager, Microsoft
Jonathan Kelly, Group CRM, Vodafone Group
Nick Wiggin, Head of Advertising & Partnerships, Ericsson AB
Hervé Le Jouan, Advisor comScore Board
Christopher Billich, Head of Mobile Search & Advertising, T-Mobile
Ludovic Levy, Mobile Advertising Dir., Online Advertising, Orange

8. The Mobile Marketing Association (MMA)

9. The Mobile Marketing Association
The MMA is the premier global non-profit trade
association representing all players in the mobile
marketing value chain. With more than 700 member
companies, the MMA is an action orientated
organisation with global focus, regional actions and
local relevance.
Join the MMA?
Paul Berney
Chief Marketing Officer &
Managing Director, EMEA
paul.berney@mmaglobal.com
@PaulBMMA
http://www.mmaglobal.com/

10. The role of the MMA
To make mobile an
indispensable part of the
marketing mix

11. Global reach – local relevance
Asia Pacific Europe, Middle Latin America North America
(APAC) East (LATAM) (NA)
China and Africa (EMEA) Argentina
Hong Kong Austria Brazil
India East Africa Mexico
Japan France
Philippines Germany
Hungary
Italy
Middle East
Nordics
Portugal
Spain
South Africa
Türkiye
UK

12. Mobile Channels

13. Mobile media channels
• Messaging Channels: SMS, MMS, Email, USSD
• Browsing Channel: Mobile Web
• Download Channel: Mobile Apps (various OS)
• Proximity Channels: Bluetooth, Wi-fi, RFID, NFC,
Proprietary Channels, AR
• Content Channels: Video, Audio, Games

14. Mobile Search

15. Mobile search Mobile site

16. Mobile search goes hyperlocal

17. .. and mobile search leads to conversions

18. Mobile Apps

19. Mobile apps - Facts & figures
Dot Com Infoway (DCI) “Apponomics:
The World of Mobile Apps” – May 2012

20. Mobile apps
Dot Com Infoway (DCI) “Apponomics:
The World of Mobile Apps” – May 2012

21. Mobile apps
Dot Com Infoway (DCI) “Apponomics:
The World of Mobile Apps” – May 2012

22. Mobile apps
Dot Com Infoway (DCI) “Apponomics:
The World of Mobile Apps” – May 2012

23. Mobile apps
Dot Com Infoway (DCI) “Apponomics:
The World of Mobile Apps” – May 2012

24. Most downloaded
mobile apps ‘11

25. Most downloaded branded mobile apps
Zippo Lighter
(Free + In-app purchase)
The most popular branded app of
all times Downloaded more than
17.2 million times
Starbucks
(Free + In-app purchase)
Starbucks loyalty card-app + gift
card (payment via PayPal or credit
card)

26. Mobile Advertising

27. Mobile advertising: The way to stand out

33. Mobile Social Media

34. Mobile social usage (Q4/2011)

35. Mobile social usage (Q2/2012)
In 6 months;
Facebook grew : 50%
Facebook mobile grew : 150 %
Socialbakers

36. Socialbakers

37. 6 months ago

38. Today: Is mobile Facebook’s kryptonite?

42. Research

56. “ Thank you!..“
Arda Kertmelioglu
@ardakert
Digital Marketing Conference
5-6 June, Ljubljana