1. Advertising on mobile phones
What can we expect ?

2. Interactive advertising
What has changed ?
power to the
consumer
Investments for interactive
media are still below 5% in
Belgium while consumption
is above 20%
EIAA 2006 - CIM MDB 2007

3. Mobile advertising
Mobile media USP’s
Anytime
70% of Belgians leave
mobile phone switched on
20 hours or more a day
87% of Belgians use mobile
phone on a daily basis
think BBDO national study 2005

4. Mobile advertising
Mobile media USP’s
Anytime
Anywhere
Proximus covers 99% of the
Belgian population (GSM)
and 85% in 3G
Proximus website 2008

5. Mobile advertising
Mobile media USP’s
Anytime
Anywhere
Intimate
12% of Belgians have
already answered the phone
while having sex
think BBDO national study 2005

6. Mobile advertising
Mobile media USP’s
Anytime
Anywhere
Intimate
Natively
rich and
Belgians use 10% of the
capabilities of their mobile interactive
phone
Laurent Redondo Sanchez
BelgiqueMobile.be

7. Mobile advertising
Mobile media USP’s
Mobile phone is becoming
life’s remote control
Mobile phone’s native functionalities: SMS, calls, mobile internet,
calendar, address book, email, applications, podcasts, m-payment...
...in your life: Bluetooth marketing, m-couponing, QR-codes, LBS...

8. Mobile advertising enablers
How to make it happen ?
What is the
magic
recipe ?

9. Mobile advertising enablers
How to make it happen ?
Device
Network
Platform
Content
How to have technologic-
based mobile universe and
content-based media world
cohabiting ?

10. Mobile advertising enablers
How to make it happen ?
9951996-1997-1998-1999-2000-2001-2002-2003-2004-2005-2006-2007-2008
From Nokia’s Dragon
to Apple’s Visual Voice Mail
Deep integration between end-user devices and network
capabilities enables great mobile-relevant applications
...but are so rare !

11. Mobile advertising enablers
How to make it happen ?
Adapting content to mobile,
not as easy as it may sound !
Creating a fit between traditional media content-offering and
mobile-channel codes and constraints is a total new challenge
...to be taken by all actors !

12. Mobile advertising enablers
How to make it happen ?
Align your mobile strategy to
your global strategy
Your first clients for your Mobile Business will be your existing
business customers
...B2C AND B2B customers !

13. Business Models
...and to make it profitable !
Copy/Paste
or
Innovate ?

14. Business Models
...and to make it profitable !
Adapting webvertising models
to create new Business Models
All webvertising models (Adwords, Adsense, bannering formats,
newsletters, emailings, integrated content...) can be adapted
...but valorised to a new dimension !

15. Business Models
...and to make it profitable !
Finding new models which fit
your position in the value chain
New Business Models appears at each layer: Google Android,
subsidized mobile phones, sponsored services, Blyk, Pumbby...
...but still need to prove their added value !

16. Business Models
Some examples
Sanoma Cases

17. Business Models
m-commerce: more straight than e-commerce
Not only a
marketing
media
...also a sales
channel !

18. Business Models
...thanks to SIM
SIM-card, 21st century
bank card
By owning the network, operators own 21st century new debit or
credit card for all digital and real life goods: SIM
...but there’s a mole !

19. Conclusions
Who can shake the Belgian market ?
Advertisers won’t come on their own, we’ll all have to attract them !

20. Conclusions
Who can shake the Belgian market ?
Advertisers won’t come on their own, we’ll all have to attract them !

21. Thank you
Fabian Tilmant
Partner cleverwood
Mobile Track Expert cleverwood
Mobile Marketing Mgr Sanoma Magazines Belgium