4. History of mobile phonesı
How did we even get from calling to advertising?ı
5. Why buy a phone? ı
Why a mobile phone???ı
1998 - Why should I get a mobile phone? I am perfectly
good with my landline!ı
2008 – Why should I get a landline? I am perfectly OK
with my mobile phone!ı
= Communicationı
6. 10 years of mobile, 1998 - 2008ı
Nokia 5110 SonyEricsson T610 Nokia N70 Apple iPhone 3G
1998 2003 2005 2008
7. From Snake to Quake!ı
Memory: Memory:
around 100 contacts 8 GB ( + SD memory cards)
About 10 sms Speed:
Speed: 332 MHz
Few MHz 64 MB RAM
8. Speed of mobile data transfersı
Nokia 3330 Apple iPhone
2000 500 x difference 2008
HSDPA
CSD
Max. speeds:
Max. speeds:
1,8 ‐ 3,6 ‐ 7,2 Mbps
9,6 – 14,4 Kbps
+ Wi‐Fi
9. Mobile phones have many featuresı
• E-mail
• Content downloads
• Ringtones, fulltrack
• Videos
• Browsing, e.g. News
• Live TV
14. Around 8% of people worldwideı
Use mobile internet every monthı
15. Will surpass the normal internet!ı
2006 2010
2B
Mobile Internet
1.2B
1B
Fixed Internet
500M
Source: Judge Business School Studies, CSMG ADVENTIS Analysis
22. Mobile advertising factsı
• Mobile advertising is very similar to web advertising
• Also sold on a Pay Per Click or Pay Per View basis
• Mobile advertising can be targetted better then internet ads
• Can be: Banner, Text, Animated Banner, Link (video)
• Actions can be: Call, SMS, E-mail, Browsing a site,
Downloading related content
24. Mobile advertising expectationsı
• Not going to be quick money
• Can‘t expect to put a link in your newspaper and
wait for the people to come
• Proactively seeking partnerships
• It will be valuable, when built up (12 – 24 months)
• SMS is still a great tool
31. Mobile web advertisingı
PossibiliOes of perfect targeSng of mobile ads
• Country
• Place – City, perimeter (around 500 m – 2 km)
• Age
• Target demographic group
• Behavioural targeng
• Mobile phone
32. Mobile ads exampleı
Fred Pierre
‐ Phone: Nokia 3x00 ‐ Phone: Nokia E90
‐ Likes to visit Myspace ‐ Likes to visit CNNmoney
‐ Place: Pilsen
‐ Place: Prague
‐ Spends 15 EUR for mobile
‐ Spends 175 EUR on mobile
35. Consumer segmentationı
Nokia Consumer Segmentation
High Involvement
Young
Explorers
Technology Leaders
Career Builders
Pragmatic
Leaders
Style Leaders
Style Seekers
Young
Rational Settlers Aspirational
Style
Comfortable Family Followers
Low Involvement
Seniors Provider
s
Practical
Homeowners