2011: WorldwideMobile Ad Spend $11.4 to $20 Billion

Source: Merrill Lynch report

Mass Market Segment !

Highest Internet User access via mobile

In less than 5 years half of Indonesia population will use

internet from mobile access

Mobile is BIG

4X PC Ownership3X TV Ownership

Mobile browsing intensity around 661 pages per month/person

Gadget Freak

Young Indonesians, age 8-24 years oldhave the highest level of mobile phone

ownership (average 3 handset ), at 80% penetration

Social Media

Why is Mobile Marketing Effective?

Immediate

Personal

Permission Based

InteractiveBuild

Database

ROI Measurable

Immediate

Types of Advertising

SearchIn Message Display

Rich Media

At Location

In Content

Mobile Marketing

Coupons

Rewards

Sweepstakes

Quiz / Games

Direct Response

Ads

Information / Alert

Viral Marketing

Co-branding

Downloadables

Quiz / Games

Sweepstakes

Voting / Polling

Information

Rewards

Membership

Sales Promotion Advertising Public RelationsCustomerRelations

Types of Mobile Marketing

24% of marketing messages are forwarded

Text response rates are 5 times higher than those of direct mail campaign

Not just used by youth market - 72% of 35-54 year olds have used SMS

Source: Forrester Research

71%-96% recall rate by consumers in response to mobile marketing campaigns

70% of respondents would recommend that friends receive mobile marketing messages

40% consumer intent to follow a brand prompt

43% feel that campaigns via SMS have a positive impact

Source: Forrester Research

Asia Varies!*to one another

Mobile ads in Japan are AR

South Korea financial and games

Indonesia smartphones/blackberry and Twitter

China cosmetics

Hong Kong near field Octopus

Philippines SMS and remittance

India rural sports entertainment and education

Let’s Talk About

Annual Sales: 4 M Clone Sales: 16 M

Source: Shinta Dhanuwardoyo (Bubu)

PS: Half of phones sold are QWERTY Based!

Biggest Blackberry Applications

Source: Mobile Marketing Association

The driving force of Blackberry is Blackberry Messenger and

local applications.Source: Johan Kremer of RIM

Similiar Trends goes with Nokia Devices!

Source: comScore

Preffered Twitter Clients

Composition of Mobile Web Landscape in South East Asia

Source: Smaato, March 2011

Now, some data for IndonesiaTop 10 sites in Indonesia (unique users)1. facebook.com2. google.com3. detik.com4. youtube.com5. twitter.com (6)6. wapdam.com (5)7. yahoo.com8. wikipedia.org9. kaskus.us (back on the list)10. 4shared.com (new)

Top handsets for January 2011

1. Nokia 5130 XpressMusic2. Nokia C33. Nokia 2700c4. Nokia E635. Nokia 2330c6. Nokia 63007. Nokia N708. Nokia 2730c9. Nokia 3120c10. Nokia 5310 XpressMusic

Source: Opera State of Mobile Web, January 2011

Study Case: Game Downloadfor the last month

Source: Internal Data

Realize This!Market penetration is mainly on

Chinese Handsets and Nokia Based

“People bought 80 million smartphones in the Q3 2010”

Source: Gartner

…but compared to the 336 million new “dumbphones” sold in the same quarter, all those iPhones, BlackBerry and Androids and are just a drop in the ocean!

Ways to Monetize

Mobile Banner

SMS Broadcast/Advertisement

Subscription Service

Pay as You Go

In-App or Game Advertisement

In Game Enhancements

Mobile Application Store is integrating with

In Game Enchancements Is going to be made possible

Image: World of Warcraft

But! Most Revenue still Comes from

Edo Suryo Pamungkas

edo.pamungkas@merahputih.co.id

@zapikoe

Dream Big!

And Dream Bigger!