Mobile in LatAm

The myths, the facts& the future_

Telefonica Digital_Beyond Connectivity… Injecting digital into Telefonica

Size of opportunitymakes LatAm a priority

2 in 5 people

Source: World Bank Population 2012, Telefonica Annual Report 2012

Advertising:Our Mission…

Data

Mobile advertisingthe (near) future_

Advertisers will have to think ‘Mobile First’

Source: eMarketer, Ovum 2013

2012 2013 2014 2015 2016 20170

50

100

150

200

250

Internet Population

Smart-phone Ownership

(Mill

ion)

1

Advertisers will have to think ‘Mobile First’Mobile intersects the consumer ‘moments of truth’

Stimulus

Pre-shopping /In-store / in/home

At shelf in-store Experience

1st momentof truth

2nd momentof truth

Credit: Google

‘Mobile First’ approach will force collaboration and business model innovation

2

BUY BUILDWORK

Buy

Credit: LUMA partners

Mobile LUMAscape

MA

RK

ETER

CO

NSU

MER

Work

SPAINM

Commerce

UK

AdvertisingData

43%Positive about receiving offers via SMS

Build

Source: Telefonica / PublicEye survey 2012-2013; Do you like to receive offers via SMS?

Mobile Advertising in LatAm accelerates faster than any other region

APAC

CEU

Global

WEU

NAM

MEA

LAM

0% 10% 20% 30% 40% 50% 60% 70%

Mobile ad revenues: CAGR by region (2012-2017)

3

Source: IHS 2013

Dispelling the myths around mobile marketing_

Your audience is ready for mobile

Sources: WIN/GIA 2013, eMarketer 2013

Asia Pacific

Latin America

North America

Western Europe

Positive about mobile advertising

Adspend per connection

$1.00

$0.10$7.10

$2.20

44%

38%

19%

11%

2 steps to mobile creativity

Sources: Ovum 2013, WIN Gallup 2013

69%

31%

Feature Phones Dominate in LatAm 55

minutes per day

83minutes per day

Step 1: Get your targeting right

Location Behavioural Demographic Context

Step 2: Control user experience with ‘made for mobile’ formats

10% Watched the

series

82% Incremental awareness

Source: Movistar / FOX campaign, 2013

We just need to measure

Researched a product43%

Online 37%

Looked for a product in-store28%

Offline 33%

Source: IDG Research Nov 2012 (US), Google

Case study: Pizzeria Monte Verde

Remembered the ad

Increased desire to buy a pizza

300%

63%

59%

20% Purchased a pizza afterreceiving the SMS

Source: Vivo Pizzeria Monte Verde survey using PublicEye, 2013

Increase in sales

Key Take Away points

Test and learn now

Don’t ignore feature phones

Every moment is mobile

Partner with experts to win

Thanks