Mobile And Internet Marketing Trends

8/26/2009

Agenda

Mobile Landscape

Mobile Marketing Association Launches Philippines Local Council in Partnership with IMMAP

About MMA MMA Philippines Local Council

Mike Wehrs, President and CEO, MMA

Mobile Landscape

A Shift in Brand Thinking Mobile is essential, rather than experimental

Smartphones, larger screen size, better web browsing capabilities, longer battery life, and “all you can eat” data packages

Branded widgets and applications on mobile social networking sites – a rich immersive platform to target customers and very attractive to brands Exceptional global growth Highly effective mobile strategies

Mobile Landscape | The Numbers

It’s What Marketers Want

Total of $453.2B to be spent on advertising globally in 20091 2009 Projected Change in Ad Spending 15%

-18%

-19%

-23%

-25%

-15%

-20%

-5%

12%

9%

7% 3%

5%

-25%

• 4.1 billion mobile users globally today

Selected Categories 2009 versus 200

• 61% penetration rate 3

$65 BILLION WILL SHIFT AWAY FROM TRADITIONAL ADVERTISING CHANNELS TO DIGITAL CHANNELS IN 2009

Top priorities and popular tactics for marketers in 2009

• 5.6 billion mobile users globally in 20134

• Achieving measurable ROI

• Spending on mobile messaging is expected to rise to $2.9 billion in 20105

• Translating the Brand Experience across different touch points

• Mobile content is predicted to rise from $24 billion in 2008 to $47 billion by 20136

• Creating Integrated Marketing Programs

• 100 million unique mobile subscribers and $1.8 billion in revenues for 2Q 20087

• Measuring brand effectiveness

• Cutting budgets without cutting performance

• Evolving a brand

MARKETS

1.Online MOBILE 2.Mobile 3.Viral 4.SEO

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What is Mobile Marketing

Why Mobile? Unique Engagement

25% 20%

25%

Top Responses to a Mobile Ad

The use of mobile as an integrated content delivery and direct response vehicle to reach consumers

3%

3%

0%

4%

5%

4%

5%

5%

Delivering the right MESSAGE:

7%

9%

13%

10%

Why Mobile?

11%

15%

•To the right PERSON •At the right TIME •In the right PLACE

Source: Nielsen, Mobile Advertising Report

The Question is: Why Not?

Why Mobile? Ubiquitous Among Users Trends such as mobile banking, alerts, mobile vouchers and coupons, and customer service applications are developing as key areas to watch

The unique value of the mobile channel is clear

Mobile Banking Users* Worldwide, by region, 2011 (% of total) Increasingly attractive ROI as other marketing channels lose their appeal

50%

41%

40%

Higher level of engagement and interaction controlled by the consumer

Mobile can deliver on the promise of one-to-one marketing 2%

3%

5%

10%

7%

12%

20%

8%

22%

30%

Relevant, tailored, timely messages can translate to high conversion rates

0% Far East and China

Western Europe

North America

Middle East and Africa

Indian Asia-Pacific** subcontinent

Eastern Europe

Latin America

Source: Juniper Research

Agenda

About the MMA

Mobile Landscape About MMA MMA Philippines Local Council

MMA is: ACTION-ORIENTED MEMBER-DRIVEN DEDICATED FORWARD-THINKING

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MMA Activities

MMA Global Reach Regional Branches

MMA Highlights GLOBAL REACH • New local councils in UK, India, South Africa, Ireland • Key regional Managing Director appointments • Local councils in Germany, Spain, France, Ireland, Austria

MEMBERSHIP

INDUSTRY PROMOTION

• Growth and high level of member support and responsiveness

INDUSTRY INITIATIVES

• 6 Global Mobile Marketing Forums (MMF)

• Industry research and educational tools

• Combined audience of 1400+ delegates and speakers

• MMA Committees led educational and guideline initiatives

• 300+ speaking opportunities for member companies

• Consumer Best Practices and Global Code of Conduct

• • • • •

Asia Pacific Europe Latin America Middle East and Africa North America

Local Councils

• Website re-launch to provide better access to resources • Annual Member Satisfaction Survey • Discounts, offers and greater visibility

• Global Awards Program

• • • • • •

Austria: 22 members India: 42 members Spain: 49 members South Africa: 17 members UK: 62 members Additional Councils to be launched in 2009

MMA Philippines Local Council: 24 members

Partnerships • BVDW Section Mobile (Germany) • Mobile Messaging Forum (Ireland)

Mobile Marketing Ecosystem

Who Are Our Members?

Who’s in the Mobile World

700+ active member companies

3,500+ active individuals MEA 4%

Media Company 6%

Brand 3%

APAC 6% Operator 9% Technology Enabler 33%

Other 15%

LATAM 6% National* 8%

NA 46%

EUR 13% Content Provider 16%

Agency 18%

By Category

MMA Committees

Actively establish industry-wide, national and international best practices Globalfor Committees Regional Committees & guidelines mobile marketing. A key way MMA members help shape the future of the mobile marketing industry.

•

Display

•

Mobile Messaging

•

Mobile Video and TV

Mobile Commerce •

Mobile Banking

•

Mobile Couponing

Privacy Proximity

By Region

MMA Strategic Relationships

Actively establish industry-wide, national and international best practices and guidelines for mobile marketing. A key way MMA members help shape the future of the mobile marketing industry.

Academic Outreach Education Measurement Mobile Advertising

Global 7%

Affiliate Marketing* (North America) Consumer Best Practices(North America) •

Participation TV

•

IVR

•

Marketing to Children

•

Mobile Web

CBP Brazil (LATAM) CBP Argentina (LATAM) Mobile Program Mark (North America) Research and Metrics (all Regions) Women in Wireless (all Regions)

Global Associations • GSM Association (GSMA) • Advertising Guidelines • dotMobi Advisory Group (MAG)

Key Regional Associations • • • • • •

CTIA Interactive Advertising Bureau (IAB) Direct Marketing Association (DMA) BVDW Section Mobile Internet Advertising Bureau (UK) Internet and Mobile Marketing Association of the Philippines (IMMAP)

* The Affiliate Membership level only applies to the Tier 2 Affiliate Marketer doing business in the US.

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Agenda

IMMAP

• 86 member companies, including 37 mobile companies, as well as advertisers, agencies, publishers • Member of the Advertising Board of the Philippines • Alliances with: – Philippine Association for National Advertisers – Advertising Agencies Association of the Philippines – Advertising Standards Council

About MMA Mobile Landscape MMA Philippines Local Council

Arthur Policarpio, President, IMMAP

Market Potential and Challenges

The Fastest Growing Media Channel in Philippine History

From less than 1million subscribers in 1996, to 70 million subscribers in 2009 Number of Mobile users since 1996 80,000,000 70,000,000

70,000,000

60,000,000

60,000,000

50,000,000

Beyond SMS • Bluetooth marketing • Multimedia mobile marketing • Mobile applications • Mobile internet 157

40,000,000

160

30,000,000

140

128 118

120

20,000,000

100

12,000,000

10,000,000 0

Barriers for Increased Adoption • Abuse of consumer privacy and rights • Lack of industry-specific research • Lack of knowledge on mobile marketing on the part of advertisers • Lack of industry-wide metrics and measurement

80

959,024 1996

60

2000

2008

2009

20

“SMS Capital of the World” More than 1 billion SMS/day

34

40 15

19

15 8

8

3

6

0

Page Views…

Mobile Internet

Requests on Networks PhilippineRequest on Network2009

• 1.2 million monthly unique users • 128 million monthly page views

PhilippineDevice Manufacturer June 2009

PhilippineTop 10 handsets.

Source: Yahoo! Mobile

Source: admob.com/metrics

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IMMAP-MMA - A Partnership for Growth Vision • Capture 2-3% of ad spending in the next 3-5 years > $60 $90million/year industry • Recognized thought leader and center of mobile marketing innovation in Asia Pacific region • Leverage Global best practices, standards, consumer guidelines with MMA’s partnership

How do we grow the industry?

Consumers

Advertisers

Value

Return-onInvestment

Standards and guidelines

Best practices Metrics Education

A significant milestone in the creation of a self-regulating body to drive the Mobile Marketing business and educate stakeholders

Founding Members

Engaging the Mobile Ecosystem

• Network and Collaborate • Sponsor, Advertise and Speak • MMA Global Awards • Case Studies and Articles • Mobile Marketing Forums • Active Committees • Latest Industry Research

Membership Benefits: By Ecosystem Player Academic: • Access and discounts on industry publications, research and conferences • Join MMA’s Academic Outreach Program Affiliate: • Education program to keep up to date on marketing requirements • Industry recognition for abiding by industry self-regulation guidelines

Membership Benefits: By Ecosystem Player Carrier: • Forum to discuss industry issues with other carriers and solicit feedback from ecosystem • Consumer Best Practices and thought leadership in mobile advertising & measurement initiatives Consumer: • Reduction of misleading advertisements that do not comply with Consumer Best Practices • Protection of Privacy

Aggregator: • Collaboration within the ecosystem to modify program requirements • Opportunity to network with other leading companies

Content Provider: • Direct line of communication with carriers and aggregators • Education on “off-deck” programming requirements

Brand/Agency: • Drive mobile marketing adoption, share success stories & innovative technology • Connect with potential business partners

MASP - Mobile Application Service Provider or “Technology Enabler” • Opportunity to network with other leading companies • MMA Awards Program

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Objectives for the MMA Philippines Local Council

• Build the Council’s membership • Ensure that the MMA has complete representation across the entire ecosystem and is seen as the voice of the industry • Create output of real value to members and non-members which increases the spend across the entire range of mobile marketing activities • Create a blueprint for success for the MMA to take to the rest of the region

Priorities Areas for the MMA Philippines Local Council

•

MMA Philippines Local Council plans will be geared towards focusing on four core objectives 2

1

Education & awareness

• Brands, Agencies and Telcos • Best practices • Industry statistics • Research and white papers

Building measurement & metrics for the industry

• Measurement framework • Consumer usage and attitude • Revenue impact • Third party reports and media tracker

3

Networking to grow the ecosystem

• Share best practices • Awards and events • Speaking opportunities • Consumer initiatives

4

Establishing go-to-market framework

• Guidelines and standards • MMA Philippines site • Best practices • Consumer initiatives

THANK YOU!

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