2. Overview
Google and Facebook made
most of revenues especially from
mobile-internet ads (display,
search and in-apps ads)
Mobile operators are mostly
relied on network-based services
(SMS, MMS, IVR and RBT)
Operators’ share of mobile advertising revenue will
decline from 27.6% in 2011 to 12.1% by 2016
1
2
2
Source : Informa TM
3
Mobile Internet-based ads still
dominate Mobile advertising
revenues, 2012-2016
Revenue share of US$7.9bln
market in 2012
Revenue share of US$39.6bln
market in 2016
Mobile advertising revenue: operators vs. OTT, 2011-2016
3. What mobile operators have been doing?
In Germany, T-Mobile has
partnered with Groupon,
daily-deals site
Leading operator in South-East
Asia has acquired Amobee,
Adconan and Kontera Technologies
Creating the first ad-exchange
“Axonix” platform owned by
mobile operator
In UK, Vodafone acquired start-up
Vouchercloud, mobile-couponing
services
Selling bulk of SMS/MMS+Acquisitions + Partnership with
OTT players + Fully Managed Services by 3rd party + White
label solutions from platform vendors + In-house production
3
4. Send advertising and marketing SMS, MMS
or e-mail messages to opted-in subscribers.
Location-based mobile-advertising service
which enables brands to send relevant
messages, images & videos depending on
the location of the opted-in subscribers
A mobile voucher scheme/loyalty program
Advertisers are charged based on the number
of people using the services (for example :
RBT) in exchange of free credits and airtime
for opted-in subscribers
Display banner and search ads served on their portals
Browser toolbars, home screen, personalized lockscreens,
widgets etc…
Permission-based business model
Performance-based pricing model
Ads served on operator portals
4
M-Ads
New services
Sponsored data plans (example AT&T Sponsored-Data, see:
video)
Mobile Ads-Exchange owned by Telcos
How operators monetize mobile advertising?
5. 5
Establish cross-operator
platform
More interoperability with
other operators
More advance
services
Beyond Voice and
messaging- based ads,
rich-media services
Brand awareness
Educating brands and
advertising agencies
Innovation is Key
develop better ad units for mobile;
track/collect/provide insightful analytics; and
develop ways for effective targeting
Enhancing value chains
Close partnership with others
(OTT, platform owners etc).
Encourage opted-in
Subscribers
By giving away airtime
credit-free mobile
contents/data, Offering
special deals and
coupons
Operators own the
network & its subscribers
More targeted ads yet
personalized and relevant by
customer’s profiling
What’s next?
6. 6
Framework
mXimp(*)
my City in my pocket
my Activities in my pocket
my Region in my pocket
my Company in my pocket
(*) mXimp = my X in my pocket
X = City, Company, Region, Hobby, etc…
Orange Smart Cities – June 2014
8. SMILE!
IT’S MONDAY
This slide was presented in MobileMonday Indonesia networking event
16 June 2014 – “Mobile Ads that Works”
9. Is a non-profit networking
community of professionals and
businesses
in the mobile industry.
We are part of worldwide
MobileMonday (MoMo) network.
Our intention is to encourage
innovation in the industry and to
increase relevance of mobile
technology in real life through
open, honest communications,
facilitated by the networking
event.
www.mobilemonday.co.id
@idmomo
idmomo
idmomo
