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Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
Mobile Monday Amsterdam had the honor to have Chetan Sharma as a speaker during MoMo #6: Marketing and Advertising. During his talk Chetan focused on the developments in the Asian mobile market.
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- Slide 1: MOBILE ADVERTISING
- Slide 2: Chetan Sharma Consulting
Seattle based Strategy firm exclusively focused on Mobile.
Established 2001.
Advisor to major operators, brands, startups, VCs, and Fortune 500
firms around the world.
Strategy Intellectual Property
Consumer & Enterprise Strategy & Policy
Competitive Analysis Patents
Roadmap Audit & Valuation
Market Research
Litigation
Product and Technology
Strategy Qualcomm vs. Broadcom
Technical Due-Diligence Ericsson vs. Samsung
R&D
Business Plans/Models
- Slide 3: © Chetan Sharma Consulting 3
- Slide 4: Books/Publications
- Slide 5: 5
Agenda
- Slide 6: The Numbers
Ecosystem Dynamics
Five-Point Framework
Case Studies from Asia
Lessons from Asia
Mobile Advertising Futures
© 2008. All Slides. Mobile Advertising: Supercharge your brand in the exploding wireless market or Chetan Sharma Consulting
- Slide 7: First, Let’s do the numbers
- Slide 8: © Chetan Sharma Consulting
8
- Slide 9: © Chetan Sharma Consulting 9
- Slide 10: © Chetan Sharma Consulting
- Slide 11: Japan - Mobile Advertising -ARPU/yr
$25,00
$20,00
$15,00 US
ARPU/yr
Western Europe
$10,00
$5,00
$-
2006 2007 2008 2009 2010 2011
© Chetan Sharma Consulting 11
- Slide 12: 12
Ecosystem Dynamics
- Slide 13: Mobile 1.0 Communications Device
Mobile 2.0 + Communications Data Device
Mobile 3.0 + Lifestyle Infrastructure
© Chetan Sharma Consulting 13
- Slide 14: Distinct Markets
Japan
Korea
China
India
Philippines
Others © Chetan Sharma Consulting 14
- Slide 15: Japan: Partnership
© Chetan Sharma Consulting 15
- Slide 16: Korea: Partnership
© Chetan Sharma Consulting 16
- Slide 17: China: Own the Value Chain
© Chetan Sharma Consulting 17
- Slide 18: India: Own the Value Chain
© Chetan Sharma Consulting 18
- Slide 19: Five Point Framework
- Slide 20: Reach – How many people can you
touch?
© Chetan Sharma Consulting 20
- Slide 21: Targeting (relevancy) – How pure
is your reach?
© Chetan Sharma Consulting 21
- Slide 22: Engagement - How long can you
keep the consumer engaged?
© Chetan Sharma Consulting 22
- Slide 23: Viral – What’s your
“superdistribution” index?
© Chetan Sharma Consulting 23
- Slide 24: Transactions - How did it impact
your bottom line (€€)?
© Chetan Sharma Consulting 24
- Slide 25: Reach
Engagement High
Targeting
Reality-Potential GAP
Viral
Transactions
Low
Reach Engagement Targeting Viral Transactions
Mobile Potential Internet TV Radio
Print Outdoor Mobile Reality 07 US Mobile Reality 07 JP
© Chetan Sharma Consulting
- Slide 26: 26
Case Studies from Asia
- Slide 27: © Chetan Sharma Consulting
- Slide 28: Reach
Viral
Targeting
Engagement
Transactions
Source: DoCoMo
© Chetan Sharma Consulting
- Slide 29: 84%
Reach
Engagement
Transactions
Source: KDDI
© Chetan Sharma Consulting 29
- Slide 30: Reach
Targeting
Engagement
Source: SKTelecom
© Chetan Sharma Consulting 30
- Slide 31: Reach
Viral
© Chetan Sharma Consulting 31
- Slide 32: Reach
Engagement
Transactions
© Chetan Sharma Consulting 32
- Slide 33: 33
Learnings from Asia
- Slide 34: Source: DoCoMo
© Chetan Sharma Consulting 34
- Slide 35: Technologies or Business Models
are
only transferable
If
Infrastructure that made it
successful is also transferred
and localized
© Chetan Sharma Consulting 35
- Slide 36: i-mode
(content and handsets before launch)
Osaifu-Keitai
(deployed POS)
DCMx/iD
(bought a bank)
© Chetan Sharma Consulting 36
- Slide 37: Turn Ads into Info (relevancy)
Understand the business, not just
the technology. Communicate.
© Chetan Sharma Consulting 37
- Slide 38: 38
Mobile Advertising Futures
- Slide 39: How to compete w/ Other Media?
Open Up, Standardize, & Create an
Industry
Present a United Front to the Media
Industry
© Chetan Sharma Consulting
- Slide 40: Source: Microvision
© Chetan Sharma Consulting
- Slide 41: User Control and Privacy as
Competitive advantage
© Chetan Sharma Consulting 41
- Slide 42: Idle Screen – The Holy Grail
© Chetan Sharma Consulting 42
- Slide 43: Analytics
Explicit (Guess Work) vs. Implicit
(Real Data) Profile
© Chetan Sharma Consulting 43
- Slide 44: Mobile Payments
© Chetan Sharma Consulting 44
- Slide 45: Alternate Devices
© Chetan Sharma Consulting 45
- Slide 46: © Chetan Sharma Consulting
- Slide 47: Watch your kids: They “are” the
market
© Chetan Sharma Consulting 47
- Slide 48: THANK YOU
Download Chapter
chetansharma.com
chetan@chetansharma.com
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