Slideshow Transcript

1. Slide 1: MOBILE ADVERTISING
2. 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
3. Slide 3: © Chetan Sharma Consulting 3
4. Slide 4: Books/Publications
5. Slide 5: 5 Agenda
6. 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
7. Slide 7: First, Let’s do the numbers
8. Slide 8: © Chetan Sharma Consulting 8
9. Slide 9: © Chetan Sharma Consulting 9
10. Slide 10: © Chetan Sharma Consulting
11. 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
12. Slide 12: 12 Ecosystem Dynamics
13. Slide 13: Mobile 1.0 Communications Device Mobile 2.0 + Communications Data Device Mobile 3.0 + Lifestyle Infrastructure © Chetan Sharma Consulting 13
14. Slide 14:  Distinct Markets  Japan  Korea  China  India  Philippines  Others © Chetan Sharma Consulting 14
15. Slide 15: Japan: Partnership © Chetan Sharma Consulting 15
16. Slide 16: Korea: Partnership © Chetan Sharma Consulting 16
17. Slide 17: China: Own the Value Chain © Chetan Sharma Consulting 17
18. Slide 18: India: Own the Value Chain © Chetan Sharma Consulting 18
19. Slide 19: Five Point Framework
20. Slide 20: Reach – How many people can you touch? © Chetan Sharma Consulting 20
21. Slide 21: Targeting (relevancy) – How pure is your reach? © Chetan Sharma Consulting 21
22. Slide 22: Engagement - How long can you keep the consumer engaged? © Chetan Sharma Consulting 22
23. Slide 23: Viral – What’s your “superdistribution” index? © Chetan Sharma Consulting 23
24. Slide 24: Transactions - How did it impact your bottom line (€€)? © Chetan Sharma Consulting 24
25. 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
26. Slide 26: 26 Case Studies from Asia
27. Slide 27: © Chetan Sharma Consulting
28. Slide 28: Reach Viral Targeting Engagement Transactions Source: DoCoMo © Chetan Sharma Consulting
29. Slide 29: 84% Reach Engagement Transactions Source: KDDI © Chetan Sharma Consulting 29
30. Slide 30: Reach Targeting Engagement Source: SKTelecom © Chetan Sharma Consulting 30
31. Slide 31: Reach Viral © Chetan Sharma Consulting 31
32. Slide 32: Reach Engagement Transactions © Chetan Sharma Consulting 32
33. Slide 33: 33 Learnings from Asia
34. Slide 34: Source: DoCoMo © Chetan Sharma Consulting 34
35. Slide 35: Technologies or Business Models are only transferable If Infrastructure that made it successful is also transferred and localized © Chetan Sharma Consulting 35
36. Slide 36: i-mode (content and handsets before launch) Osaifu-Keitai (deployed POS) DCMx/iD (bought a bank) © Chetan Sharma Consulting 36
37. Slide 37: Turn Ads into Info (relevancy) Understand the business, not just the technology. Communicate. © Chetan Sharma Consulting 37
38. Slide 38: 38 Mobile Advertising Futures
39. 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
40. Slide 40: Source: Microvision © Chetan Sharma Consulting
41. Slide 41: User Control and Privacy as Competitive advantage © Chetan Sharma Consulting 41
42. Slide 42: Idle Screen – The Holy Grail © Chetan Sharma Consulting 42
43. Slide 43: Analytics Explicit (Guess Work) vs. Implicit (Real Data) Profile © Chetan Sharma Consulting 43
44. Slide 44: Mobile Payments © Chetan Sharma Consulting 44
45. Slide 45: Alternate Devices © Chetan Sharma Consulting 45
46. Slide 46: © Chetan Sharma Consulting
47. Slide 47: Watch your kids: They “are” the market © Chetan Sharma Consulting 47
48. Slide 48: THANK YOU Download Chapter chetansharma.com chetan@chetansharma.com Subscribe to Industry newsletters subscribe@chetansharma.com