2011 May - MMA global, Singapore: Mobile Advertising & Opportunities
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Transcript of 2011 May - MMA global, Singapore: Mobile Advertising & Opportunities
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Rogier van den HeuvelChief Commercial [email protected]
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MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore
Mobile advertising and the opportunity to engage consumers
with Social Media on mobile
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MMA Forum Singapore
eBuddy is the world’s largest
independent IM provider
Mobile Marketing Association MMA Forum Singapore
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March 2011
• All mobile devices and web
• On 40+ operator’s portal
• Mobile Platform support:- J2ME
- iPhone- Android- WAP
19M Unique Mobile users per month
15M Unique Web users per month
17B Messages processed per month
> 120M Mobile APP Downloads
> 2M Facebook Fans
230M unique user accounts ever
MMA Forum Singapore
FACTS
Mobile Marketing Association MMA Forum Singapore
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19M unique users monthly
27 sessions per user per month
57 min. average session time
17 messages per session
9.1B messages processed per
month
eBuddy is used intensively on mobile phones
Mobile Marketing Association MMA Forum Singapore
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Blogs
YouTube
App Stores
How does eBuddy use Social Media ?
Jobvite
Mobile Marketing Association MMA Forum Singapore
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App stores How are they Social?
Mobile Marketing Association
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eBuddy is downloaded
>120M times
Getjar eBuddy website (J2ME)
Nokia OVI (J2ME)
App Store (iPhone)
Android market
Mobile Marketing Association MMA Forum Singapore
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Second most popular app ever on GetJar
Mobile Marketing Association MMA Forum Singapore
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85M downloads on GetJar; second most popular app ever
3.5M downloads in the Android Market; most popular aggregated IM app in all 77 countries
10M downloads in the iTunes store; most popular aggregated IM application
10M downloads in the OVI store; most downloaded IM app
Mobile Marketing Association MMA Forum Singapore
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The Importance of brands on Facebook
- Brand Awareness- Loyalty- Event Activation- Product Promotion- Entertainment
Mobile Marketing Association MMA Forum Singapore
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9,000 new fans every day!
Mobile Marketing Association MMA Forum Singapore
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Objective Deeper understanding of the audience
Sample profile:Comparison between eBuddy users & non-users
eBuddy profile study, by Metrixlab
Mobile Marketing Association MMA Forum Singapore
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Mobile Marketing Association MMA Forum Singapore
Morning Afternoon Evening
50 %57 %
85 %
Mobile usage increases in the evening
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Talking about T
V & Fi
lms
Discussi
ng work
and Study
Discussi
ng purch
ases
Catching u
p
Discussi
ng Sports
Planning day/
night o
ut
Flirti
ng
53% 59%
38%
91%
31%
71%
55%
What does youth chat about on mobile?
Mobile Marketing Association MMA Forum Singapore
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Mobile youth are very social and are likely to spend most time on Facebook
Hou
rs p
er
week
Facebook Twitter My Space File & Music
sharing
YouTube0123456789
109
2
0.5
2.5
6
Mobile Marketing Association MMA Forum Singapore
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What do we use Social Media sites for?
0%
20%
40%
60%
80%
100%
Mobile Marketing Association MMA Forum Singapore
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301-450 (11%)
101-300 (22%) 101-200
(16%)
1-100 (37%)
450+ (14%)
Mobile eBuddy users have a much greater number of buddies than eBuddy web
1 in 4 mobile users have over 300 buddies
Mobile Marketing Association MMA Forum Singapore
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Where is eBuddy being used?
HomeW
ork
School/U
niversi
ty
Travellin
gOth
er0%
20%
40%
60%
80%
100% 91%
27%37%
47%
4%
Mobile users use eBuddy in a wide range of locations
Mobile users use eBuddy significantly at home
Mobile Marketing Association MMA Forum Singapore
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Mobile users are more likely to socialize
Cinema pub/bar/club
show/gig dinner Play sports
1.3
2.1
1.2
1.9
3.8
Tim
es p
er w
ee
k
Mobile Marketing Association MMA Forum Singapore
Daily involved in a social or physical activity
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Sending an SMS is more than
100x more expensive than a Ping message
How to generate long-term and sustainable
revenues?Mobile Marketing Association MMA Forum Singapore
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22Source: Chetan Sharma Consulting (June 2010)
eBuddy partners with premium advertising networks
Mobile advertising is taking over a large share of eBuddys’ revenue
Mobile Marketing Association MMA Forum Singapore
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83%
17%
66%
34%
56%44%
2009
2010
2011
eBuddy’s mobile revenue is continuously growing
Mobile Marketing Association MMA Forum Singapore
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Reach your
audience
by targeting
Mobile Marketing Association MMA Forum Singapore
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Emerging markets will be the source of growth
Mobile Marketing Association MMA Forum Singapore
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UK
Indonesia
The ad revenues in the emerging markets are higher than you might expect
Average mobile eCPM for eBuddy
Mobile Marketing Association MMA Forum Singapore
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eBuddy serves
2,5b ads on mobile per month
Ads are served in
200+ countries
worldwide
Mobile Advertising is happening…
Mobile Marketing Association MMA Forum Singapore
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Mobile Marketing Association
“Changing consumer behaviour, initially among younger smartphone users but increasingly among Dutch smartphone subscribers, cause revenue difficulties.”
“Customers are quick to exploit free forms of communication, for example updating their status on Facebook or pinging with instant messaging services like Blackberry messaging and WhatsApp.”
“This shift will be seen across the entire telecom sector: SMS revenues of KPN fell dramatically in the Netherlands. New integrated bundles will be introduced in the coming months.”
MMA Forum Singapore
Future trends
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Changing industry trends
Mobile Marketing Association MMA Forum Singapore
• High smartphone and data penetration- 42% of postpaid customers have smartphone- 51% postpaid customers have a data product
• Smartphones and new ‘apps’ change customer behavior- New apps on smartphones driving SMS and voice to data substitution- Early adaptors show high smartphone penetration, strong data usage
growth and substantially less SMS usage
• Changing customer behavior negatively impacting SMS and voice revenues
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30
2011: Smartphones messengers are hugely popular
Mobile Marketing Association MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore
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Mobile internet will soon be larger than desktop internet
Source: Morgan Stanley
Get eBuddy now! www.ebuddy.com
Get.ebuddy.com (J2ME)
Ovi Store (J2ME)
m.ebuddy.com (Lite)
App Store (iPhone)
Android Market (Android)
Mobile Marketing Association MMA Forum Singapore