Keynote by Mike Wehrs, President & CEO, Mobile Marketing Association, during the 3rd Internet & Mobile Marketing Summit 2009. Manila, Philippines, 26 Aug 2009.

1. 8/26/2009
Agenda
Mobile Landscape
Mobile Marketing Association Launches About MMA
Philippines Local Council in Partnership
with IMMAP MMA Philippines Local Council
Mike Wehrs, President and CEO, MMA
A Shift in Brand Thinking Mobile Landscape
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 $65 BILLION WILL SHIFT AWAY FROM TRADITIONAL
ADVERTISING CHANNELS TO DIGITAL CHANNELS IN 2009
2009 Projected Change in Ad Spending
• 4.1 billion mobile users
15% Selected Categories 2009 versus 200
globally today
Top priorities and popular tactics for marketers in 2009
12%
• 61% penetration rate 3
9%
7%
5%
• 5.6 billion mobile users globally
3%
in 20134 • Achieving measurable ROI
MARKETS
-5% • Spending on mobile messaging • Translating the Brand Experience across
is expected to rise to $2.9 billion
in 20105
different touch points 1.Online
-18%
-19%
-20%
-15%
• Mobile content is predicted to • Creating Integrated Marketing Programs 2.Mobile
MOBILE
-23%
-25%
rise from $24 billion in 2008
• Cutting budgets without cutting performance
-25% to $47 billion by 20136
3.Viral
• 100 million unique mobile • Measuring brand effectiveness
subscribers and $1.8 billion
in revenues for 2Q 20087 • Evolving a brand 4.SEO
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What is Mobile Marketing Why Mobile? Unique Engagement
Top Responses to a Mobile Ad
The use of mobile as an integrated content delivery
and direct response vehicle to reach consumers 25%
25%
20%
15%
13%
11%
10%
9%
Why Mobile?
7%
5%
5%
5%
4%
4%
3%
3%
Delivering the right MESSAGE: 0%
•To the right PERSON
•At the right TIME
•In the right PLACE
Source: Nielsen, Mobile Advertising Report
Why Mobile? Ubiquitous Among Users The Question is: Why Not?
Trends such as mobile banking, alerts, mobile vouchers and coupons, The unique value of the mobile channel is clear
and customer service applications are developing as key areas to watch
Mobile Banking Users* Worldwide,
by region, 2011 (% of total)
Increasingly
50% Higher level of
attractive ROI as engagement
other marketing and interaction
40% channels lose controlled by
41%
their appeal the consumer
30%
22%
20% Mobile can deliver Relevant, tailored,
on the promise timely messages
of one-to-one can translate to
12%
10% marketing high conversion
8%
3%
rates
2%
7%
5%
0%
Far East and Western North Middle East Indian Asia-Pacific** Eastern Latin America
China Europe America and Africa subcontinent Europe
Source: Juniper Research
Agenda About the MMA
Mobile Landscape
About MMA MMA is:
MMA Philippines Local Council
ACTION-ORIENTED
MEMBER-DRIVEN
DEDICATED
FORWARD-THINKING
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3. 8/26/2009
MMA Activities MMA Global Reach
Regional Branches
MMA Highlights
• Asia Pacific
GLOBAL REACH MEMBERSHIP INDUSTRY INDUSTRY
• Europe
PROMOTION INITIATIVES • Latin America
• New local councils • Growth and high • 6 Global Mobile • Industry research
• Middle East and Africa
in UK, India, South level of member Marketing Forums and educational • North America
Africa, Ireland support and (MMF) tools
responsiveness
Local Councils
• Key regional • Combined audience • MMA Committees
Managing Director • Website re-launch of 1400+ delegates led educational and
appointments to provide better • Austria: 22 members
and speakers guideline initiatives
access to resources • India: 42 members
• Local councils in
• Annual Member
• 300+ speaking • Consumer Best • Spain: 49 members MMA
Germany, Spain, opportunities for Practices and Global
France, Ireland, Satisfaction Survey member companies Code of Conduct
• South Africa: 17 members Philippines
Austria • UK: 62 members
• Discounts, offers Local Council:
and greater visibility • Global Awards • Additional Councils to be launched in 2009
Program 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
Brand Media MEA
3% Company 4%
6%
APAC
6%
Operator LATAM
9% 6%
Technology
Enabler National*
33% Other NA 8%
15% 46%
EUR
13%
Content
Agency 18% Global
Provider
7%
16%
By Category By Region
MMA Committees 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 Global Associations
future of the mobile marketing industry. • GSM Association (GSMA)
• Advertising Guidelines
Actively establish industry-wide, national and international best practices • dotMobi Advisory Group (MAG)
Global Committees Regional Committees
& guidelines for mobile marketing. A key way MMA members help shape
the future of the mobile marketing industry.
Academic Outreach Affiliate Marketing* (North America) Key Regional Associations
Education Consumer Best Practices(North America)
• CTIA
Measurement • Participation TV
• IVR
• Interactive Advertising Bureau (IAB)
Mobile Advertising • Direct Marketing Association (DMA)
• Marketing to Children
• Display • BVDW Section Mobile
• Mobile Web
• Mobile Messaging • Internet Advertising Bureau (UK)
• Mobile Video and TV
CBP Brazil (LATAM)
CBP Argentina (LATAM)
• Internet and Mobile Marketing
Mobile Commerce Association of the Philippines (IMMAP)
• Mobile Banking Mobile Program Mark (North America)
• Mobile Couponing Research and Metrics (all Regions)
Privacy Women in Wireless (all Regions)
Proximity
* The Affiliate Membership level only applies to the Tier 2 Affiliate Marketer doing business in the US.
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4. 8/26/2009
Agenda IMMAP
• 86 member companies, including 37 mobile companies, as well
as advertisers, agencies, publishers
About MMA • Member of the Advertising Board of the Philippines
• Alliances with:
Mobile Landscape – Philippine Association for National Advertisers
– Advertising Agencies Association of the Philippines
MMA Philippines Local Council – Advertising Standards Council
Arthur Policarpio, President, IMMAP
The Fastest Growing Media Channel in Philippine Market Potential and Challenges
History
From less than 1million subscribers in 1996, Beyond SMS Barriers for Increased
to 70 million subscribers in 2009 • Bluetooth marketing Adoption
• Multimedia mobile • Abuse of consumer privacy
Number of Mobile users since 1996
80,000,000 marketing and rights
70,000,000 70,000,000 • Mobile applications • Lack of industry-specific
60,000,000 60,000,000
• Mobile internet research
50,000,000
157
• Lack of knowledge on
40,000,000 160
140
128 mobile marketing on the
30,000,000 118
20,000,000
120 part of advertisers
100
10,000,000 12,000,000
80
• Lack of industry-wide
0 959,024 60
34
metrics and measurement
1996 2000 2008 2009 40 19 15
15 8 6
20 8 3
“SMS Capital of the World” 0
More than 1 billion SMS/day
Page Views…
Mobile Internet Requests on Networks
PhilippineRequest on Network2009
• 1.2 million monthly unique
users PhilippineDevice Manufacturer June 2009
• 128 million monthly page
views
PhilippineTop 10 handsets.
Source: Yahoo! Mobile Source: admob.com/metrics
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5. 8/26/2009
IMMAP-MMA - A Partnership for Growth How do we grow the industry?
Vision
• Capture 2-3% of ad spending in the next 3-5 years > $60 - Consumers Advertisers
$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 Value Return-on-
Standards and guidelines Investment
Best practices
A significant milestone in the creation of a self-regulating Metrics
body to drive the Mobile Marketing business and Education
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 Membership Benefits: By Ecosystem Player
Carrier:
Academic: • Forum to discuss industry issues with other
• Access and discounts on industry carriers and solicit feedback from ecosystem
publications, research and conferences • Consumer Best Practices and thought
• Join MMA’s Academic Outreach Program leadership in mobile advertising &
measurement initiatives
Affiliate:
• Education program to keep up to date on Consumer:
marketing requirements • Reduction of misleading advertisements that
• Industry recognition for abiding by industry do not comply with Consumer Best Practices
self-regulation guidelines • Protection of Privacy
Aggregator: Content Provider:
• Collaboration within the ecosystem to modify • Direct line of communication with carriers and
program requirements aggregators
• Opportunity to network with other leading • Education on “off-deck” programming
companies requirements
Brand/Agency: MASP - Mobile Application Service Provider
• Drive mobile marketing adoption, share or “Technology Enabler”
success stories & innovative technology • Opportunity to network with other leading
• Connect with potential business partners companies
• MMA Awards Program
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6. 8/26/2009
Objectives for the MMA Philippines Local Council Priorities Areas for the MMA Philippines Local Council
• Build the Council’s membership • MMA Philippines Local Council plans will be geared
towards focusing on four core objectives
• Ensure that the MMA has complete representation across
the entire ecosystem and is seen as the voice of the 1 2 Building 3 4
Networking to Establishing
industry Education &
awareness
measurement
& metrics for grow the go-to-market
ecosystem framework
• Create output of real value to members and non-members the industry
which increases the spend across the entire range of • Brands, • Guidelines and
• Measurement • Share best
mobile marketing activities Agencies and framework practices standards
Telcos • Consumer • Awards and • MMA
• Create a blueprint for success for the MMA to take to the • Best practices usage and events Philippines site
rest of the region • Industry attitude • Speaking • Best practices
statistics • Revenue opportunities • Consumer
• Research and impact • Consumer initiatives
white papers • Third party initiatives
reports and
media tracker
THANK YOU!
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