1. The year of mobile advertising?
Nick Lane, chief researcher, mobileSQUARED

2. • Formerly Direct2 Mobile
• mobileSQUARED is a research firm covering the mobile data industry, delivering a range of
services including research, analysis and consultancy
• We specialize in
• mobile social networking
• mobile Internet
• mobile content & entertainment
• messaging
• mobile marketing and advertising
• operator strategy
• mobile consumer behaviour
• mobileSQUARED is a free monthly research publication covering the mobile content and
services market. We think about mobile, and that makes our global audience think too

3. Covering …
Mobile adult content + forecasts
SMS is still data King
Mobile advertising: cell broadcast
Mobile data analysis: India
Forecasts: French ME market
Consumer survey
… and more
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4. www.mobilesquared.co.uk

5. “One million dollars”

6. Minus Japan, Korea, US
*Australia, Canada, France, Germany, India, Indonesia, Italy, Japan, Korea, Malaysia,
Scandinavia, Spain, Thailand, UK, US

7. “Mobile advertising is the first to get the chop. Brands are retrenching
onto TV or online – more tried and tested media formats. We’ve seen a
levelling off of revenues in brand space, with mobile campaigns pulled by
brands 9 times out of 10.”
Anonymous mobile advertising provider, May 2009
2009:
Content providers’ spend 0-25%
Brand spend 25%
However, a 25% decrease in content provider spend and 25%
increase in brand spend would result in 12% decrease yoy
“We have seen the effects like everyone else, but that varies country-to-
country and depends on the product. In challenged markets we need to
look at how much we spend versus the acquisition of downloads. But a
lot of media partners are meeting us half way with the same volume of
advertising but lower costs.“
Kaj Hagros, COO of Fox Mobile Distribution, May 2009

8. $4.96 bil.
yoy
25%
“One billion dollars”
2008: $1.3 billion

9. MA forecasts for 2008
Nov-07 - £59.95 mil.
Nov-08 - £25 mil.
Jan-09 - £10 mil.
Breakdown
£7 mil. -
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10. • Progress is slow • Landing page
• Pricing more realistic development
• Inventory • Standardisation
• Format (>50) • Recession
• Spend evolving • App Store
• Leapfrogged content • Developing markets
Do you know what an App Store is? Would you use an app store?

11. 30.5% OK, 69.5% NOT OK

14. Profile button
•It’s a person device, let the consumers personalise it
•Let the consumers control their relationship with you
•Brand relationship manager (BRM)
Tiered mobile inventory structure
•Digital, entertainment, messaging, device-based, app store
•Overcoming inventory fragmentation
•Encourage spend
Agencies
•No incentive – average campaign spend around $15k
•Too many players in value chain = no revenues
•Key to unlocking brands.
And finally
•No more “BIG” brands
•Educate consumer; 60% > 40%

16. nick@mobilesquared.co.uk
www.mobilesquared.co.uk
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