This document discusses mobile research trends and a tool called MOBIETY. It notes that an increasing "mobile only" population doesn't use fixed phones. It outlines challenges with mobile research like delivery and privacy. MOBIETY is presented as a solution, allowing researchers to survey hard to reach audiences on mobile devices. The document reviews MOBIETY's testing, partnerships, and roadmap for expanding its panel, multimedia capabilities, and geographic coverage.

2. Contents
1. Trends: “mobile only” population
2. Problems: technologies used by researchers
3. Solution
a) mobile polls: pro et contra
b) MOBIETY – tool for mobile polls
4. Market

3. What’s going on?
4 100 000 000
2 342 000 000
1 734 000 000
1 618 000 000
1 300 000 000
850 000 000
600 000 000
N of owners worldwide

4. “Mobile only” population!
People don’t use fix phone
• EU 27%
• Portugal 48%
• Germany 11%
• Russia 20% (?)
• USA 20%
• Australia 15%

5. Russia
~80%
~60%
~30%
penetration rates in Russia, 2009

6. Mobile internet penetration, 2008
United States 15,6
United Kingdom 12,9
Italy 11,9
Russia 11,2
Spain 10,8
France 9,6
Germany 7,4
China 6,8
Brazil 2,6
India 1,8
0 5 10 15 20
% of mobile subscribers in the country

7. Researchers?

9. ?

10. Experience
Russia, Brazil, Saudi Arabia, China, Spain, Egypt,
South Africa, Germany, Thailand, India, United
Kingdom, Indonesia, Italy, United States.
Receive data from audiences
on the go within minutes
Using mobile phone technology to survey
hard to reach people and markets
Uses mobile phone technology to perform
market research and run marketing
campaigns to capture real-time responses
Guideline on research
via mobile research

11. Challenges
1. Delivering SMS
2. Respondents privacy
3. Tariffs variety
4. Lots of gadgets

12. Advantages
1. Coverage
2. Immediacy
3. Cost saving
4. Comfort
5. Accuracy
6. Personalization
7. Access to geo-data
8. Multimedia

15. Research market in Russia, 2009
$ 265,5 million
Social research
Market research

16. Top-20 research companies

17. Done.
 Team
 Testing alpha
• interfaces
• prototype
 Partners
Roadmap

18. In progress…
• Establishment survey
• Launch beta
• Panel recruitment
• Market invasion

19. Sales & marketing
• Promoted as b2b tool
• Moscow, S.-Petersburg – direct contact with top
management
• Regions – professional communities & self-care
• Social buzz
• Twi, FB, LinkedIn…
• Speaking at key industry events
• Publication of provocative articles

20. Aims. Plans.
• Panel improvement for
• 1mln+ cities
• small towns
• CIS
• Not only mobile web
• MMS
• applications
• 3G video

21. Just do eat!
$ 265,5 million
Social research
Market research

22. Questions? =)
LinkedIn.com/ru/zarinmk www.mobiety.org
mihail.zarin@gmail.com info@mobiety.org
@zarin @mobiety