nps32A9 - A STUDY FROM THE BY MARCH 2008 WHAT IS MOBILE...

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A STUDY FROM THE BY MARCH 2008
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WHAT IS MOBILE MARKETING? CHAPTER 1
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3 | 87 WHAT IS MOBILE MARKETING? NO. WRONG .
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4 | 87 WHAT IS MOBILE MARKETING?
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MAIN TEACHINGS CHAPTER 2
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THE DREAM MEDIUM? SECTION 2-1
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7 | 87 MOBILE IS KEY Mobile is our second shadow
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8 | 87 MOBILE IS PERSONAL Always attributable to one single person
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9 | 87 MOBILE IS UBIQUITOUS One screen to unite them all
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10 | 87 MOBILE IS IMMEDIATE
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11 | 87 MOBILE IS LOCALIZABLE
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12 | 87 MOBILE IS A GREAT DIRECT MARKETING TOOL
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13 | 87 MOBILE PROVIDES A WIDE RANGE OF MARKETING TOOLS SMS or Text Short Message Service MMS Multimedia Message Service Web Location Based Marketing Bluetooth QR Codes Quick Response Barcodes
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14 | 87 MC DONALD’S MASS MARKET SWEEPSTAKE CANNES SHORTLIST 2006 Send a text message and get your gift within seconds 1.5 million participations in 5 weeks
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15 | 87 VODAFONE’S SECRET CONCERTS
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16 | 87 BBC WORLD’S INTERACTIVE BILLBOARDS OUTDOOR GOLD LION CANNES 2007 + BEST OF SHOW OBIE AWARDS 2007
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17 | 87 BLUETOOTH BILLBOARDS FOR COLDPLAY’S LATEST ALBUM
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MOBILE ADVERTISING IS NO HEAVEN YET (RATHER A VERY PROMISING PURGATORY) SECTION 2-2
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19 | 87 MOBILE MARKETING AS A STANDALONE WILL FAIL Integration is key to success
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20 | 87 MOBILE MARKETING IS NOT CHEAP Higher CPM than other traditional media
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21 | 87 MOBILE WEB IS NOT CHEAP FOR THE END USER EITHER $49.99 on top of phone bill $39.99 on top of phone bill $34.99 on top of phone bill $99.99 web+phone
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22 | 87 MOBILE’S ECOSYSTEM IS STILL CONSOLIDATING
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MOBILE LANDSCAPE CHAPTER 3
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MARKET FACTS SECTION 3-1
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25 | 87 THE THIRD SCREEN IS ALREADY THE FIRST 2 billion mobile subscribers today 1.2 billion TV households 670 million PC users Sources: Informa Telecoms & Media, April 2006; In-Stat, November 2006; speech from Steve Ballmer, CEO Microsoft
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26 | 87 PENETRATION OF MOBILE PHONES HAS BEEN EXPLOSIVE 215 million mobile subscribers in 1997 2 billion today 3 billion in 2010 1 12 88 729 2,058 2,902 1981-1985 1986-1990 1991-1995 1996-2000 2001-2005 2006-2010 Worldwide Mobile Subscription (in millions) Source: Informa Telecoms & Media, April 2006.
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27 | 87 IN MOBILE PENETRATION 92% 89% 89% 83% 82% 78% 78% 77% 76% 72% 98% 93% South Korea China Japan UK Germany France India US Russia Brazil Mexico Canada Household Mobile Penetration by Country in 2006 (in %) Source: IPSOS, Face of the Web 2007
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28 | 87 MOBILE PHONES WILL BE UBIQUITOUS IN THE U.S. BY 2010 207.9 228.7 249.3 269.2 285.4 296.8 2005 2006 2007 2008 2009 2010 U.S. Mobile Subscription (in millions) Source: eMarketer, August 2006
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29 | 87
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This note was uploaded on 09/15/2010 for the course STAFF 00069 taught by Professor Thah during the Spring '10 term at Alfaisal University.

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nps32A9 - A STUDY FROM THE BY MARCH 2008 WHAT IS MOBILE...

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