1. Опубликовано на Procontent.RU
5th Mobile VAS Conference
November 27-28, 2008
St Petersburg
Presented by Ralph Simon
Chairman Emeritus – MEF Americas & The Mobilium Group

2. Опубликовано на Procontent.RU
New Trends in Rich Media for
mobile
What will drive VAS usage
In 2009/2010 ?

3. Опубликовано на Procontent.RU
Lesson No. 1
“If you snooze, you lose”
„Ne stchelkai kljuvom‟

4. Опубликовано на Procontent.RU
Who is the VAS expert in the
next picture ?
Which country is this ?

5. Опубликовано на Procontent.RU
Which one is the VAS expert ?

6. Опубликовано на Procontent.RU
These 3 Bolivians used mobile
contextual content/advertising to
drive their own specialized,
localized business
A golden VAS rule !

7. Опубликовано на Procontent.RU
Major rich media driving
VAS revenue
SMS Competitions in Mobisites – movie tickets
 
media creates product
interest Mobile Advertising

 Instant messaging
 Social networking &
The M Wallet

blogging
 Internet search on
Mobizines – mobile

mobiles
magazines
 Info on demand SMS‟s:
iSend = „SMS Call me‟ &
Mobisodes – Mobile TV
„SMS Mail me‟ 
episodes

8. Опубликовано на Procontent.RU
Contextual Content
How do you design your “call to action” ?

Is your VAS strategy effectively targetted?

The wrong example: India story

Are you developing VAS to fill a local

contextual need/demand ?

9. Опубликовано на Procontent.RU
2 High potential new VAS areas
After ring tones, music, games &

infotainment what comes next ?
Mobile Money transfers

 Physical goods purchased on mobile
devices
 Mobile advertising

10. Опубликовано на Procontent.RU
Mobile Advertising showing
strong growth – forecasters agree
Ovum: 2008 = $46m 2010 = $1.3bn

 Yankee Group: 2006 = $40m 2010=$2bn
 Jupiter Research: 2011 = $2.1bn
 eMarketer: 2006 =$421m 2011 = $11.3bn
 Shosteck Group: 2010 = $9.6bn
 Informa Telecoms:
2007 = $1.5bn 2011 = $11.5bn

11. Опубликовано на Procontent.RU
Is Mobile a Media?
Time
4:19
Ad Rev.
$68.50
$70
3:50
3:42
$60
3:21
$47.40
$50 2:52
Average
Advertising Time Spent
2:24
$40
Revenues per day by
2:39
(Billions) Media
1:55
(in Hours)
$30
$21.50 1:26
1:30
$20
:57
$12.50
0:30
0:42
$10 :28
0:48
$0.07 $0.04
TV Paper Radio Internet Games Mobile

12. Опубликовано на Procontent.RU
Amobee‟s holistic approach to
ad-serving
Games & Apps SMS/MMS Video/ Music
WAP
Music/Video -
On/off portal
Ad funded apps - streaming and
P2P and A2P
on/off portal downloads

13. Amobee‟s Operator
Опубликовано на Procontent.RU
Campaigns…

14. Опубликовано на Procontent.RU
The Mobile Internet on
3G Smart phones

15. Опубликовано на Procontent.RU
Mobile internet use & penetration
USA 15.6%

UK 12.9% Significant growth will

come in 2009 thanks
To new smart devices
Italy 11.9%

from Nokia,
Blackberry, Sony
Russia 11.2%
 Ericsson, LG,
Samsung
Spain 10.8%


16. Опубликовано на Procontent.RU
Thank you to all of you
Millenial Digital Natives
Спасибо
St Petersburg !
Let‟s go & have a beer afterwards
&
at the XXXX party !