Mobile Ads Analytics The New Wave

Mobile Ads – Analytics the New Wave By Ganesh Suresh Kumar, Head – On Demand Solutions Telecom

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

General Mobile Market Overview ,[object Object],[object Object],[object Object],Source: Business technology, Washington Post etc Online advertising from $45 billion will hit $147 billion by 2012 Interactive advertising revenues will grow from $22.5 billion to $62.4 billion in 2012 Mobile Advertisement industry is in very earlier stage

Total spending on mobile advertising in 2008 was $530.2 million Total spending in BI and Analytics market in 2008 was $8.5 billion. Mobile Advertisement & Analytics Market Overview Immature Market Mobile ad Analytics Source:Gartner,Forrester,Admob ,[object Object],[object Object],[object Object],Opportunity

Dimensions of Mobile Ad Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Ad Analytics Mobile Entertainment Mobile Payment Money Transfer Mobile Search/ Browsing Mobile Health Monitoring Location based services

Need Old targeting capability depends on web browsing history which is not a reliable source Challenges Target advertisement Based on Consumer Demography, CRM/GIS Need for Contextual Ad Seamless Data Connectivity Device compatibility GIS based Data Sources Effective Segmentation Market Trend End user information, Competitor Analysis Anatomy of Mobile Advertisement M-Advertising based on contextual advertising which has very little effectiveness Solution Technical Hurdles Software/Handset Capabilities, Bandwidth, Ads format - Undetermined Consumer privacy Demand for good user specific content is endless Mobile Ad Analytics

Analytics based M-Advertisement role - Mobile Apps stores APP Stores – Apple, Nokia OVI store, Google are key players ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business Challenges Analytics – New Horizon Best fit Price for a Paid ad Apps New Revenues Apps standard & Acceptability Better location/group Targeting Cross selling of Products/Services Proactively Identify Problems Benefits

Current Scenario – Advertising value chain Source: Heavy Reading ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Unhappy Consumer -Very less effect of the ad on them ,[object Object],[object Object],Imbalanced Ecosystem

Carriers Advertisers Ad Agencies Publishers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business Needs Analytics on Carriers no longer a separate Island Need for Business Innovation Balanced Ecosystem

Advertiser ,[object Object],[object Object],[object Object],[object Object],Business Benefits – Across Value chain Carriers ,[object Object],[object Object],[object Object],Ad agencies ,[object Object],[object Object],[object Object],[object Object],Publishers ,[object Object],[object Object],[object Object],[object Object]

A Pilot Case Study - Service Provider India Overview Challenges / Business Needs Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Solution A Distinguished service provider based in India providing communication services to its Retail ,Wholesale & enterprise sectors.

Thank You Queries – Pl Email to g.sureshkumar@tcs.com

Mobile Ads Analytics The New Wave

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