Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
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Mobile Monday Amsterdam had the honor to have Chetan Sharma as a speaker during MoMo #6: Marketing and Advertising. During his talk Chetan focused on the developments in the Asian mobile market.
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Chetan Sharma - Author of: Mobile Marketing: Supercharge your brand in an exploding wireless market
- 2. Chetan Sharma Consulting Seattle based Strategy firm exclusively focused on Mobile. Established 2001. Advisor to major operators, brands, startups, VCs, and Fortune 500 firms around the world. Strategy Intellectual Property Consumer & Enterprise Strategy & Policy Competitive Analysis Patents Roadmap Audit & Valuation Market Research Litigation Product and Technology Strategy Qualcomm vs. Broadcom Technical Due-Diligence Ericsson vs. Samsung R&D Business Plans/Models
- 3. © Chetan Sharma Consulting 3
- 5. 5 Agenda
- 6. The Numbers Ecosystem Dynamics Five-Point Framework Case Studies from Asia Lessons from Asia Mobile Advertising Futures © 2008. All Slides. Mobile Advertising: Supercharge your brand in the exploding wireless market or Chetan Sharma Consulting
- 7. First, Let’s do the numbers
- 8. © Chetan Sharma Consulting 8
- 9. © Chetan Sharma Consulting 9
- 10. © Chetan Sharma Consulting
- 11. Japan - Mobile Advertising -ARPU/yr $25,00 $20,00 $15,00 US ARPU/yr Western Europe $10,00 $5,00 $- 2006 2007 2008 2009 2010 2011 © Chetan Sharma Consulting 11
- 13. Mobile 1.0 Communications Device Mobile 2.0 + Communications Data Device Mobile 3.0 + Lifestyle Infrastructure © Chetan Sharma Consulting 13
- 14. Distinct Markets Japan Korea China India Philippines Others © Chetan Sharma Consulting 14
- 15. Japan: Partnership © Chetan Sharma Consulting 15
- 16. Korea: Partnership © Chetan Sharma Consulting 16
- 17. China: Own the Value Chain © Chetan Sharma Consulting 17
- 18. India: Own the Value Chain © Chetan Sharma Consulting 18
- 20. Reach – How many people can you touch? © Chetan Sharma Consulting 20
- 21. Targeting (relevancy) – How pure is your reach? © Chetan Sharma Consulting 21
- 22. Engagement - How long can you keep the consumer engaged? © Chetan Sharma Consulting 22
- 23. Viral – What’s your “superdistribution” index? © Chetan Sharma Consulting 23
- 24. Transactions - How did it impact your bottom line (€€)? © Chetan Sharma Consulting 24
- 25. Reach Engagement High Targeting Reality-Potential GAP Viral Transactions Low Reach Engagement Targeting Viral Transactions Mobile Potential Internet TV Radio Print Outdoor Mobile Reality 07 US Mobile Reality 07 JP © Chetan Sharma Consulting
- 26. 26 Case Studies from Asia
- 27. © Chetan Sharma Consulting
- 28. Reach Viral Targeting Engagement Transactions Source: DoCoMo © Chetan Sharma Consulting
- 29. 84% Reach Engagement Transactions Source: KDDI © Chetan Sharma Consulting 29
- 30. Reach Targeting Engagement Source: SKTelecom © Chetan Sharma Consulting 30
- 31. Reach Viral © Chetan Sharma Consulting 31
- 32. Reach Engagement Transactions © Chetan Sharma Consulting 32
- 34. Source: DoCoMo © Chetan Sharma Consulting 34
- 35. Technologies or Business Models are only transferable If Infrastructure that made it successful is also transferred and localized © Chetan Sharma Consulting 35
- 36. i-mode (content and handsets before launch) Osaifu-Keitai (deployed POS) DCMx/iD (bought a bank) © Chetan Sharma Consulting 36
- 37. Turn Ads into Info (relevancy) Understand the business, not just the technology. Communicate. © Chetan Sharma Consulting 37
- 39. How to compete w/ Other Media? Open Up, Standardize, & Create an Industry Present a United Front to the Media Industry © Chetan Sharma Consulting
- 40. Source: Microvision © Chetan Sharma Consulting
- 41. User Control and Privacy as Competitive advantage © Chetan Sharma Consulting 41
- 42. Idle Screen – The Holy Grail © Chetan Sharma Consulting 42
- 43. Analytics Explicit (Guess Work) vs. Implicit (Real Data) Profile © Chetan Sharma Consulting 43
- 44. Mobile Payments © Chetan Sharma Consulting 44
- 45. Alternate Devices © Chetan Sharma Consulting 45
- 46. © Chetan Sharma Consulting
- 47. Watch your kids: They “are” the market © Chetan Sharma Consulting 47
- 48. THANK YOU Download Chapter chetansharma.com chetan@chetansharma.com Subscribe to Industry newsletters subscribe@chetansharma.com