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Pbm mobile squared
the PBM landscape:
UK opt-in opportunity
Nick Lane, chief strategy analyst,
Gavin Patterson, chief markets analyst




     All data/forecasts contained in this presentation copyright of
 mobileSQUARED unless stated otherwise. Data from Mobile Consumer
                           Trends database
About mobileSQUARED
Specialists in mobile consumer engagement




We do it using Mobile Consumer Trends, the only forward-looking mobile
consumer forecasts, based on extensive ongoing qual/quan mobile market
and consumer research.
How we do it

We create the   Then segment   • Advertising   Then   • Device type       Then we
mobile market   the data by    • Apps          by     • Age               forecast
forecasts                      • Internet             • Gender
                               • Messaging            • Location
                               • Commerce             • Socio-economics
The United Kingdom of Spam?

 8 million spam a day (DMA)
     = 2.9 billion per year
   = £87.6 million @ £0.03

   35 spams per year p.p.
   = 1 spam every 10 days
Moving house?
The power of now
The power of now
The power of now
                      Latest addition
                                        IN-APP NOTIFICATIONS
The 2 phases of PBM
Entry-level
Conversational



                                                 We’re now
                                             programmed to
                                             communicate in
                                              140 characters
Permission-Based Marketing

       Entry-level = Messaging/in-app notification
        Conversational
Key usage numbers (4Q2011)

Mobile internet users   30.19 million

App users               25.24 million

Mobile Ad reach         18 million

M-commerce              20.76 million

Opt-in marketing        million


73 million total messaging devices


                           Nb all MCT data based on 18-64 year olds
79.9%

        30mn sales; +80% contract; +55% prepay



24.3%
9.83mn
 51.4%
         14.59mn
          53.4%
Sex:
Male

Age:
45-54

Lives:
Border region

Uses:
Featurephone
7.28mn
 55.1%   7.31mn
          50.7%
53.7%   51.6%   55.3%

                              51.8%


51%
8,000,000

6,000,000

4,000,000
            6.17mn   7.83mn
2,000,000     54%      53%

       0
UK mobile usage landscape 4Q11         7% /
                                       44%
               11% /      1% / 71%
                53%                            5% /
                                               61%
 2% /
 57%                                      10% /
        5% /                               57%
6% /    44%
46%
                                        7% /
                                        58%


                  14% /               18% /
                              12% /    61%
                   52%         41%
Pbm mobile squared
London, 4Q11                              Total opt-in

                                            2694,752
                                        60.6% responded
             By age

     18-24 – 412,297 / 56%
     25-34 – 571,287 / 57%
     35-44 - 609,014 / 56%
     45-54 - 595,540 / 58%
     55-64 – 506,613 / 56%




            By gender

     Male – 1,344,681 / 57.8%           By income
    Female – 1,350,071 / 55.6%
                                 ABC1 - 1,494,779 / 56.7%
                                 C2DE – 1,199,973 / 57.1%
Conclusion
Develop an entry-level PBM strategy with a view to
evolving to conversational marketing

Males more receptive to mobile marketing

Greater interaction/engagement on iPhone

Smartphones to overtake featurephones in 2012 –
providing a richer engagement

Growth will only accelerate

Opt-in user volume = 34.4 million in 2014


Nick Lane
Gavin Patterson
mobileSQUARED
nick@mobilesquared.co.uk
gavin@mobilesquared.co.uk
+44 118 977 6902
                        Source: Mobile Consumer Trends, in association with

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Pbm mobile squared

  • 2. the PBM landscape: UK opt-in opportunity Nick Lane, chief strategy analyst, Gavin Patterson, chief markets analyst All data/forecasts contained in this presentation copyright of mobileSQUARED unless stated otherwise. Data from Mobile Consumer Trends database
  • 3. About mobileSQUARED Specialists in mobile consumer engagement We do it using Mobile Consumer Trends, the only forward-looking mobile consumer forecasts, based on extensive ongoing qual/quan mobile market and consumer research. How we do it We create the Then segment • Advertising Then • Device type Then we mobile market the data by • Apps by • Age forecast forecasts • Internet • Gender • Messaging • Location • Commerce • Socio-economics
  • 4. The United Kingdom of Spam? 8 million spam a day (DMA) = 2.9 billion per year = £87.6 million @ £0.03 35 spams per year p.p. = 1 spam every 10 days
  • 8. The power of now Latest addition IN-APP NOTIFICATIONS The 2 phases of PBM Entry-level Conversational We’re now programmed to communicate in 140 characters
  • 9. Permission-Based Marketing Entry-level = Messaging/in-app notification Conversational
  • 10. Key usage numbers (4Q2011) Mobile internet users 30.19 million App users 25.24 million Mobile Ad reach 18 million M-commerce 20.76 million Opt-in marketing million 73 million total messaging devices Nb all MCT data based on 18-64 year olds
  • 11. 79.9% 30mn sales; +80% contract; +55% prepay 24.3%
  • 12. 9.83mn 51.4% 14.59mn 53.4%
  • 14. 7.28mn 55.1% 7.31mn 50.7%
  • 15. 53.7% 51.6% 55.3% 51.8% 51%
  • 16. 8,000,000 6,000,000 4,000,000 6.17mn 7.83mn 2,000,000 54% 53% 0
  • 17. UK mobile usage landscape 4Q11 7% / 44% 11% / 1% / 71% 53% 5% / 61% 2% / 57% 10% / 5% / 57% 6% / 44% 46% 7% / 58% 14% / 18% / 12% / 61% 52% 41%
  • 19. London, 4Q11 Total opt-in 2694,752 60.6% responded By age 18-24 – 412,297 / 56% 25-34 – 571,287 / 57% 35-44 - 609,014 / 56% 45-54 - 595,540 / 58% 55-64 – 506,613 / 56% By gender Male – 1,344,681 / 57.8% By income Female – 1,350,071 / 55.6% ABC1 - 1,494,779 / 56.7% C2DE – 1,199,973 / 57.1%
  • 20. Conclusion Develop an entry-level PBM strategy with a view to evolving to conversational marketing Males more receptive to mobile marketing Greater interaction/engagement on iPhone Smartphones to overtake featurephones in 2012 – providing a richer engagement Growth will only accelerate Opt-in user volume = 34.4 million in 2014 Nick Lane Gavin Patterson mobileSQUARED nick@mobilesquared.co.uk gavin@mobilesquared.co.uk +44 118 977 6902 Source: Mobile Consumer Trends, in association with