A presentation that should make our clients aware that mobile advertising will become huge in the near future and that they should start engage in it now.

1. The Mobile Revolution.
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2. “More than half of
the world population
owns a mobile phone
(4.000.000.000).”
The International
Telecommunications Union
“Women give precedence
to their phone when it
“A third of young adults rings while they are in bed
aged between 16-24 would with their partner.”
prefer, if given the choice,
Nokia Supernova Phone Survey, UK
to give up sex, chocolate,
alcohol and hot drinks than
their mobile phone.”
Mobile Forum, UK
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3. Mobile telephony
on a global scale.
There are more phones 350.000.000.000 text
globally than PC’s. messages are sent every
month.
Last year more than
2.400.000.000 phones 350.000.000 people will
have been sold. have access to wireless
e-mail by 2010.
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4. Mobile telephony
in the Netherlands.
In the Netherlands 52% of the users have a
the penetration rate contract, 48% is pre-paid.
is 112% (there are over
18.000.000 sim cards Kids get their first mobile
active). phone at the age of 8 on
average.
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5. But the revolution
is just about to
happen…
…already the mobile
phone is more than a
communication device.
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6. Japan.
Mobile Paying Cell Phone Check-in
Whether it’s for purchasing Passengers using All Nippon
a beverage or to use public Airways’ cell phone check-in
transport, in Japan the facilities in Japan and China
mobile phone is already don’t even need to flip open
used as a bank card. their phones to show their
‘boarding cards’ when going
through security.
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7. Finland. Germany.
Product Information Remote light switch
In Finland, mobile phones An innovative system called
facilitate consumers’ Dial4light allows mobile
wholesome food choices people users to switch off
by reading product their street lights at night
information from barcodes. using their mobile phones.
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8. United States.
Pocket Projector Mobile health monitor
Mobile phone projectors Keep your blood pressure
are capable of displaying records on your mobile phone.
an image of up to 50 to 60 Colored records will alert
inches—an impressive size you if your blood pressure
for a projector that’s only is normal, high or low.
about an inch across.
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9. And this is just the tip
of the iceberg.
Three ingredients are
boosting this revolution:
Hardware
Software
Internet
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10. Hardware.
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11. Trends in Hardware.
In 2013 more than half
of the sold phones will be
high-end smartphones
Bigger screens
Advanced cameras
Bigger storage
Faster internet
Phones become like
mini laptops
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12. “ Operating systems are
the biggest battleground
of the mobile industry.”
International Herald Tribune
Software.
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13. Operating Systems
Nowadays.
1. Symbian (Nokia, SonyEricson,
Samsung, Motorola)
iPhone OS
2. Apple OS (iPhone)
RIM
Symbian OS Blackberry
3. Research in Motion (Blackberry)
Windows
Mobile
4. Windows Mobile (LG, HTC)
Linux
5. Linux, Palm and Android
(HTC, Motorola, SonyEricsson,
Palm OS, Brew
Toshiba, Garmin) & Android (Linux)
MARKET SHARES
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14. Trends in Operating
Systems.
Currently these five types They become open systems.
are incompatible.
This makes it easier to
But in the future operating develop applications for all
systems will be compatible. operating systems and thus
for all mobile phones.
Just like Apple has become
compatible with Windows.
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15. Web Applications
are the Future.
Mobile Applications:
are faster. But most importantly:
They are a great marketing
have no costs for
tool because they are fun
data download.
and have a more attractive
look and feel than most
can be easily exchanged internet pages
via Bluetooth beamers,
web, etc.
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16. Mobile Internet.
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17. Mobile Internet download
speed is skyrocketing.
2G 3G 4G
1991 1998 2000 2002 2005 2010
GSM GRPS EDGE UMTS HSDPA LTE
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18. …we are entering a
new era: Mobile 2.0
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19. Implications for
marketing and
communication.
“ Mobile advertising reaches “ In a down economy when
out to the end user’s most every penny spent on
personal of devices, the marketing needs to be
one they consider not able accountable, no other
to do without.” channel out-performs
Technology weekly the mobile channel.”
Mobile Marketing Watch
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20. The potential of
mobile marketing.
TV
Mobile
Phone
Online
Radio
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21. The 10 basic types of
mobile marketing:
SMS advertising Full-screen interstices Applications
(appear while a requested
MMS advertising QR Codes
item of mobile content
Mobile Web Banner or mobile web page is Local based services
(top of page) loading up) (for example through
Blue tooth)
Mobile Web Poster Audio advertisements
(bottom of page banner) (in the form of a jingle before
a voicemail recording, or
Mobile game, TV
an audio recording played
or video advertising
while interacting with a
telephone-based service
such as movie ticketing or
directory assistance)
Let’s showcase
the best examples…
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22. SMS.
Send an SMS
and within seconds
you’ll receive an
Audi R8 ring
tone
During the NBA
All Star week in Las
Vegas Adidas created
a real mobile community
within Las Vegas after
By sending people sent “vegas”
an SMS you can to ADIDAS
An invitation download the
to see Casino newest Christina
Royale at the Aguilera hit
movie theatre
Mobile_Advertising_B.indd 22 10-04-2009 09:02:31

23. MMS.
Send a photo
of yourself to a
Local targeting specific number and
with MMS messages, within 3 minutes
which you receive you will receive the
whenever you are photo back with you
near a restaurant transformed into
Send Nike a
or coffee shop. an elderly.
picture of any item
you see with colors you
like and Nike will send you
a picture of a pair of shoes
in the same colors! You
can order them directly
afterwards.
Mobile_Advertising_B.indd 23 10-04-2009 09:02:32

24. Mobile
Bannering.
Mobile
bannering is in
fact similar to PC
bannering, only this
type of bannering fits
within any mobile
browser. It’s possible to
show a short
commercial before
entering a mobile
webpage
Video
Advertising.
Mobile_Advertising_B.indd 24 10-04-2009 09:02:33

25. Applications.
Mobile applications are
extremely popular.
Many brands use applications
as a marketing tool either
to entertain or to inform
consumers.
ING developed
an application which Lynx
allows you to find developed an
the nearest ATM application for men,
which they can use to
seduce women. The
application can be
used as a personal
love coach.
Mobile_Advertising_B.indd 25 10-04-2009 09:02:34

26. Quick Response
Codes (QR Codes). To promote
the new Kanye West
album 808’s & Heartbreak
QR codes on big screens
were used as part of
the marketing plan. By
photographing the code
Take a picture of a QR you could download
ringtones and other
(Quick Response) Code and free stuff
directly afterwards you will
be sent to a web page where
you can make (discounted)
purchases, download music,
videos or applications.
In the UK,
during a specific
period, every can of
Pepsi Max had a QR code
on it. If you took a picture of
it you could download music,
games, videos and other
cool stuff or even get
tickets to concerts.
Mobile_Advertising_B.indd 26 10-04-2009 09:02:35

27. Couponing.
Consumers are able to receive
discounts by showing the
(bar)code on your mobile
at the counter.
Couponing is a great way
to target customers in store.
Wild bean wanted
people to experience how
great their coffee tastes.
They sent consumers a mobile
coupon for a free coffee. In
order to receive the coupon
you would have to visit their
website and send an email
to a friend. You and your
friend could also win
great prizes.
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28. What the experts say.
Mobile users aren’t Don’t use frames.
PC users.
Test your site for mobile
Don’t ignore the mobile readiness.
limitations.
Actively promote your
Exploit the capabilities mobile website.
of the mobile device to
the fullest. Don’t serve the same
content in the same way
Don’t use a .com name to every mobile device.
for a .mobi experience.
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29. Banking is at the
forefront of the
Mobile phones mobile revolution.
and banking.
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30. Mobile banking.
Financial services companies
have an opportunity to
rebuild trust and differentiate
themselves in the current
difficult climate by having 22% 3%
12%
their customers’ interests 41%
in mind.
7%
Attracting and retaining 22%
customers is no longer just
about what banks offer, 2%
but how they offer it.
5%
Mobile banking offers clients
access to banking services
wherever and whenever to
their most personal device. Over 150.000.000 mobile
subscribers will access
banking services on their
mobile device in 2011.
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31. Countries where Banking the Mobile banking
mobile banking is unbanked. offers opportunities
already a success. for mobile marketing.
Mobile banking is very popular
in countries where most of their
80% of the Kenian people and It is an unobtrusive way
population is unbanked.
around 95% of the Tanzanian and of communicating.
Ugandan people have no access
There over 1.000.000.000 people
to banking services. Offers can be targeted at
worldwide without a bank
the specific needs of the client
account, but with a phone.
Therefore African countries like as a response of their current
Sudan, Ghana and South Africa actions and location.
Banking the unbanked will
received this new commerce very
become a $5.000.000.000
well. Clients are able to give
market opportunity.
an immediate response.
In Latin America countries like
Uruguay, Paraguay, Argentina,
Brazil, Venezuela, Colombia,
Guatemala and recently Mexico
started with a huge success.
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32. To save you reading
all of that again…
…here’s a recap.
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33. 10 great reasons to join
the revolution now!
1. Your phone is one of your most personal 6. Mobile banking creates opportunities
items; you carry it with you all the time. for mobile advertising.
2. Hardware will become highly advanced; 7. Location based targeting makes it possible
your phone will become your personal to get in store.
computer.
8. Social networking will become a more
3. The software battle will end, and operating powerful tool; you can be part of a social
systems will become more compatible. network 24/7.
4. The mobile download speed will skyrocket 9. Mobile advertising is an unobtrusive
in the near future. form of two-way communications.
5. The accessibility of mobile applications 10. Now is the time to join the revolution
opens new doors for branding. in order to get a head start.
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34. Glossary.
Mobile phone Smartphone SMS The second generation mobile network
Any device that connects to a wireless A combination of the traditional Short Message Service is a 1991 GSM or Global System for
communications network through radio PDA and cellular phone, with a bigger communication service standardized Mobile Communication
waves or satellite transmissions. focus on the cellular phone part. in the GSM mobile communication (9,6 KB/s)
Most mobile phones provide voice These handheld devices integrates system, using standardized 1998 GPRS or General Packet Radio
communications, Short Message mobile phone capabilities with the communications protocols allowing Service (52 KB/s)
Service (SMS), Multimedia Message more common features of a handheld the interchange of short text messages
between mobile telephone devices 2000 EDGE or Enhanced Data Rates
Service (MMS). computer or PDA. for GSM Evolution (128 KB/s)
Newer phones may also provide Smartphones allow users to store
Internet services such as Web browsing, information, e-mail, install programs, MMS
instant messaging capabilities and along with using a mobile phone in The third generation mobile network
Multimedia Message Service is a
e-mail. one device. telecommunications standard for 2002 UMTS or Universal Mobile
Examples are the Blackberry, Apple sending messages that include Telecommunications System
iPhone and Samsung Omnia I900. multimedia objects (images, audio, (384KB/s – 2MB/s)
PDA
video, rich text). MMS is an extension 2005 HDSAP or High-Speed Downlink
Short for Personal Digital Assistant. of the SMS standard, allowing longer Packet Access (2MB/s – 14MB/s)
Small handheld devices that combine message lengths and using WAP to
computing, telephone/fax, Internet display the content
and networking features. The fourth generation mobile network
A typical PDA can function as a cellular 2010 LTE or Long Term Evolution
Mobile applications (10 MB/s - 100MB/s)
phone, fax sender, Web browser and
personal organizer. Mobile applications usually help users
by connecting them to Internet services
Some devices are pen-based, which more commonly accessed on desktop
requires the use of a stylus rather or notebook computers, or help them
than a keyboard for input. by making it easier to use the Internet
Popular PDA brands are Palm on their portable devices
and Blackberry.
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35. Contact
Christiane Anell
canell@grey.nl
Wouter Houtman
whoutman@grey.nl
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