2. About Crazy Tomato
• Company
– Crazy Tomato is a young and fast-growing company founded on July 2005
– Mobile Advertising
– Mobile Content distribution
– Affiliate network of mobile portals
– Bulk SMS, Web SMS gateway
– Targeting tool
• People
– Marian Nič (CEO)
– Wei-Hai Chu (president)
– Jan Barta (Strategy Director)
– Pavel Mikulka (CTO)
– Michal Illich (Chief Software architect)
– Lior Waintroub (Marketing Director)
3. Mobile What?
• What’s the buzz? – ask Google!
• "ad-funded mobile *„ - 37 000 results
• "ad-funded mobile content„ - 19 000 results
• "ad-funded mobile mobile services„ - 1800 results
• "Sponsored Mobile Content „ - 1800 results
• „Brand in the Hand„ - 3300 results
• „Mobile Advertising„ - 208 000 results
• „Mobile Marketing„ - 1 970 000 results
• „Reklama v Mobilu„ - 2 600 results
4. Mobile Advertising - The next big thing?
- Last year spending on mobile ads was
$871m worldwide according to Informa
Telecoms & Media
- Informa forecasts that annual expenditure
will reach $11.4 billion by 2011. Other
analysts predict the market will be as big as
$20 billion by then.
- Spending on wireless messaging and
display ads is expected to reach $2.9 billion
in 2011, compared to a projected $1.4 billion
this year, Jupiter Research said. (Nov. 2006)
- The Yankee Group estimates that mobile
advertising currently generates about $40
million in revenue per year .... the global
market for mobile advertising could grow to
9.6 billion by 2010. (July 2006)
5. Mobile Advertising - something in the air...
- News Corp. Buys Jamba from VeriSign (sept.
2006)
- Microsoft Buys Mobile Advertising Firm
ScreenTonic (may 2007)
- Aol Buys Mobile Advertising Group Third Screen
Media. (July 2007)
- Nokia Buys Mobile Advertising Company
Enpocket (sept. 2007)
- MAFRA expanduje do mobilních technologií (jul
2007)
- Google ready ring in changes to mobile sector...
company recently launched a trial mobile
advertising service. (oct. 2007)
6. Mobile Advertising – Why Now?
• Revenues from Mobile VAS are decreasing
– Content producers, aggregators, 3rd parties
– Paid mobile Content
– Mobile Opcos VAS
– No other growth potential to show board members :)
• Media Convergence
– From TV and Print Media to Internet
– From Internet to Mobile?
– Teenager watching TV?
– Hard to target audience that consumes most services
on net
• Mobile phones capabilities
– Colour Displays
– Java Applications
– Videos
– Bluetooth
7. Why Advertising, Why Mobile?
• First phase of mobile services – Voice (SMS) ██ 120% >
██ 100-120%
– A subject of marketing and adopting the market
██ 80-100%
██ < 80%
• ... A phase of adopting new features ██ No data
– Data Services, VAS services, Killer apps, Content,
WAP, Ringtons, Logos, Videos, MMS, Downloads,
GPRS, CSD, 3G, Streaming, Third parties,
walled/open garden, PR SMS, Premium Voice, 4G,
Bla bla bla bla bla ....
• Today - user is there!
– Users without a clue about these nasty words ....
but consuming all this services...
– fragmented, choticaly but consuming
• Users - Use the mobile everyday
• Users Wear it everywhere with him...
• Catch him if you can! http://en.wikipedia.org/wiki/Image:Europe_mobile_phone_penetration_map.png
• .... or even better.......
8. Catch up their Mobile!
You let the users invite the BRAND/Product to their privacy zone
To enter into their mobile phone, to their hands, to their everyday life...
9. Mobile Advertising - How?
• Ad-wraped Java Games
• In-Games product placement
• Cool Ad Videos
• Java Applications
• Wap sites advertaising
• Sponsored seriveces (SMS)
10. Ad-funded mobile Content - What is it?
• Wallpapers
• Animations
• Videos
• Screensavers
• Ringtones
• Java Games
• Java aplications
