1. Mobile Internet
Paolo Maioli
March-2010

2. Table of content
• Mobile Internet evolution
• Smartphone growth and usage
• Mobile user targeting
• Mobile advertising
• Media industry and mobile
• Future thoughts

3. Pre-mobile
• 2G GSM
• WAP
• Text based, simple graphics
• No Internet browsing
• Bad user experience
• Data usage billing

4. Mobile today..and tomorrow
• 3G mobile infrastructure
• Open Internet browsing
• Smartphone technology
• Intuitive user interface
• Social networking (e.g. Facebook)
• Video (e.g. YouTube)
• VoIP (e.g. Skype)
• Applications/App store
• Flat fee data usage billing
+ app billing (many free)

5. Mobile data traffic

6. More than a just a PHONE
• Internet browsing
• E-mail
• Instant messaging/social
• Tablet
• Bookreader/eReader
• Music player/recorder
• Photo camera/editor
• Video player/recorder
• GPS device
• Car electronics device
• Home electronics device
• Game computer
• Lots of handy utilities

7. Sales figures
• Smartphone sales Q4 2009 41% growth
• Best performers Apple iPhone and Google Android
source Gartner feb 2010

8. Mobile App marketing/distribution

9. Mobile fit with social networking

10. Mobile Internet user targeting
• Mobile Internet:
High degree of personalization possible:
- geo & demographics (sex, age, address, position)
- handset type and brand
- usage statistics
- always on
- short- and long distance journey patterns
- individual contributions (blogging, twitter)
- buying behaviour

11. Mobile advertising
• Recent acquisitions worldwide:
- Google buys AdMob ($750 M)
- Apple buys Quattro Wireless ($275 M)
- Opera buys Marvel ($ 8 M)
• Smartphone installed base drives mobile advertising
• Mobile advertising implies mobile landing pages
• Ad needs to be content related/context relevant
• Different types of mobile Advertising:
- SMS/MMS
- Mobile search
- Mobile video
- Mobile game
- Mobile banners
- Branded content

12. Mobile in your marketing mix
• Mobile website:
- offers better navigation than standard website
- works on any smartphone
• App:
- dedicated functionality
- navigation speed
- good user experience
- some functionality only
available in app
- smartphone specific
- dependency app store
• Best to develop both types for leading OS’s
Standard website Mobile website App

13. Conclusions
• Shifting dominancy in Mobile Internet value chain
• Mobile internet access will surpass
fixed internet access soon
• Media convergence is everywhere:
it’s easier than ever to reach a large audience,
but harder than ever to really connect
• Mobile Phone is unique as personal media device
• Advertising on mobile needs to be more
content related than ever
• Mobile becomes a must in any marketingmix

14. WHAT ABOUT AUGMENTED REALITY?
THAT’S ANOTHER STORY!!