1. Rogier van den Heuvel
Chief Commercial Officer
rvandenheuvel@ebuddy.com

2. MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore
Mobile advertising and the
opportunity to engage
consumers with Social Media
on mobile

3. MMA Forum Singapore
eBuddy is the
world’s largest
independent IM
provider
Mobile Marketing Association MMA Forum Singapore

4. March 2011
• All mobile devices and web
• On 40+ operator’s portal
• Mobile Platform support:
- J2ME
- iPhone
- Android
- WAP
 19M Unique Mobile users per month
 15M Unique Web users per month
 17B Messages processed per month
 > 120M Mobile APP Downloads
 > 2M Facebook Fans
 230M unique user accounts ever
MMA Forum Singapore
FACTS
Mobile Marketing Association MMA Forum Singapore

5.  19M unique users monthly
 27 sessions per user per month
 57 min. average session time
 17 messages per session
 9.1B messages processed per month
eBuddy is
used
intensively
on mobile
phones
Mobile Marketing Association MMA Forum Singapore

6. Blogs
YouTube
LinkedIn
App Stores
How does eBuddy use
Social Media ?
Jobvite
Facebook
Twitter
Mobile Marketing Association MMA Forum Singapore

7. App stores
How are they Social?
Mobile Marketing Association

8. eBuddy is downloaded
>120M times
Getjar Nokia OVI (J2ME) Android market
Mobile Marketing Association MMA Forum Singapore

9. Second most popular app
ever on GetJar

10. 85M downloads on GetJar;
second most popular app
ever
3.5M downloads in the
Android Market; most
popular aggregated IM app
in all 77 countries
10M downloads in the iTunes
store; most popular
aggregated IM application
10M downloads in the OVI
store; most downloaded
IM app
Mobile Marketing Association MMA Forum Singapore

11. The Importance of
brands on Facebook
- Brand Awareness
- Loyalty
- Event Activation
- Product
Promotion
- Entertainment
Mobile Marketing Association MMA Forum Singapore

12. 9,000 new fans
every day!
Mobile Marketing Association MMA Forum Singapore

13. Objective
Deeper understanding of the
audience
Sample profile:
Comparison between eBuddy users
& non-users
eBuddy profile study, by Metrixlab
Mobile Marketing Association MMA Forum Singapore

14. Mobile Marketing Association MMA Forum Singapore
Morning Afternoon Evening
50
57
85
Mobile usage
increases in
the evening

15. Talking about TV & Films Catching up Flirting
53%
59%
38%
91%
31%
71%
55%
What does youth chat about on
mobile?
Mobile Marketing Association MMA Forum Singapore

16. Mobile youth are very social
and are likely to spend most
time on Facebook
Hoursperweek
Facebook My Space YouTube
0
1
2
3
4
5
6
7
8
9
10
9
2
0.58
2.41
5.51
Mobile Marketing Association MMA Forum Singapore

17. What do we use Social
Media sites for?
Chatting Watch videos post updates rate postings
0%
20%
40%
60%
80%
100%
Mobile Marketing Association MMA Forum Singapore

18. Mobile eBuddy users have a
much greater number of
buddies than eBuddy web
1 in 4 mobile users have over
300 buddies
Mobile Marketing Association MMA Forum Singapore
301-450
(11%)
101-300
(22%) 101-200
(16%)
1-100
(37%)
450+
(14%)

19. Where is eBuddy being used?
Home School/University Other
0%
20%
40%
60%
80%
100% 91%
27%
37%
47%
4%
Mobile users
use eBuddy in
a wide range
of locations
Mobile users
use eBuddy
significantly
at home
Mobile Marketing Association MMA Forum Singapore

20. Mobile users are more likely to
socialize
Cinema show/gig Play sports
1.3
2.1
1.2
1.9
3.8
Timesperweek
Mobile Marketing Association MMA Forum Singapore
Daily involved in a
social or physical
activity

21. Sending an SMS
is more than
100x more
expensive
than a Ping
message
How to generate
long-term and
sustainable
revenues?
Mobile Marketing Association MMA Forum Singapore

22. 22Source: Chetan Sharma Consulting (June 2010)
eBuddy partners with premium advertising networks
Mobile
advertising
is taking
over a large
share of
eBuddys’
revenue
Mobile Marketing Association MMA Forum Singapore

23. 83%
17%
66%
34%
56%
44%
2009
2010
2011
eBuddy’s mobile revenue is
continuously growing
Mobile Marketing Association MMA Forum Singapore

24. Reach your
audience
by targeting
Mobile Marketing Association MMA Forum Singapore

25. Emerging
markets will be
the source of growth
Mobile Marketing Association MMA Forum Singapore

26. 9/16/13
9/16/13
The ad revenues in the emerging markets
are higher than you might expect
Average mobile eCPM for eBuddy
Mobile Marketing Association MMA Forum Singapore

27. eBuddy serves
2,5b ads
on mobile per month
Ads are served in
200+
countries
worldwide
Mobile Advertising is happening…
Mobile Marketing Association MMA Forum Singapore

28. Mobile Marketing Association
“Changing consumer behaviour,
initially among younger
smartphone users but increasingly
among Dutch smartphone
subscribers, cause revenue
difficulties.”
“Customers are quick to exploit
free forms of communication, for
example updating their status on
Facebook or pinging with instant
messaging services like Blackberry
messaging and WhatsApp.”
“This shift will be seen across the
entire telecom sector: SMS
revenues of KPN fell dramatically in
the Netherlands. New integrated
bundles will be introduced in the
coming months.”
MMA Forum Singapore
Future trends

29. Changing industry trends
Mobile Marketing Association MMA Forum Singapore
• High smartphone and data penetration
- 42% of postpaid customers have smartphone
- 51% postpaid customers have a data product
• Smartphones and new ‘apps’ change customer
behavior
- New apps on smartphones driving SMS and voice to data
substitution
- Early adaptors show high smartphone penetration, strong data
usage growth and substantially less SMS usage
• Changing customer behavior negatively impacting
SMS and voice revenues

30. 30
2011: Smartphones messengers are hugely popular
Mobile Marketing Association MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore

31. Mobile internet will soon be
larger than desktop internet
Source: Morgan Stanley
Get eBuddy now!
 www.ebuddy.com
 Get.ebuddy.com (J2ME)
 Ovi Store (J2ME)
 m.ebuddy.com (Lite)
 App Store (iPhone)
 Android Market (Android)
Mobile Marketing Association MMA Forum Singapore