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| Joshua Maa Founder & CEO Madhouse |
Emmanuel Allix VP & MD APAC InMobi |
Alexandre Mars Founder & CEO Phonevalley |
Paul Roebuck CEO, BBDO Guerrero Proximity, Phillipines |
YES |
YES |
YES |
NO |
| “We believe that 2010 will be an important year for mobile marketing in China for several reasons. First, the presence of three carriers has increased competition in China’s telecommunications industry, particularly in the the mobile internet arena where fee reduction for mobile data connection has attracted millions of users. Secondly, 3G has become a key selling point for carriers and handset manufacturers. 3G-related marketing has encouraged far more mobile internet users. Thirdly, many large websites have begun to actively promote mobile internet sites and services. In 2009, we witnessed - aside from the existing mobile-focused players (Kong, 3G.cn, Tx.cn) and larger internet-based players in the mobile arena (Google, Baidu, Sina) - the successful release of mobile versions of sites by others such as Ren Ren, Kaixin, Youku and Tudou. A Madhouse study showed that, out of the 100 most visited internet sites, 80 already had mobile internet versions and most had applications. Beyond mobile marketing’s known advantages of refined and trackable targeting, we expect the medium to reach up to 300 million users this year.” |
“Mobile advertising has been predicted to come of age for over two years now with no tangible results. But, at the risk of sounding like a broken record, I do believe 2010 will be the year of mobile advertising. Last year saw iPhone fever catch on and make a significant impact on the US mobile market. Internationally, Smartphone adoption has been exploding to new levels, showing that the world is set with very capable handsets. Google’s entry into the market has now validated the importance and potential of mobile advertising. All this has created the perfect environment for a big impact that will be witnessed in the coming year. Mobile applications have also made their mark, with developers being able to build and earn from their applications. Apple, on the one hand, is encouraging mCommerce and hence enabling developers to make more from their apps. Phones like Android, on the other hand, are platform agnostic, creating a host of opportunities for application developers. User experience on the phones is improving and so advertisements are following suit. This provides a great opportunity for brands.” |
“From the perspective of an advertiser or marketer, the question is no longer whether the year to come will be the year of mobile. Mobile is already a tangible reality of the digital mix and has proved its ability to engage consumers, drive awareness and raise revenues. The question now is: which are the best mobile strategies to support brands’ marketing objectives in 2010? With nearly three billion application downloads to date and an average 1.5 hours spent on applications daily, the iPhone undoubtedly already appeals to consumers. And it plays a great role in leading marketers across the world to consider new possibilities for the mobile media. I predict that the coming year will see a breakthrough in mobile payments. We will see mobile phones starting to be used as modes of payment, which will ultimately lead to them standing in for credit cards, cheques and other payment options. Consumers will be able to use their mobiles as a safe and secure mode of payment. While this is definitely an achievement which will need a couple of years to become a reality, the coming year will see the first steps taken in this direction.” |
“There have been genuine developments in 2009 that mean we will see greater experimentation by brands in the mobile channel in 2010, but there are not yet proven success models that can persuade marketers to invest significantly in big mobile marketing campaigns. Recently we have seen Nokia open its operating system to third party developers. As the world’s largest handset manufacturer, this is noteworthy. But we are only beginning to scratch the surface of how we can leverage this to engage consumers. The steady roll-out of Wimax technology will also introduce the possibility for richer mobile experiences. But again, we are still in the infancy of understanding how this might benefit marketers. Networks may no longer be the key media channels delivering branded messages. They are now focusing more on maximising data subscription revenue from enhanced capability like Wimax and engaging consumers with brands through third party applications. As agencies, our focus has to be on persuading consumers to truly engage on mobile – and branded utility could prove the best solution.” |
Got a view?
Email [email protected]
This article was originally published in the 14 January 2010 issue of Media.
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