8/26/2009

1

Mobile Marketing Association Launches Philippines Local Council in Partnership with IMMAP

Agenda

About MMAAbout MMA

MMA Philippines Local Council MMA Philippines Local Council

Mobile LandscapeMobile Landscape

Mike Wehrs, President and CEO, MMA

Mobile is essential, rather than experimental

Branded widgets and applications on mobile social networking sites – a rich immersive platform to target customersand very attractive to brands

Smartphones, larger screen size, better web browsing capabilities, longer battery life, and “all you can eat” data packages

A Shift in Brand Thinking

Highly effective mobile strategies

Mobile Landscape

Exceptional global growth

-25%

-15%

-5%

5%

15%

-25% -23% -2

0%

-19%

-18%

3%

7% 9

% 12%

2009 Projected Change in Ad Spending

Selected Categories 2009 versus 200• 4.1 billion mobile users

globally today

• 61% penetration rate3

• 5.6 billion mobile users globally in 20134

• Spending on mobile messagingis expected to rise to $2.9 billion in 20105

• Mobile content is predicted to rise from $24 billion in 2008 to $47 billion by 20136

• 100 million unique mobile subscribers and $1.8 billion in revenues for 2Q 20087

Mobile Landscape | The Numbers

Total of $453.2B to be spent on advertising globally in 20091

Top priorities and popular tactics for marketers in 2009

• Achieving measurable ROI

• Translating the Brand Experience across different touch points

• Creating Integrated Marketing Programs

• Cutting budgets without cutting performance

• Measuring brand effectiveness

• Evolving a brand

1.Online

2.Mobile

3.Viral

4.SEO

It’s What Marketers Want

MOBILE

MARKETS

$65 BILLION WILL SHIFT AWAY FROM TRADITIONAL ADVERTISING CHANNELS TO DIGITAL CHANNELS IN 2009

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What is Mobile Marketing

Delivering the right MESSAGE:

•To the right PERSON

•At the right TIME

•In the right PLACE

The use of mobile as an integrated content delivery and direct response vehicle to reach consumers

Why Mobile?

0%

5%

10%

15%

20%

25%

25%

13%

11%

9%

7%

5%

4% 5%

4%

3%

3%

Why Mobile? Unique Engagement

Top Responses to a Mobile Ad

Source: Nielsen, Mobile Advertising Report

Trends such as mobile banking, alerts, mobile vouchers and coupons,and customer service applications are developing as key areas to watch

Why Mobile? Ubiquitous Among Users

0%

10%

20%

30%

40%

50%

Far East and China

Western Europe

North America

Middle East and Africa

Indian subcontinent

Asia-Pacific** Eastern Europe

Latin America

41%

22%

12%

8%

7%

5%

3%

2%

Mobile Banking Users* Worldwide,by region, 2011 (% of total)

Source: Juniper Research

The unique value of the mobile channel is clear

The Question is: Why Not?

Increasingly attractive ROI as other marketing channels lose their appeal

Higher level of engagement

and interaction controlled by the consumer

Mobile can deliver on the promise of one-to-one

marketing

Relevant, tailored, timely messages can translate to high conversion

rates

MMA Philippines Local Council MMA Philippines Local Council

Agenda

Mobile LandscapeMobile Landscape

About MMAAbout MMA MMA is:

About the MMA

ACTION-ORIENTED

MEMBER-DRIVEN

DEDICATED

FORWARD-THINKING

8/26/2009

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MMA Activities

GLOBAL REACH

• New local councils in UK, India, South Africa, Ireland

• Key regional Managing Director appointments

• Local councils in Germany, Spain, France, Ireland, Austria

MEMBERSHIP

• Growth and high level of member support and responsiveness

• Website re-launch to provide better access to resources

• Annual Member Satisfaction Survey

• Discounts, offers and greater visibility

INDUSTRY PROMOTION

• 6 Global Mobile Marketing Forums (MMF)

• Combined audienceof 1400+ delegates and speakers

• 300+ speaking opportunities for member companies

• Global Awards Program

INDUSTRY INITIATIVES

• Industry research and educationaltools

• MMA Committees led educational and guideline initiatives

• Consumer Best Practices and Global Code of Conduct

MMA Highlights

MMA Global Reach

Regional Branches

• Asia Pacific

• Europe

• Latin America

• Middle East and Africa

• North America

Local Councils

• Austria: 22 members

• India: 42 members

• Spain: 49 members

• South Africa: 17 members

• UK: 62 members

• Additional Councils to be launched in 2009

Partnerships

• BVDW Section Mobile (Germany)

• Mobile Messaging Forum (Ireland)

MMA Philippines Local Council: 24 members

Mobile Marketing Ecosystem

Who’s in the Mobile World

Who Are Our Members?

700+ active member companies 3,500+ active individuals

By Category By Region

Brand3%

Media Company

6%

Operator 9%

Other15%

Agency 18%Content Provider

16%

Technology Enabler

33%

MEA4%

APAC6%

LATAM6%

National*8%

EUR13%

Global 7%

NA46%

MMA Committees

Actively establish industry-wide, national and international best practices & guidelines for mobile marketing. A key way MMA members help shape the future of the mobile marketing industry.

Academic Outreach

Education

Measurement

Mobile Advertising

• Display

• Mobile Messaging

• Mobile Video and TV

Mobile Commerce

• Mobile Banking

• Mobile Couponing

Privacy

Proximity

Affiliate Marketing* (North America)

Consumer Best Practices(North America)

• Participation TV

• IVR

• Marketing to Children

• Mobile Web

CBP Brazil (LATAM)

CBP Argentina (LATAM)

Mobile Program Mark (North America)

Research and Metrics (all Regions)

Women in Wireless (all Regions)

Global Committees Regional Committees

Actively establish industry-wide, national and international best practices and guidelines for mobile marketing. A key way MMA members help shape the future of the mobile marketing industry.

* The Affiliate Membership level only applies to the Tier 2 Affiliate Marketer doing business in the US.

MMA Strategic Relationships

Global Associations

• GSM Association (GSMA)• Advertising Guidelines• dotMobi Advisory Group (MAG)

Key Regional Associations

• CTIA• Interactive Advertising Bureau (IAB)• Direct Marketing Association (DMA)• BVDW Section Mobile• Internet Advertising Bureau (UK)• Internet and Mobile Marketing

Association of the Philippines (IMMAP)

8/26/2009

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Agenda

About MMAAbout MMA

MMA Philippines Local Council MMA Philippines Local Council

Mobile LandscapeMobile Landscape

Arthur Policarpio, President, IMMAP

IMMAP

• 86 member companies, including 37 mobile companies, as well as advertisers, agencies, publishers

• Member of the Advertising Board of the Philippines

• Alliances with:

– Philippine Association for National Advertisers

– Advertising Agencies Association of the Philippines

– Advertising Standards Council

The Fastest Growing Media Channel in Philippine History

From less than 1million subscribers in 1996, to 70 million subscribers in 2009

959,024

12,000,000

60,000,000

70,000,000

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

1996 2000 2008 2009

Number of Mobile users since 1996

“SMS Capital of the World”

More than 1 billion SMS/day

Market Potential and Challenges

Beyond SMS

• Bluetooth marketing

• Multimedia mobile marketing

• Mobile applications

• Mobile internet

Barriers for Increased Adoption

• Abuse of consumer privacy and rights

• Lack of industry-specific research

• Lack of knowledge on mobile marketing on the part of advertisers

• Lack of industry-wide metrics and measurement

0

20

40

60

80

100

120

140

160157

128118

1519

34

815

83

6

Page Views …

Mobile Internet

• 1.2 million monthly unique users

• 128 million monthly page views

Source: Yahoo! Mobile

Philippine Top 10handsets.

Requests on Networks

Philippine Device Manufacturer June 2009

Philippine Request on Network2009

Source: admob.com/metrics

8/26/2009

5

IMMAP-MMA -A Partnership for Growth

Vision

• Capture 2-3% of ad spending in the next 3-5 years > $60 -$90million/year industry

• Recognized thought leader and center of mobile marketing innovation in Asia Pacific region

• Leverage Global best practices, standards, consumer guidelines with MMA’s partnership

A significant milestone in the creation of a self-regulating body to drive the Mobile Marketing business and

educate stakeholders

How do we grow the industry?

Consumers

ValueStandards and guidelines

Advertisers

Return-on-InvestmentBest practices

Metrics

Education

Founding Members Engaging the Mobile Ecosystem

• Network and Collaborate

• Sponsor, Advertise and Speak

• MMA Global Awards

• Case Studies and Articles

• Mobile Marketing Forums

• Active Committees

• Latest Industry Research

Membership Benefits: By Ecosystem Player

Academic:• Access and discounts on industry

publications, research and conferences• Join MMA’s Academic Outreach Program

Affiliate:• Education program to keep up to date on

marketing requirements• Industry recognition for abiding by industry

self-regulation guidelines

Aggregator:• Collaboration within the ecosystem to modify

program requirements• Opportunity to network with other leading

companies

Brand/Agency:• Drive mobile marketing adoption, share

success stories & innovative technology • Connect with potential business partners

Membership Benefits: By Ecosystem Player

Carrier:• Forum to discuss industry issues with other

carriers and solicit feedback from ecosystem• Consumer Best Practices and thought

leadership in mobile advertising & measurement initiatives

Consumer:• Reduction of misleading advertisements that

do not comply with Consumer Best Practices• Protection of Privacy

Content Provider:• Direct line of communication with carriers and

aggregators• Education on “off-deck” programming

requirements

MASP - Mobile Application Service Provider or “Technology Enabler”

• Opportunity to network with other leading companies

• MMA Awards Program

8/26/2009

6

Objectives for the MMA Philippines Local Council

• Build the Council’s membership

• Ensure that the MMA has complete representation across the entire ecosystem and is seen as the voice of the industry

• Create output of real value to members and non-members which increases the spend across the entire range of mobile marketing activities

• Create a blueprint for success for the MMA to take to the rest of the region

Priorities Areas for the MMA Philippines Local Council

Education & awareness

Building measurement & metrics for the industry

Networking to grow the

ecosystem

1 2 3Establishing go-to-market framework

4

• MMA Philippines Local Council plans will be geared towards focusing on four core objectives

• Brands, Agencies and Telcos

• Best practices• Industry

statistics• Research and

white papers

• Measurement framework

• Consumer usage and attitude

• Revenue impact

• Third party reports and media tracker

• Share best practices

• Awards and events

• Speaking opportunities

• Consumer initiatives

• Guidelines and standards

• MMA Philippines site

• Best practices• Consumer

initiatives

THANK YOU!