mobile is my addiction; cricket is my religion

CRICKETIS MY RELIGION

MOBILEIS MY ADDICTION;

WHITE PAPERwww.inmobi.com

© 2010 InMobi. White Paper - Mobile is My Addiction; Cricket is My Religion www.inmobi.com


MOBILE IS MY ADDICTION;

INTRODUCTIONMobile is the new frontier of advertising with the ability to reach the masses like no other medium before it. It is also an essential ingredient of human communication allowing information to reach consumers at any time, anywhere.

Cricket has been the passion of India from time immemorial. During the cricket season, it is natural to find flocks of enthusiasts crowded around TV sets at the office, in the home, and outside TV retail stores – all watching the match and cheering on their team. Commuters on buses and trains can be seen with transmitters glued to their ears. And today, a new trend is being observed. Passionate fans are using their mobile phones as the preferred medium to catch up on the country’s favorite game.

Mobile provides access to a host of mobile sports sites and applications while fans are on-the-go. This behavior provides an excellent opportunity for brands to reach their advertising target while using mobile advertising. Consumers are almost permanently attached to their mobile device – making it the ideal medium to connect with people wherever they are. Mobile advertising is no longer a luxury for brands, it is a necessary component to help them achieve their objectives.

WHY IS CRICKET GETTINGMARRIED TO MOBILE?Mobile is an effective channel due to the many different ways people can engage on it. It’s the one medium that encompasses the features of all other mediums – audio, visual, social, and connected.

1,200

1,000

800

600

400

200

0

1,180

660

250

Population ofindia

Mobile Usersin India

TV Viewersin IndiaNumber in Millions




REASONS FOR THE SUCCESS OFMOBILE IN INDIAAccording to a recent report released by Google, India has emerged as the second largest consumer of mobile Internet, second only to the US. The number of mobile Internet users has grown nearly five times in the past five years. The number of new data connections added this year is predicted to be higher on the mobile than on PC.

There are 3 key reasons for this explosive growth:1. Fixed line Internet connections are bad, unreliable, or non-existent in much of India. This makes mobile the only medium of connectivity for one of the world’s largest countries.

Call Purchase Content Viral Search

33%30%

25%22%

17%

Mobile Ads Consumers Would Click On (India)

Mobile allows fans to follow

InMobi conducted a survey to identify the consumer behavior and preferences with respect to mobile advertising. One of the results of the survey shows the user receptiveness to actions available on the mobile ad. Some examples would be Click to Call, Click to Purchase etc. In the Internet world, people click ads to mainly surf and learn something new. But in the mobile world, people click on ads for a different reason. This clearly shows that mobile is not the PC and shouldn’t be treated like an extension of it. Unlike PC, mobile brings to the table many dimensions of creative opportunity.

Source: InMobi Consumer Survey, 2009




2. Operators are highly competitive in India and data plans are getting less expensive for consumers. New offers and deals providing internet connectivity on the mobile for reasonable and affordable costs are being offered continuously.3. Low handset prices have made mobile phone affordable to everyone. The result is mobile phones have proliferated not just urban cities, but the rural areas as well.

When it comes to advertising, consumers in India are ready for mobile advertisements and see the benefit that it can provide. The survey results show us that 72% of Indian consumers are already embracing the benefits of mobile advertising.

In fact, comfort levels among consumers are higher in India than in US or Europe. 3G and smart technology will enhance this experience.

Very comfortable,they serve an

important purpose

Somewhatcomfortable.

I’m getting used toseeing them

No opinion,I do not think

much about adson my phone

India Top 2 Box - 72%

Somewhatuncomfortable,

they can bedistracting

Not comfortableat all, they

are intrusive

44%

US EU Africa

28%

9% 10% 9%

level of Comfort with Mobile Advertising (India)

level of Comfort with Mobile Advertising

22%

16% 11%

21%

13%

17%

63%68%

69%

Top 2 box Neutral Bottom 2 Box






MOBILE ADVERTISING AND CRICKETThe mobile web and downloadable applications are also influencing the way consumers update themselves with cricket news, causing a surge in activities such as mobile score checks, cricket application downloads, purchases of cricket videogames, wallpapers, themes, games etc.

Given the rich content and media experience building up around the game, advertisers that affiliate themselves with cricket will improve their connection to consumers and position themselves as modern, relevant brands. Being on mobile conveys an understanding of the new generation with an up-to-date understanding of the latest advertising channels.

With a properly executed mobile advertising strategy, brands can engage their audience in a non-intrusive manner and generate tangible results in ways that traditional media channels cannot.

In addition to developing a one-to-one relationship with consumers, mobile advertising also helps achieve the following.

A look at the perceived benefits of mobile advertising among users, shows that consumers feel the benefits of mobile advertising across all aspects of the advertising funnel – from branding to conver-sion to price offers. This knowledge opens up a realm of opportunities for advertisers to reach out to consumers in different ways with different offers. Consumers are ready, they are aware and they are receptive.

Given you something free

Introduced you to something new

Saved you time

Saved your money

Helped you learn more about something

Been relevant to who you are or what you are doing

Helpef you find something nearby

Reminded you of something important

43%

42%

32%

32%

29%

19%

18%

17%

10%

Benefit of Mobile Advertisement Seen in the Past





SUCCESS STORIESReebok – Indian Premier League

Objectives




Objective

SUCCESS STORIESCricket Nirvana




The World’s Largest Independent Mobile Advertising Network

InMobi is the world’s largest independent mobile advertising network. With six offices on four continents InMobi provides advertisers, publishers and developers with a uniquely global

solution for advertising. The network is growing fast and it now delivers the unprecedented ability to reach 194 million consumers, in over 115 countries, through more than 26 billion

mobile ad impressions monthly.

InMobi recently was selected as the 2010 AlwaysOn Global 250 Company to Watch in Silicon Valley.

InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore,

Tokyo, Johannesburg and Singapore.

To learn more, please visit www.InMobi.com, follow us on Twitter @InMobi, or read our blog at www.InMobi.com/blog.

You can also email us at [email protected]

India Market Profile: October 2010

Global View ofMobile Advertising

October 2010Report - India

Asia Regional Profile: October 2010

Global View ofMobile Advertising

October 2010Report - APAC

To download these reports, visit www.inmobi.com/Research

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