Contents Have you heard about the new kid (Mobile) around the media corner? ................................................. 2

Pulse of the consumer interaction is changing. Have you noticed? ....................................................... 3

What Does It Mean To Me As A Marketer? ......................................................................................... 5

A tale of consumer communication transformation ................................................................................. 6

Why Am I Telling This Story? ................................................................................................................ 11

Mobile on a gallop, stealing budgets from traditional media ................................................................. 12

Why invest in mobile marketing? .......................................................................................................... 13

By R. Cass Baker .................................................................................................................................. 13

4 Things Your Mobile Tells Marketers about the User/Consumer ........................................................ 14

1. Likeliness to Respond (Purchase Intent)....................................................................................... 15

2. Preferred Ad Type ......................................................................................................................... 15

3. Consumer Preferences for Ad Content ......................................................................................... 15

4. What Ad Formats Are Best ............................................................................................................ 16

Top 10 trends to review… ..................................................................................................................... 17

Mobile Isn’t Just Mobile Anymore: Have You Noticed?

Have you heard about the new kid (Mobile) around the media corner?

Have you noticed the new Kid (Mobile) around? The new kid that I am talking about shall help you answer the following questions.

What new to do? How to grab consumer's short attention Span? How to do out of box marketing campaigns? How to increase ROI on existing marketing spends? .... Follow the Blue Ocean Strategy... Find Greener Pastures in Mobile Marketing.... If you follow the "only traditional route" approach ... You end up with the ordinary. Try Out of Box... Try Mobile

―Mobile is so interesting because it combines the ability to consume and heroize brands with the

ability to take action,‖ said Patrick J. Moorhead, senior vice president and group management director

of mobile platforms at Draftfcb Chicago.

Pulse of the consumer interaction is changing. Have you noticed?

Beginning of the end of feature phone: TMI survey

By afaqs! New Delhi, May 14, 2012

Section: News Category: Digital

Among the top 25 most searched handsets, a whopping 21 models are smartphones.

There seems to be a growing interest and awareness among Indian consumers about smartphones,

the Handset Hotlist survey (May, 2012) suggests. In the survey, brought out by The Mobile Indian

(www.themobileindian.com), 21 of the 25 handsets that made it to the list are smartphones.

Almost every month, two smartphones are being launched in India and one of them is usually an entry

level or mid-level phone. Notably, today smartphones are available in the market for as low as Rs

3,000 and they offer better utility than feature phones.

Before we proceed further, let us clarify the distinction between smartphones and feature phones.

Smartphones provide a great user experience for fun, entertainment and games, but multiple, efficient

modes of communication are their true potential.

Smartphones run on third party or proprietary operating systems such as Android, Windows Phone,

Symbian, iOS, Bada, MeeGo, and BlackBerry operating systems. They are also defined by their

ability to run third party software known as applications or apps, which are available at stores such as

Ovi, Android Market Place and iTunes.

Also, smartphones show higher application use than feature phones even at the entry level. Push

email, calendar syncing and document editing are other essentials that are supported in this category

of phone.

Top 25 Handset Hotlist for April 2012

Rank April Rank March Change Brand Model Price (in Rs)

1 1 0 Nokia Nokia C5 03 8500

2 2 0 Nokia Nokia C6 11000

3 4 1 Samsung Samsung Galaxy Y S5360 7050

4 5 1 Samsung Samsung Galaxy Y Duos 8990

5 3 -2 Samsung Samsung Wave Y S5380 6930

6 6 0 Samsung Samsung Galaxy SL I9003 17450

7 NA new Samsung Samsung Galaxy Ace Plus 15500

8 7 -1 Samsung Samsung Galaxy Ace S5830 12800

9 NA new Samsung Samsung Galaxy Ace Duos 12790

10 8 -2 Samsung Samsung Galaxy Note 31750

11 11 0 Sony Sony Ericsson Xperia Arc S 25000

12 12 0 Samsung Samsung Star 3 Duos 6290

13 10 -3 Micromax Micromax Superfone A73 7300

14 15 1 Apple Apple iPhone 4S 40500

15 14 -1 Nokia Nokia C2 06 4424

16 NA new HTC HTC One V 17435

17 9 -8 Nokia Nokia Asha 300 6150

18 NA new Nokia Nokia Asha 302 6027

19 NA new Nokia Nokia Lumia 800 24000

20 24 4 Sony Sony Ericsson W8 9100

21 20 -1 Sony Sony Ericsson Xperia Neo V 17400

22 22 0 Micromax Micromax Superfone A78 7750

23 NA new Samsung Samsung Wave 3 S8600 14700

24 NA new BlackBerry BlackBerry Curve 9380 19620

25 18 -7 Samsung Samsung Champ Deluxe Duo2 C3312 4790

Feature phones, on the other hand, are a midway point between smartphones and basic phones.

They usually have a limited proprietary operating system such as Brew or Java, and not all feature

phones support third party apps.

What Does It Mean To Me As A Marketer?

What this means is that users/consumers are not just using mobile for talking & texting but for

communicating (using multimedia message, video, apps etc.)

Mobile has evolved as a consumer’s sixth sense.

The following illustration depicts the usage patterns.

A Tale of Consumer Communication Transformation

Year 1950s & Before: Once upon a time, theatre was the most interesting way entertainment & most

of the social n business talks happened before & after the much awaited theatre shows around chai &

samosa.

Year 1960s onwards more vivid reel films started getting produced & movie theatres came into

existence. Going out on a movie with family meant Diwali to kids & family.

Around Year 1990s TVs got introduced & people liked being connected via the TV with the limited

channel options that they had. 4 Pm Sunday Movie Special on Doordarshan was like a paid vacation.

21st Century: The PC & Internet revolution made communication more vivid making

Information + Entertainment (Infotainment), a more enjoyable experience with

availability of on demand content.

Early 21st Century also brought in myriad forms of cellular communication devices which were

primarily used for talking & texting. Youngster found a new Cupid while elderly could stay more

connected with their distant families in the ever growing world.

As we moved from basic handsets to feature rich mobile phone to smart phone, the communication

via Mobile has become more interesting & consumer generated and now Divya (a 3rd

grade Kid) just

doesn’t talk about being an astronaut to her teacher, she users FB profile pic do the talking.

The starting

Of

Digital

Convergence

The on-going story is not new & each one of us has lived through this story.

From bedrooms to drawing rooms to restaurants to office desk, Mobile is everywhere

And

“Mobile is not just Mobile Anymore”

Why Am I Telling This Story?

I wish to reiterate that ―Mobile is not just a taking device anymore; it is an ocean of apps, games,

videos, chat messengers, social media connect, maps, GPS, LBS & much more‖.

So I, as a user, have evolved when it comes to communicating, why are you as a brand, that I live

with, still stuck on the traditional communication methods (TV/Radio/Newspaper)

Mobile on a gallop, stealing budgets from traditional

media

Mobile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016.

Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign

executions. This maturation has made consumers more open to mobile ads.

According to Nielsen’s State of the Media:

Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their

devices if it means they can access content for free.

For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,

location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to

higher fill rates for publishers.

Why invest in mobile marketing?

By R. Cass Baker

In the beginning, mobile marketing was about brand building and consumer engagement. It was about

bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And

it was about showing innovation and life in an emerging advertising channel. Today, it is about much

more. It has to be.

Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile

Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound

measurement and reliable methodologies to understand audience behaviour and ad effectiveness.

As with any other marketing investment, C-level executives expect a measurable, high-value ROI in

the form of new revenue and profits. It is no longer good enough to offer applications or mobile

games, and to justify the investment in the form of fans. So why invest in mobile marketing?

Invest in mobile

While consumers are busier than ever, they also are more heavily engaged. They are on their mobile

devices day and night. And one thing is clear – when they are researching a specific product or

service from these devices, they are ready to buy. Consumers research a brand on mobile because

they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an

immediate home service request, signing up for a new credit card before a big vacation or even

shopping for a car.

Through mobile devices, consumers can quickly assess the information they need to make a

decision, making them even more determined to buy right now. If you can deliver the right mobile

experience at the right time — and in the context of a broadly integrated marketing campaign — you

win.

Connecting the dots

When the rubber hits the road, most brands find it difficult to connect the dots between mobile

engagement and sales.

The reality is that revenue through mobile marketing has very little to do with mobile marketing in its

own right, and everything to do with understanding your consumers and the purchase experiences

they desire.

Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success

depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile

impression through to Web sites and call centres — to create targeted, data-rich experiences that

drive high-value, high-margin purchases.

If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,

proven and successful. Without question, mobile can play a pivotal role in driving significant,

incremental revenue to your business this year. Success depends on tying its impact all the way

through to the ultimate outcome — sales.

4 Things Your Mobile Tells Marketers about the User/Consumer

Excerpts from: 4 Things Your Mobile Tells Marketers About You by Martin Hayward.

Martin is the Director of Marketing at Mirror Image Internet.

Unless you have been living under a rock, you know smartphones are penetrating the market at a

rapid pace. As with any category that experiences rapid growth, questions arise equally as fast

regarding market intelligence, and how it can help achieve tangible business results.

With this in mind, marketers have a new set of demographics to consider — device demographics.

Traditional targeting was once based on demographic profiles and assumptions built on previous

purchase behaviour. Device demographics have helped bring an end to this predictive targeting.

Instead, they deliver relevant ads to a user who has elected to belong to a specific group. In other

words, it’s essentially basing ads on what mobile device a user has and how they interact with content

on that device.

Customizing the content and experience for each mobile device type presents lucrative opportunities

for marketers and their brands. But it can create challenges as well. Below are four key benchmarks

that marketers should consider when optimizing device demographics to maximize ROI for their

campaigns.

1. Likeliness to Respond (Purchase Intent)

The devices we use tend to shape our behaviours, therefore adding an extra layer of insight into click-

through habits and preferences. Tablet owners, for example, are more receptive to ads viewed on

their device than smartphone owners. According to Nielsen Research, they are almost twice as likely

to click on an ad for more information about the business and use or request a coupon through the

ad. Since iPhone users are known to be disproportionately young and affluent, click-through rates for

mobile Apple users in this demographic are typically higher.

Technology today gives marketers access to a more complete consumer profile, enabling campaigns

to be more tailored to consumer preferences and relevant to their needs. With this level of insight,

marketers can reach those consumers who are not only most likely to respond, but most inclined to

complete the purchase funnel cycle, from click to buy.

2. Preferred Ad Type

Mobile media can take a lot of forms. For example, mobile video is becoming marketing’s hottest

medium, with roughly one-quarter of mobile device owners stating that they are more likely to view

ads if there is an interesting video, and 20% preferring interactive ads. In fact, 34.8% of women trust

display ads (banner or video) on mobile devices, while only 29% trust SMS ads. It is important to keep

these statistics in mind when developing campaigns and selecting the right delivery method.

Advertisers need to be most careful about how they are interrupting media viewing experiences and

take care to make sure the ads are effective and not disruptive.

3. Consumer Preferences for Ad Content

Preferred ad type is one thing, but can mobile device technology really tell marketers anything about

the content you prefer? Absolutely. By determining the types of social, gaming, and utility apps

consumers download and the content they view, marketers have a better understanding of users’€ ™

interest.

In addition, the actual location of the device can be detected in real-time so that the appropriate

location-aware ad or content can be served. An overwhelming 80% of mobile users prefer ads that

are locally relevant. In fact, three-quarters of those consumers have taken action in response to

a location-specific ad, according to a recent JiWire study.

This can be especially helpful for sports marketers. For example, if you live in Boston and are a

dedicated Red Sox fan, you’d be pretty mad if you started receiving ads for Yankees gear. Location-

based mobile technology can prevent this. In addition, ads can provide a financial incentive in the

form of a coupon or voucher for a business in close proximity to a user’s mobile device. This further

enhances the convenience and therefore attractiveness of the offer to the user.

4. What Ad Formats Are Best

New mobile devices are hitting the market at a rapid pace, each with a unique set of capabilities and

limitations. Delivering content to an iPhone, iPad, BlackBerry, and Android requires careful planning

upfront since consumers have come to expect content that appears and performs without latency or

delay. For example, a video ad delivered to a high-definition screen on an Apple or Android device will

not have the same impact if delivered to a BlackBerry device that may not support the same video

quality. Advertisers can now detect consumers’ devices and deliver the most relevant content,

ensuring it displays correctly, regardless of screen size.

There’s an old adage in the marketing business that is 50 per cent of my marketing dollars are

wasted, but I don’t know which 50 per cent’s. Mobile technology helps address that lack of insight into

ROI, enabling on-the-go insights so marketers are able to modify strategies in real-time as campaigns

are still rolling out.

Source: http://mashable.com/2012/05/14/mobile-marketing-demographics/

Top 10 trends to review…

1. Social Networks from Facebook to Twitter to Google+ and how they’re connecting to influencers

and businesses

2. Geo-location check-in services such as Foursquare and Facebook location updates to share

locations and earn rewards or opportunities for discounts

3. Crowd-sourced discounts and deals including Groupon and LivingSocial and what’s valued and

why

4. Social commerce services like Shopkick and Armadealo and how they create personalized

experiences that are worth sharing

5. Referral based solutions like Yelp, Service Magic, and Angie’s List to make informed decisions

and how shared experiences can improve your business, products, and services

6. Gamification platforms such as Badgeville and Fangager, and why rewarding engagement

improves commerce and loyalty

7. How your consumers are using mobile devices today and what apps they’re installing. Also, how

they’re comparing options, reviewing experiences and making decisions while mobile

8. The online presence your business produces across a variety of platforms such as tablets,

smartphones, laptops and desktops. You must realize how consumers are experiencing the online

presences you create and whether or not they deliver a holistic and optimized experience for each

platform.

9. The consumer click path based on the platform consumers are using. Are you steering

experiences based on the expectations of your customers? And are you taking into consideration

the device or network where the click path begins and ends? Are you integrating Facebook F-

commerce and m-commerce into the journey?

10. The expectations of connected consumers, what they value in each channel and platform, where

they engage and how your business can improve experiences and make them worthy of sharing.

No company is too big to fail or too small to succeed. Simply knowing your customer is one thing. The

connected customer does not replace your traditional customer; they simply introduce new

opportunities to grow your business. How you’re marketing, selling, and servicing customers today

are in many ways missing these important customers and thus limiting your ability for engagement

and growth.

Understanding how connected customers make decisions informs more meaningful strategies and

ultimately effective and engaging programs, products, and services. Now more than ever, the future of

business isn’t created, it’s co-created.

Tuesday, 15th May 2012

Thanks for your time.

Kumar Gaurav

+91 95604 52199

Source:

Articles from TOI.

The Mobile Marketer.

Excerpts from The Mobile Video Research project by Frank N. Magid Assosiates &Tremor

Video

http://www.mediafire.com/?ii4lb10l5gsn3hh

http://mashable.com/2012/04/30/mobile-trends-brands-marketing/

http://tribalddb.com/news/blogs/nfc-more-than-digital-wallets/

Articles from eminent industry experts.