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1、Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9th April 2007,THE NEXT ITERATION,About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs.,Source: GSM World,“Worldwide over 350 billion text messages, are

2、exchanged across the worlds mobile networks every month”,Source: GSM World,Mobile reaches where other media cannot!,Feb 2007 Mobile Subscriber data 203mn,10 million GPRS users?!,“About 15 per cent of the mobile phone subscriber base in India (140 million users) is on the GPRS platform that enables s

3、uch applications.,Source: The Hindu,“Mobile is already a platform, but the consensus was that leveraging the power of the web, integrating web services into the mobile medium is the future of mobile.”,Mobile2.0 Conference,Unlearn!,Just-in-Case marketing downloading and forwarding animated stories, v

4、ideos, ringtones and screensavers to any mobile phone, anywhere in the world at any time. The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, , to any phone; their own, or a fellow mischief make

5、rs. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as forwarding content to

6、 another persons phone.,Adidas Real Madrid China Tour,Reinforce adidas position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous. Enabling viewers

7、 to “snack” on exclusive video footage on their mobile phones of the tour, including highly sought after, exclusive interviews of the 2 superstarsBeckham & Raul, the channel was also used to launch the star-studded “Impossible Field” TVC. Results The campaign surpassed any similar campaigns conducte

8、d on 3G by over 200% (source Hutchison), this was due in large part to the exclusive content & interviews filmed and produced specifically for the mobile channel.,Trends on why brand marketers have to beyond just messaging!,Trend #1,Mobile web applications are the future,Trend #2,We are creators not

9、 consumers (The power of user generated content),Trend # 3,I am not a number, I am a tag,Trend #4,Communities will the way to build engagement Generation C,“The population that is always in contact with friends and colleagues and trust them more than your branded messages “,Why is it important for us to work together?,By 2011, global advertising indus