Richard Warren rwarren@firstpartner.

net
2010 UK Mobile Marketing Market Map Tim Ellis tellis@firstpartner.net
www.firstpartner.net +44 (0)870 874 8700 FirstPartner
Introduction - Information hungry - Aged 12 - 18 - Phone is for voice and text
Pressured - Smartphone/tablet user on business paid contract Budget - Prepay or budget bundle Thrifty - Feature phone
Mobile Marketing is the delivery of any type of marketing communications and Customer - Constant access to email, internet and utility apps - Text rather than voice - Cost concious
Professional - Media snacking during “down time” Teenager - Shares content rather than paying Communicator - Discovering the mobile internet
response through the mobile phone. Mobile supports brand and direct
response advertising, CRM and customer services communications through Segments
messaging, the mobile internet and a growing range of innovative media Skype Customers
- Life organised by mobile - Technically knowledgeable
options. Mobile - Fashion/smartphone Technology - Spend not an issue
- Regular Social Network, IM App and media user - Latest smartphone/tablet bought on features
Socialiser - Hi disposable income/brand conscious Trend Setter - Explores and experiments with features, media and apps
Key Enablers to Market Growth
Mobile is now established as a customer communications channel in the UK
Market.
The continuing growth in consumer adoption of smart phones and data plans is Delivery
underpinning a significant rise in mobile media consumption,significantly Mobile Connected
increasing the growth opportunities for mobile advertising and marketing.
Channel Tablet Media Device - Android Market - Blackberry App World - Nokia Ovi - Vodafone App Shop
Handset Internet (Mobile and Wi-Fi Access) App stores - Apple App Store - GetJar - Orange App Shop
FirstPartner Estimates that nearly 20M UK consumers are active mobile media
consumers. Orange's Exposure 2 study found that of those who use mobile
media, 81% do so more than once a week, and 47% use it on a daily basis. This
trend is also being driven by mobile access to social media sites and
consumption of mobile apps. Comscore reported 2.6BN Facebook mobile page
views for Dec 2009 with consumers spending 41 minutes per day accessing the
site by mobile vs. 32 minutes via a PC.
Media Operator - O2 - Orange/T-Mobile Operator - O2 Active - Planet 3 Independent - ITN - Sky Mobile Social - Facebook - Foursquare Mobile App - GCap Media (Xfm) - Shazam Mobile Content - Digital Chocolate - gameloft
Key recent market developments include: - Orange World - Vodafone live!/360 - MSN - Yahoo
r
- Flirtomatic - Rummble - MTV - Spotify - EA Mobile - Zed
Network - Three - Vodafone Portals Mobile Internet Site Network Publisher Publisher
- The establishment of transactional mobile sites and apps by major retailers Owners
including Marks and Spencers, Tesco and Waitrose
- Inclusion of mobile apps in an increasing number of branding campaigns from
companies including Adidas Nike and Barclaycard Mobile Marketing e Mobile Advertising
- The acquisitions of AdMob by Google and Quattro Wireless by Apple followed Mobile
by the launch of iAd. This will significantly strengthen sales profile and reach
amongst advertisers
1 Branding & Commerce 2 Sales Promotion 3 Mobile CRM 4 Messaging 5 Mobile Internet 6 In-App Advertising 7 Location & Proximity 8 Content Insertion
Marketing
- Increasing focus on Mobile by major digital agencies
Branded apps have become a must-have element Mobile coupons provide a cost effective and highly Mobile CRM has as been widely adopted in the Permission based messaging allows for highly Display advertising and search listings delivered Delivery of ads into mobile applicat
applications is offered Location based advertising adds consumer Advertising is dynamically served into mobile
- Steady growth in the adoption of blue tooth based proximity marketing Formats of many marketing campaigns offering measurable sales promotion tool that can also be service
vice sector, notably financial se
services, travel, and targeted advertising to be sent to opted in n pred
via Operator Portal and predominantly by most ad networks and provides a potential location to ad targeting criteria to optimise content such as games and video. Ads may be
- The launch of the GSMA Mobile Media Metrics in conjunction with all the entertaining brand engagement with a viral linked to location. ovide servic
public sector to provide service updates and mobile subscribers who have expressed independent publisher w websites. Social media revenue stream for ddevelopers of free aps. relevance. pre or post roll or integrated into the content.
major UK Opertors and comScore. This addresses a major barrier to mobile communications element. Mobile short codes and WAP links provide customer communications.
munications. It is aalso used to preferences. Following succesful deployments now generates a significant proportion of mobile Proximity advertising is highly localised Accounts for a tiny proportion of mobile display
As more consumers use their mobile to browse the consumers with a simple, direct repsonse
onse to promote products and services tto customers in emerging markets, both Orange and O2 have internet usage and will likely b
become a major alllowing essages
wing a consumer to receive ad messages spend, but could follow the growth in internet
internet based advertising by providing standardised and audited usage and
profiling data
- A refocusing on permission based targeted messaging with the launch of
Orange Shots and O2 More.

Mobile Marketing Outlook

While Mobile Advertising is maturing, mobile advertising revenues (excluding
messaging) were £37.6M in 2009 (Source IAB/PwC). This still represent only a
tiny fraction of £3.5BN on-line advertising revenues. FirstPartner forecasts that
web, the need for a mobile optimsed branded site
becomes critical.

Mobile Web Sites

Branded Apps

a particiapte in promotions.

Mobile Vouchers

Direct Repsonse Short Codes

within the brand's opted
pted in database
database.

Service Alerts

Targeted Promotion

Customer Service Apps & Sites

recently launched high profile services.

Push Messaging

Sponsored Content Alerts

Service Message Advertising

comp
component.
t
On Portal Banners
r
Off Portal Banners

Social Media
In App Display
either pushed through blue tooth or pulled
through an NFC or barcode
rcode scanning trigger.

Location Based

Augmented Reality

Bluetooth Proximity
video.

In Game Advertising

Pre-roll Video

Video Insertion

Channel Opportunities
the UK mobile advertising market will grow to €332M or £280 M by 2014. Search 2D barcodes
350,000

300,000
Country Forecast
80%

70%
- Barclaycard
- Marks & Spencer
- Nike
- VW
P py - Gap - Orange
- Odeon Cinemas Wednesdays
- Pizza Hut
- Barclays
- British Airways
- Ocado
- Tesco
- Audi
- Blockbuster
- Gap
- Interflora
- Mars
- Natwest
- Adidas
- Marks & Spencer
- Nissan
- Peugeot
- Chanel
- Lovestruck
- Nissan
- Unilever
- Burger King
- Dominos
- Lonely Planet
- Umbro
- Coca-Cola
- New Line Cinema
60%
250,000

Campaigns
200,000
50%

40% UK
Site & App Developers
t o Coupon Providers Aggregators Specialists Specialists
- Admarketplace (Search marketing)
Specialists
- AdMarvel (Opera)
Specialists
- Bluepod Media - Geocast - Hypertag
Specialists
- Greystripe

Growth
150,000
- Buongiorno! Digital - Mippin - i-movo - VoucherCloud - 2ergo - OpenMarket - Blyk
Growth

Euros (000s)
- Breezetech - Mobego - Scanbuy
100,000
30%

20%
- Golden Gecko
- Grapple Mobile
- joule
- NetBiscuits
- TigerSpike
- Wapple
s C - Mobiqa - Vouchacha - mblox
- mFusion
(Formerly MX Telecom)
- Sybase 365
- Barracuda Digital (SEO) - Medialets
- MarkcoMedia - Placecast
- YoSpace

Providers
- Netsize - WIN
50,000 10% Cross Format Ad Platform and Service Providers - Alcatel Lucent - Buongiorno - Ericsson - MADS - Out There Media - Velti
- Amobee - Comverse - Jinny Software - Mobixell - Sofialys
-
2010 2011 2012 2013 2014
0%

For more information or to purchase go to www.firstpartner.net

Note: Forecast exludes creative revenues, short code responses and CRM driven messaging. i r io n
- AdMob - Guardian Media Group - Three Media Sales - 4th Screen Advertising - Google/AdMob
Mobile - Apple - Mobile First - Bango - Google - Vodafone Media Solutions Demand
Interesting facts about Mobile ales &
Ad Sales - Bango - Netsize - Adfonic - InMobi
- DataXu
- UK spending on mobile internet advertising in 2009 grew by 32% over 2008
(source IAB/PwC)
- Mobile search was the fastest growing format – up 41% to £20.2 million.Mobile
very
Delivery
at Commerce
Enablers
- Boku
- Masabi
- mBlox
- Zong
- PayPal
- Upaid Systems
- Verrus Mobile Technologies
- OpenMarket (Formerly MX Telecom)
Measurement
& Metrics
- comScore/GSMA
- Distimo
- Flurry
- Smaato
- Nielson Mobile Media
Microsoft Advertising
Sales -- Yahoo
- O2
Houses - SkyMedia
Media
- Navteq Media solutions (Nokia)
Side
Platforms
- Ericsson Ad Market
- StrikeAd
Ad
Networks
- AdModa
- Amobee
- Apple iAd
- B! Mobile
- JumpTap
- Smaato
- Unanimis (Orange)
- yoc

display grew by 24% to £17.4 million (source IAB/PwC)

- Facebook is the most visited mobile site in the UK, receiving 5M unique visitors
in Dec 2009 (source GSMA Mobile Media Metrics/comScore)
- According to research undertaken by the IAB & DMA in September 2010, 30%
Ad Campaign - Ogilvy Advertising - Buongiorno! Digital - Mobile Interactive Group - AdsMobi - RingRing Media
of respondents had received a mobile advertising message in the last month, - Diffusion - Agency Republic - Fetch Media - Phonevalley - BLM Quantum - Target Media
Planning, PR - Hotwire Full Service - AKQA - que pasa Specialist Mobile Media Planners
12% have opted in to receive SMS and MMS messages from a Mobile Operator - Razorfish - Incentivated - Sponge - Isobar - WPP
- Infomob - BBH - M&C Saatchi Mobile - Starfish Mobile - Mediacom - Yodel Digital
and 15% have agreed to contact via SMS/MMS from a company or brand. Creative and Agencies - Peppermobi Agencies - Digital Marketing Group Agencies - Marvellous Mobile - we love mobile
& Buyers - Mindshare Media - Zenith Optimedia
- In September 2010 O2 announced that it had achieved 1M subscribers opted - Mindshare - Somo
in to O2 More. Management
F Evalu
- In its 3Q2010 earnings statement Google reported mobile revenues reaching
an annualised run rate of $1bn. It also reported Mobile search queries have
risen by a factor of 5 in the last two years.
Automotive Financial Services Consumer Brands Media Travel Retail
- The UK was the 4th highest source of ad requests on the AdMob network . Audi Jaguar Nissan Smart Barclaycard Santander Natwest Adidas CocaCola Nike Unilever Paramount Pictures The Economist BAA Air France KLM Lufthansa Argos House of Ikea
Fiat Mercedes-Benz Peugeot VW Nationwide Cadbury Lynx Samsung Wilkinson Electronic Arts Universal Pictures British Airways Virgin Atlantic Comet Fraser Marks & Spencer
Prepared by
Brands & Advertisers

FirstPartner
call us on find us at - Fierce Mobile Content - Moco News
+44 (0) 870 874 8700 www.firstpartner.net - GSM Association - Mobile Data Association - Mobile Marketing Association
- FirstPartner - Juniper Research - Gomo News - Mobile Marketer
Market Insight Blogs Regulators/Associations/Events - DMA Mobile Marketing Council - Mobile Entertianment Forum - IAB
- Informa - Screen Digest - MobiAd News - Mobile Marketing Magazine - Advertising Standards Authority - PhonepayPlus
Disclaimer - Mobile Entertainment
The map includes information compiled from various reputable sources and other
methods like structured interviews and surveys, conference material and Factors
information available in the public domain. As data and information sources are
outside our control, FirstPartner makes no representation as to its accuracy or
to Reach Targeting Creative Opportunities Cost Results ROI
completeness. All responsibility for any interpretation or actions based on this map
lies solely with the reader. Copyright 2010
Consider Mobile advetising campaigns boast repsonse rates that The Return on Investment for mobile compares favourably
Almost universal penetration means that mobile Mobile ad serving technology supports Limited screen size is not a barrier to creativity. Mobile inventory is widely sold on a CPM basis
are regularly higher than any other media. The channel with other media:
offers the highest potential reach of any marketing demographic, behavioural, contextual and location Succesful campaigns take account of the mobile however CPC and CPA are also offered. UK mobile
Need Extra Copies? can also deliver efffective viral campaigns - as - Preference delivers a superior conversion rate
medium. Practically this is limited by media usage based targeting. Permission based adds user context of the consumer, phone features such as the display CPMs are now highly competitive when
t: +44 (0) 870 874 8700 - The ability to accurately measure delivery and response
and Opt-in. FirstPartner estimates nearly 20M UK preference. GSMA Mobile Media Metrics provides camera and increasingly user location. Mobile can be comapred to mainland Europe but highly targeted demonstrated by a number of succesful branded apps -
f: +44 (0) 870 874 9888 rates
mobile users now use the mobile internet and audited cross operator profiling data to further highly effective when used as an integrated channel inventory commands a premium over other other and achieves higher recall rates than other media.
e: hello@firstpartner.net firstpartner.net - Convenient integration of consumer response and sales
media. O2 claims 1M subscribers opted into its O2 support media planning. within a cross media campaign. media formats. Effective measurement is however essential to optimise
campaigns. promotion tools
More permission based push ad service. Most brands that experiment with mobile continue to use it.