Mobile Advertising Revenue Potential of Mobile Search
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1 Mobile Advertising Revenue Potential of Mobile Search Warsaw, 19 Oct 2007 Dr. Martin Widmer namics ag / Publigroupe Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zurich Agenda» namics & Person» The Drivers of Mobile Internet» Mobile Advertising Trends» Dimensions of Mobile Search» Other Local Advertising 2 namics Seite 1
2 namics & Person 3 namics Key Data» Leading Swiss internet agency with strong presence in the German market» Focus» Facts and figures founded 1995 as a spin-off of the University of St. Gallen 200 employees, revenue 2006 CHF 26.3 mio. Locations: Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zurich 90% PubliGroupe SA, 10% company management (13 Partners) 4 namics Seite 2
3 An Overview of our Swiss Customers 5 An Overview of our German Customers 6 namics Seite 3
4 Partnerships: Certified Staff and Solutions - Microsoft Certified Partner - IBM Business Partner - DAY Premier Partner - Opentext Affinity Partner - Interwoven Ultrateam Partner - RedDot Solution Partner - Infopark Partner - Scholl Weblication Partner - Hybris Advanced Partner - melin Full Service Partner - Google Enterprise Professional Partner - TYPO3 Partner - Eurospider Partner - Watchfire Technology Partner - WebSideStory Alliance Partner - aspectra Hosting Partner - contentxxl Solution Partner - FileNet ValueNet Partner - Uni St. Gallen, Partner 7 My Person» Senior Consultant & Deputy Business Unit Manager» 10 Years experience with media in the Internet» 8 Years experience in the field of mobile services» 4 Years at sunrise (TDC Switzerland) in product development and strategy in the mobile division» 7 Years ago building up Jippii Switzerland (Mobile Entertainment, WLAN, Fix voice) 8 namics Seite 4
5 The Drivers of Mobile Internet 9 Rogers: Adaption of Innovations (3G Devices). Early majority Late majority Innovators 2.5% Early Adopters Laggards 13.5% 34% 34% 16% Adoption time of innovations 10 namics Seite 5
6 Open Darwin (Nokia S60 3rd Edition Browser)» HTML 4.01, XHTML 1.0, CSS 1, 2, 3 (partially), DOM 1, 2, SVG-Tiny» Netscape style plug-ins such as FlashLite and audio 11 What Drives the Disruption?» Not the question: What service will the users use!» More: What are the users using today! OR» Mobile phones: mio.» UMTS users: 100 mio.» Vodafone live: 33 mio.» Internet users: mio.» Google: up to 90 % market share» Skype: 200 mio. users (registered) 12 namics Seite 6
7 75% of the Mobile Phones have Internet Capabilities [Online Publishers Assocation/tns, 03/07] 13 EU: What Content is Attracting Mobile Internet Users? Location critical information is highly demanded: Weather, Sports, Events, News! [Online Publishers Assocation/tns, 03/07] 14 namics Seite 7
8 Mobile Advertising Trends 15 The Market is Moving 16 namics Seite 8
9 Interesting Segments & Services AdMob.com Sales (08 > 09) 8 billion ads served 40% growth in our top markets» Driver: Mobile Internet penetration» Content: News has overtaken Entertainment» Segments: Not only Jamba segment, but years [M:Metrics / AdMob.com, 09/07] 17 Local Acceptability of Mobile Advertising France, Italy & Spain: High acceptability of advertising funded content! [Online Publishers Assocation/tns, 03/07] 18 namics Seite 9
10 Tiggering Media of Mobile Content PC/Internet & TV as major trigger! [Online Publishers Assocation/tns, 03/07] 19 Display Example: Mobile Ad (Banner pull Example) Landing page SMS altert Entering Portal Test drive Inter. campaign Mobile content SMS altert 20 namics Seite 10
11 Dimensions of Mobile Search 21 Mobile Search goes LBS? Google Search Nokia Search Local.ch Search» Output: Partly with map material» Input: Search based, very little GPS functionality 22 namics Seite 11
12 Local Effect of Mobile Search» Mobile Device is used in a location critical context (town, street)» Mobile Search is not yet local (country level only) Mobile Search Desktop Search 23 On Portal Search (how local?) O2 Active Mobile Portal Mobile Search is Public Google Search for Biergarten >> Little On-Portal search = Limited local effect (Google as the benchmark) 24 namics Seite 12
13 Google AdSense Experiencs» Business model Cost-per-Click CPC Max. CPM: US$0.01 to US$100.00» Technology wml (WAP 1.x) xhtml (WAP 2.0) chtml (imode usw.)» AdWords experiences e/m-commerce site CTR for brands: 40% CTR for products: 4% 25 Yahoo Go! Mobile Web 2.0» Market potential: Telefonica deal: Potential of users J2ME Downloads: namics Seite 13
14 Mobile SEO (e.g. Google) Conversion Mobile search Keyword input namics 2nd: Japanese examples Google XHTML Sitemap 27 local.google.com vs. Qype» Search Burger & Berlin local.google.com Qype 28 namics Seite 14
15 Other Local Advertising 29 GPS Devices» Devices with integrated GPS receiver» GPS is own Outdoor» As navi device replacement» Currently in high-end smart phones» Very expensive mass market (50%) of GPS phones: in 2-3 years! 30 namics Seite 15
16 gps.ask.com» Mobile search supports GPS GPS-in prepared 31 Smart2go (Nokia)» Pre-condition: GPS Receiver (external or internal)» Free usage, download of POI s, POI-Sharing, Guides 32 namics Seite 16
17 An Other Way of Mobile Advertising» Zattoo is over proportional used on Laptop on the road (WLAN)» Zattoo knows IP Adress (location) Name Preferences (similar the key words) 33 maps.fon.com: Hotspot Finder 34 namics Seite 17
18 More Mobile Advertising: DVB-H & Visual Radio Interactive Radio Real Mobile TV: DVB-H Display + Radio: DAB / DMB (AAC+) DVB-H (AAC+) Visual Radio (FM, XHTML) Stations (e.g.): Virgin Radio (UK) Maxima (Spain) 35 Thank you for your attention! martin.widmer@namics.com Bern, Frankfurt, Hamburg, Munich, St. Gallen, Zug, Zurich 36 namics Seite 18
19 Contact Dr. Martin Widmer GSM: Skype: milli_0815 XING: namics Seite 19
IIR - Mobile Content and Services Identifying and overcoming the technical and business challenges for deploying mobile Internet
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