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Achieving sustainable growth in
your current market/industry
Unleashing the power of mobile advertising
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The mobile marketplace
provides a compelling opportunity Mobile is a vehicle to reach consumers anytime, anywhere
Mobile provides a means to:
Extend and enhance our customers¶ market reach Increasing their brand presence
Providing an avenue to market their products
In all markets, the consumer experience is key
Content must be refreshed regularly
Easy-to-use, navigation facilitates content purchase Advances in technology enable richer content
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Where is the content value?
This is
where
we wantto be
placed
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� 4B SMS messages are sent from 13.8M handsets(289 per user)
� 7M people each send on average 44 messages
every month.� Almost all had heard of MMS, with 50%
expressing interest in using it in the future.
� 50% will upgrade their handset within the nexttwo years.
�32% Ghana mobile users have internet enabledhandsets. However most are not MMS enabled.
� 97% had never used photo messaging, (Worldavg. 95%)
Limited Stats on the Market
Kaf,
You need to
get ghana details
for this page
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Mobile Internet Usage
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Who makes money now?
$3.00$1.20
$0.30
$0.33
$0.10Content Owner
Content Licensing
Body
Result: $1.89
($1.90 less SMS cost (.5c)
Result: $0.47
$1.20 less SMS cost (10c),
content (30c) and licence (33c)
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Embrace new technologies
as a means for content innovation�Graphics
�Logos
�Wallpapers
�Screensavers
�Ring tones
�Monotone
�Polyphonic
�Character Voice
�Messaging
�SMS
�MMS
�Games
�SMS
�Java/BREW
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Leverage the power of our
brands to create compelling content
Advertising for News Media via Mobile Content
Offer attractive packages to encourage media advertisement
Provide Broad range of brands advertising Entertainment Provision
Offering entertainment advertising
«.
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Personalization of Content
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Value Proposition - Owners Brand names add value and credibility
Brand names allow for joint promotional
opportunities Brands and exclusivity ± a thorny issue
License costs for branded content higher
(from 10c for unbranded to $10,000 for
branded) Branded entertainment (games, images,
music) much higher ± royalties up to
80% of revenue
Consumer comfort/interest high
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The Consumer Experience Spontaneous (one-off) ± premium rate SMS,
premium rate SMS pull
Ideally uses some form of payment linked directly to the contentsupplied
Planned (limited duration) ± web or emailsubscription, SMS May use per-pay for content (pay from credidt, Credit Card) or
prSMS linked to content
On-going Subscription (open ended) ± web, email Provision to cancel suggests that payment linked to content supply
preferable. Block purchase difficult to monitor and refund
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Value Adding You stand outside a house with a For Sale sign on it. Interested?
You send an SMS with the address of the house to a premiumrate number
(Fuzzy logic used to handle spelling and second question tohandle variations)
You get back a) the date the house was last sold
b) the price it sold for
c) whether there has been a DA since then
Subsequently, once the houses sells, you are sent the auctionresults automatically
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Advantages of Mobile Content Instantaneous
Spontaneous
Data device for text, images etc
NOT a TV screen in your pocket!
Ubiquitous
Valuable Personal
Upon request
Unlimited
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Mobile content ± works now
and can work even better
Kafui A