The Story Of Mobile Through MMAF APAC 2010

The Mobile Marketing Association Forum Asia Pacific 2010 (MMAF APAC 2010) took place last week in Singapore, after two days of intense debate, discussion and sharing of case studies. One thing is for certain, mobile has grown a lot and many are optimistic about growing its potential even further. Here is a short story of mobile through the eyes of MMAF APAC 2010.

[Constructed from selected slides from slide presentations from MMAF APAC 2010 on SlideShare.]

Update 1: Rice Communications just informed me that they have taken down all the slide presentations due to an embargo that means that paid members will get access to slides first, but will be putting them up back online. As such, links below will be broken for now.

We know that mobile is huge, take China for example:

Mobile and Mobile Media Usage Trends Around the World, and the Key Implications for Mobile Marketers & Advertisers – Harun Hanis, Nielsen, Slide 9

People are spending a lot of time on mobile, which of course includes lots of time being “social”:

Mobile Analytics – Henry Stevens, GSM Association, Slide 10

But overall, most of the time spent is on Facebook:

Mobile Analytics – Henry Stevens, GSM Association, Slide 9

And gaming too, taking US as an example:

Mobile and Mobile Media Usage Trends Around the World, and the Key Implications for Mobile Marketers & Advertisers – Harun Hanis, Nielsen, Slide 6

But overall, there is a growing gap between the growth of mobile data volume and revenues:

Case Study Presentation – Behavioral Targeting & Segmentation – Stephen Kerwick, Neuralytic Systems, Slide 5

One problem is the lack of value to the consumer, which results in a vicious cycle:

Mobile Advertising 2.0 – Freddy Friedman, Mobixell Networks, Slide 10

So, brands and advertisers should be aware of the 3Ps in mobile:

One-to-One and One to a Billion – Rajesh Jain, EmergicSlide 14

Where permission is key:

Deliver the Best Engagement Rates with Interactive SMS Campaigns – Anne Meilhac, Gemalto, Slide 11

And one way to get better returns of investment is to continuously engage your consumer, but only to a certain limit:

Engaging Via Social Media on the Handset – Implications and Strategies – John Kerr, Edelman PR, Slide 6

What can already by done via mobile today:

Mobile Commerce – What Makes it Viable – Husain Tarik, Sybase 365, Slide 4

With buying tickets in Austria as an example:

Mobile Commerce – What Makes it Viable – Husain Tarik, Sybase 365, Slide 10

If done right, mobile can greatly increase your success rate when dealing with consumers:

Deliver the Best Engagement Rates with Interactive SMS Campaigns – Anne Meilhac, Gemalto, Slide 9

An interesting thing between iPhone and Android users, is basically, almost nothing:

Mobile and Mobile Media Usage Trends Around the World, and the Key Implications for Mobile Marketers & Advertisers – Harun Hanis, Nielsen, Slide 8

In sum, mobile can be a great tool if done right, and can be surprising at times:

Driving Mobile Mainstream – Innovations from Across the Ecosystem in Europe – Paul Berney, MMA Europe, Slide 21

Of course, this is just a skeletal story, taken from across all available slide presentations online. Ultimately, each country has its own story of mobile and understanding your target customer is always important to make any campaign effective.

Update 1: Rice Communications just informed me that they have taken down all the slide presentations due to an embargo that means that paid members will get access to slides first, but will be putting them up back online. As such, links below will be broken for now.

Comments