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Reportlinker Adds Mobile Marketing – 2009 Edition

November 23, 2009

NEW YORK, Nov. 23 /PRNewswire/ — Reportlinker.com announces that a new market research report is available in its catalogue.

Mobile Marketing – 2009 Edition

http://www.reportlinker.com/p0165052/Mobile-Marketing—2009-Edition.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=prnewswire

`Mobile is typically the glue that can bind together virtually any campaign element.’ This comment from Mobile Interactive Group’s (MIG’s) Head of Mobile Marketing, Tim Dunn, made in response to a question posed by the author, typifies how the industry sees mobile marketing.

Although mobile marketing has not yet come of age, the first confident steps are being taken and are beginning to be noticed. The Internet Advertising Bureau (IAB) has extended its data collection to include mobile marketing and, with the consultancy firm PricewaterhouseCoopers (PwC), has published the most dependable estimate of market size to date. For the first time, mobile marketing, the potential of which has been much talked of for years, has reached the bottom rung of the advertising expenditure ladder, with expenditure in 2008 having reached a sufficient level to allow meaningful comparison with other marketing sectors.

Moreover, mobile marketing can be seen to be bucking the trend. While expenditure in almost every other medium is declining, mobile marketing expenditure is growing, albeit from a comparatively small base.

There are several key drivers of growth, not least of which is the fact that the underlying technology is catching up with the need; but more than that, the technology is opening up possibilities that had not even been thought of until relatively recently. As advertisers wake up to the possibilities presented on the Internet by the social networking phenomenon, they are excited by its move to mobile, making this ever-present, ever-on technology even more desirable. Furthermore, with mobile devices becoming like mini-computers, with their own operating systems — as evidenced by the emergence of the iPhone and similar ‘smartphones’ — there are thousands of downloadable applications available to users and thousands of branding opportunities. Virtual pints of beer and virtual lighters have already been exploited by brands.

Just as mainstream media is dependent on the platform owners (television companies, magazine publishers and so on), so mobile marketing is dependent on network operators and handset manufacturers to provide the delivery channel. The difficulties for marketers lie in the diverse standards used; i.e. there is no uniformity and campaigns have to be tailored according to the limitations of the delivery channel. The industry is working hard to redress this, with industry representatives encouraging co-operation and solutions developers providing products that enable cross-platform adserving (i.e. the delivery of advertising to Web pages).

The mobile phone is ubiquitous — penetration of the UK population exceeds 100% — which should make it almost irresistible to advertisers. However, industry regulations are also in force here and unsolicited text messages are covered by the same rulings as unsolicited e-mails. Customers must agree to receive advertising and they are unlikely to do so unless they receive something in exchange.

In addition, advertisers understand that the way in which mobile phones are used by the different age groups and social grades is not the same, and penetration of mobile broadband is still relatively low. It is highest among the younger age groups and the AB social grades but still accounts for a small percentage of the total market. The relatively high costs of producing a multi-platform mobile video campaign, for example, might not generate the desired return on investment (ROI) when it can only be delivered to a relatively small audience, which can be reached more quickly and at a lower cost using other marketing channels.

Nevertheless, when used as part of a multimedia campaign, mobile marketing has a lot to offer, especially as a direct-response mechanism, and it is here where most growth is likely to lie. Even so, it remains very much the newcomer and, despite some very successful mobile campaigns, many advertisers are still unaware of just what it can offer them.

However, the kind of consolidation offered by the potential merger in the UK between Orange and T-Mobile would provide a rosy future for advertisers as, with fewer operators with which to negotiate, running mobile campaigns would become more straightforward.

This Market Assessment report examines the main aspects of the industry, from network operators and mobile manufacturers to adserving platforms and the marketing agencies that originate the campaigns.

Executive Summary

1. Introduction

Report Focus

Definitions

Mobile Marketing

Networks

Connectivity

Smartphones

Operating Systems

2. Strategic Overview

Market Dynamics And Segmentation

Market Size

By Volume

Mobile Phones And Services

Table.1: Ownership Of Mobile Phones In Great Britain

Table.2: Monthly Mobile Broadband Sales In Great Britain

Table.3: Take-up Of Mobile Broadband By Age, Social Grade

Table.4: UK Mobile Internet Users (million)

Table.5: Unit Sales Of Smartphones And Sales As A

Table.6: UK Volume Of Sms And Mms Messages Sent

Mobile Advertisements

Table.7: Number Of UK, US And Global Advertisements

Table.8: Smartphones’ Share Of UK Advertising Traffic

Table.9: Share Of UK Advertising Requests

By Value

Mobile Advertising

Table.10: UK Mobile Advertising Expenditure By Type

Figure.1: UK Mobile Advertising Expenditure By Type

Table.11: All Advertising Expenditure By Type

Industry Issues

Distribution

Table.12: UK Digital Communications Service Availability

Competitive Structure

Network Operators

Mobile-phone Manufacturers

Adserving Networks/aggregators

Specialist Mobile Advertising Agencies/mobile Planners/buyers

Social Networking For Mobile

Table.13: The Top Ten UK Mobile Social Network Sites

Mobile Sector Awards

14th Gsma Global Mobile Awards

Mobile News Awards March

Visiongain Mobile Advertising And Marketing Awards

2008 Global Mobile Marketing Awards (emea Region Winners)

The Consumer

Mobile Internet Usage

Table.14: Top Activities Among Iphone Users, All

Table.15: The Top Ten Mobile Sites Compared With

Mobile Consumers’ Behaviour In The Recession

Table.16: UK Consumer Priorities With Regard

Mobile Applications

Table.17: Distribution Of Admob Iphone Applications

Market Forecasts

Market Size

Future Technology

3. Mobile Manufacturers And Networks

Background

Mobile Internet Domain Names

Market Size

Mobile Phones

Table:1 Mobile-phone Shipments By Vendor By Volume

Smartphones

Table.2: Worldwide Smartphone Sales To End Users

Table.3: Worldwide Smartphone Sales To End Users

Sector Profile

Marketplace Consolidation

Table.4: Us Merger And Acquisition Activity In The Media,

Network Advertising

Marketing Activity

Table.5: Main Media Advertising Expenditure On Computer Handheld Units (pounds Sterling 000), Years Ending June And

Competitive Structure

Manufacturers

Network Operators

Market Share

Table.6: UK Mobile Network Operators By Number Of

4. Mobile Advertising Service Providers

Background

Regulation

Sector Profile

Advertising Models

Table.1: Advantages And Disadvantages To Mobile Service

Trade Organisations

Association For Interactive Media & Entertainment

Groupe Speciale Mobile Association

Internet Advertising Bureau

Mobile Data Association

Mobile Marketing Association

Marketing Activity

Press

Trade Shows

Competitive Structure

Adserving Networks

Aggregators

5. Mobile Marketing Agencies

Background

Market Size

Table.1: The Top Ten Interactive Marketing Agencies

Table.2: UK Mobile Advertising Expenditure By Type

Case Studies

Bookstart

Doritos

Honda Insight

Adobe Max Conference

National Express East Coast Trains

Industry Issues

Competitive Structure

6. An International Perspective

Mobile Phone Penetration

Table.1: The Top Ten Global Territories By Mobile Phone

Table.2: The Lowest Global Territories By Mobile Phone

Market Growth

Mobile World Congress

Awards

7. Pest Analysis

Political Factors

Economic Factors

Social Factors

Technological Factors

8. Industry Dynamics

Introduction

Industry Insight

Has The Recession Slowed Down Advances In Mobile Marketing?

In Addition To The Advent Of Smartphones, What Do You See

What Are The Main Constraints Of Mobile For Advertisers?

For Which Industry Sectors Is Interactive Mobile Marketing

Which Industry Sectors Are Already Utilising Mobile Marketing Effectively? Which Are Falling Behind?

How Do You Think B2b Advertisers Can Best Benefit

Are There Any New Ways In Which Sms Marketing Can Be

How Well Can Mobile Marketing Be Integrated Within General Marketing Campaigns? Is There A Particularly Strong Combination (e.g. Outdoor And Mobile, Internet And Mobile, Etc.)?

What Do You Think Will Be The Three Main Developments For Mobile Advertisers In The Next Or Years?

Finally, What Is The Best Advice You Would Give To An Advertiser Thinking About Creating A Mobile Advertising Campaign?

9. Company Profiles

Introduction

2ergo Group Plc

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Table.1: Financial Results Forergo Group Plc

Future Company Developments

Hutchisong Uk Ltd

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Table.2: Financial Results For Hutchisong Uk Ltd

Future Company Developments

Incentivated Ltd

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Future Company Developments

Mobile Interactive Group Ltd

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Table.3: Financial Results For Mobile Interactive Group Ltd

Future Company Developments

Nokia Uk Ltd

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Table.4: Financial Results For Nokia Uk Ltd

Future Company Developments

Symbian Foundation Ltd

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Profitability

Table.5: Financial Results For Symbian Ltd (pounds Sterling 000),

Future Company Developments

Velti Plc

Corporate Strategy

Company Strengths And Weaknesses

New Product Development

Brand Development

Innovations

Appointments

Profitability

Table.6: Financial Results For Velti Plc (pounds Sterling 000),

Future Company Developments

10. The Future

Penetration Of The Marketing Budget

Digital Marketing Share

Table.1: Forecast Trends In Digital Marketing’s Share Of The Marketing Budget (% Of Respondents),/2009-2010/

Mobile Marketing Share

Table.2: Forecast Trends In Mobile Marketing’s Share

Table.3: Forecast Trends In Mobile Marketing Tactics

Market Size Forecasts

Table.4: Forecast UK Mobile Advertising Expenditure

Figure.1: Forecast UK Mobile Advertising Expenditure

11. Further Sources

Associations

Publications

General Sources

Government Sources

Other Sources

Key Note Sources

To order this report:

Mobile Marketing – 2009 Edition

http://www.reportlinker.com/p0165052/Mobile-Marketing—2009-Edition.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=prnewswire

More market research reports here!


Nicolas Bombourg
Reportlinker
Email: nbo@reportlinker.com
US: (805)652-2626
Intl: +1 805-652-2626

SOURCE Reportlinker


Source: newswire



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