Add a Punch to your Communication Strategy ! Mobile Ad Conference 16 th January 2009

add a Punch to your communication strategy Mobile as a Media has everything going for it... REACH – over 300 million in India RESPONSE RATE – over 10% (much better than other media) TARGETABILITY – best direct marketing media to deliver ads instantly MEASURABILITY – each Ad served and response received can be tracked Yet, mobile advertising in India attracts but a fraction of the advertiser’s interest — and an even tinier sliver of his ad budget!

Current Mob Ad market size : INR 30 cr Total Ad market size : INR 20,000 cr Share of Mob Ad to total Advtg business : 0.15% Total Telecom market size : INR 100,000 cr Share of Mob Ad to total telecom business : 0.03% Where do we stand today ? add a Punch to your communication strategy

Mobile Ad market size : INR 3000 cr Total Ad market size : INR 20,000 cr Share of Mob Ad to total Advtg business : 15% Total Telecom market size : INR 100,000 cr Share of Mob Ad to total telecom business : 3% Let us visualise a new scenario ! add a Punch to your communication strategy

Telecom operators as Publishers will have to take active interest in creating “mobile media”– that is highly targeted, permission based, non-intrusive, multi-modal and interactive Ad networks & technology companies will have to integrate their platforms with the operator’s network to convert their captive telecom traffic into marketable mobile media What will it take to achieve a 100x growth in mobile advertising ? add a Punch to your communication strategy Media agencies will have to position & package the Mob Ad units, create the right measurement & pricing models and ignite the interest of Advertisers Brands as Advertisers will have to allocate budgets for Mob Advtg – so that there is a business model for the Mob Ad value chain

Are we Ready Mobile Ad Conference 2009 Atanu Mandal ACL Wireless for it ?