A very nice presentation on Mobile 2.0 revolution, indeed applies to india too!

Future of Value Addes Services in India: This is a great presentation and indeed shows a fantabalous future for VAS in India.

Have more resources or presentatations you’ve bookmarked ? Pass on i’ll be happy to put them up here.

Post from: Mobile Web Analytics

A new study claims that 23 percent of all U.S. mobile subscribers say they have been exposed to advertising on their phones in the past 30 days. That translates to 58 million consumers who have recalled seeing ads on their mobile phones, according to Nielsen Mobile. Half of all data users who recall seeing mobile ads in the previous 30 days said they responded to a mobile ad in some way, the market researcher said.

“Mobile is yet another tool at marketers’ disposal to drive either their brand strategy or their direct response strategy,” said Jeff Herrman, Chicago-based vice president of mobile media at Nielsen Mobile.
The report found that the number of data users who recalled seeing mobile ads between the second and fourth quarters of 2007 grew 38 percent to 58 million subscribers, from 42 million.

Teen data users ages 13-17 were the most likely age segment to recall seeing mobile ads, Nielsen Mobile found. Forty-six percent of that age group recalled seeing some type of mobile ad versus 29 percent for all data users.

Asian Americans and African Americans, at 42 percent and 40 percent, respectively, are the ethnic groups most likely to recall mobile ads than all data users.

Nielsen Mobile found that 26 percent of those respondents who saw an ad responded at least once by sending an SMS text message, which is the most popular ad response.

Nine percent said they have used click-to-call to respond to a mobile ad, following a link on their phone to call a cited number. Interestingly, 32 percent of data users said they are open to mobile advertising if it lowered their overall bill. Thirteen of the respondents – 18 percent of males – said they are open to mobile ads if they improved the media and content currently available.

This point is key, since most consumers have reached saturation point with subscription services — for their mobile phone, cable connection, Internet access, magazines and so on, per Mr. Herrman.

“That’s how this market will really grow — driving information through the advertising model and not subscription,” he said. “The advertising business model … drives discovery.”

Equally important, 14 percent of the respondents said they are already open to mobile ads as long as they are relevant to their interests.

“It’s also important to make sure it’s relative and relevant to other media,” Mr. Herrman said. Twenty-three percent expect to see more mobile advertising in the future, an increase from 15 percent in the first quarter of last year.
The findings were reported in the biannual Mobile Advertising Report from Nielsen Mobile. The survey polled more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter.

Nielsen examined consumer recall, responses and attitudes toward banner ads on mobile Web pages, SMS text message ads, sponsored applications, video ads and other advertising that consumers see while using data applications on their phone. “Mobile is the Swiss Army knife of entertainment and communications,” Mr. Herrman said.

Post from: Mobile Web Analytics

India’s mobile operators committed to investments of about US$20 billion over a two year period to 2009 to bring over 80 per cent of the population under mobile coverage. The planned investment, announced in April 2007, was 50 percent higher that what had been invested in the 12 year period to 2006.

In anticipation of the huge potential in both mobile penetration and the coverage area of the networks, operators were planning a total capital expenditure of US$10 billion each of fiscal 2008 and 2009. It was generally agreed that significant growth opportunities existed in the rural areas, where penetration remained around 1 per cent while worthwhile growth prospects also remained in the urban areas where penetration was running at 40 percent at the time. Furthermore, it was expected that mobile revenues would be substantial enough to support the huge CAPEX committed to the sector.

The mobile market in India continued its strong growth through 2007 and looked to be carrying a 50 percent annual growth rate into 2008. While the market was initially totally a GSM domain, CDMA technology was introduced as a Wireless Local Loop (WLL) service, which after a long battle with the regulator was eventually accepted as a legal mobile service. The subscriber base has developed into a fairly stable mix of GSM subscribers, (74 percent market share at end-2007) and CDMA subscribers (24 percent). The regulator initially referred to these CDMA service as WLL (Mobile), or WLL (M).

India is also way ahead of US and UK in Mobile advertising Penetration

India is known for its success story pertaining to cellular subscriber growth. And now India is all set to be known for mobile advertising as well.

A new report by US-based mobile social community limbo and GFK Technology reveals that India is way ahead of US and UK markets in terms of penetration of mobile advertising. As per the report, 85 percent of mobile subscribers in India receive mobile advertising as compared to 51 percent in UK and 35 percent in US. 

In their latest Mobile Advertising Report, Limbo (mobile social communities in the US) and GFK Technology (market search agency) has revealed that India has led the way for mobile advertising.

Based on second quarter of the current year this Report indicates that 85 percent of mobile users in India are receiving mobile advertisements compared to 51 percent in UK and 35 percent in US.

According to report, 74 percent mobile users in India, 48 percent in the UK and 22 percent in the US received advertisement in text format which is the most common advertising format. Radio also plays an important role in this advertising medium. About 40 percent mobile users in India recalled receiving advertisements on their mobile phones through radio. In UK this percentage was 9 and in US only 3.

The report also shows that younger males typically view mobile Internet advertising the most. According to the report the brands that benefited through this advertising medium were mainly mobile carriers, handset manufacturers, media brands and digital entertainment companies.

“These findings indicate the degree to which the mobile phone is used as a marketing channel, says Colin Strong, head of Mobile Communications Research at GFK Technology.

Jonathon Linner, CEO of Limbo said, “With mobile phone usage growing, it’’s logical for more companies to seek mobile marketing as a tool to reach their segmented targets in this direct and highly interactive medium.” 

Source: Telecom Tiger & Telecom Magazine

Post from: Mobile Web Analytics