Mobile - The Next Mass Media
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Kshitiz Randhir Shori, Head - Sales (India), Vserv.mobi’s presentation during ad:tech 2012 on ‘Mobile being the next Mass Media’. It outlines Mobile medium’s superior ability to engage with the audience, its massive reach and the potential to bring mammoth opportunities for everyone involved in the ecosystem.
Transcript of Mobile - The Next Mass Media
Reach of Mass Media in India
TelevisionCable & DTHPressRadioCinema
539MILLION
448MILLION
349MILLION
158MILLION
76MILLION
Television
539MILLION
Mobile
873MILLION
Mobile Vs. Television
SURFS THE
INTERNET
All This
in a
phone
costing
less than
Rs.2,000!
All Phones are SMART!
MUSIC ON
LOUDSPEAKERS
PLAYS
VIDEOS
PLAY GAMES
RUN
APPS
SOCIAL MEDIA
ACCESS
CAPABILITY
Most powerful Mass Media ever!
Radio
TV
Internet
Mobile
VIDEO
MUSIC
TEXT/IMAGE
BROADCAST
+INTERACTIVE
Mobile is
Always On!Unlike TVs , Radios &
PCs
Prime Time
All The Time!
100% Accurate
Audience Measurement!
Measure & Analyze at
an Individual User Level
Mobile is the
MOST PERSONAL
Computer ever!Stores Personal and Financial Data
Primary Communication Device
Always on, always along
Stores Personal Photos and Video
Mobile is Always CarriedReach your user anywhere!
people sleep with their phones
nearby, and are afraid they’ll miss
something if they switch them off!66%Source: Reuters
Engage the Audience like never before!
73%Mobile owners have snapped a
picture in the last 30 days.
29%Believe the mobile will be their
primary entertainment device
14%Upload pictures to social networks
from their mobile phones.
Source: The 2011 Mobile Consumer Report | Experian Simmons
REACH
Mobile
Internet
10BN+
Mainframe
1MN+
Microcomputer
10MN+
PC
100MN+
Desktop
Internet
1BN+
Mobile InternetWill be10X
Source: ITU, Mark Lipacis, Morgan Stanley Research
Desktop Internet
Wireless Tele-
Density in India
at 75.4%
Scale to Address Urban & Rural Markets
URBAN: 163.1%
Rural: 36.4%
Source: TRAI, Sep 2011
873 MILLIONMobile subscriber base
374 MILLIONInternet enabled handsets
112 MILLIONMobile Internet users
Source: TRAI | Vodafone | Industry Estimates
Growth Potential for Mobile Internet
CONTENTAPPS | GAMESMOBILE SITESMUSIC/ RADIOMOBILE TV
DEVICESADVANCED FEATURE PHONESMASS MARKET SMARTPHONESLOW COST TABLETS
TECHNOLOGYAFFORDABLE GPRS3G ROLL OUT
WIMAX
Future of Mobile Internet in India
MEDIUM WILL
CONTINUE TO
GROW
AUDIENCE
First Internet Experience on Mobile
Never used the
Internet on a PCActually find ads useful
and a form of discovery
Who Uses Mobile Internet?
84%
95%
Are between
18-34 year old
Are Male
Source: On Device Research, Opera Software
Mobile Internet Users in India
Sec A & B form 70% of
Mobile Internet users in
India.
The Top 8 Metros & Small
Metro contribute 76% of
the Total Active Mobile
User Base.
Source: IMRB Research
USAGE
PATTERNS
Average Time Spent on Mobile Activities
MISC.Maps
Games
Social Networks
Utilities
TELEPHONYPhone
Skype
Messages
47%40 MINS
32%27 MINS
WEB AND WEB APPS
12%10 MINS
EMAIL APP
9%7 MINS
60% of time spent on NEW activity
Source: AppFire 1/11
66%
60%
58%
55%
55%
54%
50%
30%
25%
21%
21%
What do they do?
DOWNLOAD MUSIC
DOWNLOAD VIDEOS
SEARCH
DOWNLOAD GAMES
SOCIAL MEDIA / EMAIL
OTHER APPS
WALLPAPERS
SPORTS NEWS
ENTERTAINMENT NEWS
NEWS
MAPS
Source: On Device Research, Opera Software
Every Physical and Digital interaction
will be “APPified”
Rich user
experience
Operate in
offline mode
Improve Phone
functionalityUse
device
features
Works with
slow data
connection
The App Advantage!
2009
2010
2011
2012
2013
FREE APPS will DOMINATE
FREE
PAID
Source: Morgan Keegan, Technology Group Research
Key Categories Targeting Mobile Users
APPAREL
Auto
FMCG
IT & Web
Media
Mobile OEM
Mobile Service
Travel
Parting Thoughts: Importance of Mobile
RISE OF MOBILE Internet• Mass Reach
• Exponential growth in usage
• Opportunities becoming real
THREE RULES OF MOBILE• Go beyond online customers
• No just smart phones
• Think mobile behavior
