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

  2. 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!

  3. add a Punch to your communication strategy Where do we stand today ? • 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%

  4. add a Punch to your communication strategy Let us visualise a new scenario ! • 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%

  5. add a Punch to your communication strategy What will it take to achieve a 100x growth in mobile advertising ? • 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 • 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

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