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2011 May - MMA global, Singapore: Mobile Advertising & Opportunities

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Rogier van den Heuvel
Rogier van den Heuvel

1) eBuddy is a mobile instant messaging provider with 19 million unique mobile users and 15 million unique web users monthly. It processes 17 billion messages per month. 2) eBuddy uses social media like Facebook, Twitter, YouTube and app stores to engage its large user base and has over 2 million Facebook fans and 120 million mobile app downloads. 3) A study by eBuddy found that mobile users tend to socialize and communicate more via mobile compared to non-users, and chat about topics like television, films and personal relationships. 4) eBuddy is looking to mobile advertising as a key revenue source, as it serves over 2.5 billion ads per month on mobile across over 200 countries.

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Rogier van den Heuvel Chief Commercial Officer rvandenheuvel@ebuddy.com
MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore Mobile advertising and the opportunity to engage consumers with Social Media on mobile
MMA Forum Singapore eBuddy is the world’s largest independent IM provider Mobile Marketing Association MMA Forum Singapore
March 2011 • All mobile devices and web • On 40+ operator’s portal • Mobile Platform support: - J2ME - iPhone - Android - WAP  19M Unique Mobile users per month  15M Unique Web users per month  17B Messages processed per month  > 120M Mobile APP Downloads  > 2M Facebook Fans  230M unique user accounts ever MMA Forum Singapore FACTS Mobile Marketing Association MMA Forum Singapore
 19M unique users monthly  27 sessions per user per month  57 min. average session time  17 messages per session  9.1B messages processed per month eBuddy is used intensively on mobile phones Mobile Marketing Association MMA Forum Singapore
Blogs YouTube LinkedIn App Stores How does eBuddy use Social Media ? Jobvite Facebook Twitter Mobile Marketing Association MMA Forum Singapore
App stores How are they Social? Mobile Marketing Association
eBuddy is downloaded >120M times Getjar Nokia OVI (J2ME) Android market Mobile Marketing Association MMA Forum Singapore
Second most popular app ever on GetJar
85M downloads on GetJar; second most popular app ever 3.5M downloads in the Android Market; most popular aggregated IM app in all 77 countries 10M downloads in the iTunes store; most popular aggregated IM application 10M downloads in the OVI store; most downloaded IM app Mobile Marketing Association MMA Forum Singapore
The Importance of brands on Facebook - Brand Awareness - Loyalty - Event Activation - Product Promotion - Entertainment Mobile Marketing Association MMA Forum Singapore
9,000 new fans every day! Mobile Marketing Association MMA Forum Singapore
Objective Deeper understanding of the audience Sample profile: Comparison between eBuddy users & non-users eBuddy profile study, by Metrixlab Mobile Marketing Association MMA Forum Singapore
Mobile Marketing Association MMA Forum Singapore Morning Afternoon Evening 50 57 85 Mobile usage increases in the evening
Talking about TV & Films Catching up Flirting 53% 59% 38% 91% 31% 71% 55% What does youth chat about on mobile? Mobile Marketing Association MMA Forum Singapore
Mobile youth are very social and are likely to spend most time on Facebook Hoursperweek Facebook My Space YouTube 0 1 2 3 4 5 6 7 8 9 10 9 2 0.58 2.41 5.51 Mobile Marketing Association MMA Forum Singapore
What do we use Social Media sites for? Chatting Watch videos post updates rate postings 0% 20% 40% 60% 80% 100% Mobile Marketing Association MMA Forum Singapore
Mobile eBuddy users have a much greater number of buddies than eBuddy web 1 in 4 mobile users have over 300 buddies Mobile Marketing Association MMA Forum Singapore 301-450 (11%) 101-300 (22%) 101-200 (16%) 1-100 (37%) 450+ (14%)
Where is eBuddy being used? Home School/University Other 0% 20% 40% 60% 80% 100% 91% 27% 37% 47% 4% Mobile users use eBuddy in a wide range of locations Mobile users use eBuddy significantly at home Mobile Marketing Association MMA Forum Singapore
Mobile users are more likely to socialize Cinema show/gig Play sports 1.3 2.1 1.2 1.9 3.8 Timesperweek Mobile Marketing Association MMA Forum Singapore Daily involved in a social or physical activity
Sending an SMS is more than 100x more expensive than a Ping message How to generate long-term and sustainable revenues? Mobile Marketing Association MMA Forum Singapore
22Source: Chetan Sharma Consulting (June 2010) eBuddy partners with premium advertising networks Mobile advertising is taking over a large share of eBuddys’ revenue Mobile Marketing Association MMA Forum Singapore
83% 17% 66% 34% 56% 44% 2009 2010 2011 eBuddy’s mobile revenue is continuously growing Mobile Marketing Association MMA Forum Singapore
Reach your audience by targeting Mobile Marketing Association MMA Forum Singapore
Emerging markets will be the source of growth Mobile Marketing Association MMA Forum Singapore
9/16/13 9/16/13 The ad revenues in the emerging markets are higher than you might expect Average mobile eCPM for eBuddy Mobile Marketing Association MMA Forum Singapore
eBuddy serves 2,5b ads on mobile per month Ads are served in 200+ countries worldwide Mobile Advertising is happening… Mobile Marketing Association MMA Forum Singapore
Mobile Marketing Association “Changing consumer behaviour, initially among younger smartphone users but increasingly among Dutch smartphone subscribers, cause revenue difficulties.” “Customers are quick to exploit free forms of communication, for example updating their status on Facebook or pinging with instant messaging services like Blackberry messaging and WhatsApp.” “This shift will be seen across the entire telecom sector: SMS revenues of KPN fell dramatically in the Netherlands. New integrated bundles will be introduced in the coming months.” MMA Forum Singapore Future trends
Changing industry trends Mobile Marketing Association MMA Forum Singapore • High smartphone and data penetration - 42% of postpaid customers have smartphone - 51% postpaid customers have a data product • Smartphones and new ‘apps’ change customer behavior - New apps on smartphones driving SMS and voice to data substitution - Early adaptors show high smartphone penetration, strong data usage growth and substantially less SMS usage • Changing customer behavior negatively impacting SMS and voice revenues
30 2011: Smartphones messengers are hugely popular Mobile Marketing Association MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore
Mobile internet will soon be larger than desktop internet Source: Morgan Stanley Get eBuddy now!  www.ebuddy.com  Get.ebuddy.com (J2ME)  Ovi Store (J2ME)  m.ebuddy.com (Lite)  App Store (iPhone)  Android Market (Android) Mobile Marketing Association MMA Forum Singapore

More Related Content

2011 May - MMA global, Singapore: Mobile Advertising & Opportunities

  • 1. Rogier van den Heuvel Chief Commercial Officer rvandenheuvel@ebuddy.com
  • 2. MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore Mobile advertising and the opportunity to engage consumers with Social Media on mobile
  • 3. MMA Forum Singapore eBuddy is the world’s largest independent IM provider Mobile Marketing Association MMA Forum Singapore
  • 4. March 2011 • All mobile devices and web • On 40+ operator’s portal • Mobile Platform support: - J2ME - iPhone - Android - WAP  19M Unique Mobile users per month  15M Unique Web users per month  17B Messages processed per month  > 120M Mobile APP Downloads  > 2M Facebook Fans  230M unique user accounts ever MMA Forum Singapore FACTS Mobile Marketing Association MMA Forum Singapore
  • 5.  19M unique users monthly  27 sessions per user per month  57 min. average session time  17 messages per session  9.1B messages processed per month eBuddy is used intensively on mobile phones Mobile Marketing Association MMA Forum Singapore
  • 6. Blogs YouTube LinkedIn App Stores How does eBuddy use Social Media ? Jobvite Facebook Twitter Mobile Marketing Association MMA Forum Singapore
  • 7. App stores How are they Social? Mobile Marketing Association
  • 8. eBuddy is downloaded >120M times Getjar Nokia OVI (J2ME) Android market Mobile Marketing Association MMA Forum Singapore
  • 9. Second most popular app ever on GetJar
  • 10. 85M downloads on GetJar; second most popular app ever 3.5M downloads in the Android Market; most popular aggregated IM app in all 77 countries 10M downloads in the iTunes store; most popular aggregated IM application 10M downloads in the OVI store; most downloaded IM app Mobile Marketing Association MMA Forum Singapore
  • 11. The Importance of brands on Facebook - Brand Awareness - Loyalty - Event Activation - Product Promotion - Entertainment Mobile Marketing Association MMA Forum Singapore
  • 12. 9,000 new fans every day! Mobile Marketing Association MMA Forum Singapore
  • 13. Objective Deeper understanding of the audience Sample profile: Comparison between eBuddy users & non-users eBuddy profile study, by Metrixlab Mobile Marketing Association MMA Forum Singapore
  • 14. Mobile Marketing Association MMA Forum Singapore Morning Afternoon Evening 50 57 85 Mobile usage increases in the evening
  • 15. Talking about TV & Films Catching up Flirting 53% 59% 38% 91% 31% 71% 55% What does youth chat about on mobile? Mobile Marketing Association MMA Forum Singapore
  • 16. Mobile youth are very social and are likely to spend most time on Facebook Hoursperweek Facebook My Space YouTube 0 1 2 3 4 5 6 7 8 9 10 9 2 0.58 2.41 5.51 Mobile Marketing Association MMA Forum Singapore
  • 17. What do we use Social Media sites for? Chatting Watch videos post updates rate postings 0% 20% 40% 60% 80% 100% Mobile Marketing Association MMA Forum Singapore
  • 18. Mobile eBuddy users have a much greater number of buddies than eBuddy web 1 in 4 mobile users have over 300 buddies Mobile Marketing Association MMA Forum Singapore 301-450 (11%) 101-300 (22%) 101-200 (16%) 1-100 (37%) 450+ (14%)
  • 19. Where is eBuddy being used? Home School/University Other 0% 20% 40% 60% 80% 100% 91% 27% 37% 47% 4% Mobile users use eBuddy in a wide range of locations Mobile users use eBuddy significantly at home Mobile Marketing Association MMA Forum Singapore
  • 20. Mobile users are more likely to socialize Cinema show/gig Play sports 1.3 2.1 1.2 1.9 3.8 Timesperweek Mobile Marketing Association MMA Forum Singapore Daily involved in a social or physical activity
  • 21. Sending an SMS is more than 100x more expensive than a Ping message How to generate long-term and sustainable revenues? Mobile Marketing Association MMA Forum Singapore
  • 22. 22Source: Chetan Sharma Consulting (June 2010) eBuddy partners with premium advertising networks Mobile advertising is taking over a large share of eBuddys’ revenue Mobile Marketing Association MMA Forum Singapore
  • 23. 83% 17% 66% 34% 56% 44% 2009 2010 2011 eBuddy’s mobile revenue is continuously growing Mobile Marketing Association MMA Forum Singapore
  • 24. Reach your audience by targeting Mobile Marketing Association MMA Forum Singapore
  • 25. Emerging markets will be the source of growth Mobile Marketing Association MMA Forum Singapore
  • 26. 9/16/13 9/16/13 The ad revenues in the emerging markets are higher than you might expect Average mobile eCPM for eBuddy Mobile Marketing Association MMA Forum Singapore
  • 27. eBuddy serves 2,5b ads on mobile per month Ads are served in 200+ countries worldwide Mobile Advertising is happening… Mobile Marketing Association MMA Forum Singapore
  • 28. Mobile Marketing Association “Changing consumer behaviour, initially among younger smartphone users but increasingly among Dutch smartphone subscribers, cause revenue difficulties.” “Customers are quick to exploit free forms of communication, for example updating their status on Facebook or pinging with instant messaging services like Blackberry messaging and WhatsApp.” “This shift will be seen across the entire telecom sector: SMS revenues of KPN fell dramatically in the Netherlands. New integrated bundles will be introduced in the coming months.” MMA Forum Singapore Future trends
  • 29. Changing industry trends Mobile Marketing Association MMA Forum Singapore • High smartphone and data penetration - 42% of postpaid customers have smartphone - 51% postpaid customers have a data product • Smartphones and new ‘apps’ change customer behavior - New apps on smartphones driving SMS and voice to data substitution - Early adaptors show high smartphone penetration, strong data usage growth and substantially less SMS usage • Changing customer behavior negatively impacting SMS and voice revenues
  • 30. 30 2011: Smartphones messengers are hugely popular Mobile Marketing Association MMA Forum SingaporeMobile Marketing Association MMA Forum Singapore
  • 31. Mobile internet will soon be larger than desktop internet Source: Morgan Stanley Get eBuddy now!  www.ebuddy.com  Get.ebuddy.com (J2ME)  Ovi Store (J2ME)  m.ebuddy.com (Lite)  App Store (iPhone)  Android Market (Android) Mobile Marketing Association MMA Forum Singapore

Editor's Notes

  1.  
  2. Storyline: Introduction of eBuddy
  3. Story line: - We’re present in all big appstores - GetJar is the main source of downloads, 81M downloads. OVI 10M, Appstore 9M - eBuddy is the most popular aggregated IM app in all 77 countries in the Android market - eBuddy is the highest ranked independent IM app in 42 out of 69 countries
  4. Story line: On Getjar we have 81M downloads (March 2011), 2nd place after facebook iPhone Appstore: Number 37 in Social Networking
  5. Story line:
  6. Research eBuddy user profile, February 2011 ( England) Mobile used more frequent than web. eBuddy users use eBuddy more during the evening. eBuddy usage weekdays is almost the same as weekends.
  7. Mobile eBuddy users are most social. Facebook (9hr vs. 7hrs non-eBuddy) and YouTube (almost 6hr vs. 3hr non-eBuddy users) are most frequently visited.
  8. Storyline: So, how can we generate long-term and sustainable revenues from all these users? In this presentation we will share our view on the most important technologies which will bring revenues and our experiences.
  9. Storyline: Mobile targeting possibilities: age, gender, handset, operator, time, location
  10. Storyline: The next billion internet users will come from the emerging markets People in the emerging markets will skip the fixed internet and jump directly into mobile
  11. Storyline: The emerging markets can be very lucerative as well. We see decent advertising rates in Asia. We see very good eCPM’s from Indonesia, which are as a high as most western counrties
  12. Story line: All together: 2,3b impressions (september 2010) J2ME: 547,151,000 Lite: 1,414,973,000 iPhone: 267,103,000
  13. Blok blamed changing consumer behaviour, initially among younger smartphone users but increasingly now among most Dutch smartphone subscribers, for KPN's revenue difficulties. Customers are quick to exploit free forms of communication, for example updating their status on Facebook or Twitter or pinging friends with instant messages on internet-connected phones including RIM's ( RIM.TO ) Blackberry messaging or the WhatsApp communicator popular on Apple's APPL.O iPhone. That shift, which Blok says will eventually be seen across the entire telecom sector, meant KPN now makes less money from mobile voice calls and text messages, or SMS, for which customers pay extra charges. Blok told reporters on Thursday that SMS revenues fell dramatically in the Netherlands in the first quarter, and that KPN plans to introduce new integrated bundles in the coming months to try to offset those revenue losses in the longer term.
  14. We have seen nothing yet when it comes to messaging On smartphones the messaging experience can be improved a lot over sms Messsges to groups Multimedia messaging Perception is free (no charge per message) Penetration of smartphones is increasing quickly so more people have it The new communication wave has just started: very popular services like: BBM, whatsapp, pingchat, Viber Tango etc There was no name yet for this kind of messaging so we named it XMS, the successor of SMS Currently testing our product in NL on iphone and andoid. Adding BB next month and more platform soon after. We are going to leverage our position in IM to build a big XMS network much like Microsoft did with MSN ;-)
  15. Storyline: Apart from mobile being huge, the mobile internet will be huge as well Mobile internet will be bigger than the normal web in about 2014