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TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile Marketing Association Launches MMA Mexico

The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announces the launch of MMA Mexico.  The newest of the 20 local MMA Councils that have been launched worldwide, MMA Mexico was created in response to the growing recognition of the importance of mobile within the marketing mix, and the need for industry support and guidance to create success in Mexico.

28.3 % of mobile ad spend will be from location-based ads says Berg Insight

A new report from market watchers, Berg Insight, entitled ‘Location-Based Advertising and Marketing’ (see here) estimates that location-based advertising (LBA) will account for 28.3 per cent of mobile ad spend in 2016. That corresponds to a compound annual growth rate of 90.9 per cent, so the real-time LBA market should be worth €4.9 billion in 2016. The company reckons that in 2011 the total global value of the real-time mobile LBA market was €192 million, representing 5.0 per cent of the total mobile ad spend. Asia-Pacific is estimated to be the largest LBA market in 2016, followed by Europe and North America.

IAB Study: Cell Phone Users Welcome Mobile Advertising

According to a new study released by the Interactive Advertising Bureau, mobile advertising is an important driver of smartphone shopping activity and the majority of respondents (70%) found mobile ads as a welcome personal invitation from brands, rather than an invasion.Additionally, when asked why they performed a particular mobile commerce activity, 22% credited mobile advertising for spurring them on — it was the second highest driver of activity. Half (51%) of respondents said they want the mobile ads they click on to let them browse the brand’s broader product offerings.

Mobile data traffic takes off, outpacing revenue opportunities

As smartphone penetration continues to grow, average mobile users will consume more than eight times as much social media and 14 times more megabytes of applications by 2016, according to a new report from Informa Telecoms & Media. The report’s findings have significant implications for both wireless carriers and marketers and underscore the difficulties both face in monetizing mobile. Over the next five years, Informa forecasts that mobile data traffic will grow from 3.89 trillion megabytes in 2011 to 39.75 trillion megabytes in 2016 – a tenfold increase – while mobile data revenues will nearly double from $325.8 billion to $627.5 billion during the same period.

Samsung captures top slot in global mobile market: Gartner

Samsung’s mobile phone sales have reached 86.6 million units, a 25.9 percent increase from last year, as it took back the world’s number one smartphone position from Apple, selling 38 million units worldwide, research firm Gartner announced today. The Korean major dethroned Nokia, which could sell only 83.2 million units in the first quarter, a 22.7 percent drop.

What role does mobile play in the growth and future of search marketing?

In a series of features, we’ll be looking at the search industry’s responses to the questions we posed, to determine the challenges and trends facing search marketing in 2012. Today we are looking at the role of mobile within search. With 67% of e-commerce in India happening on mobile devices, what role does mobile play in the growth and future of search in the UK?

Retailers reap more profit from mobile shoppers

Mobile shoppers make a purchase 59% more often than desktop PC shoppers and over a two-year cycle will bring in 32% more profit, according to a new study by Custora Inc., a web and mobile analytics firm that specializes in retail. Custora examined data from five of its clients with annual sales ranging from $50 million to $150 million. Clients included retailers in housewares, daily deals and digital goods. Data on a total of 8.2 million customers were examined, the firm reports.

Marketers need to integrate towards mobile

The recent proliferation of smartphones is such that now over half of the UK population owns one of the devices. As a result it is important that companies start to target those individuals by making their B2B email marketing content compatible with mobile. Return Path’s recent survey entitled Email in Motion: Mobile is Leading the Email Revolution found that during the 12-month period from March 2011, the number of messages seen on phones rose 82.4 per cent.

Mobile Devices are the Convenience Stores of the Web

Adobe conducted a study last year that found customers visiting a website from a tablet are more likely to make a purchase than those visiting from a desktop. They also spend more per purchase, as much as 21% more. This trend has not gone unnoticed by retailers and other companies looking for ways to expand their market reach. Improving mobile presence, including location-based services, personalization and tracking capabilities will be the core focus of most online retailers over the next 18 months. Despite this commitment, most companies struggle with effectively engaging a mobile audience.

Mobile ads most successful for financial brands

Mobile ad spending in the finance sector grew by 314% worldwide from 2010 to 2011, according to a new report from mobile advertising platform Millennial Media and comScore. Banks and credit cards, along with electronic payments and insurance services, became the top global brand advertising vertical on the Millennial Media platform in the fourth quarter of 2011, moving ahead of the retail, entertainment, telecommunications and the auto industry.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile Advertising Will Hit $6.6 Billion By 2017

We are forecasting that mobile advertising will be a $6.6 billion market in 2017, a six-year CAGR of 30.4 percent. As we have continually argued, we are in a post-PC era and mobile advertising would seem to be a natural extension of the enormous growth in smartphone use over the past few years. However, as we discuss in our forecast, there are several limiting features of the market. In particular, we believe local ads, the real blockbuster opportunity of the market, are caught in a huge chicken-or-egg market problem, which we don’t think will be solved in the near to medium term.

Why travel advertisers need to think mobile

Earlier this year eMarketer noted more than 12 million travel-minded consumers used a mobile device to book a trip (2011); mobile consumers booking trips via mobile are expected to triple over the next four years, making the mobile channel an important one for travel brands. New research shows how travel-minded consumers are now engaging with mobile content.

3 pieces of advice for including mobile in integrated marketing plans

The word pioneer is overused, but it is accurate to describe those who were the earliest into mobile marketing. Many of their efforts worked and others fell flat. I interviewed more than three dozen of these mavericks for my book, “Mobilized Marketing: Driving Sales, Engagement, and Loyalty Through Mobile Devices.” Their experiences – good and bad – provide lessons that potentially could move your business.

Mobile Marketing, mCommerce To Continue Driving Small Business Growth

Can embracing the mobile platform and its various resources help you grow your business? More than eight out of ten small businesses currently with a mobile presence have already seen increases in new business activity that is directly attributable to the mobile push. Of the 500 small business owners who responded to the survey in question, 14% have a stand-alone mobile website, of which 84% indicated that “they have seen an increase in new business activity due to their mobile marketing efforts.”

Brand Building and the Impact of Social Media

When asked about brand building strategies, marketers in a recent Forrester survey said that search and social media were neck-and-neck. Search won by a nose thanks to business to business marketers who rated social media lower than business to consumer marketers. But overall, it’s clear that social media is having a big impact. Digging a little deeper we see that online video is hot with the B2B crowd (who knew) while mobile is the weapon of choice for B2C.

Mobile is the glue that holds channels together: Mcommerce Summit panelist

NEW YORK – The explosion of mobile over the past few years has enabled brands to tap into the medium as a supplement to their other experiences, building a bridge between them using mobile marketing, according to a panelist at Mobile Commerce Daily’s Mcommerce Summit. Whether consumers are using mobile to find stores, buy or are coerced onto other channels, the medium is certainly helping to drive transactions not only through mobile commerce but in different media. However, mobile is becoming a driver for consumers to buy through other channels, not through the device.

Internet and Mobile Video Audiences Each Grew by 5M During ‘11

TV remains the most popular medium for watching video content, but the number of Americans watching video on the internet and their mobile phones has grown considerably, finds Nielsen [download page] in a May 2012 report. In fact while the number of Americans watching TV dipped by about 4 million from Q1 to Q4 2011 (to 284.4 million), the online video audience grew by 3.5% from 142.4 million to 147.4 million, and the mobile video audience increased 17.5% from 28.5 million to 33.5 million.

Mobile Is the Gateway to Small-Business Owners, SMBs

In March 2012, marketing agency Cargo and Inc. Magazine found the majority (52%) of US small-business owners felt companies did not market to them effectively. Along similar lines, 45% said companies made little effort to understand their business and 43% said B2B marketers did not understand their individual needs as small-business owners.

Confident Samsung targets 60% of India’s smartphone market

New Delhi: Buoyed by a series of successful product launches, Samsung Electronics has said it hopes to increase its share in the 18-19 million unit Indian smartphone market to 60 per cent in the current year. “Our smartphone market share in India was 45 percent at the end of the first quarter of this year. We are looking at capturing 60 percent of the market this year” Country Head, Samsung Mobile and IT, Ranjit Yadav told reporters.

More Than 1 in 3 Mobile Consumers Recently Used a Mobile Wallet

37% of mobile users surveyed in Q1 2012 reported having used a mobile wallet in the previous 90 days, while a further 8% expressed interest in doing so, according to [download page] a JiWire report released in May 2012. This is a significant rise from 11% who reported having used a mobile payment system in Q4 2011. Among Q1 survey respondents who had used a mobile wallet, the leading solution was PayPal (46%), followed by Amazon (29%), and Google Wallet (18%). The remaining 7% used other options.

By end of 2012 more email will be read on mobile than desktop

The need to optimize email for mobile users is even more important than ever given that, according to new research by Return Path, more people will be viewing email on their mobile devices than on webmail or desktop by the end of 2012.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Bridging the gap with mobile

Mobile is the platform for next generation of advertising. The statistics show the potential, and the industry big wigs agree that this is where the brands should be. Now the big question is not why, but how the brands can get on the mobile platform and make this the part of their brand marketing ecosystem. This was the key point of discussion at the recently concluded Mobile Marketing Association Forum held in Singapore. The market figures show that across the region mobile is the first point of contact for brands with the consumers because this is one device that is always on, and is the prime source of communication for all the consumers. During his presentation at MMAF, Ashutosh Srivastav, CEO, Mindshare Asia said

Global mobile media sales top $100 billion in 2011

2011 was the first year that global consumer spending on media content, apps and services for mobile phones broke through the $100 billion barrier, according to the Global Mobile Media Forecast from Strategy Analytics. Consumers will increase spending on mobile media from $121.8 billion in 2011 to $138.2 billion in 2012, a 13.4% jump, predicts Strategy Analytics, a research and consulting firm. At the same…

Samsung Overtakes Nokia to Become the World’s Biggest Mobile Seller

After 14 years at the top, Nokia (IW 1000/61) has finally been overtaken by Samsung (IW 1000/12)as the world leader in mobile sales. We can’t say we didn’t see this coming. Over the last few months, Nokia has been hit with an avalanche of bad news. Even with its partnership with Microsoft Corp. (IW 500/16) to release the ambitious new Lumia 900 smartphone and the wildly aggressive marketing campaign that accompanied it, the company has found itself unable to capture its share of the market, posting a $1.2 billion loss last quarter.

Hispanics to Spend $500 Million on Mobile Apps in 2012

Hispanics are early adopters of both tablets and smartphones, and also more likely than whites to go online using mobile devices. All of that activity will add up to a sizeable pile of cash for device retailers and app stores in 2012. According to December 2011 research by advisory firm Zpryme, adult US Hispanics will spend $17.6 billion on mobile tech devices in 2012, a 30% increase over the previous year. It also estimates that Hispanics will spend $501.1 million on mobile apps by the end of the year.

Mobile Share of Paid Search Keeps Growing

Recent reports from IgnitionOne and Marin Software indicate that mobile is at the forefront of paid search growth, and the latest quarterly trend report from Performics appears to support mobile’s growth. Looking at its aggregate client base, Performics notes that mobile paid search spend accounted for 17.8% of all paid search spend in March 2012, up from 14.7% in December 2011, and more than triple the 5.1% share it held a year earlier. In fact, in dollar volume, the report notes that spend volume is close to 5 times higher on a year-over-year basis, as advertisers have jumped into the fray to catch this trend. Even so, mobile is not cannibalizing desktop, just growing at a faster pace.

Personalization is key to mobile commerce success

Personalization is not a new concept in marketing, but it is definitely going to be a key factor in the success of mobile commerce. However, marketers need to realize that getting consumers to buy a product or service is not as important as providing a tailored experience that gives them exactly what they want and need. Nowadays, consumers crave contextually relevant and targeted information. Additionally, consumers always have their mobile device with them, and instead of thinking about how to make their next sale, brands and retailers need to focus on personalizing their efforts to better reach their audience.

Unilever’s Dove promotes beauty products through multichannel digital effort

Unilever’s Dove is using mobile advertising to encourage consumers to get involved in a broader digital campaign that promotes healthy skin and the brand’s personal care products. The mobile ads are part of Dove’s “Show us Your Skin” campaign that advocates for real women to submit photos of themselves looking their best with clean, healthy skin. The ads are running within TV Guide’s iPhone application.

Mobile devices and local search: Reaching a tipping point

If you own or run a business that relies on local traffic, you need to pay attention.  The proliferation of connected mobile devices – specifically smartphones, tablets and others such as iPod touch – means your customers and potential customers that are on the go are always connected. No more need for a laptop or desktop to look up your product or service. Forget about the Yellow Pages. We are talking real-time, hyper-local search.

Emerson makes bigger push into mobile with new marketing campaign

Technology and engineering company Emerson’s latest update for its ongoing “It’s Never Been Done Before” marketing campaign includes a much bigger commitment to mobile as the company looks to reach C-level executives who are increasingly attached to their smartphones. The campaign highlights the company’s innovation and engineering expertise in projects around the world. The recent update includes a bigger in-app advertising buy, more mobile video content and a newly optimized mobile site that has been translated into nine languages.

Why are marketers forgetting to optimize their mobile campaigns?

Too many marketers are hopping on the mobile bandwagon without fully considering the consumer experience they are delivering after the call to action. Currently, many brands and marketers are running mobile campaigns that lead consumers to unoptimized landing pages, making them pinch-and-zoom to view the content. This shows that companies are clearly not testing their initiatives and simply just putting them out there.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Consumers in Asia eager to adopt location-based services: TNS mobile-marketing study

GLOBAL – For marketers looking to leverage mobile’s popularity, location-based services (LBS) are their best bet, according to TNS. The insights firm’s ‘Mobile Life Study’ found that more than 60 per cent of mobile-phone users worldwide who don’t yet use LBS said they want to. TNS’ annual Mobile Life study explored mobile use among 48,000 people in 58 countries. The study showed that the majority of people around the world recognize the value of sharing their location to benefit from a range of services. Globally, almost 30 per cent of the world’s 6 billion people are using smartphones, and in developed Asia-Pacific countries (which includes Japan, Korea, Australia, Singapore, Taiwan, Malaysia and New Zealand), this figure climbs to over 42 per cent.

MMAF Calls On Marketers To Be More Creative Amid Mobile Media Era

The Mobile Marketing Association Forum Singapore (MMAF) has called on marketers to be more creative as the mobile media takes on a new role in the larger media landscape. Mindshare Asia reminded the audience to look at the mobile media as a central touch point, not as a separate platform.

Are publishers toast on mobile?

Mobile has undoubtedly shifted the way that publishers view their revenue models, but with drops in advertising revenue and media companies not taking advantage of the channel, can publishers survive in the post-PC world?  Print publishers have grappled with how to approach mobile, whether it is with subscription models or advertising, for years. But when it comes down to it, do publishers have a chance in the mobile space or should they just cut their losses?

Marriott exec: 50pc of smartphone bookings happen within 24 hours of check-in

SAN DIEGO – A Marriott International executive at the Mobile Shopping Spring Summit said that the company is seeing a high number of smartphone bookings being made for same-day reservations. During the “So Many Options, So Little Budget — What’s The Best Way To Allocate Your Mobile Marketing Spend?” session, executives spoke about how companies can best incorporate mobile into an overall marketing budget. The session was moderated by Marci Troutman, CEO of SiteMinis, Atlanta.

Asia’s e-shopping boom

New data on Asian online shopper behaviour shows the gap is fast closing between emerging and mature markets.  But the biggest shock in the comprehensive survey of 7373 respondents from 14 Asian markets is in the online shopping intentions of people in Thailand and Vietnam.

Mobile adspend to rise

NEW YORK: Mobile advertising expenditure is set to almost double globally this year to reach more than $11bn, a forecast has predicted. Strategy Analytics, the research firm, stated that total media revenues for this medium would hit $149.8bn in 2011, a 17% expansion measured against the previous 12 months. Adspend levels are pegged to rise from $6.3bn to $11.6bn year on year, as brand owners increasingly turn their attention to this channel.

Digitally savvy mobile consumer is the king

At the end of the first day of the Mobile Marketing Association Forum Singapore 2012, the key message to take back is that to make mobile the most popular platform for brand building, the marketers need to understand the important role the tech savvy and always mobile consumer plays today. Interestingly the speakers, while emphasising the importance of mobile also spoke about how the best way to leverage the mobile platform is to look at a converged scenario of mediums and channels rather than as a technology silo.

Black Consumers Active, Engaged on Mobile

Penetration rates now comparable to other groups, but mobile activity remains higher than most. Black consumers became smartphone users early and in large numbers. But they no longer constitute an oversized portion of the smartphone population, as the penetration rate among white consumers has accelerated. Black consumers’ smartphone penetration rate this year will be slightly lower than that of whites and the US population in general, eMarketer estimates, and the gap is expected to widen in the next several years.

Can Publishers Survive in the Post-PC World?

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Mobile is a tiny market but it’s growing quickly, and with Smartphone proliferation that grows in popularity, advertisers in effect made a shift towards mobile to acquire revenue, said lead industry analyst and media specialist Agata Kaczanowska.

In a compiled data from journalism.org, it revealed that mobile made up advertising revenue from newspaper publishers. In fact, 0.9% of digital ad revenue last year was generated from mobile, a factor that shows newspaper’s primary reliance on the web as source of digital revenue.

The mobile ads constituted 0.1% of the total ad revenue in 2011, which although small, represents nearly 2000% year-to-year increase. Many publishers including the NY Times, Wall Street Journal, and The Financial Times have embraced into digital content with print subscriptions as a way to feed news-hungry consumers.

However, in a 2011 report of the Newspaper Association of America, it disclosed the fall of newspaper advertising revenue by 7.3%. Additionally, the recent digital advertising revenue report from NY Times told same story of publisher’s fall by 10.3% year-over-year.

So, what really was going on?

According to industry analyst, Ms. Kaczanowska, most publishers are still experimenting on subscription models and figuring out what works for them.

And as long as consumers are still overwhelmed to reading editorial content in print, it remains a challenge for publishers to find out where to place their bets.

Meanwhile, eMarketer principal analyst, Noah Elkin, said that as more people adopt the mobile devices in getting information over time, the balance may shift to where the balance of revenue switches to digital and mobile.

In terms of monetization, one of the challenges that many publishers are facing is finding a way to separate mobile as a concrete revenue stream compared to digital, but according to Publicis Modem’s media analyst, the success of brands depends upon the success of translating print content into digital and mobile platforms.

Some mobile experts, on other hand, said that content remains a king so publishers must nail down a strong content strategy; and the money will follow. Personalized content, such as location and browsing history into their digital publications, are also to be considered by publishers, plus the incentives among readers in using the product will benefit both publishers and advertisers.

With consumers digesting news on multiple screens, it is imperative that publishers recognize that content is more than just a one-platform experience, according to Yankee Group’s VP on consumer research.

TheTMSway Weekly Radar on Mobile Marketing and Business

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AdBoard refreshed and renewed in 2012, new board tests new bylaws

A FEW years shy of 40, the Advertising Board of the Philippines (AdBoard), one of the country’s biggest trade organizations, starts 2012 with a timely reinvention. The advertising landscape is changing fast. Marketing, media, communications and other similar professions are now inextricably in the business model. Staring AdBoard in the face was a decades-old, yawning gap between itself and the industry it was tasked to represent and whose rights it had sworn to uphold.

Consumers Increasingly Marry Mobile Devices With TV

Smartphones, tablets, and TV make good companions, according to various reports released in April 2012. Data from a GfK Knowledge Networks survey indicates that 52% of minutes spent with tablets, and the same percentage with smartphones, are shared with TV viewing. Per aForrester Research report, 85% of tablet owners use their tablets while watching TV. And survey findings from QuickPlay [download page] indicate that 91% of tablet owners have watched a TV program or full-length motive on their tablet, while 57% of mobile subscribers overall are interested in a multiscreen video service.

2012 March Madness Was Very Mobile: Study

To marketers, mobile is a channel for their promotions and branding messages. But no consumers ever pick up their smartphones and go looking for ads; they’re hunting for content, and the marketing trick is to wrap the message around that content. So it’s interesting that the latest report from Millennial Media focuses on how mobile fans used their devices to view the big event of last month, the NCAA basketball championships.

Mobile marketing in growth path

With digital becoming the ‘fashionable’ medium over the past couple of years, marketers are now looking at exploring the various avenues it presents. With the growing acceptance of new technologies, many new possibilites for marketing and ways to reach the TG have emerged. The mobile has gone from being the traditional third screen to the first screen for many, especially the youngsters.

Video, Social Boost US Mobile Content Consumption

One-third of US population will use social networking and video on mobile devices by 2016. With smartphone users expected to make up over half of US mobile users by next year, content consumption on mobile devices is also on the rise, including video viewing and social networking.

iPad Found Accounting for 89% of Mobile Shopping Revenue

The iPad accounts for nearly two-thirds of all mobile shopping sessions, and an impressive 89% of all mobile shopping revenue, says RichRelevance in April 2012 study results. With mobile’s share of total retail climbing to 4.6% in March 2012 (from 1.9% in April 2011), this means that the iPad now accounts for more than 4% of total retail revenue. Meanwhile, other iOS devices make up 4% of the mobile revenue share, with other mobiles holding the remaining 7%. The study found that all mobiles combined now account for 9% of total online shopping sessions.

Luxury retailers adapt to mobile age

A study conducted earlier this year by The Luxury Institute showed that 60% of high net worth individuals own smartphones, and of those, 67% used them to shop. 80% had downloaded an app.

Study: TV + Mobile = Results

Brands, if you’re looking for more bang from your video buck, look to mobile. That is the key takeaway from a new report out from Nielsen and AdColony. Through the study research found that combining television advertising with mobile helped to improve brand favorability and recall as well as purchase intent metrics.

Gartner: Worldwide PC Shipments Grow 1.9 Percent in Q1 2012

According to preliminary results by Gartner Inc., worldwide PC shipments totaled 89 million units in the first quarter of 2012, a 1.9% increase from the first quarter of 2011, when shipments reached 87.3 million units. These results exceed Gartner’s earlier projections of a 1.2% decline for the quarter. ”The results were mixed depending on the region, as we saw the EMEA region perform better than expected, while Asia/Pacific performed below expectations, in part because of slow growth in India and China,” said Mikako Kitagawa, principal analyst at Gartner. “While the PC industry has high expectations for strong growth in the emerging markets,…

Global mobile health market worth $8B by 2018

A recent report from Global Data pegged the global mHealth market as having a $500 million value in 2010 that will top $8 billion by 2018. The research firm argues that the rise of mobile health has been partially encouraged by the global financial crisis, which led to a focus on finding cost efficiencies in the system in addition to improved outcomes and quality of care.

Mobile marks a record on Internet Ad Revenue, Mobile Ads the future

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The 2011 report on Internet Ad Revenue marks the year of mobile with impressive growth, said the Interactive Advertising Bureau (IAB). The research revealed the mobile listed for the first time as a standalone category for good reason. Accordingly, the growth in mobile advertising was the fastest of all IAB’s category, up 149% to $1.6 billion in year 2011; and recently, it’s accounting to 5% of all internet ad revenue compared to email (1%), sponsorship and rich media (same at 4%), while search is the largest category at 46.5%.

The IAB stressed that due to the proliferation of tablets and Smartphones, the tremendous growth in mobile will continue as said screens become more crucial to marketing mix.

Meanwhile, the PwC US said that by combining some of the best features of the Internet, together with portability and location-based technology, mobile advertising allows marketers to deliver in timely, targeted, relevant, and local advertisements never been possible before. Hence, it is expected that strong growth continues coming with mobile advertising.

In a separate report by Jana, the mobile ads in some emerging markets are seen to be the future. The report has revealed an impressive penetration of mobile ads in four emerging markets, like China, India, Indonesia, and Brazil taking the leads to make up two-fifths of the global GDP; while China is viewed to shape a billion dollar mobile advertising market in the next four years.

According to the report, the world has 5.3 billion mobile subscribers, which means 77% of the world’s population uses phone. The majority of those users — 3.8 billion or 73% of the group — live in emerging economies. Yet mobile advertising dollars spent around the world do not begin to compete with traditional platforms or Internet ads.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Why mobile ads in emerging markets are the future

There are 5.3 billion mobile subscribers around the world, meaning 77% of the world’s population uses a phone. The majority of those users — 3.8 billion or 73% of the group — live in emerging economies. Yet mobile advertising dollars spent around the world do not begin to compete with traditional platforms or Internet ads. As the Internet spreads throughout the developing world, it’s arriving on phones before traditional computers. Some 70% of Internet users in Egypt, 59% in India, 57% in South Africa, 50% in Ghana and 44% in Indonesia get online via mobile phones alone. This Jana infographic poses a question for advertisers — how will relevant content be delivered via mobile device?

“Asia will be a US$7 billion mobile ad market”

There’s no denying the fact that mobile advertising will flourish in 2012 and the coming years, particularly in the APAC region. Asia is already the largest mobile ad region in terms of mobile advertising spend. In fact, industry analysts predict that Asia will be a US$7 billion mobile advertising market by 2015. Smartphone penetration in Asia is expected to surpass feature phones in 2012. With this trend, there will be more emphasis on efficient buying methods to fill available mobile advertising inventory. More and more people are using their mobile devices to access the web as smartphone proliferation reaches every corner of the world. Not only are people connected, but their attention is increasingly tied to their mobile screen.

Local To Account for Two-Thirds of Mobile Ad Spend in 2016

Locally targeted ads are forecast to account for 65% share of total US mobile ad revenues in 2016,according to details from an April 2012 BIA/Kelsey Group blog post. Specifically, local will account for $5 billion of the projected $7.7 billion in mobile ad revenues. This represents a dramatic increase from the estimated $0.8 billion in locally-targeted mobile ad revenues in 2011, which equaled 45% share of the $1.7 billion total. This year, mobile ad revenues are predicted to be $2.7 billion, about evenly split

ABI Research… ‘Mazing Mobile Revenues Predicted For Asia (Analysis | Reports)

That’s up from less than 23 percent in 2011. In India, mobile Internet will represent 19 percent of this year’s service revenue. While the figures demonstrate the robust demand for mobile data across the Asia-Pacific, they still pale in comparison to the region’s more advanced markets like Japan (40 percent) and Hong Kong (44 percent). ABI Research Senior analyst Aapo Markkanen explains, “It’s in carriers’ interests to become part of the Internet value chain from early on. Strategic choices, such as those seen in Indonesia, can give operators a more integral role in defining the customer experience in a time when the local digital landscape is still being shaped up.

Smartphones Continue to Gain Share as US Mobile Usage Plateaus

The number of US mobile phone users will increase at a compound annual rate of just 1.8% between 2010 and 2016, eMarketer estimates, moving from nearly 75% penetration to 79% by the end of the forecast period. The number of total mobile connections in the US, including subscriptions to mobile phones as well as nonvoice devices such as wireless modem cards, netbooks, mobile Wi-Fi hotspots, ereaders, tablets and telematics systems, jumped in 2011 by 11.6%.

Mobile Internet Will Account for 25% of Service Revenues in China and 19% in India, Says ABI Research

Mobile Internet will account for 25% of China’s mobile revenues in 2012, up from less than 23% in 2011. In India, mobile Internet will represent 19% of this year’s service revenue. While the figures demonstrate the robust demand for mobile data across the Asia-Pacific, they still pale in comparison to the region’s more advanced markets like Japan (40%) and Hong Kong (44%). Senior analyst Aapo Markkanen explains, “It’s in carriers’ interests to become part of the Internet value chain from early on. Strategic choices, such as those seen in Indonesia, can give operators a more integral role in defining the customer experience in a time when the local digital landscape is still being shaped up. Moreover, such moves also allow them to gain valuable mindshare among local content providers and app developers.”

Nielsen: Global Consumers’ Trust in “Earned” Advertising Grows in Importance

Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising–an increase of 18 percent since 2007, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. Online consumer reviews are the second most trusted form of advertising with 70 percent of global consumers surveyed online indicating they trust this platform, an increase of 15 percent in four years.

Agencies Should Reap Big Profits From Move Into Mobile Ads

Why do agencies hesitate to go after this low hanging fruit? Like aspiring swimmers and bicyclists, the simple answer is fear. Not of drowning or falling, but rather of being stymied by technology and saddled with additional expenses. Such fears are unfounded. Mobile technology, while advancing, is actually becoming simpler not only for Smartphone users, but also for agencies that see the value in crafting ad strategies and campaigns geared specifically for this burgeoning market.

Why it is time to mobilize your webcasts

As the smartphone and tablet marketplace continues to grow, so does the need to connect with people on their mobile device. Soon enough, mobile access will be the primary form of using the Web. Remember when landlines were the most prevalent form of communication? Now, most households forgo landlines for mobile phones as their main contact point. Mobile Web access is heading in a similar direction.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Mobile Marketing Association Forum New York, Announced for June 11-13, 2012

The Mobile Marketing Association (MMA) today opened registration for The MMA Forum New York: The Mobile Experience, the premier North American Forum event of 2012. Held June 11-13 at The Roosevelt Hotel, the event is a convenient opportunity for journalists, analysts and bloggers to learn from and network with leaders from across the mobile ecosystem, including:

Hotel Industry Poised for 2012 Growth

58% of global hotel accommodation owners and managers worldwide believe their business will be either a lot more profitable (13%) or a little more profitable (45%) this year, according to [pdf] results from a TripAdvisor survey released in February 2012. Data from the TripAdvisor “2012 Industry Index” indicates that 47% of global hotel accommodation owners and managers worldwide, and 61% in the US, plan to offer a program using mobile devices (such as mobile applications, special offers, and booking on mobile devices) this year.

Global mobile penetration reaches 85pc

Global mobile penetration reached 85 per cent in the fourth quarter of 2011 and mobile subscriptions totaled around 6 billion, said an Ericsson report. Though there are now around 6 billion mobile subscriptions, this figure equates to around 4.1 billion subscribers, since many subscribers have several subscriptions, said an interim update to the Traffic and Market Data Report published in November 2011 by Ericsson.

Mobile Ad Spending in Italy May Pass $1 Billion in 2015

According to a November 2011 release from UK research and go-to-market agency FirstPartner, mobile ad spending in Italy will more than double in 2012 to €261.7 million ($363.5 million), up from €125.5 million ($174.3 million) in 2011. Total mobile ad spending is expected to hit €904.3 million ($1.26 billion) in 2015.

Mobilizing The Masses: In Asia, Wireless Grows Up

Mobile advertising grows up as marketing spend multiplies. Although smartphone penetration is growing in Asia, mobile advertising still lags behind TV advertising. While this won’t change, I do expect brands and agencies to double down on their spend in mobile this year. As marketers see smartphone penetration growing broadly enough to deliver scale for campaigns, they will see that mobile provides the reach necessary to increase ROI.

Smartphone Sales Up 47% in Q4 to 149 Million Units

Nokia led the handset market overall by shipping 111.7 million units in the final quarter of 2011, according to Gartner. However, Samsung Mobile narrowed its gap with Nokia by shipping 92.7 million handsets overall, including strong sales of 34 million smartphones. Apple was third in the handset market on the strength of its iPhone alone.

Bridging the consumers and marketers

The future looks bright, too – the estimates indicate that Asia will become the world’s biggest market by 2020, with over 11 billion total connected devices, of which 5.6 billion will be mobile. Asia will have a 47 per cent market share, by far the biggest share of the global market. Compare this to Europe, which will only have 19.1 per cent, while North America has 9.4 per cent of the global market, according to projections

China’s Mobile Internet Industry to See Rapid Growth & Overall Consolidation

Investment pattern: Enterprise investment is active, while direct government investment is rarely seen. In China, state-owned enterprises and private enterprises are the major investors of the mobile Internet industry, while the government only funds a number of state projects initiated by the Ministry of Science and Technology. In the first half of 2011 alone, there were as many as 31 disclosed investment deals in mobile Internet, among which 24 had a total disclosed value of $318 million.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Why mobile TV is the linchpin for advertising success

For broadcasters and networks, mobile is becoming a necessary part of their distribution channels to meet the needs of consumers who want television content to be available on multiple platforms. Here lies the opportunity for brand advertisers. With the increase in networks and broadcasters looking to mobile to give users additional bits of content and live streaming, marketers also have an opportunity to target mobile campaigns in new, non-traditional ways. The new slew of mobile initiatives also has implications for cable providers looking to lock consumers into TV services across multiple screens.

Mobile Device Users Highly Connected With Entertainment Ads

Two-thirds of smartphone users and 58% of iPad users have interacted with entertainment ads on their mobile devices, according to [pdf] a survey released in February 2012 by Greystripe. Among the types of ads they engage with, these respondents appear most intrigued by mobile video ads, with 56% of smartphone users and 45% of iPad users citing this type, ahead of images with movie information (29% and 22%, respectively). And of those intrigued by video, a large proportion have watched movie trailers on their device (58% and 67% of smartphone and iPad users, respectively).

Going mobile: Tips to turn an ad into a sale

You have built an eye-catching mobile ad, and your target user has clicked on it. Everything is going according to plan. But what happens next? If the process quickly devolves into something unusable, the customer will move on. It is no secret that there is an exponential growth in mobile shopping. Nearly 73 million mobile users ages 14 and up will browse or research products and services on their phones in 2012, according to a study by eMarketer. Businesses would be wise to consider the entire end-to-end experience from clicking on an ad to completing a sale.

Total Revenues in Germany’s Mobile Multimedia Market to rise to $2.78 billion in 2016

Research and Markets (http://www.researchandmarkets.com/research/e6bc7a/4q_2011_germany_mo) has announced the addition of IE Market Research Corp.’s new report “4Q.2011 Germany Mobile Entertainment Market Forecast, 2008 – 2016: Total Revenues in Germany’s Mobile Multimedia Market to rise to $2.78 billion in 2016″ to their offering. Germany Mobile Entertainment Market Forecast provides a comprehensive forecast of country-specific mobile entertainment usage among consumers. We provide quarterly historical (2008 – 2011) data and annual forecasts (2012 – 2016) for Mobile Music (Total Users, Retail Revenues

Global Telecom Services Market to Reach US$1.8 Trillion by 2015, According to New Report

The world telecom services industry is back on the growth trajectory buoyed by resurgent demand from Asian economies, renewed infrastructure development, and the rising demand for next generation services. The orientation of the industry is shifting from fixed-line to mobile networks, and from conventional voice services to data based and value added services.

Analytics, mobility expected to shape SE Asia firms in 2012

The total expenditure for major Southeast Asia markets is forecasted to hit $49.8 billion in 2012. This translates to a YoY growth of 5 percent. Mobile data will lead the pack with a predicted 11 percent growth. Singapore and Thailand are forecasted to experience the biggest increase in mobile data usage with 16.9 percent and 15.5 percent YoY growth. Across Southeast Asia, fixed data and wireless voice are expected to perform strongly at 9.9 percent and 2.1 percent respectively. On the other hand, IDC expects fixed-line voice to decline by 2.6 percent.

MMA rolls out new services to help marketers standardize mobile advertising

The Mobile Marketing Association has made additions to its mobile advertising packages aimed to make it easier for marketers to buy, sell and create mobile ad campaigns. The additions are part of the second version of the MMA Universal Mobile Ad Package. After researching impressions from the second quarter of 2011, six mobile ad units will be the standard for mobile marketers.

Mobile Advertising Grows More than Expected

Marketers have increasingly been spending more on mobile and with good success. A 2011 IAB study, “Marketer Perspectives on Mobile Advertising, showed 63 percent of marketers in retail, travel, financial services and other industries increased their mobile marketing spend over the past two years, Not only that, 29 percent of those marketers reported an increase of over 50 percent in mobile.

Achieving brand success in the mobile space

In this exclusive feature Fabrizio Caruso, managing director, Asia-Pacific, Out There Media gives a roadmap to businesses on how to get maximum leverage out of their mobile marketing strategies. Rise of the mobile phone. Mobile phone has come a long way since the first generation analogue cellular phones were introduced in the early 80’s. The evolution of first generation cellular networks to GSM networks and advanced mobile 3G technologies, to WIMAX and LTE has paved way for the development of smaller and sleek hand-held devices that we now use.

Globe’s 2011 mobile phone subscribers up 13% to 30M

Mobile phone subscribers of Globe Telecom grew 13 percent to over 30 million in 2011, from 26.5 million a year earlier, its president and CEO Ernest Cu said in a press briefing Monday. “Despite tough competition, our growth momentum is quite strong in total acquisition of subscribers and total revenues, and we sustained it in all market segments,” Cu said. Globe’s subscriber base as of end-2011is less than half of rivals’ combined 65 million subscribers — Smart and Sun Cellular — of Philippine Long Distance and Telephone Co. Last year, Globe’s revenues rose 9% to P67.8 billion from the P62 billion a year earlier owing to high service revenues from mobile and broadband.

Global Phone Market Maintains Popularity Despite Low Demand for Feature Phones

The worldwide mobile phone industry grew 6.1% during the fourth quarter of 2011 (4Q11). The feature phone market declined faster than anticipated and dragged the market growth down to its lowest point in over two years. According to the International Data Corporation (IDC) Worldwide Mobile Phone Tracker, vendors shipped 427.4 million units in 4Q11, compared to 402.8 million units in the fourth quarter of 2010. The 6.1% growth rate was higher than the IDC’s forecast of 4.4% for the quarter, but weaker than the 9.3% growth in 3Q11. “The mobile phone market exhibited unusually low growth last quarter, which shows it is not immune to weaker macroeconomic conditions worldwide,” said Kevin Restivo, senior research analyst with IDC’s Worldwide Mobile Phone Tracker.