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TheTMSway Weekly Radar on Mobile Marketing and Business

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Forecast: Mobile retail marketing spending to reach $15B in 2012

Marketers will spend $15 billion globally on mobile retail campaigns in 2012–a 50 percent increase over 2011–according to a new forecast issued by Juniper Research. The firm adds that mobile retail marketing spend is accelerating faster in North America and Western Europe than it is in the Far East and China.

Global market for mobile video $30bn by 2017

GIA (Global Industry Analysts) says the market for mobile video services is projected to reach $30 billion by 2017, primarily driven by factors such as continued deployment of high-speed mobile networks, increasing availability of sophisticated mobile phones that enable users to download and play videos, introduction of economical data plans by service providers and growing popularity of social networking sites among mobile users. Robust demand from developing markets such as Asia-Pacifica and Latin America also augurs well for the market.

Mobile Shopping Creates a $15bn Opportunity for Retail Marketing and Advertising in 2012

A new report from Juniper Research has found that value of mobile retail marketing will reach $15 billion globally by 2012 as digital adspend moves to mobile and mobile coupons gain acceptance. This is a growth of 50% over 2011. The New Face of Shopping The report found that the smartphone, and more recently the tablet, has increased the capabilities of both the modern shopper and the mobile retail marketer. The marketer now has new marketing channels to attract the mobile shopper, but equally the shopper has more access to competitive product and pricing information before making a purchase.

Android, Samsung top U.S. mobile phone market

Android has widened its lead as the top smartphone OS in the U.S., according to the latest stats from ComScore. For the three months ending September, Google’s mobile platform grabbed 44.8 percent of the market, an increase of almost 5 points from the prior quarter. Apple’s iOS retained second place with a 27.4 percent share of U.S. smartphone owners, up slightly from the previous period.

Mobile ad market growing strong

S. KOREA – With the number of smartphone users in Korea on the rise, the mobile ad market is expanding amid signs of a broader shift in the advertising industry toward portable devices. While conventional ad markets for newspapers, magazines and TVs remain sluggish, smartphone users here are now exposed to 1,000 ads per month, promising new territory for advertisers and media firms.

Survey: Publishers Continue Cross-Media Diversification, Begin to Monetize Mobile

Magazines and newspapers in the U.S. and Canada are becoming more confident in their strategic mobile plans as they diversify their offerings and discover new ways to derive revenue. According to a new survey from the Audit Bureau of Circulations and ABC Interactive, “Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings,” the number of publishers who say they have a well-developed plan for the mobile market rose to 59 percent, up from just 28 percent in 2009. And 67 percent said it was important to their strategic future to earn revenue from both ads and subscriptions.

Google Mobile Ad Sales See $2.5B Run Rate

Google’s mobile ad run-rate is a cool $2.5 billion and growing. But will mobile search revenues continue to double or swell greater? One of Google’s (NASDAQ:GOOG) big future bets is paying off well in the present, as the search engine’s mobile ad revenues are tracking to bank $2.5 billion in 2011

Mobile Brings New Opportunities for Local Retailers

Ecommerce sales are growing fast, but the vast majority of consumer spending still takes place offline in local stores. A large portion of those sales are influenced by online research, most of which is conducted on the desktop. But increasingly, consumers are taking advantage of the sophisticated capabilities of smartphones to do more of this online research while in a store or on the go.

Publishers more confident in the mobile market

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The mobile market has gained more confidence from the publishers, according to a survey by the Audit Bureau of Circulations (ABC) and ABC Interactive. The survey  titled Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings disclosed that 59% of respondents had a well-developed plan for the mobile market. ABC also noted 67% who found mobile market important to their strategic future in earning from both ads and subscriptions.

Newspapers ranked first (88%) with mobile initiative taking into place; consumer magazines came at second place (83%); and business publications on third with 79%, according to the audit bureau.

Meanwhile, the study showed that publishers had mixed feelings in terms of charging their consumers from their access to content from multiple platforms – 40% said readers shall be charged as one and get an access to all platforms (web, print, and mobile) while 40% said payment shall be made in every access to additional platform.

 

 

Mobile Market Report: Ericsson to triple its mobile traffic

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The changing mobile industry is driven by an increasing number of users, one being felt by Sony Ericsson with strong mobile subscriptions now reaching at 5.8 billion.

In its latest report “Traffic and Market Data”, Ericsson gave a picture analysis of the fast-moving mobile industry where mobile penetration rate reaches at 82%, equivalent to the number of mobile subscribers at almost 5.8 billion. This impressive record, according to the report, is driven swiftly by countries – China and India – where 50 million new users were added during the quarter.

In year 2016, the total mobile traffic is expected to triple with city dwellers’ mobile traffic contributions figured at 60%. Similarly, the behaviors of mobile subscribers are also anticipated to change as time goes by. Some of these behavioral findings in terms of mobile usage, according to report’s authors, disclosed a nearly 40% of Smartphone users who will check the internet before going to bed; driven mostly by demand for mobile video, mobile data traffic is expected to grow by 60% by 2016; mobile broadband subscriptions are expected to rise from 2011′s 900 million to 5 billion. The number of high-traffic Smartphones will grow more than 5 times, generating 12 times the traffic. Tablet subscriptions will also grow 10 times, generating 40 times the traffic.

TheTMSway Weekly Radar on Mobile Marketing and Business

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More than a million Irish people now open to mobile ads – study

The number of Irish adults who own a smartphone has jumped by 20pc to 750,000 since the end of 2010, according to a new study, which also suggests that more than a million people are open to mobile ads, and that there is increasing openness to location-based advertising. Carried out by Behaviour & Attitudes for Return2Sender, the research into Irish smartphone trends suggests that, based on last year’s figures, ownership will grow by another 80,000 in the next six months.

Southeast Asia’s mobile Internet revolution is on track, according to new report

Mobile phones are on track to becoming the primary access point to the Internet in Southeast Asia, according to a new report from Nielsen. The analytics firm’s findings, taken from its inaugural Southeast Asia Digital Consumer Report which was released today, show that Internet-capable phones are already rivalling laptops, desktop computers sand tablets as primary Internet access points in households across the region.

Mobile Marketing: The Next Frontier

Mobile marketing is a rapidly evolving trend that helps brands engage with people when, where and how they want. Get it right and you unlock fresh revenues and new ways to connect. Get it wrong and you can put consumers off forever. What’s the best way to start? We ask the experts

Mobile search, display spending surges in response to mobile web adoption

US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats. “Mobile advertising is no longer a question of ‘if’ but of ‘when,’” said Noah Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “A key factor pushing mobile advertising toward the mainstream is that mobile web access is fast becoming more the norm than the exception. This makes mobile a greater imperative than ever for marketers.”

Mobile coupon market to hit $43bn by 2016

A new report from Juniper Research says mobile apps are set to drive an explosion in the usage of coupon redemption by mobile. It says mobile coupons sit at the at the intersection of ads, payments and loyalty schemes, and are therefore ideally placed to profit from the boom in mobile commerce among bricks-and-mortar retailers. Juniper’s analysis certainly chimes with the general consensus among many in the mobile marketing space. The launch of Google Wallet is based around the belief that advertisers want to extend their advertising and CRM programmes to the mobile handset.

AdAsia 2011: Social, Local and Mobile – the three big shifts

The second session on ‘Decoding the new age consumer’ was all about numbers and new marketing models. Adil Zainulbhai, MD – India, McKinsey & Company Inc, started by drawing four different existing scenarios of developing global economies, the real scenario likely to emerge and the forces that will drive the forthcoming change and volatility. He said that it was a positive sign that about 59 per cent of the people had consensus on the emerging market development scenario; however volatility of markets, currencies and prices would remain high for the next few years to come.

Android share in Asia may hit 52% before year-end

Smartphones powered by Google’s Android may make much out of the telecom boom in the Asia-Pacific and grab up to 52 percent of the smartphone market share there before yearend, a research firm predicted. ABI Research said smartphone shipments in Asian markets will see a boost for Android-based smartphones, with market share increasing to 52 percent in 2011, up from just 16 percent in 2010.

Worldwide Mobile Phone Market Growth Picks Up: IDC

The worldwide mobile phone market grew 12.8 per cent in Q3, 2011, indicating a pick-up in growth after a sharp deceleration in growth rate in the second quarter ended June 30, over Q2, 2010, according to IT research firm IDC. The market growth had dropped to single digit level clocking just 9.8 per cent increase in Q2, 2011 over the year ago period due to weak feature phone market, which declined for the first time since Q3, 2009. In contrast, the total mobile market had grown 16.8 per cent in Q1, 2011.

Google chases brands, retailers as it ringfences mobile Web

As Apple continues on its quest to be the king of the applications world, Google is taking another route to the top – the mobile Web. Just because a desktop site can be viewed on a mobile phone does not mean it is mobile-friendly, Google said yesterday when it announced its newest initiative focused on driving innovation on the mobile Web. Mobile sites are designed for the small screen, with the needs of mobile users in mind.

A new wave in mobile commerce and content

Mobile content and mobile commerce have been industry buzzwords for several years with ongoing major developments ranging from the rise in global popularity of ringtones in 2003-04 (thanks to Crazy Frog) to the explosion in mobile applications in 2008-09 (thanks to Apple). Faster networks, smarter devices and the falling cost of phones and service plans have all fueled growth in mobile content and commerce. And now there is a new force changing the mobile industry: evolving mobile data-charging models.

 

Africa is world’s second largest in mobile subscriptions

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Africa has become the world’s second largest mobile market in terms of mobile subscriptions, according to a recent study conducted by Informa Telecoms and Media; and the number of subscriptions is estimated to reach one billion by year 2016. At end of September, the number of mobile subscriptions in the region has rested at more than 616 million, a figure which placed Africa at second rank to Asia Pacific region.

Less than a year ago, Africa was only at fourth largest regional mobile market by subscriptions, coming after Asia-Pacific, Western Europe, and the Americas.

According to Informa’s Head of Research, one of the factors which contributed to such an impressive performance for Africa’s mobile market is due to the region’s relatively immature telecom market combined with population growth, strong competition among providers, and the increasing affordability of mobile devices. This second ranking is said to remain up to five years.

Meanwhile, Nigeria is reported to continue as Africa’s biggest mobile market by subscriptions at 152.09 million at the end of 2016. Egypt will uphold its position at second rank with a forecast of 118.03 million subscriptions; and South Africa clings at third rank with 80.56 mobile subscriptions.

At its entirety, the mobile penetration rate in Africa is forecast at 86.92% at the end of year 2016.

TheTMSway Weekly Radar on Mobile Marketing and Business

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Borrell: 20% of Local Marketing Budgets Planned for Mobile

Borrell Associates, which specializes in research covering local and online advertising, issued a new report this week called  “Main Street Goes Mobile” that examines the role that mobile media is projected to play in  local business marketing over the next five years. Pointing to a business and consumer environment ready to embrace mobile advertising, Borrell cites statistics indicating that a full third of website readership already accesses information via mobile devices. Meanwhile, half of local businesses report plans to engage in mobile marketing.

Emerging market operators make the right calls

Growth investors can still capitalise on the expansion of telecoms networks in emerging markets – as well as growing global demand for smartphones – according to sector analysts. Network operators with a global presence offer the potential for capital growth and attractive dividends, backed by strong free cash flow, claims Chris Whitehouse, a UK-based telecoms analyst for US firm T Rowe Price. “Companies that have good geographical exposure – like Vodafone to the US and emerging markets – have a rising free cash profile that more than supports a very generous capital return to shareholders,” he says.

Global mobile phone shipments to hit 1.77 billion

Global mobile phone shipments will hit 1.77 billion in 2016, driven by growth in mobile users in the emerging markets and the proliferation of broadband-enabled handsets, predicts Ovum. In a new forecast, the outfit has found that that the mobile handset market will experience steady growth of 2.5 per cent over the next five years, with shipments increasing by more than 230 million from 2011 to 2016. Ovum principal analyst Adam Leach commented: “Our latest analysis has shown that after a difficult 2009 due to the recession, the mobile handset market bounced back in 2010, with shipments reaching 1.49 billion units.

80% of Small and Medium Sized Businesses Will Invest in Mobile Marketing This year

By the end of 2011, approximately eight in ten small and medium-sized businesses in the United States will pony up and invest in some form of mobile marketing. As the findings of a new survey conducted by Borrell Associates reveals, 83% of respondents either plan to invest or already have invested a portion of their yearly marketing budget into the mobile channel.

Smartphones will drive Africa’s Internet uptake

Affordable smartphones, together with the falling mobile data tariffs, are set to drive an Internet adoption wave across Africa. That’s according to Craige Fleischer, the Regional Director for Southern Africa at Research In Motion (RIM), the makers of the BlackBerry device. Fleischer says the next phase in the development of the continent’s mobile market is mobile Internet. RIM has witnessed huge growth in the usage of data services among its African customers- small businesses and large private and public sector companies, he says.

Tanzania mobile users up 20 pct in 2010, investment seen falling

DAR ES SALAAM, Aug 14 (Reuters) – Tanzania’s mobile phone subscribers rose 20 percent to 21 million last year, but low tariffs due to a vicious price war are expected to diminish the appetite for investment in the telecoms sector, industry officials said. East Africa’s second biggest economy’s communications sector has grown at an average annual rate of nearly 70 percent over the past ten years in a sector where seven players have been fighting for market share, forcing tariffs lower. Mobile phone companies invested more than 2 trillion shillings ($1.23 billion) in cellular networks and other fixed assets between 2004 and 2009 in the fastest-growing sector in Tanzania, accounting for 20 percent of gross domestic product.

Mobile trends ‘changing marketing game’

Mobile marketing is changing as more people own smartphones and use the devices to access the internet. Some 90 per cent of adults own mobiles, with the proportion of smartphone owners among them increasingly on the up, according to Experian Simmons. Ofcom said last week that a quarter of UK adults now own a smartphone, with six in ten of them acquiring the device in the last 12 months. And the trend seems to be continuing, which means mobile marketing…

Nokia partners with China Mobile for Windows Phone 7 devices

Nokia still hasn’t announced any firm dates about when it plans to bring its first Windows Phone-based smartphones to market, but it’s already lining up launch partners. At a speech in Beijing last week, Nokia executive VP Colin Giles announced the company would be partnering with China Mobile to launch Windows Phone handsets in China—the first time Nokia has announced a carrier partner for the new devices. Giles did not offer any timeline for the Windows Phone devices’ launch, saying only that the phones would be launched in the future.

MMA Launches 2011 MMA Forum London

London, 16 August 2011 – The Mobile Marketing Association (MMA) today announced the initial line up of global brands that will be participating in the forthcoming MMA Forum London on October 4th-5th. The theme for this year’s event is the consumer’s centre stage role in the world of mobile marketing. Many of the world’s top marketers will be sharing their thoughts and experiences on how brands need to communicate with their customers in a world dominated by mobile interaction.

Mobile World Congress to Focus on Advertising, Marketing

In February, the mobile industry will once again head to Barcelona for Mobile World Congress (MWC), which will feature a new section focusing on different aspects of mobile marketing, show organizer GSM Association (GSMA) said on Tuesday. The event will be held between Feb. 27 and March 1 at the Fira de Barcelona Montjuic in Barcelona. The new mobile marketing section has been dubbed “mPowered Brands,” and will, for example, feature a dedicated exhibition where vendors can showcase advertising research, ad networks and mobile operator ad solutions, according to the GSMA.

Samsung battles Nokia in smartphones

Samsung is counting on snazzy new products, innovative marketing and vaulting ambition to close the gap on rival Nokia in this lucrative segment.  You might consider him cocky or overly ambitious. But Ranjit Yadav, Samsung India country head of mobile and IT makes no bones of his company’s ambition: “We want to be the number one smart phone player in the country. Our target is to grab 40 per cent market share by the end of this year”.

Google’s Big Bet on the Mobile Future

Google made a $12.5 billion bet on Monday that its future — and the future of big Internet companies — lies in mobile computing, and moved aggressively to take on its arch rival Apple in the mobile market.

The Silicon Valley giant, known for its search engine and Android phone software, rattled the tech world with its announcement that it would acquire Motorola Mobility Holdings, allowing it to get into the business of making cellphones and tablets.

China to Become the No. 2 Ad Market in the World

Advertising in China, still developing compared to countries like the US and Japan, is beginning to catch up to the demand of consumer-facing companies looking to expand their reach among the world’s largest population and its growing buying power. eMarketer estimates that by the end of this year, ad spending in the China will increase enough to make the country the second-largest advertising market in the world.

Global mobile shipments to hit 1.77 billion, Asia Pacific leads at 836 million

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The mobile shipment worldwide is expected to hit 1.77 billion in 2016. Such a strong performance is unlocked by an impressive growth in mobile users in the emerging markets and the proliferation of broadband-enabled handsets, according to recent report. Ovum’s principal analyst Adam Leach said that the increasing consumer appetite for Smartphones was a major factor in driving growth in the market for mobile broadband handsets.

Operators, who switched to 3G and 4G mobile broadband networks, are also seen to play a role to success. Ovum’s forecast shows that shipments of mobile broadband-enabled handsets will grow by a compound annual growth rate of 15.1 per cent from 2010 to 2016, to reach 962 million units.

Meanwhile, in Asia Pacific alone, it is anticipated that mobile shipments will hit 836 million. The big three Asian markets of China, Indonesia, and China are reported to continue being the growth engines for global mobile connections and handset shipments. Ovum’s forecast shows that shipments of mobile broadband enabled handsets will grow by a compound annual growth rate (CAGR) of 16.7 per cent from 2011 to 2016, to reach 372 million units in AP.

TheTMSway takes TV promotions interactive in real time

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TheTMSway has opened a technology that is capable of making TV promotions interactive in real time. Starting a partnership with an Asia-based TV client, ITV Granada, the service of activating TV promos via short codes will continue throughout the world.

The ITV Granada’s competition promo gives an opportunity for the lucky winner to enjoy two (2) return air tickets to London – the home of some ITV Granada’s most exciting programs.

Aimed of getting an understanding of where their viewers are, what they are watching, when they are watching, and what their profile is (gender and age), ITV Granada runs a special competition promo across SEA markets showcasing its programs, with London as an exciting destination that awaits the lucky winner.

ITV Granada has embraced into mobile strategy and hired TheTMSway to implement the mobile elements of the TV promo. TMS’ unique interactive technology was able to provide a real time, simple and free competition entry mechanism for viewers and a deep data analytics for ITV Granada. TMS also developed an interactive site for ITV Granada, formatted and optimized for all internet-connected devices such as mobile and tablet.

The interactive site can be viewed here: http://www.tmssearch.com/en/result.php?code=ITV2011&id=5228

ITV Granada’s competition promo is scheduled for airing throughout the month of February. It can be watched here: http://tms.fm/itv2011/contest/

Using an internet-enabled mobile phone, consumers can type the TMS code search engine, www.tmssearch.com and enter the code, ITV 2011.

ITV Granada’s competition promo is plugged with TMS metrics tool for data monitoring and measurement of the campaign’s results. The competition runs across all markets of Southeast Asia (SEA) where ITV Granada is available – including Hong Kong, Singapore, Thailand, and Malaysia.

With TMS technology, TV and satellite cables from all over the world can now take advancement toward an interactive TV promo in real time. This client project is another step of the company in providing groundbreaking solutions to brands and traditional media after it activated the billboard campaign of Red Packet in Hong Kong.

Mobile Technology to Empower the Advertising World

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Today, our world is in the fast-paced reality of digital mobile evolution. And while this amazing technology continues reaching even far greater heights, various businesses started realizing of how the mobile could boost one’s business.

Recently, the Gartner research firm has forecasted the future of the global mobile advertising market to rise at over $12 billion by 2011.

Mobile Tech at its rapid growth

Very far from how mobile technology started, the latest mobile phones today are capable of storing heavy files; toward the possibilities of bringing RSS feeds, videos/movie trailers, web blogs, microformats, and more to mobile phones. Mobile tools and services-related companies play fearless roles of mobilizing print and online media, web-related companies, social networks, advertisers, and mobile users through TMS Mobile Synchronization Platform. This digital mobile tools and services breakthrough unveils the innovation of international standard 2D barcode and Tag Mobile Service (TMS) codes solution to making things possible by connecting to the world through simple phone clicks.

Now, mobile advertising equates advances and soon to headway. In Asia, ad agency on clients like NIKE and MTV Asia teamed up with MobiTMS for their advertising campaigns in the region. Similarly, the Cristina Aguilera 2007 concert in Manila, Philippines also partnered up with MobiTMS in promoting the event.

The advertising sector is facing an immense challenge – and that Gartner Research firm’s forecast seems even closer to an exciting exploration of how these hi-tech gizmos could offer a huge change to the world. Thus, it isn’t surprising to seeing mobile advertising at the global hot seat with entertainment and movie marketers joining the lists of mobile advertisers.

Seems the world should prepare for this.

TheTMSway unveils at TechCrunch50 this September 09 the launching of ‘TMS Factory’, the online self-service platform anticipated by advertisers to connect with the ‘NorMobs’ (Normal Mobile Users) community

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www.tmsshortcodes.com the ‘Media to Mobile’ platform offers in one location to create rich mobile web sites automatically optimized for each different mobile OS, to customize Cross Media TMS tools (widgets) to provide a direct access to the mobile offer on all targeted media (print, outdoor, web and social) and to access the tools to measure the campaign results and to collect data.

“Mobile marketing seems to be the next revolution’ but after SMS what’s next? All the studies show that the mobile as an ad medium is slow to take off. The surveys show that on one hand the major mobile ad model actually uses ‘push (Spam) SMS’ sucks! and on the other hand, the use of ad banners (the classic intrusive model) on the new social media (which includes mobile) fails.”

The TMS Factory platform challenges conventional wisdom. When all the propositions actually offer mobile to mobile push solutions (like a mobile banner on mobile sites) TMS takes a different route and develops a new concept based on ‘Media to Mobile pull services’ which allows to bridge the mobile to other media and to engage a conversation with consumers by creating a mobile rebound campaign to propose interaction and personal offers such as coupons, invitations, rewards and promotions and by providing the Cross media tools (widgets) to access directly to the mobile offer using a worldwide SMS platform (TMS provides SMS in more than 150 countries) or the standard 2D barcodes and TMS codes solution.

This self-service ads platform, based on a Free production & management service and a CPA (Cost per Action) model for the rebound campaigns, is open to all advertisers (no need to be developer) and is Telco’s independent which allows to deliver ads campaigns to all worldwide mobile subscribers.

About TheTMSway

TheTMSway (www.tmsshortcodes.com ) is the provider of ‘TMS Factory’ the Media to Mobile self-service platform to connect with the NorMobs (Normal Mobile Users). The platform allows to build Mobile rebound campaigns and to display direct access to the Mobile offers on all Media (Print, Web and Social) via customization of Cross Media widgets.


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