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					Research Aarkstore Enterprise Mobile Marketing & Advertising 2013:
Challenges and Opportunities

Overview:

No longer a niche value-added service (VAS), mobile marketing and advertising is now a
mainstream service offering. As is the case with many VAS applications, there is an
interdependency between the mobile operator and various third parties including media
companies, advertisers, portals, content providers, brands, and various other
intermediaries.

Drivers for mobile marketing include a dramatic increase in smartphone usage, over-the-
top applications, introduction of new methods such as abbreviated dial codes, and many
other factors. Worldwide share of mobile web traffic alone has increased from 3.8% to
10% from 2010 to 2012. Mobile Internet usage is expected to overtake desktop usage as
early as 2014. SMS remains the most common denominator among mobile marketing
modalities with approximately 3B SMS enabled phones worldwide. Smartphone
penetration of about 1B global users is a significantly gaining end-user target, especially
as LTE is deployed allowing for increasingly more interactive, multimedia
marketing/advertising solutions.

This research focuses on the challenges and opportunities within mobile marketing and
advertising in 2013 and beyond. The report includes a vendor assessment, solution
analysis, and prospects for various mobile marketing and advertising modalities. The
report also includes the following forecasts:

Global Mobile Advertising and Marketing Expenditures to 2015

Global Mobile Advertising and Marketing Expenditures by Ad Type to 2015

Global Mobile Marketing and Advertising Expenditures by Modality to 2015

Report buyers at the Company-wide License level for this report will also receive a copy
of the following reports at no additional charge:

Mobile Marketing in India: Opportunity Analysis and Forecast 2012-2017

Google in Mobile and Online Video Advertising: YouTube, Android, and More

Mobile Bar Code Marketing: Challenges, Opportunities, Global Outlook 2012-2017
Target Audience:

Traditional media outlets

Mobile platform developers

Mobile advertising networks

Marketing and Advertising Agencies

Smartphone and PDA manufacturers

Mobile search and content aggregators

Table of Contents :

1.0 BRIGHTNESS ON THE MOBILE ADVERTISING HORIZON 4

1.1 THE RAPIDLY CHANGING MOBILE ADVERTISING LANDSCAPE 4

1.2 MOBILE MESSAGING VENDORS GROW UP 12

1.3 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 12

1.4 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 15

1.5 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 18

1.6 DATA TRAFFIC CHANGES FROM MEGABYTE TO GIGABYTE 20

2.0 SECTION 2 THE MOBILE MARKETING OPPORTUNITY 22

2.1 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020 22

2.2 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY 22

2.3 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY 25

2.4 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS 25

2.5 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES 26

3.0 SECTION 3 MOBILE MARKETING VENDORS MAKE THEIR MARK 28

3.1 SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS 28
3.2 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE 29

3.3 GLOBAL MARKET SPENDING TO REACH $54B BY 2020 33

3.4 MOBILE VIDEO ADVERTISING 41

3.4.1 CASE STUDY: HOW MOBILE VIDEO ADVERTISING CAN INCREASE
SALES 41

3.5 YOUTUBE 43

3.5.1 YOUTUBE MOBILE VIDEO ADS 45

3.5.2 CASE STUDY: YOUTUBE VIDEO ADVERTISING WITH MOBILE
COMMERCE APPLICATIONS 46

3.5.3 CASE STUDY: VIDEO ADVERTISING IN MOBILE APPS (HOW TO
ATTRACT NEW USERS IN A CROWDED APP STORE?) 47

4.0 SECTION 4 RECOMMENDATIONS FOR THE MOBILE MARKETER 49

4.1 DURING AN ECONOMIC DOWNTURN 49

4.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS 50



TABLES



Table 1 Worldwide Mobile Advertising analysis 5

Table 2 Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2011
to 2015 7

Table 3 Percentage of Mobile Subscribers Accessing Mobile Web (at least monthly) 8

Table 4 Percentage of Mobile Web Users Who Never or Rarely Use the Desktop Web 8

Table 5 U.S. Spending by Type of Mobile Marketing and Advertising (in $ millions),
2011 to 2015 9

Table 6 Year-Over-Year Growth Rates in Mobile Ad Spending by Type of Advertising,
2011 to 2015 10
             Table 7 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing by Ad
             Type, 2011 to 2015 11

             Table 8 Subscriber Monthly Consumption of Content and Applications in 2012 14

             Table 9 Mobile Content Consumption on iPhones and Smartphones 15

             Table 10 Percentage of Searches Conducted Via of Mobile Advice, by Type of Search 17

             Table 11 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing,
             2012 to 2016 23

             Table 12 Global Spending (in U.S. $billions) on Mobile Advertising and Marketing by
             Type of Ad, 2012 to 2016 24

             Table 13 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing,
             2012, 2015 and 2020 33

             Table 14 Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by
             Type of Ad, 2012, 2016 and 2020 34

             For more information please visit link:
             http://www.aarkstore.com/reports/Mobile-Marketing-Advertising-2013-Challenges-and-
             Opportunities-158227.html

             Neel

             Aarkstore Enterprise

             Phone:08149852585

             Email:enquiry@aarkstore.com

             URL:www.aarkstore.com

             http://www.facebook.com/aarkstoreenterprise

             http://in.linkedin.com/in/aarkstore


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