THE CASE FOR MOBILE MARKETING IN

PAKISTAN?

Contents

Did you know

• There are 20 Million television sets in Pakistan• There are 16 Million news paper readers in

Pakistan• There are 7.5 Million radios in Pakistan• There are 30 Million internet users in Pakistan• There are 118 million mobile users in Pakistan• There are over 118 million handsets in Pakistan

The Mobile phone is now the mostly widely available medium for reaching your customers and

prospects in Pakistan!

Did you know?The mobile phone is the single most often viewed device in the worldThe mobile phone is the only device which people carry with them over 15 hours a dayThe mobile phone is normally within a range of 2 feet from the user throughout 24 hoursThe mobile phone is heavily relied on for communications, information, news, entertainment, email, personal data pictures, videos, applications, and everything under the sun ! You may leave home without your wallet – but you will never get far without your mobile!

The Mobile phone is now the most effective medium for reaching your customers and

prospects in Pakistan!

Immediate

Personal&

AlwaysWith you!

TIME TO TAKE IT SERIOUSLY?

THE MOBILE AS A MARKETING MEDIA

Pakistan Conventional Media Options

E-mailLimited, SPAM issue, not read in real time

WebLimited internet connections, need

computerNeed literacy

TelevisionExpensive, timespecific, waste, one way,

RadioLimited audience, geographic, waste, one way

NewpapersExpensive Limited reach,

OutdoorExpensive, limited reach

Disadvantages of Conventional Media

Television• Temporary• Requires multiple exposure• Preferred Ad times and slots are often sold out

far in advance• Limited length of exposure, usually 30-40sec

limiting the amount of information to convey• Relatively expensive in terms of creative,

production and airtime costs

Radio• Radio listeners are spread over

many stations, you may have to advertise simultaneously on several stations to reach the target audience

• Listeners cannot go back to your ads to go over important points

• Ads are an interruption in the entertainment so a radio ad may require multiple exposure

• Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

Newspapers/Magazines• Expensive Ad space• Ad has a short shelf life• You may be paying to send your message to a lot of

people who will probably never be in the market to buy from you.

• Highly visible medium, so competitors can quickly react• Newspapers are facing declining readership and market

penetration due to internet• Plans are needed to be made weeks or months in advance • Slower lead time heightens the risk of ad being overtaken

by events • Limited flexibility in terms of ad placement and format.

The Mobile Media Advantage

PersonalYour personal device containing your contact and other data

Always with you and always onNever far from you – at any time of the day or night

InteractiveTwo way – interactive engagement

Multi-mediaVoice, SMS, data, movies, games, applications

Location awareSuitable for location based applications

ContextualMulti-functional

Can be used for variety of applications including payments, health records, business applications – an indispensible business and personal productivity tool

The Mobile phone has become the most useful and valued device for your customers/prospects – hence the best way to

reach them!

Mobile Media Channels – much more than just SMS!

MMS

WAP 2

SMS

IVR

Applications

Idle Screen

Bluetooth

RBT

Mobile Mobile Mobile Mobile Mobile MobileMobile

CH

AN

NELS

•Widest reach•Immediate•Personal•Always On•Multimedia•2-Way•Real Time•Engagement•Quick Deployment•Measurable Impact

Dilemma

AD RBT

AN INTRODUCTION

MOBILE MARKETING

What is Mobile Advertising• Any advertising or promotion message that:

– Is delivered on to a mobile device or– Is accessed through a mobile device

• Presents an effective & efficient medium for targeting potential prospects.

• New Locally but Internationally M-Ad has been used efficiently by International Brands such as Coke, Nike, BMW and many more in countries like United States, European States, Asia (Malaysia, India etc)

• Most efficient means for advertisers to reach an estimated 100 million mobiles consumers in Pakistan.

• That too, within an appropriate segment (profiled) with an appropriate message (simple text or multimedia) at the appropriate time (consumer preference) & in an interactive manner,

Mobile Marketing is highly interactive and leads to high level of involvement by the advertiser and the consumer

Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004).

Pushcampaigns

Dialogue campaigns

Traditional (non-interactive)

campaigns – TV, radio, print

Pullcampaigns

Low High Consumer activity

High

Advertiser activity

Low

MoreLoyalty

MoreExposure

MoreSales

MoreBranding

MoreResponse

MoreInvolve-

ment

MorePrecise

Targeting

Immediate&

Personal

Mobile Marketing Benefits

Mobile Advertisement & Intrusion Perception

72% Positive towards receiving mobile reminders about dental or medical appointments

72% Are positive towards receiving booking information about a trip prior to departure

71% Are positive towards receiving info of post package arrivals

64% Are positive towards receiving public service information via the mobile phone

40% Are positive towards receiving discount coupons and vouchers from stores where they usually shop

30% Are positive towards receiving the best 10 offers on their mobile phone when arriving at a shopping mall

Source : Telenor-MORE Research

Boards Movietheater

Mobilewithperm.

News-papers

Internet Radio DM(traditional mail)

TV Mobilewithoutperm.

11%

21%21% 22%

42%46%

50%

61%66%

Intrusive level of Different Ad ChannelsMobile marketing with permission is not intrusive!

Source : Telenor-MORE Research

Outdoor advertising

TV commercials

Mobilemarketing

Web

Interactivity

Loca

tion

Both location aware & interactive – the most effective marketing medium

MobileLearning

MobileLoyalty Clubs

MobileIn-Store

MobileCampaigns

MobileArena

MobileStrategy

MobileReminders

Mobilerelations

Mobile Marketing is much more than just SMS advertising!

Profiling & Targeting Criteria

The current fields for segmenting include the following:-

• Prepaid • Location-based (LBS) & Time-based

• Postpaid • Youth

• ARPU • Value Added Services

• SEC Based • Handset (IMEI) Based

• SMS Users • BlackBerry Users

• GPRS Users • Ring-back Tunes

• MMS Users• Interest Based (e.g. Religious, Sports,

Music)

• Business Users • Roamers (domestic and international)

• Individual Users • Local callers or NWD or ISD

RBT shorts for Ring Back Tone

It has become one of the most popular mobile services

It's now common place to hear popular songs rather than the monotonous bleeps and rings

Now you can use these RBTs to your brand advantage.

Official Melodys/Jingles of BRANDS as Ring Back Tune to a profiled MNO customer base

Businesses can promote their brands by putting Voice Ads instead of Music on RBT

Communicating with your valued customers and conveying your brand message had never been easier and economical.

AD RBT system plays the selected clips to callers while they wait for the respondent to answer the call.

• Ad RBT will not interfere with personal / default RBT after assigned time slot.

• Caller/ Group based RBT allows different callers to listen to different RBT

• Each MNO’s subscribers can be activated with this service

• Work with the customer's marketing vision of establishing brand equity, communication of products / services & promotions to drive revenues

AD RBT-A Fresh Way of Advertising Modern society is awash with advertisements that

penetrate the individual's consciousness via all kinds of media channels.

The media itself is becoming more and more refined in terms of releasing ads and audience positioning.

Handsets are becoming a new advertising medium in the wake of TV, newspapers, broadcasting and the Internet, and RBT will become one of the key methods of advertisement delivery via handsets.

AD RBTs are set to become a feature of modern life as advertisements for a certain brand or product

Ad RBT-Targeted Marketing Communication Approach

Any given RBT, as experience has suggested, becomes widely spread and known in short span of time.

Image advertising through newspapers and

broadcasting possesses limited coverage, and cannot be carried out continuously over a given time period without significant investment.

Ad RBT as implemented via mobile communication can be heard one calling the relevant which is both a targeted and a subliminal marketing ploy.

Ad RBT-Saving on Expensive Media Campaign Cost, Time & Efforts

• Ad RBT solution can be availed with a modest and fixed recurring fee, hence the ROI is for conveying brand message across is greater than using any conventional channel.

• It gives the accurate measurement of each impression

Ad RBT-Best for Brand Promotion

• Ad RBT is best for Brands Promotion as it equips them to communicate their brand message prior to getting into an interpersonal interaction

• It is best medium to reach the illiterate class at rural areas to communicate your

message.

Ideal Ad Duration

CASE STUDIES

YOUR NEXT STEPS FOR MOBILE ADVANTAGE

MOBILE MARKETING

Mobile Advertising is taking off worldwide –Revenues in US$

millions

”Remote control” in life

Check your university

lectures and your latest

exam result

Find the closest

McDonalds

Sign-up to test drive a new car

Receive a sponsored humor clip every Friday

See trailers and do a reservation for the new movie

Scan a barcode and download a video clip

Receive info if you flight is delayed

Training on saftey issues when working on a gas station

Receive offers from your favorite book store

Globally most major brands are adopting mobile marketing

Globally most major brands are adopting mobile marketing

Nike uses mobile to promot new sportswear collection

Jaguar used M-Ad to a target audience that was male, 35 to 54 years old, and with a high level of household

income.

• Hyundai targeted a very different segment, new drivers in the 18 to 24 demographic.

Diageo launched a special mobile campaign to promote their leading vodka brand, Smirnoff using

Vodafone

In Pakistan – Mobile Marketing is also taking off

CONTACT USWWW.MAD.COM.PK

JUNAID@MAD.COM.PK

TAKE THE NEXT STEP TOWARDS MOBILE

ADVANTAGE