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Archive for January, 2010

The Smartphone Buzz

January 31, 2010 Leave a comment

By Chester Ng, Account Manager (Southeast Asia)

Across Southeast Asia, we’ve been noticing a shift in the way consumers are surfing the mobile internet. A rapidly growing number of mobile surfers are using smartphones – Blackberries, iPhones and devices like high-end Nokias that use the Symbian S60 operating system – to access the mobile internet.

Some makers of these high-end devices are also noticing the shift and have started targeting their user base with mobile advertisements.

In Singapore and Thailand, smartphone users account for more than half of all ad page views of banners served across the BuzzCity Advertising Network. In Indonesia and Malaysia, 1 out of every 3 to 4 surfers is accesing the mobile internet from a smartphone. We’re also seeing triple-digit growth in smartphone use in these markets.


Take note: smartphones are no longer just for professionals and high-end executives. Multimedia phones are now carried around as a status symbol by teenagers and workers. And among the youth, mobile chat is replacing texting. It’s free and immediate.

In Singapore and Malaysia, the iPhone – driven by good marketing and by Apple’s huge mobile app store — is the in-device. In Indonesia and Thailand, though, the Blackberry is the phone to have. Blackberry is beating the iPhone on price in these two markets – about US$300 v. US$750 in Indonesia and US$435 for a Curve Blackberry versus US$765 for a 16GB iPhone in Thailand. Blackberry is also doing well in Indonesia because the sets are unlocked and consumers can choose their own mobile provider. iPhones are tied to Telkomsel.

But while more people are using higher-end devices, many consumers purchase a phone without knowing its full potential, which can translate into a loss of revenue for the app developers and other telecom partners. So companies like Nokia and Research in Motion, the maker of Blackberry, have begun targeted mobile ad campaigns to increase public awareness among their existing users.

Nokia is promoting OVI, its suite of internet services that features games, maps, messaging, music and videos. RIM is promoting its chat service, Blackberry Messenger (BBM).

I’d like to share with you now a few details about the BBM campaign, which is now in its second month. RIM is running a campaign that is targeted in two ways: by handset (only Blackberry users see the ads) and geography (the ads are run in India, Malaysia, Singapore and Thailand).

The graphic banner ads have a clear message: “Chat with Blackberry Messenger: Download Now”. Consumers who click on the banner are taken to a customised Blackberry mobile home page that have been designed in English, Malay and Thai.


More than 20,000 users have clicked on the banner ads so far and overall the campaign is meeting its core objective by educating Blackberry users about the phones’ hidden functions.

If I were running the RIM campaign, I’d make one important change, though. I’d be sure that we ran text ads as well as graphic banners. All the Blackberry devices can read graphics, of course, but some publishers will only run text ads. That means RIM is missing out on a segment of the market.

Other phone manufactures should also take note. The market for multimedia phones in southeast Asia is heating up and one of the best ways for you to maintain a loyal user base is to engage consumers on the mobile internet.

POST-SCRIPT
Full disclosure here: I’m a Blackberry user and fan. Recently, I’ve had a lot of fun scanning the 250 or so new Blackberry-compatible applications and games that have been uploaded to Djuzz since its recent alpha launch. So far, my favorite Djuzz apps are two retro games: BomberXmen and TankZors.  These are remakes of 1980s classics, but each with a twist and now on mobile. BomberXmen is based on the strategic game Bomberman, first released in 1983 by Hudson Soft. TankZors is a remake of Nintendo’s 1985 multi-directional gunfire game, Battle City. I won’t say too much more or my bosses might think I’ve been paying TOO much attention to Djuzz and not enough to my accounts!

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Categories: case study, Chester Ng

MOBILE ADVERTISING INDEX (Q4 ’09)

January 28, 2010 Leave a comment

Mobile advertising across the BuzzCity Advertising Network grew 41 percent in 2009, as compared with 2008. Sixteen countries measured triple digit year-on-year growth, based on traffic data gathered across our network.

1.  Turkey   (694%)
2.  Germany   (447%)
3.  Saudi Arabia   (396%)
4.  Mexico   (294%)
5.  Greece   (286%)
6.  Australia   (269%)
7.  Spain   (235%)
8.  Canada   (203%)
9.  Ireland   (196%)
10.  Italy   (192%)
11.  New Zealand   (178%)
12.  United Kingdom   (176%)
13.  China   (119%)
14.  Malaysia   (113%)
15.  Thailand   (111%)
16.  Sweden   (106%)

Meanwhile, in the last quarter of 2009, the top five most active countries were:

   1. Indonesia            2.1 billion impressions
   2. India                  644 million impressions
   3. South Africa      312 million impressions
   4. United States     301 million impressions
   5. Saudi Arabia      192 million impressions

For more info, please download the detailed report here.

Categories: index

Mobile World Congress 2010

January 22, 2010 Leave a comment


We have a series of roadshows planned for 2010 and we start this off with a booth at Mobile World Congress in Barcelona (15-18 February 2010).


Our colleagues from our offices in Singapore, India, South Africa, Paris and Los Angeles will be on hand (Stand 7E42) to meet with partners.

We look forward to catching up with you!

Categories: Uncategorized

Commentary : Mobile Web Beats Mobile App

January 21, 2010 Leave a comment


Continental Airlines recently placed ads on a mobile website (whitepages.com) and inside the directory’s iPhone application. 

Which did better?

The ad on the mobile website.

This finding is no surprise to BuzzCity.  We’ve long argued that mobile consumers are not likely to respond to advertisements in applications.  They’re too busy enjoying the app to click-through.  Having a banner that “allows for in-app interaction” (presumably pre-game or inter-level ads) is not likely to improve response rates either.  Once again, users are not interested in something that interrupts their application experience.

Advertising within an application does have a function.  Just as brands place their products in movies and TV shows, advertising within a mobile application can improve branding.  However for sales — and a clear return on investment — mobile website ads can not be beat.  Application developers meanwhile will monetise their apps through sponsorships and sales via efficient distribution networks.

The MediaPost Publications study is wrong on one point – the authors argue that “high-priced items like airline tickets are still a tough sell on mobile”.  Our experience clearly shows this is not the case.  Just take a look at Sri Lankan Airlines, which has very successfully promoted its fares and sold tickets via mobile ads.

Categories: Comments on the News