Mobile Advertising

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20090311

Jason Chiu
CEO, Cherrypicks
jasonchiu@cherrypicks.com

Copyright © 1999 – 2008 ideaCulture (HK) Limited and Cherrypicks Limited.

All rights reserved. Proprietary and Confidential.
UNLEASHING
THE POTENTIAL
OF MOBILE
ADVERTISING
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BUT THE HYPE
WAS THERE
SINCE 2000…
WHAT IS THE
DIFFERENCE NOW?
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Consumer behavior

Mobile operator business model

Technology and bandwidth

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ME and Friends

• Consumer behavior
– Everyone has a multimedia phone
– Web 2.0 changes the world
– Demand of mobile and web interactivity
– Widgets applications
– Anti-spam policy
– Experience speaks louder !
• Mobile operator business model
• Technology and bandwidth

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Operators Are Opening Up

• Consumer behavior
• Mobile operator business model
– Flat data charge tariff plan
– iPhone Appstore model
– Walled garden opens up
– Cherrypicks becomes rep for all operators’ media
• Technology and bandwidth

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Technology Redefines Possibilities

• Consumer behavior
• Mobile operator business model
• Technology and bandwidth
– Over 60% 3G users; 4G/LTE coming soon
– Multimedia capabilities esp. camera; mobile TV, widgets
– Web 2.0 going mobile
– Map and location-based apps (google, iphone, etc.)
– Pervasive use of SMS, mobile web/wap browsing

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With these trends in
Consumer, Network and Technology…

Mobile Advertising
shows much better
and consistent
PERFORMANCE ! -8-
And Advertisers Are Jumping In …
For Last 6-9 Months

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But… Mobile Media Is Still Immature

NO media list in some mobile operators

NO consistency acrossd rmobile i v i n g operators
i s to
NO standard
h e r ry p i ck
s t
s
pricing
r y e f f o r t

E
C ndu
i
NO measurement
t he

A N G
NO trackC H
record for effectiveness

NO transparent information
NO official / professional service provider
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