getting the right media mix for emerging markets

GETTING THE RIGHT

MEDIA MIX FOR

EMERGING MARKETS

Most powerful Mass Media ever!

PRINT

RADIO

TV

INTERNET

Mobile

Video

Music

Text/Image

Broadcast

+Interactive

UNIVERSAL TRUTHBUT APPLIES

DIFFERENTLYTO

EMERGINGMARKETS!

Device Eco System Is Very Different IN EMERGING MARKETS

Much lower Per Capita GDP

Egypt92%

Vietnam90%

Nigeria 90%

Indonesia 90%

South Africa86%

Brazil

India

U.K.

U.S.A

Colombia85%

82%

82%

55%

20%

EMERGING MARKETS ARE

“PREPAID”

NO “CONTRACT”

NO HANDSET SUBSIDY

Users pay the Full Amount for their handsets.

Users want the BEST for the LEAST!

Competitive Handset market = Many models across price

points.

meansX

FEATURE PHONES DOMINATE EMERGING MARKETS

NORTH AMERICA

37% 63%

WESTERN EUROPE

32% 68%

SOUTH AMERICA

2%98%

E.EUROPE & ASIA PACIFIC

10%90%

AFRICA

4%96%

Emerging Markets Developed Markets

THINK BEYOND

SMARTPHONES IN YOUR MEDIA PLAN

All this in

a phone

costing

less than

$50!

SURFS THE

INTERNET

MUSIC ON

LOUDSPEAKERS

PLAYS

VIDEOS

PLAY GAMES

RUN

APPS

SOCIAL MEDIA

ACCESS

All Phones are SMART!

Different Usage patterns

Another Screen Primary Screen

v/s

Never experienced the Internet

Internet = Mobile Internet

DEVELOPED MARKETS EMERGING MARKETS

USA: 25%

UK: 22%

RUSSIA: 19%

EGYPT: 70%

INDIA: 59%

NIGERIA: 50%

% Mobile ONLY Usage

9%

91%

Nigeria

23%

77%

Kenya

6%

94%

Indonesia

24%

76%

Indonesia

25%

75%

China Mobile Only Internet

Generation

Device Ownership

FEATURE PHONE USERS LEAD Mobile Only Internet Usage

Feature Phones

Smart Phones

Leverage

„Natural‟

Consumption

Behavior to

Engage the

Audience

Desktop Internet

InformationCommunicationEntertainment

Mobile Internet

Web Pages / Search Email / IM Streaming

Search / Reviews Email / Social Ringtone / Wallpaper

DOWNLOADS BROWSINGSOCIAL/EMAIL

65% 55% 30%

Source: On Device Research, Opera Software

The Mobile Trifecta

What do they do?

66%

60%

58%

55%

55%

54%

50%

30%

25%

21%

21%

DOWNLOAD MUSIC

DOWNLOAD VIDEOS

SEARCH

DOWNLOAD GAMES

SOCIAL MEDIA / EMAIL

OTHER APPS

WALLPAPERS

SPORTS NEWS

ENTERTAINMENT NEWS

NEWS

MAPS

Source: On Device Research, Opera Software

Feature Phone Apps Ecosystem

THRIVING!!!

MILLION

Downloads/day13

Total

Apps100K

And many more App Stores!

Operator Billing &

Advertising are the dominant

monetization models

LAUNCH AD:Shown before

App starts

EXIT AD:Shown on exiting

the App

Feature Phone

APP

New IMPACTFUL possibilities!

Its happening in Africa!

INDIA:

SE ASIA:MIDDLE EAST

& AFRICA:

EUROPE:

LATIN AMERICA:

Africa already contributing 16% Ad Traffic

on Vserv.mobi Network

REST OF

ASIA:12%

18%

16%

34%

8%

10%

Source: Vserv.mobi AppWrapperTM powered Ad Requests

GROWTH

over past 12 months19x

Source: Vserv.mobi AppWrapperTM powered Ad Requests

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

Nigeria

Egypt

South Africa

Kenya

3 Key Take Aways

1 2 3REACH IMPACTENGAGE

Feature phones are

critical

Leverage ‘Natural’

consumption behavior

Both - Reach & Impact are

possible with the right media

APPS

Binay Tiwari+91 8976542695

binay@vserv.mobi

Call Now!