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First…What the Heck is a Superforum?

• Intro Data: The BIA/Kelsey Take

• Keynote: Surojit Chatterjee, Product Manager, Google

• Segment I: Mobile Local App Demos

• Segment II: Location and Monetization

• Segment III: Where to Begin? Apps, SMS & Mobile Web

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Contact: mtaylor@kelseygroup.com

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Mobile Marketing

and

iPhone UsersiPhone Users

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Text Text ““KelseyKelsey”” to 79338 (SWEET).to 79338 (SWEET).

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Top 5 Mobile Trends

1. Global Mobile Usage: The Leading Indicator

2. Hardware is Getting Smarter

3. Mobile = Local

4. Think Different: It’s not Just the Web on a Smaller Screen

5. Mobile Product Options are Growing… What’s Your Strategy?

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Trend # 1: Global Mobile Usage: A

Leading Indicator

Source: Morgan Stanley – Economy + Internet Trends Report, Oct 2009

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Mobile Internet Usage: In Perspective

Millions of Users

Source: comScore, eMarketer, CTIA, U.S. Census Bureau

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Trend #2: Hardware is Getting Smarter

Supporting Evidence

Verizon & T-Mobile: 40

percent of new

devices sold are smart

phones

Nielsen: Predicts 50

percent Smartphone

penetration by mid-

2011

↑ 10.1 points from Wave II

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

↓ 10.1 points from 2008

↑ 10.1 points from 2008

BIA/Kelsey Mobile Market View, Wave III

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Likelihood of Purchasing a Smartphone

More than one-half of consumers using mobile devices report they are “Very

Likely” or “Somewhat Likely” to purchase a new smartphone within the next two

years.

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

Note: Percentages may not total 100 due to rounding.

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Mobile Internet Access Exploding

• Users accessing mobile web >10 per week now represents one-fifth of the mobile population.

• Mean number of Internet accesses per month, for all users, doubled to 20.

Mean N

um

ber

of In

tern

et

Accesses p

er

Month

, by a

ll U

sers

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

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Trend #3: Mobile = Local

• Portability and location awareness of mobile ~ Immediacy of local

• Google: 1/3 of mobile searches are local.

• Volume of people who access local content on the mobile device is 32.5 million -- a 51 percent YoY increase (comScore).

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Location-Based Services

About one-quarter of users report using, location aware services (such as

Twitter or Loopt) -- up almost 8 points from 2008.

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

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Commercial Searches in Past Six Months

Searches for local products or services now exceed out-of-market searches by

a wide margin.

Out-of-market searches

Local searches

Source: Mobile Market View Wave III, October 2009, sample = 504;Wave II, October 2008, sample = 512; Wave I, September 2007, sample = 500. Methodology: Online. Cosponsor: ConStat.

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Trend # 4: Thinking Different

• Mobile isn’t just the web on a smaller screen

• Move beyond “What” and “Where”: Local discovery

• Voice and visual search

• Example: Shopsavvy

• New ad units?

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Trend #5: Mobile Product Options are

Growing…

• So you want to “get into” mobile?

• First step: Decide your goals (branding, clicks, foot traffic, etc.)

• Second step: choose a platform that meets those goals

• SMS, Mobile App, Mobile Website…

• Partly a numbers game: reach will always be a goal

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Now, A Company You May Have Heard

Of…