Mikhail Pozdeyev, IMOBIS center of Mobile Communicationexternal relations specialist

Goals

To determine main trends and patterns in the development of Russian MM market

To recognize the line of companies and brands, which are most loyal to the mobile marketing tools and to gather information about them

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Methods

Geographical research scale

Russia

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Features

Customers Executors Time and dates of the campaigns Geographical scale Mechanics of the campaigns Products, developed for the campaign Service numbers and rates Media coverage Motivation for customers

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Results

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Alcoholic/ non-alcoholic beverage companies are leaders in MM use

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The majority of mobile marketing campaigns were held in the third quarter of 2007 (summer-beginning of fall)

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Federal MM campaigns are more popular than regional

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Moscow region is the leader with quantity of regional MM campaigns

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SMS services are the most popular technological platform for MM campaigns

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Material prizes are the main motivational factor for MM campaigns

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Average MM campaign participation cost for customer was 6.4 rub.

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MM and Internet are often used together

21% were held with WAP technologies

27% are supported by Internet promotion

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The majority of MM campaigns is promoted through the product itself (on-pack)Media channels On-pack – 68,36 % Press – 20,40 % Internet – 19,38 % TV – 16,32 % Hand-outs– 13,20 % Outdoor ads – 6 % Radio – 3 %

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Contact: www.imobis.ru Phone +7 812 448 5012E-mail mp@imobis.ru