MOBILE ADVERTISING U.S.

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INTRODUCTION:
Online shopping gained traction in the mid-1990s and ultimately revolutionized the retail industry, and now e commerce is facing its own disruptions with the rise of mobile shopping and new technologies.

MOBILE MARKETING: Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network. MOBILE ADVERTISING: Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing. Mobile devices are fueling the social addiction As mobile devices provide users with the means to connect on-the-go and interact in real-time, they show promise in taking social networking even further. Nearly one third of the U.S. mobile population age 13 and older accessed social networking sites at least once in October 2011. Across five leading markets in Europe, nearly a quarter of the mobile population reported doing so as well. With smartphones driving even more frequent social networking use through apps and the emergence of tablets, we expect mobile social networking to be the wave of the future. OEM(Original equipment manufacturer) Market Share. For the three-month average period ending in November, 234 million Americans age 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.6 percent of U.S. mobile subscribers (up 0.3 percentage points), followed by LG with 20.5 percent share and Motorola with 13.7 percent share. Apple strengthened its position at #4 with 11.2 percent share of total mobile subscribers (up 1.4 percentage points), while RIM rounded out the top five with 6.5 percent share. Smartphone Platform Market Share: 91.4 million people in the U.S. owned smartphones during the three months ending in November, up 8 percent from the preceding three month period. Google Android ranked as the top smartphone platform with 46.9 percent market share, up 3.1 percentage points from the prior threemonth period. Apple maintained its #2 position, growing 1.4 percentage point to 28.7 percent of the smartphone market. RIM ranked third with 16.6 percent share, followed by Microsoft (5.2 percent) and Symbian (1.5 percent). Mobile Content Usage In November 2011, 72.6 percent of U.S. mobile subscribers used text messaging on their mobile device, up 2.1 percentage points. Downloaded applications were used by 44.9 percent of subscribers (up 3.3 percentage points), while browsers were used by 44.4 percent (up 2.3 percentage points). Accessing of social networking sites or blogs increased 2.1 percentage points to 33.0 percent of mobile subscribers. Game-playing was done by 29.7 percent of the mobile audience (up 1.2 percentage points), while 21.7 percent listened to music on their phones (up 1.0 percentage points).

MOBILE ADVERTISING TRENDS 2012 The total mobile advertising spend in the US will jump from $1.34 billion to $2.01 billion in 2012. Smartphone sales will continue to enjoy strong growth with a total of 155.6 million sold smartphones next year -- based on the data of research company mobile SQUARED. Android has become the dominant smartphone platform this year and will consolidate that position in 2012, with a 25% market share of the total US mobile market.

World wide Ad revenues will reach $ 5.78 Billion.

USA Mobile Advertising Trends2012 (US$)

$2 Billion Mobile Ad Revenue. 159 Million Mobile Internet Users. 156 Million Smartphones.

Mobile Operating Systems Market share:

Android (Google Inc.) - 52.5% Symbian OS from Nokia and Accenture 16.9% iOS from Apple Inc - 15% BlackBerry OS from RIM - 11% Bada from Samsung Electronics 2.2% Windows phone from Microsoft 1.5% Others 0.9%

Trends (abbreviated) are as follows: 1. Mobile Marketing Spend is Increasing.

According to Millennial Media, mobile advertising in the United States is growing most rapidly in the financial industry, up 802% YOY. Following the lead of finance industry are: Retail and restaurants (745%) Telecommunications (719%) Travel (411%) Armed forces (372%) Entertainment (315%)

2. Smart phones are taking over mobile communication. According to eMarketer calculations, U.S. smartphone users will climb to 60.2 million by year-end 2010, up nearly 50 percent from 2009. Next year will continue to see strong growth, with smartphone users projected to reach 73.3 million by the end of 2011. And whereas just 13 percent of mobile phone users had a smartphone in 2009, smartphone owners will make up 31 percent of the mobile user population in 2011; by 2015, they will represent 43 percent. 3. Tablets (i.e. Ipad) are on track with smart phone growth rates. Manufacturers, other than apple are trying to jump on the Ipad bandwagon which will lead to a number of non-Apple tablets coming out over the next year. eMarketer projects that 24 million tablets will sell in 2011, with the iPad's overall share of the market dropping to 80 percent. 4. Mobile optimization is a necessity. Mobile Optimization becomes a reality. It will be key to optimize your url for mobile access and to optimize your mobile site for speed, image rendering for various devices, and accessibility. In other words, all of the traditional optimization rules apply and become increasingly important. 5. Mobile is all about social. According to Nielsen, social networking was the fastest-growing category among users of both apps and browsers, growing 240 percent and 90 percent, respectively, year over year. eMarketer estimates the population of mobile social networks users will reach 39 million in 2010, up 64 percent from 2009. By 2015, that number will more than double to 79 million. 6. The application vs mobile website debate continues. 7. Consumers are looking for something other than a browser to find you. 8. Mobile medium as channel between brand and end-user . 9. Still in a very early stage of development . 10.Future prospects? (competing models, ecosystem, user perception, Role in app explosion, scalability, disruptions). Key themes 1. Mobile applications could be a $38 billion market by 2015 . 2. The market dynamics are complex and fast moving . 3. The Middle East market is part of this change . 4. Mobile advertising is a driver of the mobile applications market . 5. Consumer acceptance is growing; advertisers are responding. 6. App developers focus on innovation .