Short Recap from MMA Briefing – 12 Nov 2009
Posted on: November 16, 2009 – Filed under: Jakarta
Last week we had a joint event with Frost & Sullivan and Mobile Marketing Association (MMA, mmaglobal.com). It was also co-located with the Indonesia Telecoms Summit 2009.
Presenting were a number of who’s who in the mobile marketing in Indonesia… sharing their experience in running actual and successful mobile and digital campaign in Indonesia, plus also key statistics and insights about the future of this industry.
Rohit Dadwal from MMA explained the state of mobile marketing and how the association aim to drive and nourish this infant industry. He reminded us that Indonesia is BIG for mobile – more than 600 page views per user per month – well above global average of 250.
Next, P’ Sumantri from our own Indosat shared his experience in building Indosat’s i-klan mobile ad/marketing services. They have 1.5 million subscribers on i-kan now, and average response rate was ~20%. Indosat has quite comprehensive inventory: ranging from SMS, MMS, WAP, app store, print ads on their vouchers and starter packs.
Andy Zain continued by sharing key stats from Indonesia mobile, telco, and advertising number, citing that currently only a paltry 0.02% from IDR 50T ad revenue went into digital/mobile ad.
Then we have Shinta “Bubu” sharing a very interesting success story about AXE integrated digital/traditional media campaign in Indonesia – the “Call Me” campaign. The statistics from the Axe Effect campaign run last year: 270k SMS, 760M calls from 32M unique numbers… The hotdog girl got 2 million calls a day! AXE sales up by 300%….
Oh, BTW, try to call 0855-889-0000 :p
Next Joseph “Joe” Lumban Gaol of m-stars also shared his precious experience running a mobile campaign for Green Sands. He mentioned something that I can’t forget: Go find the emotional benefit that you can offer to your users/subs, that is the stickiness factor for mob-ad – also the basics of marketing which applies here….
Benhard Soebiakto from Octovate was next on-stage, speaking from the point of view of a “traditional” media agency – the voice of a brand. Being cautious before jumping into the bandwagon, paying very close attention to the trends, eager to tap into this mobile media opportunities.
(Update: Thanks to Andy for the mention)
Ruben Eduardo from Pudding Media highlighted a very important point: SMS-based advertising, the old school. When 90% of all mobile subs used SMS, then you gotta consider this channel seriously. But he explained how to do it unobtrusively (not like these spammers…), for example ad insert in the bottom of reload SMS, etc. Talk to him, he’s got good ideas.
And finally Amiranto of j-spot talked about the potential of Augmented Reality (his latest pet project – Layar + Android), cool stuff. Some of their existing clienteles are looking into this technology, and how this can be applied into mobile marketing.
I guess all the presenters will eventually share their presentation slides (starting with Andy… soon…) for you to read and enjoy… so watch this space.