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The company J'son & Partners Consulting presents main findings of the research "Mobile marketing main market drivers."

To determine the boundaries of mobile marketing J'son & Partners Consulting experts included in the concept of mobile marketing the following segments:

 

      Mobile advertising – a set of measures aimed at attracting customers via mobile phone::
                OnScreen – advertising in online applications, video advertising, media advertising;
                messages – Promotional SMS-and MMS-mailing, «SMS-tails», ICB, USSD¹;
                context advertising – advertisement displayed when searching in the phone, and its partner sites.
                others – specialized advertising in applications,
      SMS-marketing – BTL-actions, system of informing customers via SMS;
      loyalty programs – discount programs, mobile loyalty cards;
      promo applications – development of applications for direct brand promotion;
      mSMM (mobile social media marketing) – mobile marketing in social networks.

 

The notion of mobile marketing doesn’t include:

 

      the market of application development (only a small segment associated with the
          promotional applications is considered in the report);
      the market of mobile commerce;
      the market of mobile content.

 

 

J'son & Partners Consulting considers a detailed structure of participants of the Russian mobile marketing and advertising market in the context of the following players:

 

      mobile operators;
      players of media and contextual online advertising;
      service and content providers;
      advertising and BTL-agencies;
      mobile advertising agencies;
      payment aggregators and system.

 

The global market of mobile marketing

 

The study conducted by J'son & Partners Consulting considers main drivers and trends of the global market of mobile marketing in 2010-2016. According to J'son & Partners Consulting estimations, in 2012 the total global market of mobile marketing was about $ 13.9 billion.

The Asian market of mobile marketing in 2012 will remain the largest, but according to J'son & Partners Consulting estimations, in 2013 the first position in terms of size will be held by the market in North America.

Trends in the global market of mobile marketing

J'son & Partners Consulting experts thoroughly considered the main trends of the world market of mobile marketing:

 

      increase in the number of mobile devices and increase in the share of smartphones;
      increase in the influence of mobile social networking in the market of mobile marketing;
      spread of new operating systems: Android, iOS, Windows;
      increase in the number of tablet computers;
      development of mobile payment systems and mobile banking.

 

The Russian market of mobile marketing

The size of mobile marketing in Russia, according to J'son & Partners Consulting, in 2012 will be $ 114 million, and by 2015 the market will grow by more than twice, to $ 404 million.

 

 

The largest segments of mobile marketing are: mobile advertising, loyalty programs, SMS-marketing, mobile applications, social networks marketing.

 

 

Trends, drivers and barriers of the Russian market of mobile marketing

J'son & Partners Consulting experts thoroughly examined key trends, drivers and barriers of the Russian market of mobile marketing:

 

 

In the study of mobile marketing J'son & Partners Consulting experts considered successful cases of mobile marketing in both Russian and foreign markets.

 

 

Adjacent markets

The study of mobile marketing J'son & Partners Consulting provides a detailed analysis of adjacent markets: the sales market of mobile phones, smartphones and tablet computers market.

 

According to J'son & Partners Consulting, the amount of personal tablet PCs in Russia will reach 3.2 million units by the end of 2012.

 

According to J'son & Partners Consulting, cash Park smartphones in 2012 will be equal to 27.2 million units., And cash park tablet PC in Russia will be about 3.2 million units.

According to J'son & Partners Consulting, the number of Android tablet users in Russia will exceed the number of Tablet PC users running iOS in 2012.

 Smartphone’s and tablet PCs sales show rapid growth allowing to involve a higher percentage of the audience in the sphere of influence of mobile marketing.



 According to J'son & Partners Consulting, Russia has experienced a rapid growth of mobile data traffic showing a steady increase in the consumption of mobile Internet and creating favorable conditions for the growth of mobile marketing in Russia.



Conclusion

      Mobile marketing is one of the fastest growing segments of global telecommunications market.
           The market volume will reach $13.9 billion in 2012 increasing to $56.2 billion by 2016, according
           to J'son & Partners Consulting.
      The volume of Mobile marketing market in Russia, according to J'son & Partners Consulting, will
           reach $114 million in 2012 increasing to $ 404 million by 2015.
      According to J'son & Partners Consulting, Russia has experienced a rapid growth of mobile data
           traffic, showing a steady increase in the consumption of mobile Internet and creating favorable
           conditions for Mobile Marketing market development in Russia.
      The share of smartphones will reach 45% of the total amount of personal cellular phones in 2014,
           it is a key indicator in predicting the positive dynamics of the Mobile Marketing market in Russia
           until 2016.
      The main trend of the Market of mobile marketing in Russia in 2012 are: the popularity of
          advertising in mobile applications, the emergence of advertising campaigns using "augmented
          reality", the emergence of mobile loyalty programs, the growing popularity of LBS and
          geotargeting advertising, growing impact of social networks on the market for mobile marketing.

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¹  SMS-tails – advertising message at the end of service SMS,
ICB (Interactive Cell Broadcast) is a technology that allows to to send GSM subscribers through Cell Broadcast channels short message, periodically appearing on the phone's screen in the form of short messages (teasers).
USSD standard service in GSM, allowing to organize interactive communication between the network subscribers and service application in the mode of transmission of short messages.

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Contents of the full report
«The Russian market of mobile marketing, 2010-2016»

1. Introduction.
        Definitions, Information sources and methodology of the research
        Classification and terminology of the market of mobile marketing
2. Review of the global market of mobile marketing
       2.1. Global market size of mobile marketing
              2.1.1. Global market size of mobile marketing in monetary terms, 2010 – 2Q2012
              2.1.2. Global market structure of mobile marketing by macro regions, 2010 – 2Q2012
              2.1.3. Adjacent markets size
                     2.1.3.1. Global market of mobile communication
                             The number of mobile subscribers in the world, 2010 – 2Q2012
                             The total mobile data traffic, 2010 – 2Q2012
                             Analysis of 3G/4G network coverage, 2Q2012
                     2.1.3.2. Global market of mobile devices sales
                             Total sales of mobile phones in natural terms, 2010 - 2Q2012
                             Total sales of smartphones in natural terms, 2010 - 2Q2012
                             Total sales of Tablet PCs in natural terms, 2010 - 2Q2012
       2.2. The park of mobile devices
              2.2.1. Smartphones
                             Total park of smartphones, 2010 – 2Q2012
                             Distribution by platform, 2010 – 2Q2012
              2.2.2. Tablet PCs
                             Total park of tablets, 2010 – 2Q2012
                             Distribution by platform, 2010 - 2Q2012
              2.2.3. Other mobile devices
       2.3. Trends and tendencies of the global market of mobile marketing
              2.3.1. Global trends of mobile marketing
              2.3.2. Changing in the consumption patterns - "global mobilization"
              2.3.3. Use of geopositioning in mobile marketing
              2.3.4. Video services and video advertising
              2.3.5. LTE penetration and its influence on mobile marketing
              2.3.6. E-Commerce - driver of the mobile consumption
              2.3.7. Mobile social networks and their role in mobile marketing
              2.3.8. The use of QR-codes in mobile marketing
       2.4. Cases of mobile marketing in the global markets
              2.4.1. Cases of mobile advertising
              2.4.2. Cases of geoservices
              2.4.3. Cases of video advertising
              2.4.4. Examples of e-commerce services
              2.4.5. Examples of branded mobile content
              2.4.6. Other types of mobile marketing
       2.5. Forecasts of the global market of mobile marketing, 2012-2015
3. Overview of the Russian Market of Mobile Marketing
       3.1. Description of the market of mobile marketing in Russia
              3.1.1. Size of the mobile advertising market in Russia in monetary terms, 2010 - 2 Q 2012
              3.1.2. Overview of Russian mobile advertising networks
              3.1.3. Overview of independent mobile advertising sales agencies
              3.1.4. Size of adjacent markets
                     3.1.4.1. Russian mobile communication market
                             The number of mobile subscribers, 2010 – 2Q2012
                             The total mobile data traffic, 2010 – 2Q2012
                             Analysis of 3G/4G network coverage, 2Q2012
                     3.1.4.2. The Russian market of mobile devices sales
                             Total sales of mobile phones in natural terms, 2010 - 2Q2012
                             Total sales of smartphones in natural terms, 2010 - 2Q2012 2012
                             Total sales of Tablet PCs in natural terms, 2010 - 2Q2012
       3.2. Park of mobile devices
              3.2.1. Smartphones
                             Total park of smartphones, 2010 – 2Q2012
                             Distribution by platform, 2010 – 2Q2012 
              3.2.2. Tablet PCs
                             Total park of tablets, 2010 – 2Q2012
                             Distribution by platform, 2010 - 2Q2012
              3.2.3. Other mobile devices
       3.3. Trends and tendencies of the Russian market of mobile marketing
              3.3.1. Trends of mobile marketing in Russia
              3.3.2. Trends of mobile advertising in Russia; 3.4. Cases of mobile marketing in the Russian market
              3.4.1. Description of successful Russian cases of mobile advertising and marketing
       3.5. Forecasts of the Russian market of mobile marketing, 2012-2015
4. Conclusion

 

List of figures

Figure 1. Mobile marketing structure
Figure 2. Global market size of mobile marketing in monetary terms, billion USD 2010 – 2016
Figure 3. Global market structure of mobile marketing by macro regions, 2010 – 2016
Figure 4. Total active mobile subscriber base in the world
Figure 5. Total mobile data traffic in the world, EB, 2010-2016
Figure 6. Global mobile phones market size in natural terms 
Figure 7. Global smartphones market size in natural terms
Figure 8. Global tablets market size in natural terms
Figure 9. Total park of smartphones in the world 
Figure 10. Total park of smartphones in the world
Figure 11. Total park of tablet PCs in the world, million units, 2010-2012
Figure 12. Total park of tablet PCs in the world by operating system, %
Figure 13. Frequency of mobile internet use
Figure 14. Frequency of video applications use
Figure 15. The number of launches of new LTE networks in the world
Figure 16. LTE penetration in various countries
Figure 17. The distribution of mobile marketing by macro-regions: Eastern Europe and Russia,
               $ billion
Figure 18. The distribution of mobile marketing by macro-regions: Western Europe, Asia, USA
Figure 19. Growth rates of mobile marketing in the world, 2011-2015
Figure 20. The size of mobile marketing in Russia in monetary terms, 2012 - 2015's
Figure 21. The structure of the Russian market of mobile marketing, 2012 - 2015
Figure 22. The structure of the mobile advertising market in monetary terms
Figure 23. The total active subscriber base of mobile operators in Russia, million 
               subscribers, 1Q2010 -2Q2012
Figure 24. Total mobile data traffic, billion MB, 1Q2010 - 2Q2012
Figure 25. Total sales of mobile terminal in natural terms, 1Q2010 - 2Q2012
Figure 26. Forecast of the mobile phone market in natural terms
Figure 27. Total sales of the smartphones in natural terms, 1Q2010 - 2Q2012
Figure 28. Structure of the market of mobile terminals sales in natural terms: smart phones -
               mobile phones, 2010-2014
Figure 29. Total park of smartphones in Russia, mln units, 2010-2012.
Figure 30. The total park of smartphones available in Russia by the operating systems,
               million units, 2010-2012
Figure 31. The total park tablet PCs in Russia, mln units, 2010-2012.
Figure 32. Total park of tablet PCs in Russia by the installed OS, million units,
Figure 33. Park of 3G-modems by operators, Russia
Figure 34. Growth rates forecast of mobile advertising market in Russia 2013 -2015v