Archive for November, 2009

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.

It’s time for the well-loved global events for mobile start-up companies! Announcing “Mobile Premier Awards 2010”

The MPA in Innovation is the same event we have all come to love. A global grassroots competition open to all MobileMonday chapters to nominate a local startup to eventually pitch in a full house of the industry’s influencers and decision makers in Barcelona, during the Mobile World Congress on February 15, 2010.

The MobileMonday chapters will vote for their local most innovative startup. An international jury of the most recognized mobile industry experts will select the 20 finalists from all the local chapter nominees to pitch at the event in Barcelona in front of investors, operators, media companies, peer entrepreneurs, and press and influential bloggers.

But there’s more!

As a new challenge, this year’s awards are our first attempt at bringing together more ecosystem players. We have partnered with some of the most influential networks in mobile to deliver other award opportunities for all participating startups.

Other Mobile Premier Awards 2010:

• MPA in Marketing – The best startup in Mobile Marketing
• MPA in Entertainment – The best startup in Mobile Entertainment in partnership with Mobile Entertainment Forum
• MPA in User Experience - The best startup in Mobile User Experience in partnership with MEX
• MPA in Social Change – The best startup using mobile for social change in partnership with MobileActive.org
• MPA in Female Entrepreneurship- The best woman-lead mobile startup in partnership with Women2.0 and the Women in Mobile Data Association

The Mobile Premier Awards 2010 selection process for MobileMonday chapters

1. Starting from November, online visibility will start on major mobile & technology blogs. Start-ups from all over the world can register themselves in the competition portal. [Make sure you select MobileMonday Jakarta as your affiliation]

2. On December 31 midnight local time, the competition will close and no new signups or edits will be allowed by the startups. Please inform us if you will have your nominee selection deadline later then this date.

3. MobileMonday Indonesia Chapter will nominate using its own methods: email voting, local momo event voting, founder’s voting, jury….your choice.

4. We will select ONE nominee by January 6, 2010 midnight local time, and notify the organizer about this nomination. Remember that nominees must be willing to come at their own expense to the Mobile Premier Awards in Barcelona.

5. On January 11, 2010 all nominees will be announced and will be available to all registered members globally through the mobilepremierawards.com home page.

6. An international Jury (more on this topic soon) will select the 20 finalists to the Mobile Premier Awards event in Barcelona. The finalists chosen to present in Barcelona will be announced on January 18, 2010.

Next Steps

For more details go to: http://www.mobilepremierawards.com … and hurry up to register your start-up!

Yahoo! is hiring… Aren’t you interested? You’ll be working alongside these cool Indonesian dudes at Yahoo! office in Suntec City Singapore office.

There’s 3 openings as of now :

1. Lead QA for Yahoo! Mobile in Asia
2. Mobile Engineer (Apps) for Yahoo! Social Products
3. Mobile Engineer for Yahoo! Social Products

Cheers,

Andy

continue

Friends of MobileMonday Indonesia,

Please use this rare opportunity and attend the first ever Mobile Marketing Association Briefing on Mobile Marketing Opportunity in Indonesia, brought to you through collaboration among Mobile Marketing Association, Frost & Sullivan, MobileMonday Indonesia, M-Stars, and Bubu.com. Meet with all the major mobile marketing players in Indonesia, the telcos, case studies from brands (Axe and Green Sands), learn the latest technology in mobile marketing (augmented reality?) and more..

The Briefing will take place at:

• Date: Thursday, 12 November 2009
• Time: 14.00 – 17.00
• Place: Hotel Mulia (Ballroom 1)
  (co-located with Frost & Sullivan Indonesian Telecoms International Summit 2009)

If you are in the mobile advertising business, coming from an agency or a brand looking to know more about mobile marketing, make sure you did not missed the opportunities.

Seats are very limited and we are almost at full house. See you there!

Hi All : A note from our friend Alan Quayle which might interest you.

===============================================================

Alan Quayle

“Hi, my name is Alan Quayle, on my weblog, www.alanquayle.com/blog, you can see I’ve been writing about the importance of application developers to operators for several years.  I recently presented on why operators need developers: (click here)

I’m helping the leading SDP supplier identify application developers that should be part of its solution to operators.  Local applications are important to mobile and broadband operators, because:

a) its just easier for operators to work with a local developer

b) local developers better understand the subtleties of their culture to create better applications

Please let me know and if you’re deployed with an operator.  I’ll put it into a list and recommend to the supplier they need to partner with you to win deals in your country.  I hope it generates some business for you.”

In addition to our live tweet at @idmomo, here’s the recap of the event.

It was a full house event, so packed, but also full of enthusiasm. We are featuring a bunch of developers and leading people in BlackBerry world in Indonesia. Also attending are a lot of movers and shakers in the mobile industry.

Agung Wijanarko (Indosat, @gungwi) opened the session by sharing his insights titled “BlackBerry Beyond Email Applications.” First he showed an amazing graphic that BB has hit the A phone in Indonesia in term of mobile web usage. Then he went on to introduce two types of BB applications (beyond email), first the horizontal applications (mass market) and then the vertical applications.

The horizontal applications is very important, because BlackBerry has grown out of its root as corporate solution into a consumer product. Sixty percent (60%) of the users are now consumer, and it’s growing faster. Dominating in the mass market apps are social networking and instant messaging apps.

On the vertical app, Agung explained that mobile CRM is a very potential market that needs to be addressed. This is one of the main reason that people are still carrying their laptop when they are mobile.

His conclusion…

Indonesia is promising market and the new red hot spot for RIM and BlackBerry!

Next on stage was Deddy Avianto (ID Berry [BB only website], @idberry). He shared a business potential that many people often overlooked… BlackBerry themes. And not just simple themes, but showing that we – Indonesian – can do a lot of innovation in these themes. His theme creation are often featured in BlackBerry review websites.

One nice example is a theme that he did with BMW Indonesia to promote their new car. (Talking about mobile marketing).

dadBerry is also organizing several BB developer gathering. So watch his website/tweet. SPECIAL: he is offering for limited time free theme for us, id-momo-ers… so get it now. Details on his presentation.

Fahmi Gustiawan (Pravina) and Setiadji (Pemda DKI) actually impressed me with what they are sharing… M-gov application on BlackBerry… and not only Powerpoint-ware but already implemented in our very own Jakarta government.

So for example, the government can check Katulampa water gate level, for early flood mitigation/warning system. Then there is this (potentially) open and realtime communication channel to government officials wrt feedback (read: complaint) of public services — traffic jam, condition of public facility, … The Governor is monitoring and actively using these services!

This is very real, and hopefully can improve the quality of public services.

BTW, Fahmi was presenting using his BB, no laptop… whoa…

Next, on the lineup, were 4 Indonesian developers (one is half Indonesian, actually… ).

• Willson Cuaca (xsago, @foyage)… maker of Foyage BlackBerry LBS application. Foyage offered editorial and user-generated review for point of interests around Indonesia and Singapore, which utilize your LBS/location information. It also does traffic as well…
• Ronald Ishak (domikado, @ronishak)… domikado is a lifestyle application for BB that got so many download within days of their launch (20k downloads – their 1st year target, in 3 days… Ed. Ron, your investors will probably triple or quadruple your next year target, good luck…). He simply said that, “… this will change your lifestyle” from how you read news and how you trade stocks.
• Mark Hanusz (equinox apps)… expanded from iPhone to BB… simply because it’s something inevitable. Their jakartaglobe application is ported to BB. It’s offering a platform for mobile news, which includes monetization via advertising as well.
• Sukimin Irawan (caripromo)… his application is the one you should install if you’re a deal/promo chasers… it aggregates all the current promo from all over the place, food, shopping, electronics, movies, etc. (Ed. I wish all the marketers use this instead of spamming us with irrelevant SMS).
• We actually missed 7langit… guys, next time you should present ya…

The good thing with applications is that just this week BlackBerry launched their AppWorld (anyone who hasn’t download it please do so…. goto mobile.blackberry.com from your handset – you Nokians should download Ovi Store as well!). Although, like Agung mentioned, discovery of application is also a challenge in app stores. Probably we need in the near future guides to “app store marketing tactics”… But it’s a nice problem to have.

Last but not least, Michael Smith from Yahoo! developer network made a short announcement about the upcoming OpenHack day on the 21-22 November. It’s a fun day for you developers. Fun facts: Yahoo! has 63 million users in South East Asia, so it’s a huge market. Details can be found on this website.

So to wrap up… “Happy thumbing!”

PS. Slides can be found at the usual place.