Synopsis

This report provides detailed market analysis, information and insights, including:
• In-depth analysis of mobile marketing opportunities in the four BRIC countries: Brazil, Russia, India and China
• A comprehensive and country-specific analysis of market attractiveness, covering the key trends, drivers and challenges across the four countries
• Detailed mobile marketing spend and forecasts for the period 2011–2016 for each BRIC country

Summary

Across the four emerging BRIC countries, high mobile penetration has generated opportunities for mobile marketing initiatives. These initiatives have become popular among businesses as they have a broad reach, the ability to monitor responses, and can offer location-based promotions. As such, companies across a variety of industries have started developing mobile marketing strategies with increasing marketing budget allocations. The aim of mobile marketing varies across different industries, although the main focus is to develop promotions that target specific consumer groups and launch new service offerings. Mobile marketing in the BRIC countries currently takes the form of mass market campaigns that target customers through bulk messages. However, this is expected to change as marketers start utilizing location-based services, which will be driven by the increased penetration of smartphones and improved mobile infrastructure to enable accurate and high-bandwidth services. As such, BRICdata expects mobile marketing campaigns will become more personalized through using location-based promotional strategies.

Scope

• This report provides an extensive analysis of the mobile marketing market in the four BRIC nations – Brazil, Russia, India and China
• It provides current and forecast market sizing for mobile marketing spend in each of the BRIC nations
• It offers detailed analysis of business, infrastructure, technology and consumer trends driving the growth of the mobile marketing market in each of the BRIC countries
• The report highlights the key challenges faced by the mobile marketing market
• It provides case examples of innovative mobile marketing strategies adopted by key players across consumer industries such as FMCG, healthcare, banking, and travel and tourism
• It also provides insights into the future of mobile marketing and upcoming trends shaping the growth of the market in each of the BRIC countries

Reasons To Buy

• Gain in-depth insight into mobile marketing strategies in each of the BRIC countries
• Take informed decisions and formulate effective technical and marketing strategies based on the report’s detailed market insights on mobile marketing
• Understand the key consumer, business and economic trends impacting mobile marketing in each of the BRIC nations
• Gain insight into mobile marketing strategies adopted by key players across consumer industries such as FMCG, healthcare, banking, and travel and tourism

Key Highlights

• The number of Brazilian mobile broadband subscribers increased from 20.6 million in 2010 to 41.1 million in 2011, and is expected to reach 124 million in 2014.
• The 2014 FIFA World Cup and 2016 Olympics Games will be held in Brazil, which is encouraging corporations to make investments in mobile marketing to advertise their brand to a wider audience of inbound tourists that are coming to the country for these sporting events.
• Video-based advertising is growing rapidly and advertisers spent more than US$18 million on placing video advertisements on Russian language sites in 2010.
• India’s mobile subscriber base reached 951 million in March 2012, after recording eight million mobile subscriber additions during the month of March.
• Smartphone penetration in India is very low, and less than 5% of the phones in the country are smartphones. However, handset manufacturers are launching low-cost smartphones that value INR4,000–6,000, which is expected to increase demand.
• The high penetration of mobile devices compared to personal computers has made mobile marketing a way to reach a wider audience in China, which is making mobile-based marketing and promotions an integral part of the marketing initiatives used by many companies.

Table Of Contents

Table of Contents
1 Executive Summary
2 Benchmarking of Mobile Marketing in BRIC Countries
2.1 Market Environment for Mobile Marketing in BRIC Countries
2.2 Future Prospects of Mobile Marketing in BRIC Countries
2.3 Comparison of Mobile Marketing Opportunities in BRIC Countries
2.3.1 Mobile marketing share of total digital advertising
2.3.2 Future mobile marketing expenditure benchmarking
3 Mobile Marketing in Brazil
3.1 Introduction to Mobile Marketing in Brazil
3.2 Key Growth Drivers of Mobile Marketing in Brazil
3.2.1 Infrastructure drivers
3.2.2 Consumer drivers
3.2.3 Business drivers
3.3 Mobile Marketing Forecasts
3.3.1 Digital advertising expenditure overview
3.3.2 Mobile marketing share of total digital advertising expenditure
3.3.3 Mobile marketing expenditure
3.4 Key Mobile Marketing Trends in Brazil
3.5 Mobile Marketing Strategies in Key Industries
3.5.1 Overview
3.5.2 Healthcare
3.5.3 Banking
3.5.4 Travel and tourism
3.5.5 FMCG
3.6 Case Studies
3.6.1 Coca Cola
3.6.2 Bohemia
3.7 Challenges
3.8 Future of Mobile Marketing in Brazil
4 Mobile Marketing in Russia
4.1 Introduction to Mobile Marketing in Russia
4.2 Key Growth Drivers of Mobile Marketing in Russia
4.2.1 Infrastructure drivers
4.2.2 Consumer drivers
4.2.3 Business drivers
4.3 Mobile Marketing Forecasts
4.3.1 Digital advertising expenditure overview
4.3.2 Mobile marketing share of total digital advertising expenditure
4.3.3 Mobile marketing expenditure
4.4 Key Mobile Marketing Trends in Russia
4.5 Mobile Marketing Strategies in Key Industries
4.5.1 Overview
4.5.2 Healthcare
4.5.3 Banking
4.5.4 Travel and tourism
4.5.5 FMCG
4.6 Case Studies
4.6.1 MTS
4.6.2 Coca Cola brands: Fanta and Burn
4.7 Challenges
4.8 Future of Mobile Marketing in Russia
5 Mobile Marketing in India
5.1 Introduction to Mobile Marketing in India
5.2 Key Growth Drivers of Mobile Marketing in India
5.2.1 Infrastructure drivers
5.2.2 Consumer drivers
5.2.3 Business drivers
5.3 Mobile Marketing Forecasts
5.3.1 Digital advertising expenditure
5.3.2 Mobile marketing share of total digital advertising expenditure
5.3.3 Mobile marketing expenditure
5.4 Key Mobile Marketing Trends in India
5.5 Mobile Marketing Strategies in Key Industries
5.5.1 Overview
5.5.2 Healthcare
5.5.3 Banking
5.5.4 Travel and tourism
5.5.5 FMCG
5.6 Case Studies
5.6.1 Kingfisher Goodtimes Campaign
5.6.2 India Yamaha Motor Private Limited
5.7 Challenges
5.8 Future of Mobile Marketing in India
6 Mobile Marketing in China
6.1 Introduction to Mobile Marketing in China
6.2 Key Growth Drivers of Mobile Marketing in China
6.2.1 Infrastructure drivers
6.2.2 Consumer drivers
6.2.3 Business drivers
6.3 Mobile Marketing Forecasts
6.3.1 Digital advertising expenditure
6.3.2 Mobile marketing share of total digital advertising expenditure
6.3.3 Mobile marketing expenditure trends
6.4 Key Mobile Marketing Trends in China
6.5 Mobile Marketing Strategies in Key Industries
6.5.1 Overview
6.5.2 Healthcare
6.5.3 Banking
6.5.4 Travel and tourism
6.5.5 FMCG
6.6 Case Studies
6.6.1 KFC
6.6.2 Starbucks
6.7 Challenges
6.8 Future of Mobile Marketing in China
7 Appendix
7.1 What is this Report About?
7.2 Definitions
7.3 About BRICdata
7.3.1 Areas of expertise
7.4 Methodology
7.5 Disclaimer



List of Tables

Table 1: Brazilian Market Environment for Mobile Marketing, 2011
Table 2: Latin American Mobile Marketing Survey Findings, 2011
Table 3: Brazilian 3G Subscribers (Million), 1Q 2010-1Q 2012
Table 4: Brazilian Digital Advertising Expenditure (US$ Million), 2007-2016
Table 5: Brazilian Mobile Marketing Expenditure (US$ Million), 2007-2016
Table 6: Brazilian Mobile Marketing Strategies of Key Industries
Table 7: Mobile Banking Services Offered by Leading Brazilian Banks
Table 8: Russian Market Environment for Mobile Marketing, 2011
Table 9: Russian Digital Advertising Expenditure (US$ Million), 2007-2016
Table 10: Russia Mobile Marketing Expenditure (US$ Million), 2007-2016
Table 11: Russian Mobile Marketing Strategies of Key Industries
Table 12: Mobile Banking Services Offered by Leading Russian Banks
Table 13: Indian Market Environment for Mobile Marketing, 2011
Table 14: Indian Digital Advertising Expenditure (US$ Million), 2007-2016
Table 15: Indian Mobile Marketing Expenditure (US$ Million), 2007-2016
Table 16: Ranking of Top Mobile Marketing Countries, Q2 2011
Table 17: Indian Mobile Marketing Strategies of Key Industries
Table 18: Market Environment for Mobile Marketing in China, 2011
Table 19: Chinese Digital Advertising Expenditure (US$ Million), 2007-2016
Table 20: Chinese Mobile Marketing Expenditure (US$ Million), 2007-2016
Table 21: Chinese Mobile Marketing Strategies of Key Industries
Table 22: BRICdata Mobile Marketing Definitions


List of Figures

Figure 1: Mobile Marketing Market Environment Indicators in BRIC Countries, 2011
Figure 2: Development Stages of Mobile Services and Current Position of BRIC Countries
Figure 3: BRIC Countries - Mobile Marketing Share of Total Digital Advertising (% Share), 2011 and 2016
Figure 4: BRIC Countries - Future Growth in Mobile Marketing Expenditure (%), 2012-2016
Figure 5: BRIC Countries - Mobile Marketing Market Dynamics, 2007-2016
Figure 6: Brazilian Mobile Users (Million), 2007-2016
Figure 7: Brazilian Digital Advertising Expenditure (US$ Million), 2007-2016
Figure 8: Brazilian Mobile Marketing Share in Digital Advertising Expenditure (US$ Million), 2011-2016
Figure 9: Brazilian Mobile Marketing Expenditure (US$ Million), 2007-2016
Figure 10: Snapshot of Nissan's Poneis Malditos Video Campaign, 2011
Figure 11: Brazilian Blood Donation Campaign - Reaction of a Women After Seeing Blood Bags in a Supermarket
Figure 12: Brazilian Bank Using Slideshare
Figure 13: Snapshot of the Boteco Bohemia Campaign
Figure 14: Brazilian Reasons for Not Accessing Mobile Internet (%), 2011
Figure 15: Brazilian Time Spent on Gaming by Platform (% Share), 2011
Figure 16: Share in Value Terms of Multiple Media Platforms for Placing Advertisements
Figure 17: Russian Mobile Users (Million), 2007-2016
Figure 18: Russian Mobile-Internet User Base by Age (% Share), 2011
Figure 19: Russian Smartphone, Tablets and Other Feature Phone Sales in Leading Cities (% Share), 2011
Figure 20: Russian Smartphone Sales (Thousand Units), Q1 2010-Q1 2012
Figure 21: Russian Smartphones as a Percentage of Mobile Phone Handsets (% Share), Q1 2010-Q1 2012
Figure 22: Russian Share of Mobile Data Usage (% Share), 2011
Figure 23: Russian Digital Advertising Expenditure (US$ Million), 2007-2016
Figure 24: Russia Mobile Marketing Expenditure Share in Digital Advertising (US$ Million), 2011-2016
Figure 25: Russia Mobile Marketing Expenditure (US$ Million), 2007-2016
Figure 26: Russian Structure of Mobile Marketing According to Delivery Channels (% of mobile ad spend), 2010
Figure 27: Russian Gamers per Platform (Million Users), 2011
Figure 28: Mobile Gaming Campaign Launched by MTS to Promote its 'Red Energy' Tariff Plan
Figure 29: Pictures Available for Download as Part of Burn's Mobile Campaign
Figure 30: Advert Placed on Chameleon as Part of Burn's Mobile Campaign
Figure 31: Pictures available for download as part of Fanta's mobile marketing campaign
Figure 32: Russian Mobile-Internet User Base by Mobile Platforms (% Share), 2012
Figure 33: Indian Mobile Internet Users by Social Group/SEC, 2011
Figure 34: Indian Internet Advertising and Mobile Marketing Revenues (US$ Million), 2011-2016
Figure 35: Indian Claimed and Active Mobile-Internet Users (Million), 2009-2012
Figure 36: Indian Number of Active Internet-Enabled Smartphones (Million), 2011-2016
Figure 37: Indian Mobile Users (Million), 2007-2016
Figure 38: Indian Digital Advertising Expenditure (US$ Million), 2007-2016
Figure 39: Indian Mobile Marketing Expenditure Share in Digital Advertising (US$ Million), 2011-2016
Figure 40: Indian Mobile Marketing Expenditure (US$ Million), 2007-2016
Figure 41: Indian Mobile Marketing User Base by Age Group and Gender (% Share), 2011
Figure 42: Indian Mobile Application Usage in 8 Leading Cities (% Share), 2011
Figure 43: Reach of Travel Sites According to Country and Region (% of Population), March 2011
Figure 44: Downloads for Kingfisher Mobile Marketing Campaign by Indian Cities (% Share)
Figure 45: Content Downloaded During the Kingfisher Mobile Marketing Campaign (% Share)
Figure 46: Snapshot of Yamaha's Mobile Marketing Campaign in India
Figure 47: Chinese Mobile-Internet Users by Age Group (% Share), 2010 and 2011
Figure 48: Chinese Mobile Ad Impressions by Handset Vendors (% Share), 2011
Figure 49: Percentage of Internet Users that Only Use Mobile Devices to Access the Internet (%), 2011
Figure 50: Chinese Mobile Subscribers by Service Provider (Million), January 2012
Figure 51: Chinese Mobile Users (Million), 2007-2016
Figure 52: Snapshot of Kraft's Top Selling iFood Application that Offers m-Coupons to its Users
Figure 53: Chinese Internet Users Reasons for Making Mobile Searches (%), 2011
Figure 54: Chinese Digital Advertising Expenditure (US$ Million), 2007-2016
Figure 55: Chinese Mobile Marketing Expenditure Share in Digital Advertising (US$ Million), 2011-2016
Figure 56: Chinese Mobile Marketing Expenditure (US$ Million), 2007-2016
Figure 57: Chinese Mobile Marketing Goals by Local and Foreign Companies, 2011
Figure 58: Chinese Mobile-Internet Users by Type of Content Accessed (%), 2011
Figure 59: Chinese Advertising Channels that are Used by Corporations (%), 2011 and 2014
Figure 60: Snapshot of Kraft's iFood Mobile Application
Figure 61: Growth in Application Session Time by Country (%), Jan - Oct 2011


Companies Mentioned

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