• Japanese
  • Korean
  • Chinese
Cover Image

Mobile Marketing Strategies and Emerging Opportunities in the BRIC Countries

  • Published:
  • 121 Pages
  • BRICdata

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

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
Show More
Pricing
Get Notified
Email me when related reports are published