Motricity Survey at MMA Mobile Marketing Forum Finds More Collaboration Needed to Drive Growth in Mobile Marketing

Business Wire, June 12, 2008

BELLEVUE, Wash. & NEW YORK -- Motricity, a leading provider of mobile content infrastructure and services, today announced the results of a survey of mobile marketing executives attending the first day of the Mobile Marketing Association (MMA) Mobile Marketing Forum. The survey, which polled representatives from advertising agencies, content providers, aggregators, technology providers and wireless operators, found that while there's significant interest in mobile marketing, the channel will not realize its potential for growth until there is greater collaboration across the mobile ecosystem.

"The investment in mobile marketing and advertising may be low today, but the results of our survey make it clear that there is tremendous potential for growth in this category," said Steve Leonard, general manager off-deck, Motricity. "The challenges that we're facing as an industry are very similar to what occurred back in the early days of the Internet. Advertisers and marketers were slow to enter the new, unknown online world as were consumers, especially around premium services. When collaboration increased across the ecosystem we saw the elimination of technology silos, the adoption of consistent standards and guidelines, an increase in advertising penetration and return on investment for advertisers. The same thing will happen with mobile as the market matures and the players work in a more collaborative way. But we have to work together as an industry to make that happen."

The survey, which included responses from a broad spectrum of executives in the mobile marketing industry, clearly indicates that the mobile marketing channel will grow when there's greater collaboration across the mobile ecosystem:

* 40% of mobile marketing agency representatives said their agencies currently spend less than 2% on mobile marketing initiatives, however, one third of the same group expect to increase spend by more than 25% next year.

* 71% of the content providers and 58% of technology providers polled said that advertisers aren't using mobile marketing and advertising because the mobile marketing channel has not developed enough.

* 31% of wireless operators reported that they are looking for more clarity from the mobile ecosystem on the strategies and tactics used to execute mobile marketing campaigns.

Participants in the study responded with the need for greater visibility and transparency into the data in order to offer targeted content to subscribers at the right place at the right time:

* 49% of content provider respondents and 36% of integrators/aggregators noted that targeting and demographics are most critical to effective mobile marketing campaign management.

* 23% of wireless operators felt that content customization and personalization are the key drivers to increase mobile marketing.

* 48% of agency respondents noted that opt-ins or registrations are most important in demonstrating the return-on-investment of mobile marketing campaigns.

* 43% of respondents are clearly focused on technology that provides visibility and performance of the effectiveness mobile marketing campaigns.

The key drivers to substantially achieve significant growth in mobile marketing and advertising revenues include an increase in the use of the mobile Internet, mobile video and location-based services (LBS). The technologies that will facilitate growth in this marketing include performance monitoring, campaign management, short code provisioning, transaction and financial technologies.

Additional key findings of the survey include:

* 46% of wireless operator respondents find transaction and financial technology to be the most important technology. 23% focus on scalability.

* One-third of respondents across all groups would be willing to offer sponsored content to consumers in return for receiving advertisements.

* 38% of wireless operators find that open APIs to the content providers to manage the campaigns would make mobile marketing initiatives more effective and generate more revenue.

About the Survey

This survey was conducted by Motricity on the first day of the Mobile Marketing Association (MMA) Mobile Marketing Forum in New York on June 10th, 2008. The survey was completed by 129 conferences attendees who identified themselves in the following categories:

* Wireless Operator/Service Provider: 12%

* Advertising Agency: 17%

* Integrator or Aggregator: 15%

* Technology Provider: 29%

* Content Provider: 27%

About Motricity

Motricity is a leading provider of mobile content infrastructure and services. The company's offerings span the content delivery chain, enabling compelling end user experiences and delivering profitable and reliable mobile content offerings for mobile operators and enterprise customers. Motricity's customers include the top 6 operators in North America representing 94% of all North American mobile subscribers. Products and services range from mobile portals and storefronts to messaging aggregation. Motricity is headquartered in Bellevue, WA and has offices in Durham, NC, the U.K., France, and the Netherlands. For more information, visit www.motricity.com.