Speaking at Ad:Tech Bangalore, D Shivakumar, Senior Vice President (India, Middle East, Asia), Nokia talked about smartphones and the emerging opportunities for app developers. Here are some notes from the keynote: - Shivakumar said there are 5 billion mobile phones in the world and that mobile phones are one of the most penetrated medium with a penetration rate of 71%, followed only by Television which stands at a distant second with a penetration rate of 28%. Of the 5 billion mobile phones, smartphones account for 1 billion mobile phones and feature phones account for 4 billion mobile phones. However, there is no word on the data source for this information. - Mobile Data and Mobile Ads Market: Shivakumar said that the mobile data traffic stood at 1.2 exabytes per month globally, up from 0.6 exabytes per month in 2011. He stated that India currently has the third largest mobile Internet base at 120 million consumers and as the voice becomes more commoditized, operators will drive more data-based services, especially video-oriented services. Shivakumar also added that the Indian mobile advertising market is valued at Rs 180 crore and the global mobile ad market currently stands $11.6 billion, a 85% increase from $6.3 billion in 2011. Also, he stated that mobile coupons have performed and have received 10 times higher redemption rates than print coupons globally. Going forward, Shivkumar stated that location based services, mobile apps and video will be the future drivers of mobile ads in the country. - Price Comparison Engines: Shivakumar…
