At the end of march, I participated to the conference Global Marketing and Advertising Organisation in Sao Paolo, Brasil as a speaker. From a general point of view, concerning the economic structure and the construction for internet and mobile internet, Brasil and Turkey have a lot in common.

Talking for internet, there were many interesting names among the speakers. Especially, Dalton Yamaguishi, one of the first speakers, from a media company called Abril. We can compare Abril with one the biggest media concerns in Turkey Doğan Group, who has a wide variaty of channels and a huge capital power. He held a speech about how social networking is influencing our lifes. He made the causation for broadband internet clear and supported it with the portal examples like Facebook, Flickr, etc. The general look is the same as in Turkey. He mentioned that, they also attract a great deal of users over there. Nonetheless, the question what happens if social networking would move to mobile internet, remained unanswered, for he mentioned that he does not know the answer. He specified the big potential on this theme and the importance of using it effective and in the right way. But of course those are general approaches. At the evening I had the chance to talk with him more in-depth and he said that they would make serious investments on mobile internet. I told him about the developments in Turkey. One of the most interesting thing for him was in sake of raising the incomes, that the operators put Facebook banners to their portals. Consequently, there was a big rise in their incomes. That way, the operators made some profit from the Facebook effect. I wonder how would Mark Zuckerberg comment, if he saw the banners in irrelevant sites. This is a joke of course, but I still think, if he heard that people are profiting from what he invented, he would request something.

My personal idea is, for creating the large masses for mobile internet, the operators, internet actors and all other actors should work on a collective software platform, otherwise it would be really hard to create one. There should be developments like Android I guess.

The speech of AC Nielsen gave also some good information, which I found interesting. Especially the Latin America demographic features, given by Roberto Ferrero Vezquez (Business Unit Director, Nielsen Mobile) on internet usage percentage, mobile internet and penetration of GSM helped us understanding the market there. I could help people, who are in need of further information on this subject.

Yahoo’s Senior Director Michael Bayle made us laugh and also told about the big actors and the present situation of world mobile internet market from Yahoo’s point of view. It was nice to listen an insider with that much of experience. Yahoo mobile is really aggressive and seems to become more aggressive.

The most sophisticated and guiding speeches were made by David Oberholzer. David is in the Best Practices Commitee of MMA Global and is very experienced. He gave concrete answers to all questions asked about mobile internet, authorized marketing, mobile spam, etc.
He is a very friendly person and I guess he would be helpful to anyone for further questions.

If I should summarize what I have experienced all day long, I should say the formations on the side of Latin America are very similar to Turkey’s. Everyone dealing with mobile internet, edge, etc. and also broadband gained interest. At the same time, it seems that people are in search for social networking, because the markets are open for those kind of sites. Maybe we should also consider taking some positions in that area.

Yazar/Author: Volkan Biçer

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