unit

5
A Have you got a mobile phone? If so, what do you use your mobile phone to do? Look at the box below.
record video films store telephone numbers receive and send emails organise your diary take photographs play computer games look at Internet websites make phone calls download and listen to music use as an alarm clock send and receive text messages anything else?

before you watch

What is your experience of using your mobile device? Tick 3 what is true for you.
1 I often get phone calls from people who are advertising new products, lotteries, free
holidays and other services.

2 I often get text messages which are advertisements. 3 Connecting to the Internet is very slow and difficult. Its much better on my PC! 4 Its usually difficult to read information because the screen is so small. 5 My mobile operator charges too much money for connection and other services. 6 There are many areas where I cant get a good connection with my mobile operator.

comprehension

Watch Part 1 of the video. Choose answers to the questions.

1 David Ko is the Managing Director of
a) a large mobile device operator in Asia. b) an Internet Service Provider for mobile device users in Asia. c) a supplier of mobile device software.

2 David Ko is making partnerships for

a) supplying mobile device handsets. b) advertising Yahoo services. c) advertising on mobile devices.

3 Yahoo Connected Life Asia has formed partnerships with

a) DNA. b) One Search. c) mobile operators.

4 These partnerships have helped Yahoo Connected Life Asia

a) to grow large enough to be attractive to advertisers. b) to make big changes to their bottom line. c) to open new web pages on the Internet.

5 They hope that in the future

a) they will never lose sight of their customers DNA. b) the partnerships will produce significant revenue. c) they can start mobile advertising.

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Pearson Education 2010

Market Leader Intermediate 3rd Edition

unIT 5 adverTIsIng

Watch Part 2 of the video. Complete the sentences.

1 Maxus Communications in Malaysia and Idea Cellular in India are
a) handset manufacturers. b) advertising agencies. c) mobile operators.

2 One Search is a product which

a) helps mobile device users to find information on the Internet. b) helps mobile device users to get a connection. c) helps mobile device users to find other users.

3 One Search is an attempt to

a) make a mobile device like a PC. b) make a search engine which is suitable for mobile devices. c) adapt PC software for mobile devices.

Watch Part 3 of the video. What does david Ko mean? Choose the options.
1 Well, there, theres a ratio, John, globally, that says for every one PC there are three
mobile devices. a) Around the world, there are three times as many mobile devices as PCs. b) Every PC is connected to three mobile devices. c) A PC is three times more powerful than a mobile device. one PC, its four, five, six, seven mobile devices depending on the country. a) In Asian countries there are many more PCs than mobile devices. b) The ratio between PCs and mobile devices is much greater in Asian countries. c) Today, there are more mobile devices in Asian countries. the Internet, via their mobile device rather than a PC. a) Most peoples first contact with the Internet will be when using a mobile device. b) People will post their first experiences on the Internet. c) Most people will contact their mobile devices through the Internet.

2 But we know an area, uh, in places like Asia today, that number is greater. Its for every

3 So the reality is most people will get their first experience in the mobile Internet via, to

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Pearson Education 2010

Market Leader Intermediate 3rd Edition

unIT 5 adverTIsIng
detailed comprehension

Part 1

view the three parts of the video again. read the sentences below. are they correct? Tick 3 the sentences which are correct. Change and correct the sentences which are wrong.
1 Forming partnerships is a new strategy for Yahoo Connected Life Asia. 2 Yahoos partnerships with mobile operators make it easier to sell advertising services. 3 The partnerships have already produced good results for our bottom line. 4 We expect that results will be significant in the future.

detailed comprehension

5 Weve just signed advertising contracts with big mobile operators in Europe. 6 One of these large operators is in Malaysia and one in India. 7 People often find it difficult to search for things on the Internet using their mobile
devices.

Part 2

8 Search engines designed for PCs do not meet the needs and wants of mobile device
customers.

9 One Search is a search engine which is suitable for mobile devices with smaller screen
sizes and different capabilities.

detailed comprehension

10 Around the world, there are three mobile devices for every one PC. 11 In Asia, there are many more PCs for each mobile device. 12 In the future, most people will have their first experience of the Internet through a
mobile device rather than a PC.

Part 3

vocabulary

use the words and phrases from the box below to complete the sentences.
first experience likelihood ratio tailor majority significant screen size bottom line capabilities eventually

1 The _____ between female and male employees in our company is 2:1. 2 We _____ each car for each of our disabled customers. 3 My new mobile phone is cheap and convenient but it has limited _____. 4 My _____ of Venice was excellent because it was not overcrowded. 5 The _____ of road accidents are caused by driver error. 6 There is a _____ difference between pay scales of male and female employees. 7 The rapid increase in oil prices will damage our _____. 8 People enjoy the cinema because they like the large _____. 9 I waited at the bus stop for 45 minutes and _____ the bus arrived. 10 If you dont go to bed now, there is a strong _____ that youll wake up late in the
morning.

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Pearson Education 2010

Market Leader Intermediate 3rd Edition

unIT 5 adverTIsIng

Look carefully at the words in italics. Choose the correct option to complete the sentences.
1 We say a decision is critical when
a) it could lead to very good or very bad results. b) not everyone agrees with the decision. c) it is a very difficult decision.

2 We have had a strong partnership with Petrox Oil Corporation since

a) we bought the company. b) we started working together. c) we started working in competition.

3 The disadvantage of using a third party supplier is that

a) they share our costs. b) we can focus on our key customers. c) our success is linked to their efficiency.

4 When we say that good customer service is part of our DNA, we mean
a) it is necessary for our success. b) we know we can always give good customer service. c) it is one of the founding principles of our company.

5 When we say never lose sight of the customer, we mean

a) always look at the customers wants and needs. b) always concentrate on the bottom line. c) never allow a customer to get away without paying.

6 The large scale of supermarket trade means that

a) they can make good profits and keep their margins low. b) they can buy from small local suppliers. c) they can tailor their products for individual customers.

7 Mobile phone advertising is attractive for advertisers because

a) customers can easily give feedback to advertisers. b) advertisers can communicate with a large number of customers. c) most customers dont like advertisements on television.

8 If you get frustrated by something which happens, you

a) want to solve the problem. b) feel angry about the problem. c) do not want to solve the problem.

9 Global ratios
a) do not reflect the situation all over the world. b) only reflect the situation in some areas. c) may not reflect the situation in specific areas.

10 If something is mere show, it

a) looks good and is very profitable. b) does not look good but is very profitable. c) looks good but is not very profitable.

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Pearson Education 2010

Market Leader Intermediate 3rd Edition