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Mobile Advertising: Opportunities & Illusions

DateOct, 2006
Pages70
Price / format$870 / PDF E-mail From Publisher
$1990 / Global Site License Fulfilled by Publisher

$870 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Mobile Advertising: Opportunities & Illusions is the result of more than 35 in-depth interviews with leading merchants, software tool developers, mobile operators, and content providers. The report presents the six steps to mobile advertising success. It explains and compares the major mobile advertising capabilities, and discusses how the evolution of mobile handsets, networks, and related technologies will fuel mobile advertising. The report also contains a directory of 50 select mobile advertising vendors.

Additional conclusions found in Mobile Advertising: Opportunities & Illusions:
  • The mobile phone presents unique opportunities to interact directly with consumers. One-way sales pitches squander those opportunities. Datacomm Research recommends mobile ads that engage end-users through contests, giveaways, and special promotions.
  • Ease of use is the Number One challenge to mobile data (and therefore mobile advertising) success. Independent mobile information services that push desired content to mobile users, preloading it when possible, and using a mix of mobile phone, Wi-Fi, and Bluetooth access when necessary, are the solution.
  • Most mobile content will be advertising-supported. The best way for mobile operators to monetize advertising is by selling merchants rules-based access to millions of subscribers. Successful operators will treat merchants like enterprise customers, offering them mobile marketing subscriptions backed by an array of management tools.



Table of contents:
Executive Summary
Business Implications
Opportunities
Illusions
Strategies for Merchants
The Six Keys to Mobile Advertising Success
Strategies for Mobile Operators
Strategies for Handset Makers
Strategies for Application & Content Developers
Strategies for Third-Party Service Providers
Strategies for Mobile Marketing Vendors
Key Conclusions
Mobile Advertising: Ready for Primetime?
Mobile Advertising Options
Text messages
Ringtones and Wallpapers
Application-based Ads
Mobile Web Content
Multimedia Messaging
Streaming/Broadcast Media
Downloaded Media
Ringback Tones
Branded MVNO Services
Mobile Search
Banner vs. Interstitial
Direct vs. Subtle
Viral Marketing/Social Networking
Mobile Advertising Technologies
2/2.5/3G Wireless Networks
Mobile Devices
Messaging
IP Multimedia Systems (IMS)
Wireless Web Technologies
JAVA/BREW
Audio and Video Standards
IP TV (DVB-H/MediaFLO)
Bluetooth
Wi-Fi
Infrared
Near Field Communications (NFC)
Memory Cards
Bar Code/Visual Identification
Mobile Advertising/Targeting Tools
Mobile Advertising Practices
Mobile Advertising Strategies
Pricing Mobile Content
Industry Structure
Technology Roadmap & Timing
Market Segmentation & Growth
Mobile Phone Market
Business-to-Consumer
Business-to-Business
Consumer-to-Consumer & Social Networking
Customer Profiles
Social Networking
Complementary Strategies
Complementing Print & TV
Complementing Online
Mobile Advertising Business Models
Strategies for Success
Operators
Vendors
Advertising Agencies
Merchants
Select Industry Leaders’ Strategies
Select Vendor Profiles




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