Product Type: Market Research Report
Published by: Datacomm Research
Published: October 2006
Product Code: R222-38Description 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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