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Wireless AdvertisingProduct Type: Market Research ReportPublished by: Datamonitor Published: June 2001 Product Code: R313-8999 Description Although wireless advertising in the US is in its infancy, it is attracting increasing attention from wireless service providers, content aggregators and advertising networks. Datamonitor's new report "Wireless Advertising: Opportunities and Challenges" provides a comprehensive overview of the current state of the wireless advertising industry. The report provides precise indications on how the wireless advertising market will evolve and enables you to identify future opportunities embedded in this spaceTable of Contents EXECUTIVE SUMMARY Action points for players in wireless advetising chain TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES INTRODUCTION What is this report about? Who is the target reader? How to use this report MARKET CONTEXT Introduction Key findings The transition from wired to wireless advertising Wireless advertising formats Push advertising Pull advertising Total market size Wireless advertising revenues will reach 5 billion dollars in 2005 Push and pull advertising revenues: push is not yet ready for prime time Push advertising revenues will be minimal Pull advertising will generate billions in revenues in only a few years Wireless pull advertising revenues will shift from PDAs to phones Advertising inventory Wireless advertising will be more lucrative than online advertising Drivers and trends Uptake of wireless devices will determine the inflection point of the wireless advertising market Convergence of mobile commerce and wireless advertising A more competitive mobile marketplace Driver trend data Wireless subscriptions will rise to 216m by 2005 Digital SMS-enabled mobile phones: push advertising One and two-way pagers: push advertising Wireless data subscriptions for Internet-enabled phones PDAs - the winning market in the early phase Barriers and threats to wireless advertising Technological hurdles Consumer privacy issues Lack of measurement standards and metrics Conclusions CUSTOMER FOCUS Introduction Key findings Customer challenges Can personal privacy survive in a highly monitored world? Using one-to-one strategies to target consumers Customer identification Customer requirements Conclusions COMPETITOR DYNAMICS Introduction Key findings The wireless advertising value chain Wireless service providers (WSPs) Content providers Advertising enablers/wireless advertising solution providers Handset manufacturers Ad management companies Interactive agencies Location information provider companies Mobile content enablers Profiling companies Emerging business models in wireless advertising Advertising-supported content Wireless coupons and promotions Conclusions THE FUTURE DECODED Introduction Key findings PDAs represent the best early market opportunity Voice will jumpstart wireless advertising WSPs and Internet portals: who will own the customer? Marketing in a multi-channel environment Conclusions ACTION POINTS Introduction Key findings Successful wireless advertising formats Action points for Wireless Service Providers (WSPs) Action points for content providers Action points for Interactive Agencies and Advertisers Conclusions APPENDIX Definitions Research methodology How to contact experts in your industry (c) Datamonitor 2000. All Rights Reserved. |
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