Mobile Advertising as Manifest Destiny, Part 1: Value Chain Analysis

Mobile advertising enablement is still in the relatively early phase of a high-risk/reward period of a nascent market. It has moved beyond the initial phase that is marked by the presence of just a scattering of new (regionally focused) venture-backed startups with limited technology scope and scale targeting a new market. However, it hasn’t yet moved too far beyond this point.

I. Mobile Advertising Opportunities: Moving Beyond Speculation

II. Mobile Advertising as the Next Great Hope for New Revenue Streams

Distribution Master

Brand Destination

Mobile Ad Technology Enabler

III. Value Chain Analysis

Positions of Power in the Mobile Advertising Value Chain: Distribution Master, Brand or Enabler

Media/Content Providers/Content Publishers

IV. Conclusions and Recommendations

Recommendation for Device Manufacturers

Recommendations for Service Providers

Recommendation for Web Companies

V. Further Reading