Mobile Advertising

Opportunities & Illusions

Publication Date	October 2006
Publisher	Datacomm Research
Product Type	Report
Pages	72
ISBN Number	not applicable
Product Code	DCR00001

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Summary

The mobile phone is an ideal marketing channel because it is personal, interactive, and relevant. While mobile users do not want to be bombarded with traditional advertisements on small screens, merchants can leverage mobile phones to create deeper and longer lasting customer relationships. Based on in-depth interviews with merchants, vendors, and operators, this report presents the six steps to mobile advertising success. It also explains how the continuing evolution of mobile phone networks and handsets will enable merchants to steadily expand their mobile marketing strategies to include sales and customer support.

Content

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
List of Figures
- Figure 1: Forecasted mobile advertising service revenue, by world region, 2006 - 2010
- Figure 2: Growth of Internet ad revenue by quarter, Q1 1997 - Q1 2006
- Figure 3: Predicted maturation timeline for key mobile technologies
- Figure 4: Current reach (% subscribers) of key mobile technologies
- Figure 5: Predicted reach (% subscribers) of key mobile technologies in 2010
- Figure 6: Example AvantGo screen with banner ad
List of Tables
- Table 1: Technology and business factors driving mobile advertising growth
- Table 2: Technology and business factors inhibiting mobile advertising growth
- Table 3: Comparison of mobile data service plans of four largest US mobile phone operators
- Table 4: Mobile advertising in the mobile marketing ecosystem
- Table 5: Comparison of mobile ad formats
- Table 6: Comparison of mobile ad responses