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| 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.
Table of Contentss
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
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
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
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