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Mobile Advertising: Opportunities & Illusions
Datacomm Research Company, Oct 2006, Pages: 70
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. We recommend 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.
How You Benefit from purchasing this report:
This report is the result of more than three dozen in-depth interviews--typically lasting one hour each--with merchants, operators, and mobile marketing vendors. These interviews yielded information and insights not available elsewhere. Topics discussed included pioneering mobile marketing efforts, early successes and failures, technical and business challenges, strategies for moving forward, and customer response.
You also get:
- One hour of consultation by telephone or e-mail (for explanation, elaboration, and (at our discretion) additional research).
- Unique 'match-making' service: we will help you find and contact potential partners, strategic customers, and subject experts.
- An independent, objective, and experienced view of the mobile advertising market. We have been tracking the mobile phone industry since its inception 32 years ago.
- Important insights regarding applications, markets and competitors.
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