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
