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Telecoms 2020: Digital Content and Advertising
Ovum, Jan 2010, Pages: 42
By 2020, most of consumer content and applications will be delivered over IP/web-based platforms. This means the coming decade will bring considerably more disruption and significant change to the digital content and advertising landscape. Players with strong brands, significant content and software assets and skills, and strong consumer relationships will succeed. By 2020, telcos that have successfully developed into SMART players will have built a range of digital content subscription services. Equally as important, they will have established sophisticated and valuable databases of consumer information, which can be mined by advertisers in a more integrated and targeted way than today. Search and discovery will be key to enhancing consumer experiences, and interaction and personalisation will be much more embedded.
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