Research and Markets: Advertising via the Mobile Channel - Now Available
DUBLIN--(Business Wire)-- Research and Markets (http://www.researchandmarkets.com/research/f2f787/advertising_via_th) has announced the addition of the "Advertising via the Mobile Channel" report to their offering. The current economic downturn creates both barriers and opportunities for the mobile advertising industry. Major brands and ad-agencies may be reluctant to commit their advertising budgets to experiment with a new channel. Consumers however, faced with economic pressures, may be more likely to shop around for affordable entertainment services and willing to accept relevant advertising messages in exchange for tangible benefits thus increasing the attractiveness of the mobile channel to advertisers. MNOs, faced with increasing competition and regulation eroding core voice revenues, need mobile advertising as a revenue stream, but must balance this need against the risk of losing trust and alienating consumers by using (and selling) the information they hold for promotional purposes and devaluing their customers' mobile experience by bombarding them with unsolicited advertising. This report explores the different roles MNOs need to fulfil and the strategies leading operators have deployed to successfully exploit the potential for mobile advertising to generate new revenues without compromising relationships with the customer through examination of a series of advanced mobile advertising initiatives, including ad-banners and search services deployed across Vodafone live! portals in Australia and South Africa and the highly successful 'Tone & Win' opt-in service from Turkcell. A series of recommendations aimed at helping MNOs maximise the benefits of this new revenue opportunity conclude the report. Key Topics Covered: OVERVIEW INTRODUCTION * Background to the Report * Report Content * Exchange Rates MOBILE ADVERTISING MARKET OVERVIEW * Service Models * Market Evolution * MNOs' Multi-Faceted Role & Positioning MOBILE BANNERS & SEARCH * Vodacom's Mobile Media in South Africa * Vodafone Advertising Division Australia AD-FUNDED CONTENT & VAS * Ad-funded Services by Vodacom South Africa BUILDING VALUABLE OPT-IN DATABASES * Mobile Advertising Innovation From Turkcell * Orange's 'Promo Tonos' Service CONCLUSIONS & RECOMMENDATIONS For more information visit http://www.researchandmarkets.com/research/f2f787/advertising_via_th Research and Markets Laura Wood, Senior Manager, press@researchandmarkets.com U.S. Fax: 646-607-1907 Fax (outside U.S.): +353-1-481-1716 Copyright Business Wire 2009
