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20th August 2008
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 Home » Maximising Wireless Profit Program » 2007 » New Service & Revenue Opportunities » 

Mobile Advertising - Strategic Market Development Models for MNOs

May 2007 (30 pages)

Mobile advertising is today at an embryonic phase and comparable to online advertising at the turn of the century. However, the unmatched position held by mobile phones as a personal communication device potentially gives this media channel significant advantages over alternative advertising channels such as the Internet and TV.

Personalisation combined with other elements such as immediacy and context is making the mobile advertising channel highly attractive to multiple market players.

Currently, MNOs have a very strong position in the mobile advertising value chain, due to their relationship with and knowledge about the customer. It is vital that MNOs use this position to shape the development of this market, so that the potential revenues available through this channel are not compromised by poor implementations that lead to customers rejecting the concept of advertising on their very personal mobile device.

In this report, we examine the activities and plans of a range of participants in the value chain and identify several recommendations for MNOs that will help them to ensure that the market develops to deliver optimum benefits to MNOs, advertisers and mobile users.

The report examines:

  • The mobile advertising ecosystem with details of roles of different players in the value chain including advertisers, marketing agencies, content publishers, solution providers, MNO, MVNO and mobile customers.
  • Market enablers including different technology channels (SMS, MMS, WAP, Video, TV and Bluetooth) and a wide range of mobile advertising solutions.
  • Emerging mobile advertising formats and business models comprising opt-in push messaging services, mobile portal banners, mobile search, ad-funded content.
  • Various examples of mobile marketing initiatives by leading operators such as NTT DoCoMo, H3G UK, Vodafone Group, Sprint Nextel and Orange Group and ad-driven initiatives by MVNO such as Virgin Mobile and Blyk.
The current "Mobile Advertising - Strategic Market Development Models for MNOs" report is the first in a series of two reports analysing the Mobile Advertising market. The second forthcoming report in the series "Mobile Advertising - How Big is the Pie?" is an executive insight report where we take a broader view of the advertising world with the aim of unwrapping the mobile advertising market potential in terms of impact, value and viable business models.

Price: EUR 2,500.00 / GBP 2,000.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us



Table of Contents






1Overview1


2The Mobile Advertising Ecosystem2


2.1Technology Drivers3


3Emerging Mobile Advertising Models5


3.1Push Advertising to "Opt-in" Customers5


3.2Online Banners & Contextual Advertising5


3.3Mobile Video and TV Advertising6


3.4Mobile Integration with Other Channels7


3.5Bluetooth Marketing7


3.6Mobile Search Advertising8


4Market Enablers9


4.1Ad Infuse9


4.2AdMob11


4.3Celltick12


4.4Enpocket14


4.5Third Screen Media15


4.6Xipto17


5MNO Positioning & Initiatives19


5.1Market Positioning19


5.2Mobile Advertising Initiatives20


5.2.1NTT DoCoMo20


5.2.2Cautious Approach by Leading US Operators22


5.2.33 UK22


5.2.4Orange Group24


5.2.5Vodafone Group25


6Ad-driven MVNOs27


6.1Virgin Mobile SugarMama Program28


7Recommendations for MNOs30

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