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Advertising via the Mobile Channel

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.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Exchange Rates
3
3
MOBILE ADVERTISING MARKET OVERVIEW
4
3.1
Service Models
4
3.2
Market Evolution
5
3.3
MNOs' Multi-Faceted Role & Positioning
7
4
MOBILE BANNERS & SEARCH
10
4.1
Vodacom's Mobile Media in South Africa
11
4.1.1
Vodafone live!  Services
12
4.2
Vodafone Advertising Division Australia
15
4.2.1
Vodafone live!  Services
15
5
AD-FUNDED CONTENT & VAS
18
5.1
Ad-funded Services by Vodacom South Africa
19
5.1.1
'Please Call Me' Service
19
5.1.2
'Free View' Mobile TV
22
6
BUILDING VALUABLE OPT-IN DATABASES
25
6.1
Mobile Advertising Innovation From Turkcell
25
6.1.1
'Tone & Win'
27
6.1.1.1
Service Description
27
6.1.1.2
Advertisers
28
6.1.1.3
Role of Service to Turkcell
30
6.2
Orange's 'Promo Tonos' Service
31
7
CONCLUSIONS & RECOMMENDATIONS
33