Customer Information is Power in the New Mobile Advertising Arena, Says Analysys.BARCELONA Barcelona (bär'səlō`nə, Catalan bär'səlō`nə, Span. bär'thālō`nä), city (1990 pop. 4,738,354), capital of Barcelona prov. and chief city of Catalonia, NE Spain, on the Mediterranean Sea. , Spain Spain, Span. España (āspä`nyä), officially Kingdom of Spain, constitutional monarchy (2005 est. pop. 40,341,000), 194,884 sq mi (504,750 sq km), including the Balearic and Canary islands, SW Europe. -- In order to profitably apply the new business models that are emerging to support mobile advertising, mobile operators must make intelligent use of their detailed customer information, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Analysys, the global advisers on telecoms, IT and media (http://www.analysys.com). Customer information is the key to mobile operators gaining a significant share of advertising revenues. "If this information is used intelligently," explains Consultant Andrew Kloeden, "mobile operators have an opportunity to gain significant new revenues from mobile advertisers, who may be willing to pay a premium for access to a well-segmented audience." A number of potential new mobile advertising business models are emerging, including: * mobile portal and content offerings from advertising-funded Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the players, such as Google (Google, Mountain View, CA, www.google.com) The largest search engine on the Web, founded by Larry Page and Sergey Brin, two Stanford University students. In 1996, they developed their "BackRub" search engine, named after its unique page ranking method (explained below). and Yahoo!, which bypass the networks of the mobile operators * advertising-funded mobile TV services offered by mobile operators over either 3G networks or specially-built mobile TV networks * advertising-funded downloads of games and other small packages of content. "Mobile operators have the potential to use customer information to gain revenues from mobile advertising beyond simple data carriage. Provided a business model that does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant ARPU (Average Revenue Per User) A calculation often used to determine the overall value of an application. It is also used to rate particular customers, especially in the wireless space, by comparing someone's account to the overall average. gains from mobile data services." In order to maximise the value they can extract from mobile advertising, mobile operators must overcome a number of challenges, principally by: * ensuring that they have the marketing, database management and data-mining capabilities necessary to ensure high-impact, targeted advertising that represents high value for advertisers * pushing the development of business models that do not bypass their networks to counteract worrying developments for operators such as Yahoo!'s direct deals with handset The part of the telephone that contains the speaker and the microphone. On a desktop phone, the part you hold in your hand is the handset. On a cellphone, the entire phone is the handset. See multihandset cordless and headset. manufacturers such as Nokia Nokia (nō`kēä), town (1996 pop. 26,326), Western Finland prov., SW Finland, on Lake Näsijärvi. It is an industrial community where wood and rubber products are manufactured. , Motorola and RIM. * overcoming data protection and privacy concerns. In most countries, operators must ask permission to use customer information for advertising purposes. This may be overcome by offering content that is compelling enough for subscribers to opt in, thus allowing the use of their information. "If mobile operators can successfully influence the business models that eventually dominate the market and exploit their marketing, data mining and content aggregation capabilities, mobile advertising may represent an opportunity to extract significant new revenues from mobile data services," concludes Kloeden. |
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