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Gain an Insight into the Key Steps to Mobile Advertising Success.

DUBLIN, Ireland -- Research and Markets ( has announced the addition of Mobile Advertising: Opportunities & Illusions to their offering.

Mobile Advertising: Opportunities & Illusions is the result of more than 35 in-depth interviews with leading merchants, software tool developers, mobile operators, and content providers. The report presents the six steps to mobile advertising success. It explains and compares the major mobile advertising capabilities, and discusses how the evolution of mobile handsets, networks, and related technologies will fuel mobile advertising. The report also contains a directory of 50 select mobile advertising vendors.

Additional conclusions found in Mobile Advertising: Opportunities & Illusions:

- The mobile phone presents unique opportunities to interact directly with consumers. One-way sales pitches squander those opportunities. We recommend mobile ads that engage end-users through contests, giveaways, and special promotions.

- Ease of use is the Number One challenge to mobile data (and therefore mobile advertising) success. Independent mobile information services that push desired content to mobile users, preloading it when possible, and using a mix of mobile phone, Wi-Fi, and Bluetooth access when necessary, are the solution.

- Most mobile content will be advertising-supported. The best way for mobile operators to monetize advertising is by selling merchants rules-based access to millions of subscribers. Successful operators will treat merchants like enterprise customers, offering them mobile marketing subscriptions backed by an array of management tools.

How You Benefit from purchasing this report:

This report is the result of more than three dozen in-depth interviews -- typically lasting one hour each -- with merchants, operators, and mobile marketing vendors. These interviews yielded information and insights not available elsewhere. Topics discussed included pioneering mobile marketing efforts, early successes and failures, technical and business challenges, strategies for moving forward, and customer response.

You also get:

- One hour of consultation by telephone or e-mail (for explanation, elaboration, and (at our discretion) additional research).

- Unique "match-making" service: we will help you find and contact potential partners, strategic customers, and subject experts.

- An independent, objective, and experienced view of the mobile advertising market. We have been tracking the mobile phone industry since its inception 32 years ago.

- Important insights regarding applications, markets and competitors.

Topics Covered

Executive Summary

Business Implications



Strategies for Merchants

The Six Keys to Mobile Advertising Success

Strategies for Mobile Operators

Strategies for Handset Makers

Strategies for Application & Content Developers

Strategies for Third-Party Service Providers

Strategies for Mobile Marketing Vendors

Key Conclusions

Mobile Advertising: Ready for Primetime?

Mobile Advertising Options

Text messages

Ringtones and Wallpapers

Application-based Ads

Mobile Web Content

Multimedia Messaging

Streaming/Broadcast Media

Downloaded Media

Ringback Tones

Branded MVNO Services

Mobile Search

Banner vs. Interstitial

Direct vs. Subtle

Viral Marketing/Social Networking

Mobile Advertising Technologies

2/2.5/3G Wireless Networks

Mobile Devices


IP Multimedia Systems (IMS)

Wireless Web Technologies


Audio and Video Standards





Near Field Communications (NFC)

Memory Cards

Bar Code/Visual Identification

Mobile Advertising/Targeting Tools

Mobile Advertising Practices

Mobile Advertising Strategies

Pricing Mobile Content

Industry Structure

Technology Roadmap & Timing

Market Segmentation & Growth

Mobile Phone Market



Consumer-to-Consumer & Social Networking

Customer Profiles

Social Networking

Complementary Strategies

Complementing Print & TV

Complementing Online

Mobile Advertising Business Models

Strategies for Success



Advertising Agencies


Select Industry Leaders' Strategies

Select Vendor Profiles

Companies Mentioned

- Action Engine - Adhoc Mobile - AdMob, Inc - Aerodeon - Air2Web - AOL - AvantGo - Bango - Cascada Mobile - Cingular - Crisp Wireless - Digital Orchid - Doubleclick - eBay - Enpocket - ESPN - Gannett - GoldPocket Wireless - Google - Go2 - Greenlight Wireless - Greystripe, Inc. - G8wave - Hook Mobile - Ipsh! - JumpTap - Kontraband - LOC-AID Technologies - MediaFLO - Medio Systems - Microsoft - Mobile Dreams Factory - Mobile Phone Applications Inc. (Mophap) - MobileLime - Mobot - Modeo - mxFocus - Naviblog - Newbay Software - NMS Communications - OpenMotion - Qode - Quickplay Media - Reuters - Rhythm NewMedia - ShoZu - SkyDigital - Soapbox Mobile - Sponge Ltd. - Sprint Nextel - Targetize - The Weather Channel - Third Screen Media - T-Mobile - U-Turn Mobile Media - Verizon Wireless - Vindigo - Viva Vision - Waat Media - Yahoo - Zingy - Zoove

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Publication:Business Wire
Date:Feb 23, 2007
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