Mobile Content Platforms: Mobile 2.

0 and Advertising Join the Party  

Operators are seeing data revenue exceed 30% of total service revenue as the ring tone
market shifts from a primary to a partial revenue stream in a premium content mix that
includes ringback tones, games, full track downloads and mobile video. Mobile gaming
emerged first in Asia, expanded to Europe and is now growing dramatically in North
America. Mobile video holds among the most significant potential. 

The ecosystem of companies helping to enable content distribution continues to expand

as well. The operator has a tremendous amount of power as they own the subscriber.
The content companies have a lot of power as they own the content that individuals
want. The other platform providers and the digital commerce service providers tend to
get stuck in the middle, “bullied” at times. The revenue growth of the market
participants reflects this reality.

“Mobile Content Platforms: Mobile 2.0 and Advertising Join the Party” covers the
software platforms used to deliver & monetize content to mobile handsets. The
research contains five-year worldwide forecasts of global market revenue for video,
music, gaming and images. The forecast for the emerging category of advertising in
premium is included. The report also presents market share in these areas for mobile
operators, content providers and content-enablement companies. The report provides a
further breakdown of revenue share for the content-enablement companies by revenue
share of music including ringtone, ringtune, ringback, over-the-air full music track
download, streaming music revenue by region. The report also contains profiles of
major mobile content enablement platform companies and trends and predictions for
the industry. 

While messaging continues to dominate data revenue and shows continued steady
growth, mobile premium content is expanding its growth worldwide. By “premium
content”, MMI means discretionary entertainment content such as music, games and
video that a subscriber purchases, subscribes or rents. 

Developed markets, such as Japan and Korea, have seen dramatic growth in premium
content. Operators are seeing data revenue exceed 30% of total service revenue as the
ringtone market shifts from a primary to a partial revenue stream in a premium content
mix that includes full track downloads and mobile video. Mobile gaming emerged first in
Asia, expanded to Europe and is now growing in North America. Mobile video holds the
most significant potential, with current worldwide “on-network” mobile video
subscribers exceeding 9 million, according to MultiMedia Intelligence. Mobile video
though is still at its nascent stages. Broadcast mobile TV is still only selectively deployed
on a country by country basis, capturing about 5 million users as of the end of 2006. 

A service delivery ecosystem enables content distribution, manages billing, and

demonstrates its own trajectory of continued growth. Four primary entities support the
content provisioning process and provide value-added content to handsets: operators
(also referred to as carriers); content creation companies; digital commerce service
providers; and content enablement platform companies. 

Conceptually, the process is straightforward. Content enablement platform companies

provide the systems and infrastructure to monetize premium content from the content
originators over a mobile operator’s network. Digital commerce service providers
process the financial transactions and requisite reporting. Fundamentally, a mobile
content enablement platform is the software and systems necessary to sell and deliver
content to a handset. The platform has a handful of fundamental features: Partner
management, Merchandising, Delivery and Fulfillment and Reporting and Data
Evaluation.

Several significant market trends have arisen over the last year in the area of content
platforms. The significant trends include: 
- Movement to target the mass market
- Support of multiple funding models
- Enablement of mobile 2.0 features
- Support of multi-platform execution (as opposed to executions on multiple platforms)

Four fundamental types of content are delivered to handsets: music, images, video and
games. Music breaks into several sub-categories including ringtones (further divided
into both polyphonic and realtones), ringback tones, full track downloads and streaming
music. MMI also counts adult content, which combines and spans all four “media” major
categories. Adult content has some unique features that drive us to forecast it as a
separate category.
The imbedded advertising model for mobile video is in place and will serve to
dramatically increase viewership. Clearly, consumers have accepted advertising in their
subscription video streams. Other forms of premium content such as games and music
have not have not seen significant advertising inserts as of yet. This will happen but
MMI does not see it is as a significant or measurable market within our forecast
parameter.

In our estimation the size of the on-deck market will exceed the off-deck market. This
reflects MultiMedia Intelligence’s categorization of mobile TV as “on-deck.”

Operators have tremendous power because they “own” the subscriber base. Clearly,
content companies have considerable power as they own the content that individuals
want. The other two entities tend to be somewhat stuck in the middle, “bullied” at
times. The revenue of the market participants reflects this dynamic. 

Mobile Advertising - Global Strategic Business Report  

This report analyzes the worldwide markets for Mobile Advertising in US$ Million. The
report provides separate comprehensive analytics for US, Japan, Europe, Asia-Pacific,
and Rest of World. Annual forecasts are provided for each region for the period 2006
through 2015. The report profiles 43 companies including many key and niche players
worldwide such as 4INFO, AdMob, Inc., Amobee, Inc., AOL Advertising, Enpocket, Inc..
Google, Inc., Greystripe, Inc., Jumptap, Inc., Medio Systems, Inc., Quattro Wireless,
Rhytym New Media, Inc., Ringleader Digital, Velti, plc, and Yahoo! Inc. Market data and
analytics are derived from primary and secondary research. Company profiles are
mostly extracted from URL research and reported select online sources.

Please note: Reports are sold as single-site single-user licenses. The delivery time for
hard copies is between 3-5 business days, as each hard copy is custom printed for the
organization ordering it. Electronic versions require 24-48 hours as each copy is
customized to the client with digital controls and custom watermarks.

For information on site licence pricing please click on Enquire before buying 

The Global Online and Mobile Advertising Industry Outlook

The online and mobile advertising industries are set for dramatic changes. This report
makes an in-depth study, looking at market size and forecasts, segments, growth
forecasts, drivers and resistors, emerging models, and key player positioning. This report
analyzes the current and future state of the global online and mobile advertising
market. It analyzes market size, segments, growth forecasts, drivers and resistors. It also
analyzes the emerging landscape of the markets, looking at competitive positioning of
key players, business models, strategies, and SWOT. Furthermore, it examines the
emerging models driving future growth.

Scope of this research

- Access market sizing and forecasting of the global and online mobile advertising
industry. 

- Analyze online and mobile advertising market segments, growth forecasts, drivers and
resistors. 

- Analyze the competitive landscape, including competitive positioning of key players,

business models, strategies, and SWOT. 

- Gain insight into emerging models which will drive the industry in the future: semantic,
location based, social networking and video advertising. 

- Gain insight into the various tools used for measuring the effectiveness of online
advertising, such as business analytics. 

Research and analysis highlights 

The $55bn online advertising industry, largely dominated by Google, is poised for a
historic battle. While Google will continue to monopolize the online ad space for some
more time, Microsoft could emerge as a strong contender which may result in a market
duopoly in the long-run.

The $2bn mobile advertising industry (which is currently just a fraction of the size of the
online advertising market) will also witness equally dramatic changes. The two
significant events which will transform the industry are: the rise of Google’s Android
platform to a position of dominance; and the emergence of Asia as a key market.

While the online advertising industry is growing at a CAGR of 11.4% between 2007-12,
and will continue to be popular in the developed world, mobile advertising will gain
maximum traction in the emerging markets of Asia, especially India and China. The key
driver of this growth will be the high rates of mobile penetration in the region.

Key reasons to purchase this research

- What was and will be the value of the global online and mobile advertising industry?
What are the opportunities in the various market segments? 

- What are the various drivers and resisitors to online and mobile advertising market
growth? 

- Who are the major players, who are current leaders and who are the emerging
contenders? What are their busines models, strategies and SWOT? 

- What are the various tools for measuring the performance and effectiveness of the
advertising industry? 

- What are the emerging models and evolving trends that will drive future growth in the
industry? 

Sizing Up The Mobile Advertising Opportunity 

This executive insight examines the trends, challenges and opportunities in the mobile
advertising industry in Asia Pacific. An insight of the drivers and restraints, delivery
platforms and business models are presented here with further insight into key case
studies around the region and the world. The influences of various industry participants
in the value chain and indicators of market growth are examined. 

U.S. Mobile Advertising and Search Market

The U.S. mobile penetration levels are at the 90 percent mark. An increasing number of
mobile subscribers are using various content services and applications on their devices,
which opens up newer avenues for mobile advertising. Penetration of next-generation
mobile handheld devices such as Smartphones and tablet PCs have opened up newer
possibilities in mobile advertising. Adoption of mobile advertising by the nation’s largest
mobile operators and innovative MVNOs as well as entry of the online advertising
leaders is a testament to the perceived potential of the market opportunity. 

This Frost & Sullivan research service titled U.S. Mobile Advertising and Search Markets
provides market trends, forecasts, and predictions for 2010 and beyond. The study also
provides value chain and revenue share analyses. In this research, Frost & Sullivan's
expert analysts thoroughly examine the following: smartphone and feature phone
applications, next-generation devices, mobile advertising, mobile marketing, mobile
banking, and mobile payments. 

Market Overview

Next-generation Connected Mobile Devices with Rich Media Advertising Capabilities

Stoke Growth in Mobile Advertising

Increasing penetration of advanced mobile devices is perhaps the biggest driver for
mobile advertising, helping the industry on two important fronts. Firstly, greater uptake
of mobile data services - including the mobile Web, mobile applications, mobile video,
and others - opens up new forms of inventory on a per user basis and from an overall
growth perspective. Secondly, and perhaps equally important is the ability of these
next-generation devices to support new technologies and user experience paradigms
that helps in delivering an improved, interactive mobile advertising experience such as
rich media advertising, HTML 5.0, location-based services, and others. “In-application
mobile advertising has emerged as a strong contender in the mobile advertising markets
- mainly driven by smartphone in-application opportunity,” notes the analyst of this
research service. “Apple’s App Store and Google’s Android market have already
demonstrated the viability of smartphone in-application mobile advertising.” The
smartphone environment creates a superior mobile advertising experience that
encompasses rich media support, location awareness, m-commerce capabilities, and
others. Leading advertising platform vendors offer mobile advertising across multiple
channels, with mobile Internet and in-application advertising emerging as the most
common among holders of multiple types of inventory.

The ability to embed Web views within applications unleashes several innovative
possibilities for rich media advertising in mobile applications. Within applications,
advertising solution providers can also leverage on additional functionality/information
such as location, accelerometer, and others that are exposed by the operating system
software development kit (SDK). The strong performance of in-application advertising
can be attributed to the high-quality experience it delivers when compared to that of a
browser. Emergence of application analytics to measure the advertising and application
performance helps advertisers and application developers improve the performance of
their consumer offerings and optimizes the advertising and application performance. A
large majority of applications are available ‘free of cost’ to the end user and this has
significantly generated newer types of advertising inventory in the U.S. mobile
advertising markets.

The biggest challenge is to educate the brands and advertising about the possibilities in
mobile advertising. Managing the expectation of the key stakeholders is also important
to ensure sustainable growth. Prolific growth in the mobile data ecosystem, along with
multiple specialized industry participants targeting different advertising services, has
made it difficult to have standardized frameworks for mobile advertising. Specialized
industry participants have been the early innovators in this space; however, this has also
resulted in disparate processes and approaches to mobile advertising leading to greater
demand for working together with the existing platforms to enable a unified, consistent
advertising workflow. “The online advertising industry benefitted significantly due to the
third-party ad serving technologies and greater automation for campaign management,”
says the analyst. “For example, industry solution providers are already integrating with
the dominant online ad campaign planning and delivery platforms to incorporate a
mobile advertising element.” Additionally, all major mobile advertising networks work
collaboratively to deliver the best advertising experience to advertisers and agencies as
well as publishers and mobile operators.

Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this
research:

Prepaid and postpaid mobile

SMS and MMS
Mobile Internet
Forecasts
IPhone, Android, Windows Mobile, Palm, and Symbian

Technologies

The following technologies are covered in this research:

Smartphone and feature phone applications

Next-generation devices
Mobile advertising and mobile marketing
Mobile banking and mobile payments 

Mobile Advertising: Delivery Channels, Business Models & Forecasts

2009-2014 
This report provides in-depth analysis and market forecasts for the mobile advertising
sector in the context of the global economic recession, and discusses how advertising
spend is increasingly moving towards ‘below the line’ activities such as mobile phone
ads - offering unparalleled opportunity for consumer engagement.

Key forecasts include the number of users who receive advertising on their mobiles,
both by region and by delivery channel (SMS, MMS, Mobile Internet, On-portal, In
content downloads, Idle screen, P2P and Mobile TV). Other forecasts include cost per
clickthrough (CPC) and cost per mille (CPM) rates and the number of users who respond
to mobile advertising. The number of responses per annum and total adspend per
channel are also forecast.

The report also analyses key drivers and contraints such as the personal nature of the
mobile, enabling targeted and potentially more effective campaigns, and mobile’s
perceived lack of reach due to low access rates of rich media content and services.
Key Questions Addressed by this Report:
- How has the global recession impacted on the mobile advertising market? 
- What will be the key mobile distribution channels for brand advertising in five years’
time? 
- Who are the major players in the mobile advertising ecosystem? 
- How have brands utilised mobile channels within integrated multimedia campaigns? 
- Will mobile advertising be viable as a primary revenue stream for content providers? 
- What strategies should brands, agencies and network operator employ to derive
optimal success from mobile advertising? 

Key Benefits:
- A unique source of combined research and analysis for the mobile advertising market
including technologies, market characteristics and forecasts. 
- Practical analysis of the emerging opportunities for vendors and operators. 
- Unique insights: includes interviews of leading players with significant experience of
the mobile advertising market. 
- Benefit from fresh thinking and intelligent market assessment.

This mobile advertising report presents a number of case studies in the form of
successful mobile advertising campaigns such as the iPint application for the iPhone and
the Jeep campaign on Greystripe.

Interviews with major players across the mobile advertising value chain are included and
over 25 companies are profiled. Regulation pertaining to mobile advertising is also
investigated and strategic recommendations for brands, advertising agencies and
operators are provided

Author:

Dr Windsor Holden is Principal Analyst with Juniper Research. Windsor has written
extensively on mobile content, emerging telecoms markets and digital TV. He is also a
regular conference speaker and a former Research Fellow of the Institute of
Communication Studies, University of Leeds. 
Mobile Advertising and Marketing – 3rd Edition 
Berg Insight says mobile will account for 11.7 percent of digital ad spend in 2014

According to a new research report from the analyst firm Berg Insight, the total value of
the global mobile marketing and advertising market will grow from € 1.0 billion in 2008
at a compound annual growth rate (CAGR) of 43 percent to € 8.7 billion in 2014. This will
then correspond to 11.7 percent of the total digital advertising market. As the digital
convergence blurs the differences between devices the definition used for mobile
advertising is that it is the digital media exposed on a mobile handset screen. The report
predicts that the mobile media will become a natural part of the marketing media mix.
“Handsets are highly private devices that offer a unique platform for personal
interaction with consumers”, said Marcus Persson, telecom analyst, Berg Insight.
“Advertisers are increasingly aware of the opportunities and seek new ways to exploit
them. Just the simple fact that people are able to make a phone call or send a text
message anywhere at any time has changed the conditions for marketing in general.” He
adds that many marketing campaigns are designed to trigger a response in the form of a
voice call, SMS/MMS or a visit to a mobile web site. On-screen advertising on mobile
displays has not taken off until very recently but is becoming increasingly relevant with
the rising popularity of advanced Internet-enabled smartphones. 

Berg Insight anticipates that there will be increasing convergence between traditional
web and mobile advertising as the PC and mobile technological capabilities will come to
merge. The most likely result of such a development is the formation of a few dominant
digital advertising networks spanning all types of devices. Corporations such as Google
and Microsoft openly aspire for this position in competition with among others Apple,
Nokia and Yahoo!. Ultimately the control over advertising in handsets will reside far
beyond the traditional mobile network environment.

How to transform the mobile handset into an advertising platform? As the global
number of mobile subscribers approaches 5 billion, there is no question regarding the
potential reach of the mobile media. Yet advertisers, agencies and telecom industry
players are still searching for the winning formula that will unlock the market. Learn
more in the third edition of this 150 page report in Berg Insight's VAS Research Series. 
Mobile Advertising and Marketing is the third consecutive report analysing the rise of
mobile advertising on the global market.

This strategic research report from Berg Insight provides you with 150 pages of unique
business intelligence and expert commentary on which to base your business decisions.

This report will allow you to:

- Identify tomorrow’s most profitable advertising opportunities in the mobile space.

- Understand the fundamentals of the ad-based mobile media revenue models.
- Recognise the key barriers restraining the growth of the mobile advertising market.
- Comprehend the relative importance of digital channels compared to other advertising
media.
- Learn about the early experiences of mobile marketing campaigns by top global
brands.
- Profit from valuable insights about ad-funded business models for mobile operators.

This report answers the following questions:

- How can mobile handsets become integrated in the marketing media mix?
- What changes in the mobile industry and end-user behaviour are required before
mobile advertising can become a multi-billion euro market?
- How are Google, Microsoft, Nokia and Yahoo! positioning themselves to become
leading mobile advertising networks?
- Who are the rising stars that stand out from the crowd among the mobile advertising
and marketing companies?
- How well suited for advertising are different existing and future mobile media
channels?
- What are the initial experiences from mobile marketing campaigns?
- Which advertising formats will become most successful in the mobile environment?
- In what ways can location technology improve the relevancy of mobile advertising?

Who Should Buy this Report?

Mobile Advertising and Marketing is the foremost source of information about the
status, future trends and technology developments on this market. Whether you are a
telecom vendor, mobile operator, advertising agency, investor, consultant or application
developer, you will gain valuable insights from our in-depth research.

About the Authors

Johan Fagerberg is co-founder and an experienced analyst with a Masters degree in

Electrical Engineering from Chalmers University of Technology.
His areas of expertise include Mobile VAS, locationbased services and wireless M2M
markets.

Marcus Persson is a Telecom Analyst with a Masters degree in Electrical Engineering

from Chalmers University of Technology. He joined Berg Insight in 2008 and his areas. 

Mobile communication is a global phenomenon that has thoroughly changed the way
people interact with each other. More than 4 billion subscribers are using mobile
services every day, more than twice the number of traditional Internet users. Mobile
devices have several unique characteristics that make them highly suitable for
advertising and marketing. Handsets are extremely personal devices since they are
owned and used by one person. They are almost always with the person, which allows
contextual targeting of people on-the-go. Being switched on at almost all times, they
also allow advertisers to reach the consumers in the right moment. Since today’s
mobiles are highly interactive devices and are featured with a range of functions
including video players, music players, cameras and web browsers there are many
different options for interaction. Another major benefit is that the mobile space is less
crowded than most other channels whereby adverts get more attention.

For these reasons mobile is becoming a natural part of the marketing media mix.
Handsets are highly private devices that offer a unique platform for personal interaction
with consumers. Advertisers are increasingly aware of the opportunities and seek new
ways to exploit them. Just the simple fact that people are able to make a phone call or
send a text message anywhere at any time has changed the conditions for marketing in
general. Many marketing campaigns are designed to trigger a response in the form of a
voice call, SMS/MMS or a visit to a mobile web site. Handsets are also a suitable
platform for building brand awareness through the distribution of free content or
applications. Mobile advertising is yet another channel that evolves along with mobile
Internet access.

As the advertising and marketing industry acquires more and more experience of the
mobile channel it will become a natural part of the integrated marketing media mix. As
digital media converge there will however be less and less distinction between mobile or
traditional Internet advertising and market. Digital campaigns will be designed to reach
out to consumers on a broad range of platforms, including everything from full-size PCs
to smartphones.

Berg Insight estimates that the total value of the global mobile marketing and
advertising market was € 1,014 million in 2008. Asia-Pacific constituted the main
regional market, accounting for around 75 percent of the total value. Despite the
shrinking advertising market, the mobile channel has grown over the past year
underpinned by a strong momentum and increasing mobile media usage. Growing at a
compound annual growth rate of 43 percent, the market will be worth € 8.7 billion in
2014 – corresponding to 11.7 percent of the total digital advertising market.

The mobile marketing and advertising ecosystem is highly fragmented and complex,
which is typical for an immature industry. Many companies try to find their place in the
value chain and get a piece of the market. Much of the activities carried out are still on
an experimental stage and actors are constantly looking for new business models and
services that could generate revenues. However, many large brands have launched
numerous campaigns and are now moving beyond the trial stage to establish the mobile
channel to be part of the media mix. Campaigns are getting increasingly complex and
more integrated into larger campaigns, spanning several media formats. Most firms
specialized in enabling mobile advertising are still relatively small, venture capital
funded actors. Many larger players are taking a relatively cautious stance with the
exception of a few companies such as Vodafone, Yahoo! and Google. Over the past
three years many of the larger players have acquired firms specialized in mobile
advertising. The largest deal to date was Google’s US$ 750 million acquisition of AdMob
in November 2009.

Many mobile operators have actively engaged in mobile advertising activities in some
form. The level of activity, however, varies vastly between different operators. Turkcell
is currently the most aggressive promoter of mobile advertising since Blyk discontinued
its MVNO business. Vodafone offers a wide range of services across the globe, some
commercially available while others are of an experimental character. Besides the
operators, both Nokia and Ericsson have launched various services to accelerate the
mobile advertising developments.

Mobile Advertising in Emerging Markets: Market Trends and

Strategies for the Third Screen 
Global mobile subscriptions surpassed 4bn at year-end 2008 and are expected to
approach 6bn by 2013, making mobile services an extremely relevant platform for
advertising for mass audiences. The author believes that using mobile services as an
advertising medium creates a new revenue stream for telecom operators as well as for
technology enablers and content developers. Furthermore, mobile advertising will play
a key role in driving usage of paid mobile data services.

Mobile Advertising in Emerging Markets looks at mobile advertising initiatives and the
revenue potential in emerging markets, with a particular emphasis on Brazil, China,
India, Indonesia, Mexico, Romania, Russia, South Africa and Turkey. We also put our
findings in context by making comparisons with global trends and developed markets,
such as the US and UK. Our analysis indicates that mobile advertising will boost mobile
data service revenue by up to 10% and that leading operators are pushing a variety of
advertising methods, from sponsored messaging and alert services to more
sophisticated content over mobile portals.

Case studies: 
Brazil 
China 
Indonesia 
Mexico 
Romania 
Russia 
South Africa 
Turkey
Key questions answered

- How will mobile and Internet-based advertising compare in emerging and mature
markets?
- Are there markets where the mobile sector’s share of overall advertising spending will
surpass that of the Internet anytime soon?
- In light of the fact that even basic services such as sponsored messaging and alert
systems are enabling brands to reach a wider audience, how will the progression of
mobile networks to 3G affect the development of mobile advertising?
- What are the benefits to brands of including mobile advertising initiatives in their
overarching marketing strategies?
- Can SMS-based approaches ever help brands reach a substantial mobile audience in
emerging markets?
- What are the advantages to mobile operators of pushing m-advertising, besides adding
a revenue stream?
- Can advertising play a role in boosting the use of paid connectivity products?

Target audience

Operators
Learn how different business models can be used to provide mobile financial services, in
particular what the role is of the main players and the supporting ecosystem. Find out
which factors — regulations, technology — make a service successful. Draw on
conclusions based on the experience of successful African operators that have wide
application in markets at various stages of development. The report also looks at
examples of why privacy issues, mobile spam and unsolicited messages are key areas
the industry must continue to address delicately.

Banks
Find out the size of the opportunity in emerging markets, and determine how different
markets require different approaches. Learn how the mobile advertising channel can
increase awareness of your offerings, improve customer satisfaction and provide
information about customer behavior and preferences. This report provides insight into
how different approaches using mobile media can help reach customers more
effectively. It also offers the analysis you need in order to take advantage of the mobile
opportunity, especially among previously unreachable income segments.

Investors
Identify the opportunities in mobile advertising by examining case studies of some of
the most challenging markets in the world. This report provides a thorough grounding in
the important issues facing one of the most exciting segments of the
telecommunications industry, giving you the fundamental tools to develop long-range
plans and winning strategies.

Mobile advertising platform vendors

Discover where your greatest opportunities lie and how deep your involvement in the
business of providing mobile advertising services should be. Understand the challenges
facing your customers and what role you can play in meeting those challenges. This
report provides the analysis you need to win a larger share of operator spending with
informed go-to-market strategies and creative solutions, particularly in a time of
worldwide economic downturn. 

Mobile Advertising in Emerging Markets examines mobile advertising initiatives and the
revenue potential in emerging markets, with a particular emphasis on Brazil, China,
Indonesia, Mexico, Romania, Russia, South Africa, and Turkey. This 84-page report puts
our findings in context by making comparisons with global trends and developed
markets, such as the U.S. and the U.K. 

The author predicts that mobile advertising will boost mobile data service revenue by 10
percent within the next five years, as mobile service adoption rates grow worldwide.
Mobile data services are expected to account for more than 33 percent of operators'
service revenue at the global level by 2013, making any driver of this market a strategic
component.

The expected growth in mobile data subscriptions will make mobile advertising a robust
growth area despite an expected overall downturn in advertising spending over the next
two years, notes Jan Ten Sythoff, manager of Mobile Content at Pyramid Research and
co-author of the report. 'Fixed-line Internet and mobile platforms will take market share
away from traditional formats in the short term and grow in line with economic
recovery from 2011 onward,' say Sythoff. 'Mobile and Internet platforms combined will
account for roughly 12 percent of overall advertising spending in emerging markets and
30 percent in developed countries by 2013,' he adds.

The report identifies eight developing markets in which mobile advertising initiatives are
gaining ground. Combined, these markets will account for more than 35 percent of
mobile subscriptions worldwide by 2013. 'South Africa and Indonesia stand out as
markets where the mobile sector's share of overall advertising spending will surpass
that of the Internet medium as early as 2009,' says Sythoff.

'The development of mobile advertising is favorably affected by mobile networks'

evolution to 3G, but even basic services, such as sponsored messaging and alert
systems, are enabling brands to reach a wider audience and make the most of the
mobile channel, Sythoff adds.”For example, SMS-based approaches can help companies
reach more than 60 percent of the mobile audience across emerging markets
immediately and close to all subscribers in five years.' 

Service Provider Strategies for Mobile Advertising: Case Studies

Service provider strategies for mobile advertising: case studies examines the variety of
approaches being taken by five leading carriers and MVNOs around the world to the
mobile advertising market, with a view to evaluating which strategies are most likely to
maximise the opportunities presented by the development of this new medium.

“Mobile will become an important medium for advertisers in the medium-to-long term,
but most service providers are still not participating effectively in the development of
this market, limiting their opportunities to build new revenue streams and to enhance
the user experience through relevant and engaging advertisements and advertising-
funded services,” Alexandra Rehak, Principal Analyst.

Mobile advertising has attracted much attention from companies within the traditional
mobile communications value chain (service providers, platform developers, handset
vendors and payment processing engines), as well as from external players, including
media companies, content developers, advertising agencies and major consumer
brands. Although the market is still in a nascent stage, it is certain that mobile devices,
and the content and applications accessed on them, will become important media for
advertisers in the medium-to-long term. The question for service providers and their
partners is how they can participate effectively in the development of this market and
how they can derive the maximum benefit from it, when so many other players are also
hoping to extract value from mobile advertising. 

Key areas covered by the case studies include:

- Positioning of the service providers with respect to mobile advertising 

- Innovative strategies in approaching the market 
- Types of mobile advertising offered 
- Primary sales channels for mobile advertising 
- Key external partnerships related to mobile advertising and the role of these partners 
- Ability to provide targeted advertising 
- Metrics for measurement of the success of mobile advertising (the ability to provide
these and results) 
- Strategies for sharing customer information (demographic, location-based and opt-in)
with advertisers 
- Development of advertising-funded content and mobile services offerings 
- Industries that are service providers’ principal customers for mobile advertising 
- Most successful mobile advertising campaigns and their characteristics 
- Service providers’ greatest challenges in mobile advertising and how these are being
addressed 
- Service provider’s views on the importance of mobile advertising to current and future
revenue streams 
- Lessons learned so far from mobile advertising efforts

We analyse strengths, weaknesses, opportunities and threats for each of the service
providers discussed in the report, and discuss the key benefits that service providers can
achieve by taking a proactive approach to the mobile advertising market.

Who should read this report:

- Mobile service providers (MNOs and MVNOs): to understand the developing market
for mobile advertising and the best ways in which service providers can address this.
Learn how other service providers are working to position themselves effectively and
maximise revenue from mobile advertising. 
- Mobile advertising networks and mobile advertising platform providers: to learn more
about the most effective ways to form partnerships with mobile service providers in
order to expand the mobile advertising market and develop compelling new advertising
propositions. 
- Investors and consultancies: to understand the opportunities presented by mobile
advertising and to assess which service providers are best positioned to take advantage
of these. 
- Media and content creators and producers: to learn more about service provider
strategies for mobile advertising in order to develop effective partnerships and
campaigns. 
- Handset vendors: to gain insight into the types of mobile advertising that service
providers are most likely to promote and participate in. Determine which features and
partnerships vendors should develop to make mobile devices an attractive and effective
delivery medium for advertising. 
- Network infrastructure vendors: to understand the likely development of the mobile
advertising market and the ways in which their carrier partners can facilitate mobile
advertising. Learn what opportunities infrastructure vendors have to support these
efforts. 
- Regulators: to make sense of where mobile service providers stand, relative to other
parties, in the mobile advertising value chain. Discover which aspects of mobile
advertising may require additional attention or regulatory focus. 

Mobile Advertising: After the Growing Pains

2007 may not have been 'the year of mobile marketing,' but with the iPhone launch and
other under-the-hood improvements, mobile marketers moved past the experimental
stage. Still, compared to other interactive platforms, in 2008 mobile will remain small in
overall spending. 

The Mobile Advertising report analyzes the changes that must occur before this nascent
channel becomes a full-blown advertising medium around the globe. 

eMarketer forecasts that worldwide mobile marketing and advertising spending will
reach $19 billion by 2012. 

Good growth, but not great. 

True market maturity will require huge investments of money, time, talent, and
negotiation among brands, agencies, mobile carriers and mobile service providers. 

Key questions the 'Mobile Advertising' report answers: 

-What is the difference between mobile marketing and mobile advertising? 

-How large will the mobile advertising market grow to be in the US? 
-Around the world? 
-What factors will accelerate growth? 
-What factors will inhibit it? 
-How will the mobile message, display and search ad markets break down? 
-What do consumers think of mobile ads? 
-And many others…

Mobile Advertising and Marketing: Past the Tipping Point

The analysts of the September 2009 mobile advertising report carried the optimistic
subtitle “Change Is in the Air.” In 2010, change happened: Mobile advertising ramped up
at a quicker pace than predicted. The tentative economic recovery can take some credit,
but much of the responsibility goes to increased marketer awareness of the importance
of using mobile as a channel to connect with consumers.

This awareness, in turn, has been driven by key market events:

- Major acquisitions of mobile ad networks by Google and Apple 

- The escalating race among super-capable multimedia smartphones 

- The launch and rapid success of the iPad

With mobile devices evolving rapidly in capability, feature sets and screen resolution,
and with consumers adopting smart devices phones and now tablets at a faster rate
than feature phones, marketers are overcoming the reluctance to embrace mobile as
described in last year’s report.
Spending on mobile advertising will grow more than sixfold between 2009 and 2014,
reaching nearly $2.55 billion.

Key questions this report answers:

- What is the outlook and growth trajectory for mobile advertising and marketing? 

- What formats are available to marketers, and which show the most promise? 

- How is the mobile marketing landscape changing as a result of high-dollar acquisitions

by leading technology companies such as Google and Apple? 

The Global Online and Mobile Advertising Industry Outlook

The online and mobile advertising industries are set for dramatic changes. This report
makes an in-depth study, looking at market size and forecasts, segments, growth
forecasts, drivers and resistors, emerging models, and key player positioning. This report
analyzes the current and future state of the global online and mobile advertising
market. It analyzes market size, segments, growth forecasts, drivers and resistors. It also
analyzes the emerging landscape of the markets, looking at competitive positioning of
key players, business models, strategies, and SWOT. Furthermore, it examines the
emerging models driving future growth.

Scope of this research

- Access market sizing and forecasting of the global and online mobile advertising
industry. 

- Analyze online and mobile advertising market segments, growth forecasts, drivers and
resistors. 

- Analyze the competitive landscape, including competitive positioning of key players,

business models, strategies, and SWOT. 

- Gain insight into emerging models which will drive the industry in the future: semantic,
location based, social networking and video advertising. 
- Gain insight into the various tools used for measuring the effectiveness of online
advertising, such as business analytics. 

Research and analysis highlights 

The $55bn online advertising industry, largely dominated by Google, is poised for a
historic battle. While Google will continue to monopolize the online ad space for some
more time, Microsoft could emerge as a strong contender which may result in a market
duopoly in the long-run.

The $2bn mobile advertising industry (which is currently just a fraction of the size of the
online advertising market) will also witness equally dramatic changes. The two
significant events which will transform the industry are: the rise of Google’s Android
platform to a position of dominance; and the emergence of Asia as a key market.

While the online advertising industry is growing at a CAGR of 11.4% between 2007-12,
and will continue to be popular in the developed world, mobile advertising will gain
maximum traction in the emerging markets of Asia, especially India and China. The key
driver of this growth will be the high rates of mobile penetration in the region.

Key reasons to purchase this research

- What was and will be the value of the global online and mobile advertising industry?
What are the opportunities in the various market segments? 

- What are the various drivers and resisitors to online and mobile advertising market
growth? 

- Who are the major players, who are current leaders and who are the emerging
contenders? What are their busines models, strategies and SWOT? 

- What are the various tools for measuring the performance and effectiveness of the
advertising industry? 
- What are the emerging models and evolving trends that will drive future growth in the
industry? 

Mobile Proximity and Location Based Advertising within Reach 

Mobile location advertising has been discussed and executed for more than a decade -
since the heady days of the ecommerce boom. Companies engaged in the discourse
then included: E*Trade, Gap, Exxon, NTT DoCoMo, Dentsu, Active Sky, SmartRotuaari,
and many more. Japan, Korea, Finland, and Belgium took the lead in commercial
deployment, while United States advanced in incremental pilot testing. The distinction
between proximity services and location services reside in the applied use. The services
encompass a wide variety of retail industries including fashion, travel, banking, food and
beverage, and services such as cobblers, dry cleaners, and auto.

This report presents location and proximity services that are successful and the
companies behind the solutions.

In the report we target Tier 1 providers:

- Mobile Ad Exchanges and Networks 

- Mobile Platform Developers 

- Mobile Content Providers 

- Mobile Ad Campaigns and Creators

Methodology

Companies are presented so that the audience may gain insight into the operational and
financial levers of management. Activities that catapulted each company forward are
highlighted in context of their business model. 

Seasoned thought-leaders from within the executive teams of each company provide
their expertise to detail a vivid picture of what it takes to succeed today and what
technologies will provide unique value to the industry in 2012.
Audience:

- Mobile network service providers and wireless carriers 

- Location determination and presence detection vendors 

- Mobile marketing and advertising companies, brands, and media companies 

- Value-added service application developers including location-based and location-

enabled 

- Cellular positioning (A-GPS and U-TDOA), RFID, and Bluetooth product and service
suppliers 

US Mobile Advertising Revenues, with Forecasts to 2015 

Document at a glance:
Type – US market forecast and assessment report, to 2015
Printed page length – 29
Number of forecasts – 10
Number of other figures – 10

We forecast that mobile internet users via handsets in the US will rise to 158m in 2015,
and smartphone owners will rise to 194m in the same year. In view of this, prospects for
revenues from mobile advertising are considerable, and we predict they will increase by
a compound annual growth rate of +37% across the forecast period to 2015.

This 29 page report examines mobile advertising via handsets in the US to 2015, and is
divided into two sections. The first section provides analysis and forecasts for ad
revenues across SMS, Display and Search. The second section is given over to an analysis
of the following drivers to mobile advertising:

· Smartphone subscribers (with forecast to 2015)

· 3G subscribers (with forecast to 2015)
· Mobile internet users (with forecast to 2015)
· Applications (including in app advertising)
· Location based services and advertising
· Mobile coupons and payments
· Social networking
· Video (including in video advertising)