Operators gear up for mobile advertising bonanza

 

Customer information is key, say analysts.

Customer information is the key to mobile operators gaining a significant share of burgeoning mobile advertising revenues, industry experts agued today.

Andrew Kloeden, a consultant at analyst firm Analysys, said: "Mobile operators have an opportunity to gain significant new revenues from mobile advertisers, which may be willing to pay a premium for access to a well-segmented audience."

He added that several potential new mobile advertising business models are emerging, including:

  • Mobile portal and content offerings from advertising-funded internet players such as Google and Yahoo which bypass the networks of the mobile operators
  • Advertising-funded mobile TV services offered by operators over 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," said Kloeden.

"Provided that a business model which does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant average revenue per user gains from mobile data services."

Mobile operators must find ways to successfully exploit marketing, data-mining and content aggregation capabilities if they are to generate significant new revenues from mobile data services, he added.

Copyright ©v3.co.uk


Operators gear up for mobile advertising bonanza
 
 
 
Top Stories
Don’t mention digital disruption to David Whiteing
Buzzwords don’t curry favour with CBA's new CIO - it’s all just innovation to him.
 
Content, cost & constant innovation: How Foxtel plans to take on Netflix
Nell Payne inhabits the “brave new world of blue strings and networking”. Just don't ask her to put a TV screen on your microwave.
 
Westpac fires starting pistol on core banking upgrade
St George readies itself for move to Celeriti.
 
 
Sign up to receive iTnews email bulletins
   FOLLOW US...
Latest articles on BIT Latest Articles from BIT
Microsoft launches Office for Android preview
May 22, 2015
Microsoft has launched a preview of Office for Android smartphones. Pre-release versions of ...
Microsoft is working on an iOS email chat feature called Flow
May 22, 2015
Microsoft is working on a new chat app, but at the moment we know more about what we DON'T know, ...
Windows 10 free upgrade: Microsoft details who gets what
May 22, 2015
Microsoft was meant to be streamlining its OS with Windows 10, so why is upgrading so confusing? ...
Windows 10 has an edition to suit everyone's needs
May 15, 2015
Microsoft unveils a mind-melting six editions of Windows 10 ahead of its Winter 2015 launch. ...
Firefox 38 FINAL released, debuts new tab-based preferences
May 13, 2015
Mozilla has unveiled the latest version of Firefox 38.0 FINAL for desktop, with Firefox for ...
Latest Comments
Polls
Should Optus make a bid for iiNet?

   |   View results
Yes
  43%
 
No
  57%
TOTAL VOTES: 565

Vote