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Mobile Marketing and Wireless Advertising: Strategies for Carriers

As part of its series of research focused on Value-added Service (VAS) applications, PSD Global is pleased to offer Mobile Marketing and Wireless Advertising: Strategies for Carriers
1.      Executive Summary

2.      Introduction

2.1.  Mobile Marketing Defined

2.2.  Marketing vs. Advertising

2.3.  Why Market via Mobile?

2.4.  Why Should the Wireless Carrier Care?

3.      Mobile Marketing Strategy

3.1.  The Role of Mobile Marketing

3.2.  Consumer Perspective


3.3.  Brand and Agency Perspective

3.3.1.     Overarching Strategy: Branding and Awareness

3.3.2.     Specific Goals          Brand and Product Awareness          Promote New Products and Services          Sales Cycle Push and Support    Presales, Sales, and Post-sales         Educate Consumers         Lead Generation         Collateral Request         Product Feedback          Build and Maintain a Relationship with the Customer    Build a Community of Interest    Engage in Ongoing Dialog with Consumers    Mobile Customer Relationship Management (mCRM)

3.3.3.     Specific Tactics          Special Offers and Incentives          Coupons and Discounts          Prizes and Contests          Games and Entertainment          Partnering with Content and Application Owners

3.4.  Content and Application Owner Perspective

3.4.1.     Overarching Strategy: It's All About Promoting the Content or Application

3.4.2.     Specific Goals    Brand and Product Awareness    Promote New Products and Services

3.4.3.     Specific Tactics    Prizes and Contests    Games and Entertainment


4.      Mobile Marketing Technologies

4.1.  Infrastructure

4.1.1.     Signaling and Control

4.1.2.     Wireless Data          SMS          MMS          WAP

4.1.3.     Database and Storage

4.2.  Solution Approaches

4.2.1.     WAP

4.2.2.     Client-based Solutions

4.2.3.     SMS Short Codes (SC) and Keywords (KW)

4.2.4.     Voice Short Codes

4.2.5.     Other Short Dialing Technologies

4.2.6.     Click-to-Call Solutions

5.      Mobile Marketing Ecosystem

5.1.  End-users

5.2.  Carriers

5.3.  Brands/Advertisers

5.4.  Aggregators

5.5.  Content Owners

6.      Overall Carrier Strategies

6.1.  Overall Strategies for Carriers

6.1.1.     Maintain Customer Loyalty

6.1.2.     Drive Wireless Data Usage

6.1.3.     Develop New Revenue Streams

6.1.4.     Leverage Third-party Resources

6.1.5.     Participate in Huge Ad Spend in Traditional Media

6.1.6.     Realize Synergies with Content and Applications Business

6.2.  The Three Key Components: Advertising, Direct Response, and Search

6.2.1.     Advertising          Advertising within Applications and Services    WAP    Messaging: SMS, MMS, and IM    Mobile TV    Social Networking

6.2.2.     Direct Response

6.2.3.     Search

6.2.4.     Synergies          Advertising Synergies with Direct Response          Advertising Synergies with Search          Search Synergies with Direct Response

7.      Specific Carrier Strategies

7.1.  Advertisement Placement

7.2.  Leverage Traditional Advertising in Traditional Media

7.3.  Localize Search

8.      Issues and Challenges for Carriers

8.1.  Handset Issues

8.1.1.     Usability          Screen Size          Discovery and Navigation

8.1.2.     Availability          3G/4G and Advanced Capabilities

8.1.3.     Demography Issues          User Habits

8.2.  Interoperability and Intermediation

8.2.1.     Applications          Example: MMS

8.2.2.     OSS          Example: Clearing and Settlement

8.3.  Application and Content Discovery

8.3.1.     Discovering Applications and Content

8.3.2.     The Spontaneity Factor

9.      Mobile Marketing and Advertising Business Models for Carriers

9.1.  Business Model Issues

9.2.  Sources of Revenue

9.2.1.     Drive More Wireless Data

9.2.2.     Marketing and Advertising          Placement and Codes    WAP Deck Placement    Application Discovery Optimization    Code and Keyword Reservation          Per-impression (CPM)          Per-performance (CPC)          Measurement and Reporting of Performance

9.3.  Revenue Sharing for Carriers

9.3.1.     Who Shares Revenue with Carriers          Brands and Agencies          Application Providers          Aggregators and Mediators

9.3.2.     Mobile Marketing and Advertising is Not Like Content Market          Good News: Carrier has less to do          Bad News: Smaller Revenue Share for Carriers

10. Current State of Advertising

10.1.                   Traditional Media

10.2.                   On-line Advertising

10.3.                   Top Countries

10.3.1.United States



10.3.4.South Korea

11. The Future of Mobile Marketing and Advertising

11.1.                   Forecasts

11.1.1.Mobile Marketing/Advertising Service Revenue by Region

11.1.2.Mobile TV Subscriber Forecast Subscriber Growth Forecast

11.1.4.Global Mobile Search Advertising Marketing

11.2.                   Evolution

11.2.1.Business Model Evolution           The Role of the Intermediary           Less Subscription and More Advertising and Content           More Performance based and Less Impression based           Carriers Leverage Key Differentiators      Infrastructure Evolution           Positioning and Location-aware Systems     LBS based Marketing and Advertising     Issues and Challenges           Presence and Identity Management Systems           Presence, LBS, and Behavior based Marketing     Intelligent Push based Marketing     Issues and Challenges           IP Multimedia Subsystem (IMS)     Convergence     Marketing and Advertising: Anytime, Anywhere, Any Network, Any Device, etc.

12. Select Vendor Profiles

Price: $2,500.00

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