MobiAD Archives

Telcos’ Role in the Advertising Value Chain

stl_logo.gifOperators have an opportunity both to provide their own advertising-funded services as well as become an enabler to the advertising community by helping advertisers interact more effectively with their targets (who may or may not be Telco customers). This report examines both of these opportunities in both the fixed and mobile markets.

This is the second edition of the report, and it includes new analysis and data from two major industry brainstorms held in London and New York. It explores in detail what advertisers and users really want and the opportunities available to operators to carve out a valuable role in meeting those needs.

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Key Questions Answered

This report seeks to help operators and vendors maximise future advertising-funded service opportunities by answering the following questions:

* What is the rationale for advertising-funded services?
* When will the market take off and how big will it get?
* How can operators prevent cannabalising existing revenue streams?
* What are the needs of the advertising community?
* How should operators work with Internet enablers (e.g. Google), content providers (e.g. Sony) and aggregators (e.g. Motricity)?
* What implementation issues need to be resolved?
* What are the options available to operators to add value and what is the best option available?
* What are they key factors for success?
* What value is there in opening-up Telco assets (open APIs etc.)?
* Which can be learned from market-leaders in advertising-funded services?
* What are the attitudes of operators, internet enablers, content providers and aggregators to the market and how to be successful in it?
* What needs to be done to develop the market and generate near-term benefits?

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