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Forget Mobile Advertising...Think Bigger

We had a very fruitful discussion at the Digital Advertising & Marketing Summit we ran with the GSMA. Over 80 people attended from across Telco, Content and Media Industries with some enlightening presentations from future customers (Mather Advertising, Disney, Ogilvy); operators (Vodafone, Orascom); partner service providers (Yahoo!); trade bodies (Mobile Entertainment Forum, GSM Association, Mobile Marketing Association) and vendor partners (Infospace, Mobile Enterprise, Openet, Infospace and Alcatel-Lucent).

There were a few recurrent themes:

  1. Advertising is a great opportunity because it opens up a new revenue stream from a new set of customers by allowing operators to be a platfom in a 2-sided market. It therefore can contribute to the decline in core revenues and is strategically important.
  2. No it isn’t, just look at the exec summary of STL Partners report Telcos’ Role in the Advertising Value Chain - the global advertising industry is only 25% the size of the Telco industry. Even if operators captured everything, there is no way advertising is going to fill the hole in core voice and messaging revenues. In fact, it isn’t work getting out of bed for.
  3. But Advertising is a great opportunity because it opens up a new revenue stream from a new set of customers by allowing operators to be a platfom in a 2-sided market …
  4. Is this Argument Resolvable?

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