Mobile Advertising and Marketing: Text-based Local Search Use Case

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Summary: This new "Use Case" shows a practical and detailed new application of Telco 2.0 ideas to Digital Marketing, including the customer experience and outline business case.


In the final run-up to our 8th Telco 2.0 Executive Brainstorm in Orlando, U.S.A., 9th-10th December 2009, we're publishing one of the New Telco 2.0 Use Cases, that describes a new telecoms enabled marketing application. 

It was previewed to at a special section of the 7th Telco EMEA Brainstorm in London in November to an audience of Telecoms Operators, Platform Vendors, and Advertising and Marketing Industry professionals. The general response from participants was extremely positive.

Mobile Search

Mobile search is shaping up to be a key battleground. Currently, local search solutions available on smartphones largely circumvent operators. And for users of more basic devices, there are very few local search solutions available. However, SMS remains buoyant and is an important marketing format which could provide an interface for a local search solution that would be available for all users. Moreover, operators have the opportunity to carve out a valuable role in the delivery of the service.

This Executive Briefing provides a detailed problem statement, user experience, process overview, and outline business case for a new 'two-sided' mobile search proposition.

Sample Schematic: Outline End-User Experience



  • Executive Summary
  • Introduction: Telco 2.0 Use Cases
  • Telco 2.0 principles followed in this Use Case
  • Developing this Use Case
  • Introduction
  • The current mobile local search experience
  • Problems with current practice
  • Use Case Overview
  • The Downstream User Experience
  • The Upstream User Experience
  • Process overview
  • Key benefits of use case
  • Commercial model
  • Potential opportunity size
  • Impact analysis
  • Key risks & dependencies
  • Next Steps
  • Appendix – Detailed revenue opportunity assumptions

Members of the Telco 2.0TM Executive Briefing Subscription Service and the Dealing with Disruption Stream can access the full Briefing here. Non-Members, please see here for how to subscribe, or email or call +44 (0) 207 247 5003.