Ovum: Mobile Advertising key theme at Barcelona
John Delaney and Vincent Poulbere from Ovum bring to our attention how mobile advertising can help operators face their two biggest challenges: declining ARPUs and expanding their reach into media.
An interesting initiative by GSMA announced at Barcelona was the creation of a Working Group to define common metrics and measurement processes for mobile advertising. Vodafone, Telefonica, T-Mobile, Orange and 3 are the five members of this group.
Ovum mentions other activities at Barcelona that clearly show enthusiasm for bringing advertising into the mobile world such as round table discussions and initiatives by different vendors including Comverse Mobile Advertising Solution, Nokia's Media Network, Openwave's Contextual Advertising and Amdocs' mobile advertising solution.
While we applaud their efforts, we should note that operators have still a lot of work ahead to catch up and bring the web to the mobile world. Internet advertising has come a long way but it remains unchartered territory in many ways, with revenue and metrics remianing the key issues.
Not surprisingly, both issues were highlighted by Ovum as the main challenges in bringing advertising to the mobile world. We will continue to explore this topic as well as its impact for Latin American operators.
An interesting initiative by GSMA announced at Barcelona was the creation of a Working Group to define common metrics and measurement processes for mobile advertising. Vodafone, Telefonica, T-Mobile, Orange and 3 are the five members of this group.
Ovum mentions other activities at Barcelona that clearly show enthusiasm for bringing advertising into the mobile world such as round table discussions and initiatives by different vendors including Comverse Mobile Advertising Solution, Nokia's Media Network, Openwave's Contextual Advertising and Amdocs' mobile advertising solution.
While we applaud their efforts, we should note that operators have still a lot of work ahead to catch up and bring the web to the mobile world. Internet advertising has come a long way but it remains unchartered territory in many ways, with revenue and metrics remianing the key issues.
Not surprisingly, both issues were highlighted by Ovum as the main challenges in bringing advertising to the mobile world. We will continue to explore this topic as well as its impact for Latin American operators.
Comments
Post a Comment