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Table of Contents

0 Summary

1 Well-executed advertising could boost plateauing mobile revenue
1.1 Mobile advertising presents a unique new-media marketing opportunity
1.2 In mature markets mobile voice ARPU is stabilising and alternative revenue streams are needed
1.3 There are five broad categories of mobile advertising
1.4 Mobile offers excellent penetration into many different demographics
1.5 It is important that advertisers recognise the opportunity that mobile advertising presents

2 Barriers to implementation are finally beginning to fall
2.1 Increasing network bandwidth will facilitate enhanced advertisements
2.2 Increasing screen size and resolution will make advertisements less obtrusive
2.3 Geographical positioning technology will facilitate location-based advertisements
2.4 Operators’ mobile advertising processes are likely to be harmonised
2.5 Data pricing will become more affordable
2.6 Whether consumers will use handsets in a manner conducive to advertising remains to be seen

3 Mobile operators can occupy a secure position in the value chain
3.1 Mobile operators that follow the Internet model risk being sidelined in the value chain
3.2 Both handset vendors and operators want to control which features are preloaded on handsets
3.3 Operators are uniquely placed to add value by identifying the ‘segment of one’

4 Providing valuable advertisements is the best way to overcome consumers’ distrust
4.1 Maintaining perceived consumer privacy is vital to mass acceptance
4.2 Subsidies are an effective means of encouraging users to accept mobile advertising
4.3 An opt-in advertising strategy will yield the greatest returns

5 Innovators will shape the mobile advertising market
5.1 The outcome for mobile advertising depends on maintaining value, permission and quality
5.2 Key market factors will become more conducive to mobile advertising in the medium term

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Figure 1.1: Position of advertising and one-to-one marketing within marketing as a whole
Figure 1.2: Mobile voice and data ARPU in Western Europe, 2002–12
Figure 1.3: Mobile and Internet advertising spend in Japan, 2004–6
Figure 2.1: Penetration of advanced-generation handsets in China, Europe and the USA, 2006–11
Figure 3.1: The Internet search value chain
Figure 3.2: The mobile search value chain
Figure 3.3: Mobile as a response channel
Figure 4.1: Receptivity of survey respondents to receiving mobile advertisements in exchange for various rewards
Figure 4.2: The ‘virtuous cycle’ of mobile advertising
Figure 4.3: Free voice minutes awarded by Virgin Mobile USA as part of its Sugar Mama campaign
Figure 5.1: Potential outcomes for the mobile advertising industry

Table 3.1: Relative merits of different forms of mobile advertising
Table 5.1: Degree to which key market factors will be conducive to mobile advertising in the short, medium and long term