Mobile Industry Ready to Explore New Advertising Models
According to a LogicaCMG Telecoms survey of mobile industry leaders, the buzz at CTIA 2007 is around mobile advertising and speed-to-deployment of new mobile services.
Identifying and enabling appropriate mobile advertising mechanisms was the talk of the show - 41 percent of the attendees polled ranked mobile advertising as the biggest trend they are seeing at the show.
While opinions varied dramatically on how quickly consumers will adopt any kind of advertising model, the benefits to both consumers and operators are clear, according to the respondents. The interest in mobile advertising was surprising to many attendees - 22 percent ranked this increased interest in advertising models as the biggest surprise at the show.
"The most important word here is 'relevant,'" said Wayne Irwin, president, North America, LogicaCMG Telecoms. "The mobile industry is approaching advertising very cautiously, and is watching consumer adoption very closely to ensure success. Done well, if it's relevant and targeted, mobile advertising can help drive down costs to the consumer while helping grow revenues for the mobile operator. The two biggest enablers of this are near-real-time customer intelligence management systems and more flexible charging and bundling capabilities, two areas where LogicaCMG excels."
Speed and flexibility in deploying, marketing and bundling new mobile services also ranked high - 28 percent of attendees polled were exploring ways to speed the deployment of new mobile services and 25 percent were looking for ways to more creatively bundle and market these new services to mobile customers.
Near-real-time access to customer behavior - an important aspect of any successful mobile advertising campaign - was one of the hurdles to faster revenue growth, according to the survey. Being able to respond quickly to consumer demand and make highly targeted appropriate offers is critical to any mobile advertising model.
