Wireless Wave - Spring 2008 - (Page 29)

I’m online or when I’m watching TV so there’s no reason I shouldn’t see them on my phone as well.’ ” Besides, Clayman points out, consumers are already paying for the content they get on their mobile devices. Ads can help offset the increasing costs. “If a carrier has video clips the consumer pays for that, and if you want to double the amount of content consumers can get, you’ve got limited options. Either the carrier can pay for it and lose money, or they can charge consumers more. Mobile advertising in general can subsidize that.” Would people be willing to pay more for their mobile services instead of seeing ads on their devices? Probably not, but experts say they will likely accept some advertising in exchange for reduced-cost service. “If they are able to decide what kind of ads they get and when they get them, consumers will be more willing to accept [mobile advertising],” says Sharma. Growing Pains and Plans Experts agree that for mobile marketing and advertising to be as successful as possible, the user must be in control. Gump says careful planning is key. “From a consumer-facing standpoint, we have an opportunity as media companies, wireless carriers, and other service providers in the industry, to get this right. We need to put the customer first. From an industry standpoint, we need to think about how our actions today will affect where we’re going to be 10 years from now and act accordingly.” Analyst Sharma agrees. “We need to make sure that the market matures correctly and that the business models are ironed out before the market becomes too big. It’s a journey of cautious optimism to contextual nirvana.” That journey, while in its infancy, is well underway. As companies branch out and try new forms of mobile marketing – everything from American Idol’s interactive audience voting via text message to The Weather Channel Interactive’s use of location-based services – the industry is poised to take off. “This is just the beginning,” says Fridman. “There are about 40 million consumers that visit mobile sites monthly, which represents about 15 percent of the subscriber base. But every month that audience continues to grow. This is an incredible growth opportunity for companies who want to reach the consumers, because that number will only continue to go up.” And those companies are taking notice. “I’ve seen an uptake in the integration of mobile advertising by the brands and the agencies in the marketplace that has really impressed me,” Gruber says. “The way those budgets have grown, the way the brands are coming back for repeat business I’m really looking forward to 2008 being a breakout year for mobile marketing and mobile advertising.” “There are about 40 million consumers that visit mobile sites monthly, which represents about 15 percent of the subscriber base. But every month that audience continues to grow. This is an incredible growth opportunity for companies who want to reach the consumers, because that number will only continue to go up.” Boris Fridman Crisp Wireless Mobile Advertising Forecasts - North America 6000 Others (Bluetooth, DA, NFC, WiFi) 5000 Mobile Games USD Millions 4000 3000 Mobile Music/Audio Search Messaging (SMS &MMS) 2000 1000 0 2006 2007 2008 2009 2010 2011 WAP/Banner/Display Mobile Video/TV Source: Chetan Sharma Consulting, 2008 29 Spr i ng 20 0 8

Table of Contents Feed for the Digital Edition of Wireless Wave - Spring 2008

Wireless Wave - Spring 2008 Contents A Letter from Our Chairman A Letter from Our President Pryor Approval The Promise of M-commerce Moving Targets Foreign Service Multiple Choice Legs, Regs, and Wireless Wireless News The Supplier’s Voice CTIA Welcomes New Members Index of Advertisers Roaming with….

Wireless Wave - Spring 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.