Wireless Wave - Spring 2008 - (Page 46)

▼ ▼ THE SUPPLIER’S VOICE A Billion Audiences of One: Monetizing Personalization e advertising is proving to be a viable business opportunity with many mobile operators trialing ad-supported services in several regions. The market consensus is that advertiser spending within the mobile medium is expected to double in the next three years, quickly becoming a multi-billion dollar market. Operators are well positioned to be an integral part of the mobile advertising ecosystem, but care must be taken if they are to capture a big part of this new revenue stream. Even though initial trials have been positively received, at Openwave we believe that the key to mass acceptance is the personalization of such advertisements. Personalization Evolves Mobil Context is King ROBERT VRIJ, President and CEO, Openwave The mobile phone has always been a personal device. Its portability immediately makes it an extension of the user. The first wave of personalization followed the basic desire to customize the phone like an accessory. The market for ringtones, wallpaper and even hard goods, like skins and holsters, exploded and continues to thrive with customized avatars and video messaging. As phones and networks become more advanced, personalization is evolving to include more than just a participatory experience where users choose to make their phones look and sound unique. Instead, as technical capabilities advance, the experience is becoming much more anticipatory – a deeper form of personalization pursuant to which operators deliver a targeted, relevant and personal mobile experience to users based on each subscriber’s personal profile and behavioral habits. W ir e l e s s W a v e The anticipatory approach leverages the operator’s unique knowledge of its subscriber base: where they have been; what they have done; where they are now; and what they are doing. This golden goose of contextual awareness includes a user’s profile, historical behaviour, expressed preferences, demographic information and location data, and all of it can be rolled into one solution that acts like a concierge across all applications. The anticipatory approach is not expected to replace the participatory because consumers love to have choices. However, it is expected to enrich the entire mobile experience, making it easier for consumers to do the things they want to do on their phone. We believe that it is also one of the only foundations in which a viable mobile advertising model can succeed. A Billion Audiences of One By pulling all of the individual bits of subscriber data together into one data point, the operator has a rounded, 360-degree-view of the user and enabling it to deliver more personalized content to the user. For example, if an advertiser is a clothing retailer whose target market is teenage girls, mobile ad networks will only achieve a nominal hit rate for impressions, because most mobile users are not fifteen-yearold fashion-conscious girls. What if the clothing retailer could sharpen its aim so the advertisements hit a strictly 13to 18-year-old female demographic? Not only will the click-through rate will be higher, but also an important connection will be taking place. The inherent nature of the mobile medium is uniquely one-to-one. This is a major paradigm 46

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.