Wireless Wave - Spring 2008 - (Page 47)

shift in advertising, even compared to web advertising, where a deeper level of targeting is possible, the mobile screen is like no other in that it moves with the consumer. Users look at their mobile screens numerous times throughout the day, independent of time and place. A user’s interaction with his or her mobile device is much more personal, and in that context, the information that it serves feels more intimate – like a personal assistant offering recommendations. Beyond the Banner Ad channels, including the Internet, messaging, video and gaming. Spreading the Wealth To date, advertising has changed the business model in many media where it has been introduced. Openwave believes the impact of advertising on the mobile market will be similarly profound, but that care must be taken so as not to hinder its growth with intrusive, spamlike content. Openwave understands that building a personalization system to gather, collect and use consumer data is difficult, and it will require trust from consumers and strict adherence to privacy laws. Building a personalization system to gather, collect and use consumer data is difficult, and it will require trust from consumers and strict adherence to privacy laws. However, as an industry we must remember that operators do not intend to give away user data, and it is less likely to be perceived as spam if it is valuable information that is relevant to a specific consumer. Operators that create the most personalized experience for their subscribers are in the best position to roll out an acceptable advertising solution that doesn’t interrupt this experience. The key lies in a multi-channel delivery using tools and widgets on the handset itself. For example, if the operator already has a system in place that anticipates a web destination based on past history, it can integrate advertising in the form of “suggestions” in a subscriber’s pick list. Several operators are at different stages of deployment on solutions which give users “Personal Offers” i.e., recommendations of premium content based on their previous behavior. Openwave is working with operators to help them leverage the gateway access point by delivering basic context-based targeting within their WAP1 and WAP2 pages. Openwave is also working with operators as they look to capitalize on opportunities in the open Internet, as well as integrating advertising across multiple It is not just operators who are reaping the benefits of a personalized advertising solution. Openwave believes that everyone within the mobile ecosystem will start to see the rewards gained from intelligent targeting and delivery models. Content owners, like record labels, can target individual fans of a particular band and refer them to new releases, tour dates and merchandise, along with exclusive content – interviews, video outtakes and remixes. O2, a leading European operator, has found success leveraging their O2 arena in London to give subscribers extra access to the live events at the arena and deals on merchandise. Sports teams are creating widgets that, if opted in, live on the phone’s idle screen and offer the latest news, results, replays, archive footage and special merchandising deals. Such packages can be developed for any content category, celebrities, film, sports, gaming, etc. Personal Issues For mobile service adoption and usage rates to climb to optimal levels, it is clear that services like the ones discussed above need to become as personal as the device itself. Subscribers don’t want their phone to become like their home mailbox – another receptacle filled with offers for which they have no use. Creating this personal experience isn’t inexpensive, and passing the cost of premium content onto consumers will continue to keep adoption rates low. The industry acknowledges advertising as the way to subsidize the delivery of premium content and new services. Personalization is a trend that has been discussed, but the technology and understanding of how, and even when, to leverage targeting and context has finally arrived. The personalization of content represents an advertising opportunity like no other before it. It is up to those in this burgeoning new value chain – operators, publishers, brands, platform providers – to make sure this new business model keeps the consumer at the center. In this way, everyone in mobile space stands to benefit from this new form of value creation. 47 It is not just operators who are reaping the benefits of a personalized advertising solution. Openwave believes that everyone within the mobile ecosystem will start to see the rewards gained from intelligent targeting and delivery models. 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

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