New Datacomm Research Report:

The Six Keys to Mobile Advertising Success

Rule #1: Effective Mobile Ads Will Be Part of a Larger Mobile Marketing


Oct 23, 2006, 01:00 ET from Datacomm Research

    ST. LOUIS, Oct. 23 /PRNewswire/ -- Successful mobile advertising will
 be one component of an integrated mobile marketing strategy spanning
 promotion, sales, and customer service-and not just a series of standalone
 ads on small screens. That is one of the conclusions of the new 70-page
 report, Mobile Advertising: Opportunities & Illusions, released today by
 Datacomm Research Company.
     "Mobile phone service will become an extraordinarily powerful marketing
 channel. It reaches more than two billion people everywhere they go by
 voice, text, and increasingly multimedia," said Ira Brodsky, President of
 Datacomm Research and the report's author. "Inundating mobile subscribers
 with sales pitches won't be effective. Successful merchants will leverage
 mobile phone technology to create deeper and longer-lasting customer
 relationships," he concluded.
     Mobile Advertising: Opportunities & Illusions is the result of more
 than 35 in-depth interviews with leading merchants, software tool
 developers, mobile operators, and content providers. The report presents
 the six steps to mobile advertising success. It explains and compares the
 major mobile advertising capabilities, and discusses how the evolution of
 mobile handsets, networks, and related technologies will fuel mobile
 advertising. The report also contains a directory of 50 select mobile
 advertising vendors.
     Additional conclusions found in Mobile Advertising: Opportunities &
     1. The mobile phone presents unique opportunities to interact directly
        with consumers.  One-way sales pitches squander those opportunities.
        Datacomm Research recommends mobile ads that engage end-users through
        contests, giveaways, and special promotions.
     2. Ease of use is the Number One challenge to mobile data (and therefore
        mobile advertising) success.  Independent mobile information services
        that push desired content to mobile users, preloading it when possible,
        and using a mix of mobile phone, Wi-Fi, and Bluetooth access when
        necessary, are the solution.
     3. Most mobile content will be advertising-supported.  The best way for
        mobile operators to monetize advertising is by selling merchants
        rules-based access to millions of subscribers.  Successful operators
        will treat merchants like enterprise customers, offering them mobile
        marketing subscriptions backed by an array of management tools.
     Mobile Advertising: Opportunities & Illusions is the latest in Datacomm
 Research's CompetitiveEdge(TM) family of reports and sells for $870.00
 (single-user PDF version). The price includes one hour of analyst
 consultation. The report will begin shipping October 25, 2006. The report
 may be ordered online at the firm's secure website Visa, MasterCard, and American Express
 accepted. Orders may also be faxed to (314) 667-3010, phoned to (314)
 994-9080, or mailed to Datacomm Research Company, 9220 Old Bonhomme Road,
 St. Louis, Missouri 63132.
     About Datacomm Research Company
     Datacomm Research is a leader in researching, analyzing and forecasting
 emerging computing and communications markets. Entering its eighteenth
 year, the company helps clients around the world identify and exploit major
 growth opportunities. Other Datacomm Research reports include Hard Numbers
 and Experts' Insights on Migration to Evolved 3G and 4G Wireless Technology
 and Mobile Feature Phones: Consumer & Business Market Segments.

SOURCE Datacomm Research