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
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
http://www.datacommresearch.com. 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