The Kelsey Group Projects U.S. Wireless Marketing Revenue Will Reach $3.9 Billion in 2005

Anticipates $1.5 billion of total U.S. wireless advertising and promotions

will be sold at the local merchant level.



Apr 11, 2001, 01:00 ET from The Kelsey Group

    PRINCETON, N.J., April 11 /PRNewswire/ --The Kelsey Group, the global
 authority on local and personalized commerce intelligence, predicts that
 revenue from wireless advertising and promotions will reach $3.9 billion in
 the U.S. in 2005, with $1.5 billion being sold at the local merchant level.
 In a new White Paper titled "The Wireless Marketing Opportunity," Kelsey Group
 analysts examine the potential for wireless marketing, which they define as
 the delivery of advertisements, coupons and other forms of promotional and
 transaction-driven content to wireless devices. Their analysis is based on
 data provided by the SkyGo Wireless Marketing Study, the largest wireless
 advertising trial to-date in the U.S., which tracked 1,000 opt-in WAP users
 over a recent four-month period in Boulder, Colorado.
     "The data clearly tell us that consumers appreciate relevant offers that
 justify their time investment in the wireless Internet," said Dr. Gary
 Ozanich, senior analyst for the Communications & Infrastructure practice at
 The Kelsey Group, who authored the report. "The SkyGo study also vividly
 demonstrates the medium's potential, revealing aided-recall awareness of 58
 percent."
     During the trial, market research firm CONSTAT, Inc. performed detailed,
 multiple-wave quantitative research about user attitudes and experiences. Key
 questions addressed by the study included:
     --How consumers notice, interact and recall ads
     --Efficacy in communicating brands and messages
     --Ability of wireless ads to generate sales
     --Consumer switching behaviors based on availability of wireless commerce
       applications
     --Characteristics of effective wireless creative formats
 
     A complete presentation of these and other findings in the study will be
 made at The Kelsey Group's VOX2001 Voice & Wireless Commerce conference, July
 18-21 in Boca Raton, Florida, which will include a special pre-conference
 Wireless Marketing Showcase. Visit the Kelsey Group Web site for program and
 registration details. Industry participants may obtain the full report as part
 of ongoing research programs offered by The Kelsey Group by contacting Jack
 Greene at (978) 356-7264 or by e-mail at jgreene@kelseygroup.com.
 
     About The Kelsey Group
     The Kelsey Group is a strategic knowledge company and the leading provider
 of authoritative research and fact-based analysis focusing on local
 advertising, voice and wireless technology and electronic commerce. Through
 its Continuous Advisory Services, consulting, proprietary research and
 conferences, The Kelsey Group guides organizations by offering analysis and
 products about print, Internet and voice platforms. For more information on
 the company, its services and conferences, visit http://www.kelseygroup.com.
 
 

SOURCE The Kelsey Group
    PRINCETON, N.J., April 11 /PRNewswire/ --The Kelsey Group, the global
 authority on local and personalized commerce intelligence, predicts that
 revenue from wireless advertising and promotions will reach $3.9 billion in
 the U.S. in 2005, with $1.5 billion being sold at the local merchant level.
 In a new White Paper titled "The Wireless Marketing Opportunity," Kelsey Group
 analysts examine the potential for wireless marketing, which they define as
 the delivery of advertisements, coupons and other forms of promotional and
 transaction-driven content to wireless devices. Their analysis is based on
 data provided by the SkyGo Wireless Marketing Study, the largest wireless
 advertising trial to-date in the U.S., which tracked 1,000 opt-in WAP users
 over a recent four-month period in Boulder, Colorado.
     "The data clearly tell us that consumers appreciate relevant offers that
 justify their time investment in the wireless Internet," said Dr. Gary
 Ozanich, senior analyst for the Communications & Infrastructure practice at
 The Kelsey Group, who authored the report. "The SkyGo study also vividly
 demonstrates the medium's potential, revealing aided-recall awareness of 58
 percent."
     During the trial, market research firm CONSTAT, Inc. performed detailed,
 multiple-wave quantitative research about user attitudes and experiences. Key
 questions addressed by the study included:
     --How consumers notice, interact and recall ads
     --Efficacy in communicating brands and messages
     --Ability of wireless ads to generate sales
     --Consumer switching behaviors based on availability of wireless commerce
       applications
     --Characteristics of effective wireless creative formats
 
     A complete presentation of these and other findings in the study will be
 made at The Kelsey Group's VOX2001 Voice & Wireless Commerce conference, July
 18-21 in Boca Raton, Florida, which will include a special pre-conference
 Wireless Marketing Showcase. Visit the Kelsey Group Web site for program and
 registration details. Industry participants may obtain the full report as part
 of ongoing research programs offered by The Kelsey Group by contacting Jack
 Greene at (978) 356-7264 or by e-mail at jgreene@kelseygroup.com.
 
     About The Kelsey Group
     The Kelsey Group is a strategic knowledge company and the leading provider
 of authoritative research and fact-based analysis focusing on local
 advertising, voice and wireless technology and electronic commerce. Through
 its Continuous Advisory Services, consulting, proprietary research and
 conferences, The Kelsey Group guides organizations by offering analysis and
 products about print, Internet and voice platforms. For more information on
 the company, its services and conferences, visit http://www.kelseygroup.com.
 
 SOURCE  The Kelsey Group