Devices need to improve to take the load / clarity about the content. Moroever there must be optimization to make the content lighter.

Regarding the handsets, iPhone’s screen still appears to be the most prominent real estate for mobile advertising.
Some data points like – Mobile advertising network AdMob, which recently caught the eye of web giant Google, said that 50 per cent of ad requests from smartphones in its system in October were from the Apple mobile OS. Symbian, which dominates the smartphone market in terms of platform, was only responsible for 25 per cent of requests, followed by Android with 11 per cent and BlackBerry with 7 per cent.

Regards
Neeraj
+91-9810434619

I agree that Mobile will provide the way to identify with a very desirable and often evangelistic crowd. It opens the possibility of 24/7 direct access. This is the one piece of technology at our side all day and night. I believe it will grow exponentially as soon as brands figure-out how to connect without proving a nuisance.

In place brands will need to keenly understand user demographics by channel and the unique messaging which resonates. No new theory here, just a more refined approach. In my opinion, it will be tricky, but surely a major weapon once applied expertly.

While mobile advertising may be a significant revenue opportunity for telcos and partners, I believe it carries with it the risk of a customer backlash, if the ad presentment mechanism is not well designed and managed.

Today I avoid websites that rudely paste ads in my browser, especially ads that are designed to be hard to cancel or disrupt my interaction with the content. I cannot imagine that mobile ads will be any less offensive.

A likely scenario is that mobile ads will be used to drive a revenue model that allows users to opt out of ads for a price – for (say) 20 bucks a month, a user will have to click thru 5 ads per hour, for 50 / month, its one ad per hour, etc.

I could even see opportunities for niche carriers who offer services without ads.

If the mobile ad delivery model follows the one we see today on the public internet, the user experience will not be great. What about network bandwidth? Cell networks are already saturated in many markets, and I believe this problem would be made worse by broadcast ad delivery to millions of mobile devices.

The sms, mms are the tools for the marketing..

Just need to develop 3G or 4G application which should be available cheap or tele com operator should give these application free of charge or built in with their package.

It’s common knowledge now that advertisers desire to be closer to their consumers, and that consumers want to be closer to advertisers – and in an honest relationship based more on fact, education, and mutual benefit.

As such, the more that marketers can get the two sides in touch with each other, the better job the marketer has performed. In Mohit’s article he goes into the Future Drivers of Mobile Advertising – perhaps there is another: Accessibility of in-store purchase data

My personal view is that mobile advertising will be at its most effective when it steps in to the consumer’s line of sight only once the consumer has already purchased the product several times. Or when a friend introduces the consumer to a free product entitlement!

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EXAMPLE:
When the consumer is tracked having purchased 12 bottles of Super-Duper Anti-dandruff Shampoo, the advertiser suddenly announces to the consumer’s mobile handset that s/he has been promoted to a level of “high status”, with the power to give away 3 bottles of the marvellous medicinal shampoo. This “high status” consumer uses their handset to pass on the free products to whoever they choose, and receives an automatic discount for doing so …. and so on and so forth continues the Focused Viral …
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The concept of an expert (Key Opinion Leader) user being the best person to endorse a product has been around in PR circles since time immemorial.

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The handset must directly record consumer in-store and online purchases.
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Consumers clearly in love with a brand must take on the role of ‘marketer’
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In Japan, when we are not buying online at our computers, we are paying for our goods by scanning our mobile handset at convenience-store registers. Ideally this should become ubiquitous, with the purchase data used for research and consumer reward promotions. It sounds ordinarily simple, but good-old coupons and special entitlement to discounts will be the ultimate winner I believe.

We see in the above example that the job historically performed by the marketing agency can now be in the hands of the consumer, AND the extent to which a consumer is bombarded with typical ‘awareness-heavy’ advertising is based on the consumer’s actual needs, and is initiated by the consumer’s own behavior.

This mission we are tasked with to harness purchase data for immediate real-time promotion, and to reward the social networking of brands by influential consumers will not only be a breakthrough of sorts due to the size and scale, but it will survive long-term, which is critical in bringing the big-brand players to the mobile marketing table in earnest.

N.B. The head of UNIQLO in Japan came up with the idea of marketing fleece-material sweaters in fashionable colors as a super-comfortable item that everyone wanted – unbelievable results were achieved. Sometimes the best idea is simple, clear, and is simply able to be done a very large scale.

This post was mentioned on Twitter by telecomcircle: New blog post: Overview of Mobile Advertising http://www.telecomcircle.com/2009/11/overview-of-mobile-advertising/...

Great article. I also read all the comments. While I cannot disagree with anything that has been said because it is, sadly, all true, I remain flabbergasted that no one seems to see the wood for all the trees.

The mobile phone is a device that allows marketers for the very first time to achieve their actual objective: build and nurture one-on-one, personalized, two-way communication relationships. And yet, all I hear are ideas about how you can use mobile to “advertise”. All I hear are ideas on how to force an ad down a mobile users’ throat and do it in ways that sort of kind of bypass legislation.

Why would you want to do that instead of allowing consumers the choice of whether they want to engage you or not? In this way you speak ONLY to people who are really interested in your products and services! Why would you pay someone to look at your ad? Wouldn’t you rather want to talk to people that are interested in your actual products and services, instead of in the money you are willing to pay them to pretend that they are?

When are people going to wake up and smell the coffee? Sure, you can use the mobile phone as yet another outlet for your advertising, but why should you if you can do so much better with so much less effort? Why involve Peter, Paul and Mary (and pay them) if mobile allows you to finally create a personal relationship with your customer? Why on earth, for example, involve the networks? Why complicate everything?

This all sounds to me like a traveller who wants to, say travel from New York to Timbuktu. In the olden days he had to use many different modes of transport, change a lot, spend much money and time. This is advertising with traditional media. Today there is a direct flight from New York to Timbuktu, and if the traveller would just take it, he would save a lot of time and money and have an alltogether much more pleasurable travel experience. This is mobile marketing. But instead of just buying a ticket and boarding that plane, the traveller is caught up in the old ways and tries to find solutions on how to involve all the outdated modes of transport that he was used to in traveling with the new, direct plane. Makes absolutely no sense!

But then again it does make sense for those companies who are are misinforming others and, as a result, make their money on presenting “solutions” for problems that don’t really exist…

If used this way- Mobile marketing has a great future ahead as an effective Ad Channel.

-Pavitra Saraf

Regards,

Mohit

Mobile advertising might be looked at in a new way: ‘mobile facilitating’.

Advertising on mobile devices have the unique ability of becoming immediate, socially connected, efficient, and multi-directed.

Immediacy is powerful because it breaks through limits, enables action, and is efficient. Humans brains work on information in temporary and stored memory and interaction.

Social connectedness using voice, text and real-time and web-access video enables advertising to harness individual and group interaction to leverage advertising beyond static impressions. A picture is worth a thousand words, a friend’s added content and recommendations is worth millions.

Mobile advertising is more efficient because it places ads where purchases can be made or referenced. GPS-mapping lessons confusion, quickens decisions, and enables payments.

Mobile advertising can take become self-directed and viral: through entertainment and useful value, good advertising can spread easily by ‘word of the web’.

In the Indian context, mobile marketing is already a pain in the…hand! Well, it is not nice to receive push messages and such and most of the times you delete them without seeing them. Success rate of these push messages needs to be really measured and effective campaigns designed to actually create interest and subtle messaging that will stand the test of time.

Balance and creativity in the mobile marketing ecosystem is the key.

India must consider stringent laws for privacy and intrusion since telemarketing and push messaging are already a menace.