The Mobi Blog.com

Mobile News - Mobile Advertising

With 2.5 billion mobile phones used around the world, mobile advertising is set for astonishing growth. Telecoms & Media agencies predict within the next year that a sharp rise in mobile advertising will become noticeable to consumers.

Furthermore, with the wider adoption of mobile TV, the mobile advertising market will hit $11.35 billion worldwide in the next five years. However, in order to reach the target, certain things are required, including consumer acceptance, handset compatibility, bandwidth (no) limits, interoperability and consumer protection regulations.

What is Mobile 2.0?

It's absolutely necessary that more connections are made between the players in the web 2.0 sphere (a.k.a. next generation web apps & services) and what some Mobilists are calling mobile 2.0. What we mean by 'mobile 2.0' is another (r)evolution, already started, that will dramatically change the web and the mobility landscape that we currently know. The idea is that the mobile web will become the dominant access method in many countries of the world, with devices that become more hybrid and networks that become more powerful - everywhere in the next decade to come.

If Google is successful in its push for open cell phone networks, U.S. mobile virtual network operators could fall on hard times, an analyst said Monday,

Companies such as Virgin Mobile and Helio, so-called MVNOs that attach their brands and resell mobile phone services owned by major carriers, have so far struggled to turn a profit in the United States.

And with open U.S. cell phone networks gaining ground, largely because of Google, that business is about to get tougher. The analyst said the current mobile resellers could be replaced by a new, hardier breed.

"When Google and others establish open networks, they will be un-locking Mobile Advertising’s True Potential for Growth. The focus will be on mass-market, inexpensive cell phones, and companies such as Helio and Apple, with its iPhone, that focus on high-end phones will be under pressure.

The U.S. auction of 700 MHz spectrum scheduled for January 24, 2008, will introduce a new era in mobile communications, since key auction participants, including Google, plan to build open networks if their bids are successful.

Google has put pressure on carriers to open their networks or at least lower barriers for independent developers and device makers. The search leader has succeeded to some extent: Verizon Wireless, T-Mobile, and AT&T have all announced plans to open their networks in some fashion.

"The mobile world will evolve into three groups--carriers that provide the pipes, application providers, and device providers. "The MVNO business will become less centered on voice and become more sophisticated about non-voice apps."

The "next-generation" MVNOs could focus on communities of users such as ethnic groups in the U.S., offering phones that can be used both in the U.S. and in their countries of origin.

And you will also see the emergence of MVNOs that don't depend entirely on subscription fees. Instead there will be more focus on ad revenues. It will be exciting to see if indeed” Advertising Will Set Mobile Free.

Mobile Startups

There's definitely a lot of movement around on the mobile start-up front. Besides Yahoo with Flickr and Google with YouTube going mobile, there are some very interesting start-up companies resolutely going mobile. Many of them are building easy-to-use mobile web apps and services. Here's a starter for ten to check out (too many to link to, but just google them!):

• BluePulse
• ComVu
• Funambol
• Gizmo
• Loopt
• JuiceCaster
• Mobo
• Mystrands
• Plazes
• Plusmo
• Sharpcast
• SlingMedia
• Shozu
• SoonR
• TalkPlus
• Widsets
• Winksite
• ... and many others.



The Mobi Blog for Emerging Mobile News 2007