Research report Service provider strategies for mobile advertising: case studies Alexandra Rehak October 2008
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Contents 0 Summary vii 1 Summary of findings from case studies 1 1.1 General mobile advertising strategy and key points of innovation 1 1.2 SWOT analysis 15 2 Case studies 19 2.1 Case study: Vodafone takes a globally co-ordinated approach to mobile advertising 19 2.2 Case study: Telefónica España Wireless Business has been proactive in the mobile advertising market 28 2.3 Case study: 3 UK has taken a strategic approach to mobile advertising 34 2.4 Case study: Virgin Mobile USA 41 2.5 Case study: Blyk s revenue model has mobile advertising at its core 48 3 Mobile advertising offers service providers three key benefits 58 About Analysys Mason 60 Market intelligence services from Analysys Mason 61 Reports from Analysys Mason 62 Custom Research: meeting your information needs 63 List of Figures and Tables Figure 0.1: Table 1.1: Table 1.2: Table 1.3: Table 1.4: Positive and negative aspects of mobile advertising for the subscriber and media buyer audiences viii Innovative aspects of the mobile advertising strategies of Vodafone, Telefónica España, 3 UK, Virgin Mobile USA and Blyk 2 Key differences between Blyk s and Virgin Mobile USA s Sugar Mama propositions 3 Types of mobile advertising being offered by case study service providers 7 Industries named as major mobile advertising customers by case study service providers 11 Analysys Mason Limited 2008 Contents
iv Service provider strategies for mobile advertising: case studies Table 1.5: Analysis of the strengths and weaknesses of case study service providers mobile advertising 16 Table 2.1: Vodafone: key statistics and partnerships 20 Table 2.2: Vodafone s available mobile advertising formats by country, at Table 2.3: October 2008 22 Selected example of Vodafone s mobile advertising-funded content initiatives 24 Table 2.4: Telefónica: key statistics and mobile advertising partnerships 29 Table 2.5: 3 UK: key statistics and mobile advertising partnerships 35 Table 2.6: Virgin Mobile USA: key statistics and mobile advertising partnerships 42 Table 2.7: Blyk: key statistics and mobile advertising partnerships 49 Table 2.8: Selected advertising campaigns on Blyk s UK network 55 Author Alexandra Rehak (US Research Director) focuses on areas that include media and entertainment, mobile telecoms, and international carrier strategy. Before joining Analysys Mason, Alexandra was most recently Director of Advisory Services at TeleGeography, specialising in consulting and research on demand, supply and pricing of international telecoms services. Previously, Alexandra was Vice President, Strategic Development at Asia.com, a developer of Internet and mobile services and applications in Greater China. Her earlier experience includes managing Motorola s Business Research and Strategy group in Asia, acting as a Principal Consultant in the telecoms strategy group of PA Consulting Group and serving as the Director of Asia Research and Consulting for Pyramid Research. Contents Analysys Mason Limited 2008
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