The industry is starting to realise the large potential of the mobile phone as a channel for advertisement. This allows ads tailored to individual users (context), mobile always on and following owner (ubiquity) with a response channel (to measure satisfaction / allow purchase). This constitutes a large possibility for mobile operators in terms of taking different new roles, but also introduces a large risk of losing the valuable trust asset by intrusion into private sphere by using mass advertisement techniques. The study will document how SPAM challenges might be overcome by introducing context and personalisation data more actively, and investigate the critical question of the Telco role in a complex value chain.

What are the main objectives of this Project?

Market analysis of the European region

• Establish common vocabulary (definitions)
• Identify players and business chains
• Overview of current M-Ads spaces and their market value
• Identify high level drivers and barriers (including regulatory issues and patents)
• Keep partners updated throughout project through watcher activity

M-Ads spaces and technology (Different opportunities and challenges)

• Identify and map importance of critical factors of different Ad spaces (Intrusion / SPAM, Operator control, Technology, ...)
• Personalisation (Survey and propose requirements that can allow a personalised targeted advertisement)
• Identify operator technology strengths that can be used for enhancing Ad spaces (Device Management, Search, ...)

Business analysis (New value chains and in particular the Telco’s role for mobile advertisement)

• Identify risk factors and opportunities for Telecom operators in different positions of the business chain
• Business assessment of some Ad-spaces