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Abstract
The mobile advertising industry is a sleeping giant, awaiting the opportunity toawake from its slumber and revolutionise the way the consumer receives advertising. Withover half the world’s population owning a mobile phone, its potential as an advertisingmedium has yet to be exploited. By utilising a foundation of primary research,accompanied by press releases and industry contact from the past 18 months, this paperexplores the challenges that face the industry as it attempts to become the world’s firstpersonalised mass media, and how the various stakeholders can work together to launchthis potential £multi-billion advertising solution. The conclusion recognises that advertiserattitudes, technological developments and available content all need to be reassessed if theindustry is to be a success, with the consumers behaviour towards mobile advertising anissue that can be overcome by establishing trust. This trust can be created using permissionbased or incentives based advertising. The conclusion declares that if the industry workstogether towards the common goal of overcoming these obstacles, then mobile advertisingcan become and exciting and successful industry.
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Acknowledgements
This research would not have been possible without the support of my father, and mentor, James Martin, Director of JMS Digital Media. A special mention must also go to Clare Chambers for offering her time, support andcontacts from the industry for the successful development of this research.Thanks to Mik Parsons and the various members of Bournemouth University Staff whoprovided me with new angles, great contacts and superb research facility.
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Contents
1.1
Introduction – An Overview ……………………………………………………..51.2
Introduction – Methodology ……………………………………………………..7
1.2.1 Research Questions ………………………………………………………
7
1.2.2 Research Approach ………………………………………………………
8
1.2.3 Trustworthiness of the data …………………………………..………….
10
2.1
The Market Today – Background ………..…………………………………….10
2.1.1 Advertising Today …………………………………………….………...
10
2.1.2 Mobile Today …………………………………………………..……….
122.1.3
Mobile Advertising Today ………………………………………………..
14
2.2 The Market Today – Consumer Attitudes and Behaviour ……………………..15
2.2.1 Insight
……………………………………………………..……………15
2.2.2 Analysis
………………………………………………………..………..16
3.1 Developing Mobile Advertising – Technology …………………………………19
3.1.1 Keeping Up with the Pace: Improving Network Technology
……..…………19
3.1.2 Small Changes, Big Difference: Handset Development
………………..……21
3.2 Developing Mobile Advertising – Advertiser Attitudes ………………………...24
3.2.1 The Negative View
……………………………………………………….24
3.2.2 The Agencies Role
…………………………………………………………25
3.3 Developing Mobile Advertising – Content ……………………………………..28
3.3.1 Relating to the Consumer
………………………………………….………28
3.3.2 Case Study – Greystripe changes the Games Downloads Model
………………283.3.3
Summary
…………………………………………………………….……30
3.4 Developing Mobile Advertising - Consumer Acceptance ………………………30
3.4.1
The Importance of the Consumer
……………………………………………30
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Mobile Marketing Challenges Dissertation
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Sections
« prev | next »- 1.1 Introduction – An Overview
- 1.2 Introduction – Methodology
- 2.1.2 Mobile Today
- 2.1.3 Mobile Advertising Today
- 2.2.1 Insight
- 2.2.2 Analysis
- 3.1.1 Keeping Up with the Pace: Improving Network Technology
- 3.1.2 Small Changes, Big Difference: Handset Development
- 3.2 Developing Mobile Advertising – Advertiser Attitudes
- 3.2.1 The Negative View
- 3.3 Developing Mobile Advertising – Content
- 4.1 The Future – Who is doing what?
- 5.1 Conclusion
- Bibliography
- Appendices
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