A richer user experience Building an end-to-end ecosystem for mobile advertising

Thanks to its superior targeting capabilities, mobile is the fastest growing segment of the online advertising market and is projected to be worth around 10bn by 2010. Nokia Siemens Networks believes that network operators are facing a once-in-a-lifetime opportunity to create new value within this emerging marketplace.

For advertisers, operators can deliver the mass scale required for multiple targeted campaigns, and can become expert in leveraging their subscriber inventory in order to target messages with a contextual accuracy unachievable by non-mobile online media. For consumers, operators can deliver life-enriching advertising experiences by providing targeted, relevant and non-intrusive messages, and carefully managing the exposure of personal data towards the advertising industry. There are clear markers for mobile advertising success: Relevant, Non-intrusive, Pay-off promise. The best advertising must be about enriching lives. (Source: Nokia COIN) To help operators make the most of these opportunities, Nokia Siemens Networks has developed an end-toend advertising ecosystem that supports a wide range of strategies and business models to suit individual companies and markets.

The challenge
According to Nokia Siemens Networks research, the greatest barrier to online mobile advertising is consumer resistance: at best, users perceive it as irrelevant and at worst they find it intrusive and an invasion of their privacy. Building on what end users say they want, the Nokia Siemens Networks approach is to make the mobile advertising experience so relevant, rewarding and entertaining that consumers will not just accept it but embrace it.

Advertiser

Direct relationship or via ad broker (Nokia Siemens Networks or 3rd party)

Operator Direct relationship

End User

Mass customer base Precise segmentation and targeting Campaign management

Trust-based relationship Relevant, non-intrusive advertising Privacy management

Operators can be new advocates of life-enriching end-user advertising experiences

Supporting a user-centric evolution

For most operators, achieving leadership in this emerging market is a question of starting small and growing in line with individual strategic objectives and local market development. Supporting this evolutionary process, our solutions include Target Ad Control technology, which takes care of end user needs and raises subscriber acceptance of mobile advertising. We also provide overall integration with an end-to-end advertisement publishing architecture, which can easily be adapted to suit individual operator strategies and business models. Working with Nokia Ad Business, we can provide a full campaign management solution, or we can integrate to any equivalent third party solution. Our Consulting and Integration experts can help identify the optimum approach for individual companies and markets, while our Managed Services offer a range of hosting and outsourcing options.

A choice of business models

Nokia Siemens Networks advertising solutions allow complete flexibility in the roles that operators choose to play in the value chain, and in the strategies they choose to achieve competitive advantage. For maximum efficiency and economy of scale, we can act as an ad broker on behalf of multiple operators within a given country or region. Alternatively, we can help larger operators work with advertisers directly.

A tool for every task

Nokia Siemens Networks and Nokia can provide end-to-end solutions addressing every part of the online and mobile advertising ecosystem. With extensive C&I and Services capabilities that help define the optimum approach for individual businesses and markets, we enable operators to become new advocates of life-enriching advertising experiences.

Our goal is to help operators to become advocates of life-enriching end-user advertising experiences: Respecting the consumer A user-centric evolution of the operator role An end-to-end ecosystem to support your chosen strategy

Copyright 2008 Nokia Siemens Networks. All rights reserved. Nokia Siemens Networks and the wave logo are registered trademarks of Nokia Siemens Networks. Other company and product names mentioned herein may be trademarks or trade names of their respective owners. Products and solutions herein are subject to change without notice. Nokia Siemens Networks Corporation, Karaportti 3, FI-02610 ESPOO, Finland 02/2008 Indivisual

www.nokiasiemensnetworks.com