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: Positive and negative aspects of mobile advertising for the subscriber
and media buyer audiences viii
Table 1.1: Innovative aspects of the mobile advertising strategies of Vodafone,
Telefónica España, 3 UK, Virgin Mobile USA and Blyk 2
Table 1.2: Key differences between Blyk’s and Virgin Mobile USA’s Sugar Mama
propositions 3
Table 1.3: Types of mobile advertising being offered by case study service
providers 7
Table 1.4: 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
October 2008 22
Table 2.3: 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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