How open have mobile phone companies been to adopt mobile advertising?
Mobile phone companies are clearly open for business for content and advertising within their “walled gardens”. The opportunity is however moving to the open Mobile Internet, which is outside the control of the wireless service providers. One challenge is this will shift valuable advertising and subscription revenues away from service providers at a time they are trying to justify significant new capital investments. Q. How is mobile marketing changing the face of advertising today? Will it eventually provide one central avenue for advertising? Mobile marketing will be part of the overall mix and interact with other media, rather than become a complete replacement. At the same time, mobile devices offer tremendous power for “ambush marketing”. With the right tools in place, the mobile advertiser will know the specific profile, intention, location, and activity of each consumer in a way that no other medium can duplicate, which offers the potential for highly customized and targeted mes
