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P1654    Mobile Advertisement (M-Ads) – Spam threat or new opportunity?


Mobile Advertisement – Threats and opportunities (Management Summary)

Issue date:

June 2007

Confidentiality: Eurescom Study Programme confidential
Format: 1 volume  (6 pages)


This report gives an executive overview of an emerging Mobile Advertisement (M-Ads) market. M-Ads are defined as the business of encouraging people to buy products and services using the mobile device to as medium to deliver the advertisement message. It outlines the current market drivers and barriers, with special focus on end users acceptance. An M-Ads value chain is introduced, the competitive environment is presented and an analysis is given with two different scenarios in which operator takes a conservative and more opportunistic path. Targeting personalisation aspects are presented. Samples of existing commercialised and future M-Ad spaces as well as analysis results seen from operator point of view on how to implement, and costs / benefits. Finally the finding are summarised in a conclusion.


This report should be read in order to get an overview of what M-Ads (Mobile Advertisement) are about, and get an overview of market situation and players emerging. Furthermore, it will give the reader an understanding of how the operator can place himself in new positions introduced by the value chain for M-Ads, and how operators can start utilizing M-Ads through some selected mobile technologies showing rough estimates of costs and benefits.

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