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China’s Mobile Advertisement Special Report 2006

Analysys International
September 15, 2006
59 Pages - SKU: ANIN1429727

Abstract Table of Contents Search inside this report Related Reports

1.1 Definition of Mobile AdvertisementMobile advertisement refers to the advertisement which has mobile as the display terminal or distribution platform Following the four major traditional media of newspaper/magazine, broadcasting, TV and Internet, mobile is becoming the fifth media. Compared with four major traditional media, mobile advertisement has its advantages of large number of users, clear target and good interaction.

Mobile advertisement can be classified into the following seven categories by different technologies:

PUSH: Put advertisement directly on user’s mobile in forms of SMS, MMS and WAP page link. Main mode of mobile advertisement before 2006 was SMS advertisement forced by SP without user’s permission.

WAP: Embed advertisement in forms of text, picture or audio/video into pages of official or non-official WAP portals which user browsers, similar to Internet advertisement. Differentiated advertisement pages achieved by using technology to distinguish user’s property and simple and unified advertisement pages all belong to this category.

Business embedment: Embed advertisement in forms of text, picture or audio/video into user’s mobile value-added service (mainly other data business except for WAP business), such as business waiting advertisement and mobile game advertisement.

Voice: Add advertisement into value-added voice service (such as IVR and CRBT) provided by operators for mobile users in forms of voice segments.

Cell Broadcasting: Use cell broadcasting feature of mobile to send advertisement to mobile users at certain position in forms of SMS or MMS.

Terminal embedment: Advertisers cooperate with mobile vendors to embed advertisement into mobile before shipment in forms of pictures, video clips and games.

Search advertisement: Keyword advertisement and bid rank advertisement operated by mobile search service providers, similar to Internet search advertisement.

Definitions and Research Scope: 1 Definitions and Research Scope; 2 Analysis of overseas mobile advertisement market environment; 3 Analysis of overseas mobile advertisement market; 4 Developing status quo analysis of China’s mobile advertisement market; 5 Developing trend analysis of China’s mobile advertisement market; 6 Competition structure analysis of China’s mobile advertisement market; 7 Analysys suggestion on mobile advertisement development
List of Figures and Tables
List of Figures: Category of mobile advertisement; Macro environment PEST analysis of mobile advertisement; Industry environment CRBT analysis of mobile advertisement; Challenge of traditional advertisement and opportunity of mobile advertisement; Influence of technology development and user recognition on mobile advertisement market; Market size of Japan mobile advertisement 2000-2005; Market size of Korea mobile advertisement 1999-2005; Regular workflow of i-mode mobile advertisement; Industry chain structure of mobile advertisement; 3W2H model of business mode analysis of mobile advertisement; Market size of mobile advertisement 2005-2006; Segmentation market share of mobile advertisement 2005-2006; Mobile user scale 2004-2006; User scale of WAP business 2004-2006; Fostering process of advertiser’s habit; Advertiser’s expectation on marketing effect of mobile advertisement; Hyper Cycle of mobile advertisement market; Change of industry chain of mobile advertisement; Predominant factors of industry chain at different developing stages of mobile advertisement market; Developing trend analysis of business mode of mobile advertisement; Stimulatives and impedients of mobile advertisement market; Analysis of stimulatives and impedients of mobile advertisement market; Market size forecast of mobile advertisement 2006-2010; Segmentation market size forecast of mobile advertisement 2006-2010; Segmentation market share forecast of mobile advertisement 2006-2010; Forecast of mobile user scale 2006-2010; Forecast of WAP business user scale 2006-2010; Analysis of competition structure of mobile advertisement market; Competition structure and developing trend of mobile advertisement agents; Analysis of major mobile advertisement vendors - Focuswireless; Analysis of major mobile advertisement vendors - Fractalist; Analysis of major mobile advertisement vendors - Adatmobile; Analysis of major mobile advertisement vendors - Mobile operators; Developing trend of competition structure of mobile advertisement market; Key factors for success of mobile advertisement market; Implementing process of mobile advertisement; Five factors for advertisers to pay attention to
List of Tables: Influence analysis of major events of mobile advertisement market 2006; Major events of European and American mobile advertisement market 2005-2006; Analysis of business mode of mobile advertisement

China’s Mobile Advertisement Special Report 2006

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