Table of Contents
IDC Opinion
In This Study
Situation Overview
Introduction
What is IA?
The IA Opportunity for Operators
Common Value Proposition, Common Objectives
Anyone, Anywhere, Anytime - the Mobile Advantage
Potential Barriers to Success
Competition From Existing Media and Other Quarters
Advertisers Don't Yet Understand IA
Uncertainties Over User Acceptance
IA Implementation Case Studies
Vodafone
Blyk
Sky Television
Future Outlook
IA Strategy Ground Rules
Treat the IA Operation as an Autonomous Entity
Make IA Simple and Cheap for Advertisers
Prove Value by Demonstrating the Power of Customer Data
Work With Agencies to Educate Advertisers
Cooperate With Other Operators to Share Knowledge and Develop Standards
Partner With Technology Enablers and/or Existing Advertising Channels
Ensure Quality of Technology Supporting IA, Especially in the Mobile Space
Ensure Great Usability for End-Users
Expand Into Upstream Marketing Services
Expected Outcomes
Essential Guidance
Learn More
Related Research
Synopsis
