Intelligent Use Of Customer Data Albany WA
Operators need to make more effective use of customer data if they want to make money out of the mobile ad revolution says Analysys,To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges
Pre-emptive Strike
(08) 9892 2922
(08) 9892 2922
Suite 3, 61 Peels Pl
Albany, WA
Albany, WA
ITACSS
(08) 9841 3171
(08) 9841 3171
Suite 6/ 4 Peels Pl
Albany, WA
Albany, WA
Deepc Digital
(08) 9276 9566
(08) 9276 9566
12 Wheeler St
Morley, WA
Morley, WA
Russell Hunt & Associates
(08) 9455 5774
(08) 9455 5774
32 West End Pde
Canning Vale, WA
Canning Vale, WA
Prepress-Netmedia Skills Training Centre
(08) 9322 6160
(08) 9322 6160
West Perth, WA
Exponent Technologies
(08) 9841 3100
(08) 9841 3100
Suite 8, 9 Albany Hwy
Albany, WA
Albany, WA
20/20 Consulting Pty Ltd
(08) 9343 5252
(08) 9343 5252
PO Box 3013
Malaga, WA
Malaga, WA
Information Security Group
(08) 9475 0802
(08) 9475 0802
10 Penryn Crt
Kewdale, WA
Kewdale, WA
Arian Solutions
0411 559 861
0411 559 861
PO Box 259
Guildford Pte Boxes, WA
Guildford Pte Boxes, WA
Office Solutions
1800 333 414
1800 333 414
252 Cambridge St
Wembley, WA
Wembley, WA
Intelligent Use Of Customer Data
Intelligent use of customer data is key if operators want to fully take advantage of the mobile advertising revolution, warned IT media and telecoms expert Analysys today at the 3GSM World Congress in Barcelona.
To sustain and be profitable from the new and emerging business models being created to support mobile advertising, players must harness the power that information about customers affords them.
These new business models include ad-funded operations such as Google and Yahoo, in addition to those fueled by mobile TV services, games and downloads, according to Analysys consultant Andrew Kloeden.
"If this information is used intelligently, mobile operators have an opportunity to gain significant new revenues from mobile advertisers, who may be willing to pay a premium for access to a well-segmented audience," said Kloeden.
To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges warns Kloeden.
The foundations of success lie in ensuring the technology is there to support marketing and data mining activities so that any advertising represents good value for advertisers.
It is also important for operators to take a greater sense of ownership and spearhead the creation of business models that don't bypass their networks, such as the recent deals struck by Yahoo directly with handset manufacturers like Nokia, Motorola and Research in Motion (RIM), added Kloeden.
Last, but not least, operators must work hard to overcome data protection and privacy concerns by offering content that is compelling enough for subscribers to opt in to the advertising cycle and allow the intelligent re-use of their information.
"Mobile operators have the potential to use customer information to gain revenues from mobile advertising beyond simple data carriage.
Provided a business model that does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant ARPU gains from mobile data services."
In an age where customer churn is on the up and margins are shrinking, the mobile industry is looking to revitalise what it can offer users. Embracing the mobile ad revolution could be just the tonic needed, according to Kloeden.
"If mobile operators can successfully influence the business models that eventually dominate the market and exploit their marketing, data mining and content aggregation capabilities, mobile advertising may represent an opportunity to extract significant new revenues from mobile data services," concludes Kloeden.
To sustain and be profitable from the new and emerging business models being created to support mobile advertising, players must harness the power that information about customers affords them.
These new business models include ad-funded operations such as Google and Yahoo, in addition to those fueled by mobile TV services, games and downloads, according to Analysys consultant Andrew Kloeden.
"If this information is used intelligently, mobile operators have an opportunity to gain significant new revenues from mobile advertisers, who may be willing to pay a premium for access to a well-segmented audience," said Kloeden.
To maximise the value proposition, operators need to be aware of, and overcome, a number of challenges warns Kloeden.
The foundations of success lie in ensuring the technology is there to support marketing and data mining activities so that any advertising represents good value for advertisers.
It is also important for operators to take a greater sense of ownership and spearhead the creation of business models that don't bypass their networks, such as the recent deals struck by Yahoo directly with handset manufacturers like Nokia, Motorola and Research in Motion (RIM), added Kloeden.
Last, but not least, operators must work hard to overcome data protection and privacy concerns by offering content that is compelling enough for subscribers to opt in to the advertising cycle and allow the intelligent re-use of their information.
"Mobile operators have the potential to use customer information to gain revenues from mobile advertising beyond simple data carriage.
Provided a business model that does not bypass the operators' networks emerges as dominant, mobile advertising may represent a source of significant ARPU gains from mobile data services."
In an age where customer churn is on the up and margins are shrinking, the mobile industry is looking to revitalise what it can offer users. Embracing the mobile ad revolution could be just the tonic needed, according to Kloeden.
"If mobile operators can successfully influence the business models that eventually dominate the market and exploit their marketing, data mining and content aggregation capabilities, mobile advertising may represent an opportunity to extract significant new revenues from mobile data services," concludes Kloeden.
Author: Maggie Holland