FOREWORD WRITTEN FOR THE AUTHOR, ADRIEN HENNI:
The
interest for mobile advertising was spotted by Nokia Ventures back in 2006 with
an innovation tool called “Nokia WorldMap” — and, one year later, with the launch
of a dedicated structure named “Nokia Ad Service”.
“Nokia WorldMap” presents trend inputs in the next 3-5 years from 3 different
perspectives: users, technology and business. According to this document, if
those three trends are converging, then a disruption will appear creating
subsequently a new domain of growth for Nokia.
These middle-term trends (2009-2011) that were then identified are already turning,
on our screens, into reality:
- User trends in
"Conversational Media" and "Changing Brand Relations": firstly, it shows that media
boundaries are expanding as users are adding content and conversations
though social networking, websites and enabling tools. Furthermore, it
explains that new applications on the internet have democratized media and
increased the power of consumers, re-aligning brands from company-driven
to consumer-influenced.
- Technology trends in
"Intelligent Media Management Tools": it means that rich and intelligent
analysis technologies are enabling simplified and semiautomated tools to
manage distributed media.
- Business trends in
"Internet Business Models go Mobile": as higher transmission speeds
and more powerful devices gain critical mass in the mobile space, internet
business models will challenge that of traditional operators.
In conclusion, two main disruptions will appear
in mobile marketing. The first one is the emergence of "Conversational
Advertising", where marketers seize opportunities to move beyond
traditional advertising models towards more personal, interactive and
sustainable dialogs with consumers. The second one is that "Context is
King" because, by combining contextual data from sensors and user
input with affordable connectivity, value will be created for mobile services
with relevant and convenient experiences.
That is why I co-founded and launched Nokia Ad Service and asked Adrien to
formulate this white paper on "Mobile Advertising Strategies".
Minh Tran
Co-Founder of Nokia Ad Service
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