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Opportunities in Mobile Marketing & Advertising 2008-2009
November 25, 2008
Opportunities in Mobile Marketing & Advertising 2008-2009 provides a
comprehensive overview of the burgeoning U.S. and global mobile marketing business,
including analysis of industry structure, financial models, the competitive landscape,
emerging trends, policy issues, and insights into the latest transmission and display
technologies.
As smartphones and other handheld devices proliferate, mobile marketing is rapidly
emerging as the next great frontier for advertisers in the highly competitive media
market. This report examines in detail topics such as potential market size,
opportunities for development in both the U.S. and globally, audience appetite and
revenue models.
In addition, the report provides profiles of wireless carriers such as Verizon, AT&T,
Sprint, T-Mobile and virtual providers, as well as content creators and aggregators,
including publishers, advertisers, marketers and agencies, and offers an analysis of the
relationship between the sectors.
Opportunities in Mobile Marketing & Advertising 2008-2009 presents an objective
summary of competitive considerations surrounding the new medium, such as the role
of advertisers, location- and technology-based issues, and first-mover advantages and
disadvantages. The report also delves into emerging trends, including the use of video
phones for marketing, and how social networks fit into the mix, and examines the
regulatory issues surrounding the mobile marketing initiatives.
Simba takes a measured approach to developing its market size and forecast figures,
and presents its findings in a no-nonsense fashion. Our clients can count on the
objectivity and accuracy of our numbers and analysis—whether they’re preparing a
strategic presentation, benchmarking their company’s performance against that of their
competitors, or seeking out an acquisition, a new partnership or an alliance.
Whether you’re an advertiser, a marketer, an ad agency, a media buyer, a technology
or wireless service provider, or work on the policy issues involving mobile marketing, if
you have a stake in this emerging arena, can you afford to make decisions without
access to the same market intelligence that your competitors are using? Give yourself a

2. leg-up by ordering your copy of Opportunities in Mobile Marketing & Advertising
2008-2009 today.
TABLE OF CONTENTS
Methodology
Executive Summary
Chapter 1: Overview of the Mobile Marketing Business
Introduction
Mobile Advertising
Where the Mobile Ads Go
Enabling a Critical Mass
Potential Market Size
Background of Mobile Marketing Services
Audience Demographics
Where Ads Are Going Now
Table 1.1: U.S. Mobile Phone Market Share
Table 1.2: Interest in Mobile Marketing Among U.S. Mobile Phone Users
Table 1.3: U.S. Online Video Advertising Viewers
Table 1.4: Global Mobile Advertising Spending by Format
Table 1.5: Interest Among U.S. Teen Mobile Phone Users in Receiving Mobile
Advertising in Exchange for Incentives
Table 1.6: Top Mobile Web Destinations by Ad Impressions Served
Chapter 2: U.S. Industry Structure
Introduction
Wireless Carriers
Carriers Role vis-à-vis Advertising
Competitive Environment
Carrier Outlook
Content Creators and Aggregators
Developers and Ad Agencies
On-Deck vs. Off-Deck Content
Handset Equipment Suppliers
Ad Networks
The Role of Mobile Advertising
Mobile Performance
Outlook for Mobile Industry Structure
Table 2.1: Mobile Ad Networks and Their Benefits
Table 2.2: Mobile Advertising’s Effect on Consumers’ View of Brands

3. Chapter 3: Technology and Implementation
Introduction
Marketing Formats
Transmission Technologies
WAP: Wireless Application Protocol
Third Generation (3G)
Operating Systems
Text Messaging and SMS Codes
SMS Outlook
Click-Through Rates
Future Technologies
QR and Other Scanning Technologies
Chapter 4: Growth of Products and Services
Mobile Marketing for Diverse Products: Growth
Search and Location-Based Services
Search via Mobile Platforms
Location-Based Services
Pioneering Location-Based Services
Geographic Positioning System (GPS) and Mobile Commerce
Table 4.1: SMS Advertising Audience and Response Rates, Select European
Nations
Table 4.2: Global Location-Based Service Users, 2008-2012P
Chapter 5: Usage Patterns, Measurement & Analytics
Usage Patterns
Tween Usage
Steady Choices
Measurement and Analytics
Young Users’ View of Mobile Marketing
Table 5.1: Mobile Content Usage
Table 5.2: Reliance on Mobile Devices, 2002-2007
Table 5.3: Mobile Data and Communications Activities
Table 5.4: Mobile Web Usage by Age
Table 5.5: Use of Mobile Data Services
Table 5.6: Mobile Analytics Vendors
Table 5.7: Mobile Ad Recall by Age Segment, Q2 2008
Chapter 6: Social Media and User-Generated Content
Introduction
Social Networks
Carrier Opportunity: Buying In (European Examples)
Bringing Ads to Mobile UGC
Table 6.1: Comparative Estimates, Mobile UGC Revenue

4. Chapter 7: Policy Considerations
Introduction
Impact of FTC and Other Regulatory Restrictions
Spectrum Usage
Privacy and Security
Future Developments
Industry Response and Best Practices
Chapter 8: Case Histories of Mobile Marketing
Introduction
Obama for President 2008: “Celling of the President”
Nokia: A Manufacturer Supports Services
Kinetic Mobile: A Focused Ad Agency
Hyundai Motor America: Integrating Mobile Into Launch Campaign
Table 8.1: Estimated Cost of Obama Text Messaging Campaigns
Chapter 9: More Examples of Mobile Marketing Projects and Experiments
Chapter 10: Conclusions
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