Mobile Advertising Book Progress May 29, 2007Posted by chetan in : AORTA, Carriers, Indian Wireless Market, Japan Wireless Market, Messaging, Middleware, Mobile Advertising, Mobile Applications, Mobile Ecosystem, Mobile Entertainment, Mobile Search, Strategy, US Wireless Market, Wireless Value Chain, Worldwide Wireless Market , trackback
Have been hiding working on the book for the last few days. Getting close to finishing up two more chapters
a. How big is the market?
i. Trends and forecasts
b. Implications of mobile advertising
c. Addressing the problem
i. The problem of mobile reach
ii. The problem of storefront
iii. The problem of understanding the customer
iv. Push vs. Pull
d. Publishers – the old and new guard
e. What do advertisers want?
i. Advertising industry growth
ii. How does mobile fit in?
iii. What ads might be mobile only? What ads might be multi-channel (Web, Mobile etc)
Mobile Advertising Value-Chain Analysis
a. Introduction: Mobile Advertising Value Chains
i. How does the value chain compare to other advertising mediums?
d. Mobile Search
e. Local Search
g. Mobile Video/TV
h. Mobile Audio
i. Mobile Community
j. Directory Assistance
k. Code based
l. Bluetooth, WiFi, NFC
m. Active Screen
n. Differences in value chain across regions
o. Evolution of value chains
Have been interviewing many of the leaders in the space. More on that a bit later.