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Mobile Advertising Book Update: Manuscript Complete and Shipped August 29, 2007

Posted by chetan in : Mobile Advertising, Worldwide Wireless Market , add a comment

Joe, Victor, and I met in Jan 07 to kick-around the idea of writing a book on Mobile Advertising. In Feb, we put together a proposal and sent it out to some publishers. In two weeks, we signed John Wiley & Sons as our publisher. We started researching and writing in April. Fast Forward five months.

We just finished the manuscript and shipped it to Wiley.

Done! at least the first round. It has been an intense exercise. I will share more in the coming weeks and months but for now, I will leave you with the draft table of contents (subject to change):

1. History of Advertising

2. A Perspective from the World of Web Advertising

3. A Five Points Framework

4. Global Wireless and Advertising Market Overview

5. Introduction to Mobile Advertising

6. Challenges And Accelerators for Mobile Advertising

7. Mobile Advertising Models

8. Case Studies from Around the World

9. Technology: The Lifeblood of Digital Advertising

10. Navigating the Privacy, Security, Trust, and Regulatory Minefield

11. Mobile Advertising - What Comes Next?

12. Perspectives

13. Conclusions and Recommendations

Now, let me go and get some sleep ..

Carnival of Mobilists #87 August 22, 2007

Posted by chetan in : US Wireless Market , add a comment

over at Darla Mack. Check it out.

Mobile Advertising - WW August 15, 2007

Posted by chetan in : US Wireless Market , 1 comment so far

Wireless Week did a cover story on Mobile Advertising. Worth checking it out.

Current Issue: August 15, 2007

US Wireless Data Market Update - Q2 & 1H 2007 August 12, 2007

Posted by chetan in : 3G, AORTA, ARPU, BRIC, Carriers, European Wireless Market, Indian Wireless Market, Intellectual Property, Japan Wireless Market, Messaging, Mobile Advertising, Mobile Applications, Mobile Content, Mobile Ecosystem, Mobile Entertainment, Mobile Search, Speaking Engagements, US Wireless Market, Unified Messaging, Wireless Value Chain, Worldwide Wireless Market , 7 comments

US Wireless Data Market Update - Q2 & 1H 2007

Download PDF (2 MB)

Download PPT (1.1 MB)

http://www.chetansharma.com/usmarketupdateq207.htm

US wireless data market continued its impressive growth reaching $5.85B in service revenues for the quarter. Data and Voice ARPU increased 8% and 1% Quarter/Quarter (Q/Q) respectively. Given that majority of the data revenues now comes from non-messaging applications and services and the subscriber penetration for such services is just getting into the inflection zone, we remain bullish on the US wireless data market. The introduction of iPhone in Q2 marked a new era of UX-driven devices and applications.

Global update (more details in our worldwide wireless data market update coming out soon)

Your comments are always welcome.

Thanks

Chetan Sharma

Crunch time August 3, 2007

Posted by chetan in : Carriers, Mobile Advertising , 3 comments

We are in the final phase of getting the manuscript of Mobile Advertising completed. It has been a long, intense, fun past 4 months. It is great to work with brilliant co-authors. We talked to over 50 executives around the world, probably talked to another 50 friends and colleagues. I think we have developed a comprehensive treatment of mobile advertising and what this new medium means to the industry. But, for right now, we are slogging away to meet the deadline. I will share more once we get past our milestone and have some more time.

In the meantime, there has been a lot of interesting developments - earnings season, the gPhone, 700MHz auction, Sprint/Google WiMAX annoucement, and others.The most interesting one is the WiMAX annoucement as it is indicative of the future trends. Google is trying hard to get to the consumer devices. Since it is facing so much resistance from the operators, it decided to build their own phones. I am doubtful if they will actually release this into the markets and succeed.Google is not Apple, it’s core competance is in search and software, not in building consumer electronics. They are of course going after the ad dollars but the mobile advertising space is much complex and convoluted than the Internet advertising space. Google doesn’t have to sell PCs or laptops to get the online ad revenue. Secondly, will they be generous in rev share with the operators who might allow them to run the device on their networks. History has shown that not to be the case. The whole 700MHz debate is moot. It really won’t impact the way business is done. If FCC really wants to do something for consumers, there are other ways it could have done it. There is fair amount of drama going on witht he 700MHz football.

Anyway, hope you are having great summer. I will be back with some more updates over the course of this month. Have a great weekend.