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Mobile Advertising Book: The Chapters December 31, 2007

Posted by chetan in : 3G,AORTA,Carriers,European Wireless Market,Indian Wireless Market,Intellectual Property,Mobile Advertising,Mobile Applications,Mobile Content,Mobile Ecosystem,Mobile Entertainment,Mobile Search,MVNO,US Wireless Market,Wireless Value Chain,Worldwide Wireless Market , 2 comments

As promised, some more info on the TOC.

Mobile Advertising – Table of Contents

From Cautious Optimism to Contextual Nirvana


1. History of Advertising

Learning lessons from the past is important—hence Chapter 1. As new technologies have driven new media, it has always taken awhile for the technologists and advertisers to understand each other. In putting mobile advertising into a basic historical framework, we hope to show that the basic objective of getting people’s attention and trying to influence their behavior has not changed. All that ever changes is the way the objective can be reached.

2. A Perspective from the World of Web Advertising

In Chapter 2, we look at the powerful dynamics that the Internet drove around digital advertising and consumer control, and their overall impacts to the world of media and advertising. There were critical tipping points on the Internet that helped large-scale digital advertising become possible. The advent of a true digital age, as defined and driven by the Internet, is a powerful, positive, undercurrent for the eventual success of mobile media and advertising. We begin to lay out a baseline of how mobile advertising is affected by these dynamics and how we can leverage them.

3. A Five Points Framework

Once the world moves to digital media, a whole new set of metrics can be applied. In Chapter 3, we cover the measurement effects of the powerful new baseline shift toward digital that was put in place by the Internet advertising ecosystems. With this powerful paradigm shift comes media audience fragmentation. And new media rock stars, the analytics geeks. We have a new benefit of mobile interactivity being rolled out and combined with the new consumer paradigms of engagement and viral media sharing and have come up with a five-points measurement paradigm for reach, targeting, engagement, viral effects, and transactions.

4. Introduction to Mobile Advertising

In Chapter 4, we discuss the basics of mobile advertising and dive into what is working today in the world of mobile advertising. Mobile has some unique aspects and differentiators as a media platform versus other media. Mobile phones are high volume, personal fashion statements. They are always carried and always on, unlike computers. They enable unique user input experiences of cameras and voice, and they have built-in payment mechanisms. In theory, these have powerful enabling effects for mobile media and advertising, but we are not yet fully realizing them. Throughout this chapter, we begin to lay out a fabric of underlying issues as well.

5. Challenges And Accelerators for Mobile Advertising

The major structural issues and mobile market accelerators are discussed in Chapter 5. All is not the glossy, hype-happy smiley picture painted in many analyst or industry media reports around mobile advertising. There are some major, perhaps irreversible, structural flaws in the way of campaigns getting from experimental budgets of $50,000 to over a million and running many of those in parallel. The potential is huge, and the mobile-specific accelerators are massive, but the realities are complex, confusing, and sometimes involve head-popping implementation and measurements or metrics problems. Despite these issues, mobile presents some amazing accelerators. To get to these accelerators, we need to remove major barriers and hurdles.

6. Mobile Advertising Models

In Chapter 6, we cover the various business model shifts that have to happen in mobile media to get to massive consumer usage scales. These eyeballs will then be the base for attractive advertising to major brands. When it all comes in right as a model, a consumer value proposition, and a revenue generator—it can be massive in its impact.

7. Case Studies from Around the World

Mobile advertising is geographically complex and looks very different in many regions of the world. In Chapter 7, we provide several case studies discussing facets of mobile advertising such as user experience, and off- and on-deck. The studies include companies from the United States, China, Japan, South Korea, and India,. We hope these examples give you a good sense of the potential and creative and technical elements of various campaigns.

8. Technology: The Lifeblood of Digital Advertising

Technology is the lifeblood of digital advertising. In Chapter 8, we delve deep into the technology issues that need to be resolved and the processes that will need to be put in place to kick-start the industry. We discuss the opportunities available to entrepreneurs, operators, and other players in the industry who will innovate and solve some of the thorny technical problems.

9. Mobile Advertising – What Comes Next?

In Chapter 9, we take a look at “a day in the life of” consumers—what will their advertising experience be like in the future? We also discuss the major trends that will have a significant impact on the business of mobile advertising. The convergence of “three screens” and the “always-on” era is upon us and their role in changing the user experience will be profound. A focus on youth will continue to drive advertisers to use the new mediums creatively. We also discuss the tensions in the ecosystem and how they might evolve in the next few years.

10. Perspectives

Over the course of this project, we had the good fortune to confer with the key movers and shakers in the industry. Some of the top-notch executives also contributed to the project. Chapter 10 complements our work with thirteen thought-provoking pieces from some of the most brilliant minds in this emerging industry. The reader can gain insights from executives at Ogilvy, Microsoft, Nokia, Qualcomm, Rhythm New Media, Reliance Infocomm, Yahoo!, Nielsen Mobile, Diageo, Vodafone, Mobile Marketing Association (MMA), Disney, and MTV Networks.

11. Conclusions and Recommendations

This book is about the journey of the mobile advertising industry from the phase of cautious optimism to the transcendental state of contextual nirvana. This medium provides context, immediacy, and personalization like no other. In Chapter 11, we summarize our thoughts with a review of the text as well as offer recommendations for key constituents of the value chain.

Copyright, 2008. Mobile Advertising. John Wiley & Sons

Happy New Year, Have a terrific 2008

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Wish all our readers, colleagues, clients, and friends and families – a very happy, safe, and successful 2008. May the best be with you.

Nortel and Vonage settle

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Another patent lawsuit settlement, 4th in a row. Who is next? Companies without any IP strategy run the risk of thrown around like a football. Vonage is a perfect case study. They are draining their resources into legal fights whereas it would have been more prudent and cheaper to devise an IP strategy up front.

"You Don’t Understand Our Audience"

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John Hockenberry of MIT Media Lab wrote a riveting essay “You don’t understand our audience, What I learned about network television at Dateline NBC” on his time at NBC Dateline (appears in Jan/Feb 08 issue of MIT Technology Review). A fascinating look at how news is presented to the masses.

Samsung receives most design patents in 2007 December 30, 2007

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In 2007, Samsung Electronics received over 550 design patents — the most ever issued to a single company in one year.  Sony holds the most design patents, and is followed closely by Nike

Mobile Advertising Book: Testimonials

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We are very excited to get generous testimonials from two highly respected industry executives – Ron Elgin who is Chairman and CEO of DDB Worldwide Communications Group – one of the world’s largest advertising agency and Dr. Young-Chu Cho, President and CEO of KTF, Korea’s second largest mobile operator and Board Member of GSM Association.

I met Ron at an event I was speaking at. He has been a great supporter of our project. Dr. Cho has been a pioneer and a great leader in Korea leading KTF to several key milestones.rons_photo.jpg









“This is a remarkably insightful book and I strongly recommend it to anyone who needs to really understand the role of mobile platform in advertising”

Ron Elgin, Chairman & CEO, DDB Worldwide Communications Group


“The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed”

Dr. Young-Chu Cho, President & CEO, Korea Telecom Freetel (KTF).

Board of Directors, GSM Association (GSMA)

More testimonials here.

NPR Interview: US a Late Adopter on "Smart Phones" December 26, 2007

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John McChesney’s report from this morning is online now. I make a cameo appearance somewhere in the middle.

Happy Holidays to all our readers December 25, 2007

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Warm wishes for a terrific holiday and a bright and joyous 2008. Hope to meet many of you in person next year.

Mark Anderson’s Top 10 Predictions for 2008

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Mark is out with his top 10 predictions for 2008. Mobile related ones are:

1. The Users Revolt. As advertisers focus in on social networking sites, users revolt against this trend, and power shifts in the worlds of Social Networking from owner to user, on issues ranging from Second Life rules and Facebook privacy to Cellphone Billing. Users will gain new leverage.

As Facebook fades with its Beacon Blunder, people realize their private/public spaces are for proactive networking, not advertising and privacy invasion. Social networking sites become the hub of all applications; rules tighten. New sites show increased privacy protection, smaller numbers, and tighter segmentation.

2. The Phone and Web Worlds Will Merge. Or: Walled Gardens Get RoundUpped. Net Neutrality will prevail; carrier and ISP garden walls will fall. Box guys will win over Pipes guys. Handheld makers will win over carriers, a la Apple and Nokia. Samsung, Microsoft, and Google now join them in control.

Tribes move from phones to the Web as part of this merger. Question: How do you carry your tribal affiliations around on the Web? Widgets let you put them in Facebook, but —

3. Content Has No Boundaries. Or: By Expanding, the Web Disappears. Content will be provisioned to every device, making the “Web” seem an outdated idea, like “multimedia.” As it moves onto phones and TVs, it becomes invisible. I want the service; I don’t want its history. The separation between print and Web providers becomes outdated. Everyone distributes everywhere.

Serious Segmentation of Online Ad Monies Defines the Spend Trend. Start segmenting by user age: the young are surrounded; the older are less tolerant of the din. Ad money will flow preferentially to luxury online and permission-based marketing.

8. CarryAlongPCs Become Commonplace. Small personal computers (UMPCs/micro notebooks) gain their own as a category as these new “CarryAlongs” are introduced by major players – a trend expanded by the iPhone and currently best served by the Samsung Q1.

He gives annual talk on his predictions:

Streaming video of this talk is available at:


The MP3 version is at:


NPR Interview: US Wireless Market

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John McChesney of NPR interviewed me for Morning Edition. The piece will air on Wed – 26th (Morning Edition). Generally, ME is on air 5-9am but the timings could vary for your city.

Seattle Times Survey of What was Cool and Not So Cool in 2007 December 24, 2007

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Seattle Times invited 20 or so analysts and industry participants (including us) to opine on 2007 What was cool and what was not survey. Full article here.

  Score (out of 5)
Apple iPhone 4.3
Mobile Internet 4.1
Wii 3.9
Online Advertising 3.8
The spread of RFID chips 3.8
Virtualization 3.8
Clean Tech 3.5
Rise of Digital Movie Downloads 3.5
Microfinance 3.4
Android 3.3
Facebook Widgets 3.3
DRM-free Music 3.3
T-Mobile HotSpot@Home 3
Amazon’s Kindle 3
Server Farms 3
WiMAX 2.9
Halo 3 2.9
Windows Vista 2.7
$100 Laptop 2.7
Silverlight 2.7
Microsoft Surface 2.6
Avvo, Financial Joe, TheFunded, et.al 2.6
Windows Live Suite 2.5

2008 Mobile Industry Predictions

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We have had tremendous response to the survey and some really interesting insights into the ecosystem from the best and the brightest. If you haven’t opined yet, kindly do so by 28th.

Survey is here – http://www.surveymonkey.com/s.aspx?sm=vGkMMvzoWGvFvfCC5TNDUg_3d_3d

Thanks much

Mobile Advertising Book: Meet the Authors

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It is always fun to work with friends esp. on long projects like writing a book. I was fortunate to work with Joe and Victor on the Mobile Advertising book. Here is some more details on their backgrounds. I have known Joe since mid-nineties when we worked together at CTS – one of the the most brilliant minds in the industry. Victor started thinking about mobile advertising much before it started getting into the industry consciousness. He is awesome in communicating complex issues and problems into simple words. I had a chance to work with him when he was CSO at Infospace.

Actually, the seeds of this book were sown then. We discussed the mobile advertising opportunity on and off and then one fine morning one year ago, we decided to write a paper on the subject. It was very well received and was published by Wireless World Magazine this year. We met again in a series of coffee shop meetings and put together the proposal for the book, recruited John Wiley in Feb, and rest as they say is history.

The book is nearing completion and we are very excited to see the fruits of a one year long journey.

Joe Herzog Senior Director, Search Products, InfoSpace. Joe Herzog has more than twelve years of experience in mobile data and media product management and marketing. An accomplished leader of new product launches, he helped conceive and launch a significant mobile platform and many breakthrough new consumer mobile products, including; InfoSpace’s first mobile local search ads, voice interfaces, consumer GPS applications, iPhone application, and 411 maps application. At InfoSpace, Joe is responsible for developing new search strategies and products for the Web; he currently directs the product management of the metasearch product line, interfacing with Google, Yahoo, Microsoft/Live, and IAC/Ask. In 2006 and 2007, he led the InfoSpace local search web and mobile product lines and product teams, which were  subsequently sold to Idearc in October 2007 for $225 million. He also led the teams that launched InfoSpace’s mobile search offerings in 2005.

Prior to joining InfoSpace, Joe held product leadership positions at two mobile software start-ups: ViAir for wireless e-mail and CTS for mobile fraud prevention. Before entering the world of mobile data, Joe worked for Microsoft cofounder, Paul Allen, at his multimedia software company Asymetrix. In his position as National OEM Sales Manager, he helped launch a series of market leading Windows Multimedia software products with major PC OEMs such as IBM, Dell, Compaq, Toshiba, and Gateway.

Joe’s areas of expertise include overall go-to-market planning, strategic planning and positioning and product management team building.  He has a Master of Business Administration degree from the University of Montana and is an active member of Montana Academy of Distinguished Entrepreneurs (MADE) and also has a Bachelor of Science degree from Montana State University in Marketing.

Victor Melfi, Chief Strategy Officer and Senior Vice President, VoiceBox Technologies Victor Melfi has extensive professional expertise in technology strategy, direct marketing, and advertising. He was in the Strategy and Media practice in the New York office of Booz-Allen and Hamilton where his client work included IBM, AT&T, MCI, McGraw-Hill, and the Omnicom Group, after which he oversaw the reengineering of the Global Promotion, Selection and Analytics business and systems at Reader’s Digest, Inc. He led a successful 1997 IPO of Multiple Zones as CEO, and subsequently led and sold two other technology companies. Recently, Victor served as Chief Strategy Officer of InfoSpace and now holds the same title at VoiceBox Technologies in Bellevue, Washington.

Victor has done extensive technology strategy consulting for the CEOs of many of the world’s leading technology companies. Victor was educated at Shimer College, Oxford University, and Yale University, where he received his Master of Business Administration degree and was named the Jesse Morrow Johns Scholar in Advertising  Victor has served on the board of several technology companies and professional associations including the Mobile Marketing Association.  He has published articles on a variety of technology topics.

FTC clears Google-Doubleclick deal December 20, 2007

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Back in July, we noted,

Can FTC really block Google-Doubleclick with everything going on? Not a chance.

This morning, FTC cleared the deal. When all the competitors are snatching various ad networks, how can FTC stop one of them from happening even though privacy concerns were paramount. Microsoft missed the opportunity to keep DC from Google.

Request for Participation: 2008 Mobile Industry Predictions December 18, 2007

Posted by chetan in : 3G,Carriers,Indian Wireless Market,Japan Wireless Market,Mergers and Acquisitions,Mobile Advertising,Mobile Applications,Mobile Ecosystem,US Wireless Market,Worldwide Wireless Market , 2 comments

2008 is upon us. We are doing a short survey (15 questions, Multiple Choice, One Answer) to gather insights from the collective brain trust – our readers, friends and colleagues. If you could please take this short survey and let us know what you think. You can answer any or all questions. If you leave your email address, we will enter you in the drawing for winning a signed copy of our upcoming book “Mobile Advertising” (John Wiley & Sons, Feb 2008).

We will share the summary of the results during the first week of 2008.

Please click here to start responding. If the link doesn’t work for you, please cut-n-paste this URL –


Survey ends Dec 28th.

The questions are:

1. Will there be a Google Phone in 2008?

2. Will Google play to win in the 700MHz Spectrum Auction?

3. Will Microsoft launch its own mobile phone?

4. Will Mobile Payments get traction in North America and Western Europe?

5. Will WiMAX regroup from its setbacks?

6. Will Verizon truly open-up its garden for third-party visitations?

7. Will 2008 be the inflection year for Mobile Advertising?

8. Will Android make a dent in handset shipments in 2008?

9. Will Femto-Cells gain any significant momentum in 2008?

10. Will Nokia be able to extract iPhone-style rev-share from carriers in 2008?

11. Will Helio survive 2008?

12. Will Palm survive 2008?

13. Will iPhone truly open up?

14. Will there be more unsubsidized devices introduced in the US market in 2008?

15. Will Mobile TV move the needle in 2008?

Please feel free to pass this on to anyone who might be interested or have something to say.

Thanks and Have a safe and wonderful holiday.

Mobile Advertising Book Update December 17, 2007

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We sent the final edited version to the publisher last night. Many things had happened since Aug/Sept esp. around Android, 700MHz, Open options etc that we needed to address in the book, glad got the opportunity before the window closed on us 🙂

Next, the book moves into typesetting (the actual pdf that goes to print) and then onto the printers.

More details in the next month or so including excerpts, more testimonials, table of contents, etc.

Google takes on Microsoft December 16, 2007

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NY Times has a pretty good analysis piece on Google vs. Microsoft. The battle is shaping up right in front of our eyes.

Business Week: State of the Mobile Advertising Industry December 13, 2007

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Olga Kharif of BW does a story on mobile advertising and the current state of affairs. I agree that it takes time for new markets to develop and some of the rosy predictions were really not based on facts and understanding of the market, something that we have also pointed out in our book.

There was a lot of activity in this segment this year. We expect that things will accelerate in 2008 but a number of ecosystem issues need to be sorted out along the way. Companies that are able to build significant audience traction will be the ones who get acquired, rest will be forced to consider alternative options. BUT, it is still very early in the game.

Last Carnival of the year December 10, 2007

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is at Golden Swamp. Check it out. Thanks Judy.

Mobile Advertising Book: More Reviews December 8, 2007

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We are delighted by the next round of book reviews and are grateful to Dr. Nakamura and Larry.

“Today’s youth spends more than 15 hours per day with their phone. One can imagine what a tremendous business opportunity mobile advertising is. Authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in mobile and advertising industries.”

Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo,

Coauthor, Wireless Data Services: Technologies, Business Models, & Global Markets

“As mobile emerges as the last true individual “channel,” understanding where the marketer fits will be critical… Mobile Advertising gives us a map of this powerful emerging platform.”

Larry Weber, Author, Marketing to the Social Web;

Chairman of W2 Group, Inc. (including Racepoint and Digital Influence Group)

Other reviews:

“Very rarely do books like this offer equal value to both advertising buyers and sellers but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category.”

Chamath Palihapitiya, Vice President Product Marketing & Operations, Facebook

“This book is a critical contribution to defining the biggest opportunity in the wireless industry today – Mobile Advertising. And more importantly, it provides a blueprint to exploit that opportunity! Brilliant insights, clearly written — a must-read.”

Paul Palmieri, President & CEO, Millennial Media