Operators and the industry is coming to a realization that they need a mobile advertising framework – a view we have long advocated – to be meaningful in the advertising business.

“The problem is, today we are highly fragmented,” said Rob Conway, CEO of the GSM Association, the global trade group for Global System for Mobile Communications operators, at the group’s conference in here.
Arun Sarin, CEO of Vodafone Group PLC, agreed. Despite the interest from advertisers in using mobile phones to deliver ads, the mobile industry needs to create a consistent framework.
“If we went to Procter & Gamble and said, ‘this is how Vodafone does it, but Orange is different,’ they will find it hard to move their ads onto mobiles,” Sarin said. “If we don’t move together, we will have a fragmented medium and user base instead of a single valuable medium that reaches 2 billion people.”
A common framework would include specifications for the appropriate size of banner ads and length of video ads, as well as a reporting mechanism to help advertisers measure the success of their campaigns.

We have helped develop such frameworks for our clients.