Unified Mobile Data Platform

            An Analytics based approach



Sponsored by InfoSpace Mobile


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Executive Summary

2006 was a banner year for mobile data. Revenues from mobile data increased for all major carriers across all major regions around the world with data contributing 10-30% to overall revenues. In Q1 2007, US carriers recorded over $5B in data revenues with mobile data contributing to over 16% of the more than $32B in carrier service revenues. In fact, the Average Revenue Per User (ARPU) from data jumped 43% from last year. It has been a long journey though. Driven initially by SMS messaging, the market embraced ringtones, graphics, music, and gaming, each creating multi-billion dollar markets. As we look into the next five years, not only are new content applications such as broadcast video, idle screen, user-generated-content, community, and mobile search being introduced, but the functionality available with these applications, such as the sharing and tagging of data, is also increasing the demand on the mobile entertainment platform to be adaptive to the growing needs of the market. To stay competitive in this rapidly evolving and challenging market place, service providers must move from silo’d point solutions to integrated unified platforms to maximize their returns from the declining services and better prepare for the technical and business challenges in front of them. The vast potential of mobile data services in general and mobile search and advertising specifically can’t be realized without a retooling of the fundamental approach to deploying services, engaging partners, and serving users with the best possible analytics-driven contextual user experience. This paper outlines the evolution of data services, discusses the need for unified mobile data services approach, and lays out the basics and the merits of a services-oriented analytics-driven framework.

Table of Contents
Executive Summary 2
Evolution of data services 3
Integrated solution offering 11
Mobile Search - providing impetus for integration 15
Rise of the brands - What's your Audience Strategy? 17
Analytics driven unified framework 21
Mobile Advertising 26
Recommendations 29
Conclusions 30

Your comments are always welcome.

Chetan Sharma

Recent Publications/Media mentions


 Upcoming Events

21-22 June WiMAX Strategies, Chicago
26-29 June Global Wireless Security, Kuala Lumpur Chetan will be presenting to a gathering of CTOs and CIOs on Wireless Security Trends and Best Practices
Monthly PAN-IIT, Google Kirkland Campus
6-8 July IIT 2007 Global Conference, Santa Clara
10 July EMC and Chetan Sharma Consulting present a seminar on Global Wireless Trends, Opportunities, and Challenges
22-25 Aug iHollywood China, Beijing
Sept 14 MCommerce Opportunities, Seattle. Chetan is giving a keynote
2 Oct Zino Society, Seattle Chetan will be giving a hands-on class to a group of entrepreneurs on How to protect your Intellectual Property?
4-6 Oct World Cyber Games 2007, Seattle
17 Oct Future of Mobile, London
Recent Events TiE Seattle on Mobile Content Monetization: Challenges and Opportunities
Chetan moderated a panel on Mobile Advertising at Google with executives from Medio, Google, Infospace, and VoiceBox. Summary here.
Chetan moderated and judged two panels at WSA Investment Forum and Technology Showcase

In addition, Chetan will be doing some private briefings to carriers, content providers and enterprise solution providers

Track the progress/discussion of the Mobile Advertising Book

© Chetan Sharma Consulting 2007. All Rights Reserved.
Chetan Sharma Consulting is a consulting and advisory firm helping companies in the mobile and voice communications sector. Our expertise is in developing innovation-driven product, marketing, and IP strategy. We've helped companies like NTT DoCoMo, Samsung, Sony, Virgin, KTF, Sprint Nextel, Reuters, Disney, Qualcomm, Infospace, Reliance, BEA, HP, Merrill Lynch, Cincinnati Bell, Bain, SAP, Vulcan, American Express, and many others. What can we do for you?


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