Research report
Service provider strategies
for mobile advertising:
case studies
Alexandra Rehak
October 2008
Research from Analysys Mason
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ISBN 1 905495 76 5
Contents
0
Summary
1
Summary of findings from case studies
1.1
1.2
General mobile advertising strategy and key points of innovation
SWOT analysis
1
15
2
Case studies
19
2.1
2.3
2.4
2.5
Case study: Vodafone takes a globally co-ordinated approach to mobile
advertising
Case study: Telefónica España Wireless Business has been proactive in the
mobile advertising market
Case study: 3 UK has taken a strategic approach to mobile advertising
Case study: Virgin Mobile USA
Case study: Blyk’s revenue model has mobile advertising at its core
3
Mobile advertising offers service providers three key benefits
2.2
About Analysys Mason
Market intelligence services from Analysys Mason
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vii
1
19
28
34
41
48
58
60
61
62
63
List of Figures and Tables
Figure 0.1:
Table 1.1:
Table 1.2:
Table 1.3:
Table 1.4:
Positive and negative aspects of mobile advertising for the subscriber
and media buyer audiences
viii
Innovative aspects of the mobile advertising strategies of Vodafone,
Telefónica España, 3 UK, Virgin Mobile USA and Blyk
2
Key differences between Blyk’s and Virgin Mobile USA’s Sugar Mama
propositions
3
Types of mobile advertising being offered by case study service
providers
7
Industries named as major mobile advertising customers by case study
service providers
11
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Contents
iv
Table 1.5:
Table 2.1:
Table 2.2:
Table 2.3:
Table 2.4:
Table 2.5:
Table 2.6:
Table 2.7:
Table 2.8:
Service provider strategies for mobile advertising: case studies
Analysis of the strengths and weaknesses of case study service
providers’ mobile advertising
Vodafone: key statistics and partnerships
Vodafone’s available mobile advertising formats by country, at
October 2008
Selected example of Vodafone’s mobile advertising-funded content
initiatives
Telefónica: key statistics and mobile advertising partnerships
3 UK: key statistics and mobile advertising partnerships
Virgin Mobile USA: key statistics and mobile advertising partnerships
Blyk: key statistics and mobile advertising partnerships
Selected advertising campaigns on Blyk’s UK network
16
20
22
24
29
35
42
49
55
Author
Alexandra Rehak (US Research Director) focuses on areas that include media and
entertainment, mobile telecoms, and international carrier strategy. Before joining Analysys
Mason, Alexandra was most recently Director of Advisory Services at TeleGeography,
specialising in consulting and research on demand, supply and pricing of international
telecoms services. Previously, Alexandra was Vice President,
Strategic Development at Asia.com, a developer of Internet and
mobile services and applications in Greater China. Her earlier
experience includes managing Motorola’s Business Research and
Strategy group in Asia, acting as a Principal Consultant in the
telecoms strategy group of PA Consulting Group and serving as the
Director of Asia Research and Consulting for Pyramid Research.
Contents
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