One-point-45 million Portable Navigation Devices (PNDs) are expected to
be sold in the U.S. in 2005, versus 1.17 million in-vehicle systems,
according to a May 13 research report from TRG. By 2011, it forecasts
sales of 17.8 million portable devices to 4.4 million in-vehicle units.
Worldwide sales are expected to show similar growth.
http://sanjose.bizjournals.com/sanjose/stories/2005/05/23/smallb2.html?t=printable
Portable navigation systems more popular than ever
10.3.2006.
| Arndt Polifke GfK Marketing Services Tel. +49 911 395-3116 Fax +49 911 395-4019 e-mail: arndt.polifke@gfk.com | Dr. Ulrike Schöneberg Public Affairs and Communications Tel. +49 911 395-2645 Fax +49 911 395-4041 e-mail: ulrike.schoeneberg@gfk.com |
http://www.redherring.com/Article.aspx?a=13934&hed=Omnicom+Buys+Mobile+Ad+Firm#
Omnicom Buys Mobile Ad Firm
Advertising firm buys ipsh to help it send ads to cell phones.
October 10, 2005
Advertising company Omnicom said Monday it bought mobile marketing
company ipsh, signaling the growing use of cell phone ads in the United
States.
The companies didn’t disclose the price of the deal, but ipsh CEO Nihal
Mehta told RedHerring.com the price tag was in the “multimillions.”
‘We are still just scratching the surface of the medium.’
-Daren Siddall,
Gartner
- ADVERTISEMENT -
Mobile marketing, which consists of sending a text message or media clip
in the form of an advertisement to a cell phone, is a big business in
Western Europe and Asia. The mobile marketing industry took in $300
million in South Korea and Japan last year.
But only 20 percent of U.S. mobile phone users received an ad text
message on their cell phones last year, and the vast majority of that
group found the messages annoying or deleted them, according to research
firm Yankee Group.
With nearly 200 million cell phone subscribers in the U.S., mobile
marketing is inevitable as advertising dollars move away from
traditional media like television and newspapers.
The acquisition “highlights the growing importance of the mobile phone
as a viable marketing medium,” Mr. Mehta said.
ipsh created a mobile marketing campaign that printed a text-message
code on 50 million packs of candy like Starburst, inviting consumers to
text in order to get a promotion. Mr. Mehta said the campaign had a
“response rate ten times as high as an online ad campaign.”
Mobile Options
Advertising companies are looking at mobile options, either through
buying mobile marketing companies, or building mobile divisions within
the agencies (see Cell Phone Ads Are on the Way).
Thomas Harrison, the chairman and CEO of Diversified Agency Services,
the unit of Omnicom that is funding the deal, said the acquisition “will
give us a leadership position in the marketplace.”
Gartner analyst Daren Siddall said that deals of advertisers buying
mobile marketing firms are “an inevitable trend. But the market is still
tiny. We are still just scratching the surface of the medium.”
Mr. Siddall said the key is finding what the mobile companies will bring
to the big firms. ipsh is a creative company, not a technology play, so
the firms could likely learn mobile without buying a company, said Mr.
Siddall.
“If the deal was just a couple of million dollars, then the firm could
attract new clients with mobile and make back the expense pretty
quickly,” said Mr. Siddall.
About AdMob
AdMob is the world's first pay-per-click mobile advertising marketplace.
We bring advertisers together with independent mobile content publishers
to create value for all. Our mission is to help spur the growth of the
open mobile web by providing value for advertisers and revenue for
content publishers.
AdMob has developed a number of effective tools to help advertisers
reach their desired audience. Using our target tree and personalization
engine, advertisers can target their ads by region, manufacturer,
platform, or capability level and personalize the ad text to each
viewing device. Advertisers don't even need an existing mobile site to
get started; they can use our easy to build MobPages to reach their
target audience.
AdMob provides an easy way for mobile content producers to monetize
their traffic. We share revenue with our content partners via a very
generous revenue split. To read more about selling on AdMob, click here.
Who's behind AdMob?
AdMob is the brainchild of Omar Hamoui (email:omar-at-admob.com), a
serial entrepreneur in the area of mobile technology. Professionally,
Omar has a technical and business background and is earning his MBA at
the Wharton school of business. Prior to AdMob, Omar worked as a senior
product manager at Sony, and founded two companies in the mobile arena.
AdMob is currently based in Philadelphia, PA.
Contact Us
phone: 1(310)237-6424
skype: Call me! admob1
email:
info-at-admob.com <- general information
support-at-admob.com <- support requests
mail:
AdMob, LLC
3131 Walnut St. Suite 423
Philadelphia, PA 19104
Power in your hand
17/12/2004 by Yossi Wellingstein
Print | Email Colleague | Add Comment | Comments (0)
Take a look around your office at your colleagues’ desks, cast your eye
across a crowded pub, paying particular attention to what is on the
tables, or glance at anyone waiting at a bus stop and it is very likely
that you will see the same thing - a mobile phone lying around waiting
to ring or beep with a text message.
The ubiquity of mobile phones is not the discussion point, more
significant is the apparent lack of recognition of the idle screen of a
handset as the most under-used property the operator owns.
Operators globally are seeing data as the route to increase ARPU, but
the value of a typical data transaction is so low that only mass
adoption of data services would make them into a real ARPU generator.
This, coupled with the lack of a cost-effective way to promote the
services, means operators have to rely on users taking the initiative to
find content within portals, and even when they do, the purchase process
is often cumbersome and complex.
This dichotomy is certainly reducing the commercial opportunity for
operators as well as the chance for us all to benefit from valuable
mobile content. The idle handset screen is simply the prime
communication channel any operator has between itself and its users.
When people talk about ‘reaching your customers,’ there is no more
direct way than through the product or service provided, and while the
majority of traditional communications mediums are passive, a mobile
handset screen presents the single most dynamic and interactive
experience available.
Tackling this market issue head on is a concept called Interactive
Mobile Broadcasting (IMB), i.e., the ability to display short, silent
messages on the idle handset screens. When users’ handsets switch to
“idle” mode, the screens start displaying continuous silent messages.
Each free message contains valuable information, from news headlines and
weather reports to sports updates and trivia questions. If a user wants
more, all he or she need to do is click “OK”. A menu opens instantly and
offers a variety of relevant data services: reading the full story,
downloading a ring-tone, opening a WAP page or any other available
service. Another click on the “OK” button completes a transaction. Users
don’t need to configure anything, use keywords, navigate menus, or input
user-names, passwords, codes and numbers.
Behind this simplified purchase process stands a solid commercial logic.
When consumers buy low-cost, transient products they do not want to work
too hard to get them: We see something; we take it. Most mobile value
added services reflect this, but at the same time they do not allow
consumers to buy them in that normal way: We need to initiate the
purchase and then carry it through in a complex interface. With IMB,
however, users do not need to initiate anything, only to react - and
they do it with no more than two clicks on a single button.
Beyond being a powerful commercial tool, IMB offers operators a means to
communicate with their users in real-time. There is no other method to
reach an entire subscriber base so fast. Sending an SMS to 1m people,
for example, would take between 30 minutes and five hours (depending on
the operator’s infrastructure and the network load). Using IMB, the same
message can reach the same number of people in less than four seconds.
Moreover, it does so without overloading the network. The entire
subscriber base or any segment within it can be accessed in real-time
with a plethora of services and information, updates on news and sport
events appear on the phone as they happen.
An intrinsic advantage of IMB is its location-specific nature - meaning
it can be easily segmented. Thus, operators can match specific content
to coverage areas and to particular user segments, guaranteeing a mobile
experience that is relevant to people’s lives. For example, in coastal
areas broadcasts can provide important data about weather conditions at
sea and fishing information, while in cities road congestion reports can
be sent continuously to people stuck in traffic.
Interactive broadcast is already deployed by key operators, such as
China Unicom (branded “Channel U”) and Hutch India (“HutchAlive” and
“OrangeAlive”, around the world. Millions of mobile users watch the
broadcasts regularly. Some 28 to 32 per cent of these users responds to
messages, each clicking five to nine times a month.
This adoption and usage rate is unprecedented in mobile data services.
IMB provides a high performance data services platform that works
seamlessly on all types of phones, including entry-level handsets. The
simplified and intuitive interface helps first-time mobile users to get
the most out of their phones - right out of the box. Since interactive
broadcast provides a cost-effective way to promote mobile services and
dramatically increases usage rates, operators can keep prices down,
making mobile services affordable to price-sensitive users.
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