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Article: TME: Mobile advertising: Target practice.
- Article from:
- Total Telecom Magazine
- Article date:
- February 1, 2008
CopyrightCOPYRIGHT 2008 Terrapinn Holdings Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Nick Wood
Much has been made of the potential for mobile advertising to generate new revenue streams for mobile operators, but a lack of careful segmentation and customer profiling threatens to restrict the success of early targeted services.
Visiongain estimates mobile advertising revenues in Europe and the US combined will rise from $500 million in 2006 to $1.7 billion in 2011 and $2 billion in 2012.
"Operators can't afford to ignore mobile advertising as a potential revenue stream," says Peter Boyland, telecoms industry analyst at Visiongain and author of a new report on the subject. "Some operators will develop their own in-house ...