Telecom carriers must overcome key hurdles if they are to take advantage of the expansion of the mobile advertising market, a new report suggests.
According to Gartner, the market is set to be worth $12 billion (£7 billion) by 2011, but there are a number of challenges facing carriers looking to move into this lucrative sphere.
King-Yew Roong, research director with the organisation, said that carriers need to differentiate their approach to the advertising market.
"This is particularly important, given the fact that advertising money is being pursued by their immediate telecom competitors, consumer device manufacturers such as Nokia, and Internet-related companies like Google, Yahoo, MySpace and Microsoft," the executive stated.
Adopting a long-term perspective is vital if carriers are to take advantage of the opportunities presented by the growing online and consumer or business mobile advertising industries.
Recent comScore figures indicate that Microsoft was the top online display advertiser in June, representing 1.7 per cent of total views.
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