New Mobile Advertising Ecosystem is Launched

• Posted: Tuesday, February 12, 2008
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• Author: pradhana
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• Filed under: Mobile Advertising

Nokia Siemens Networks is launching a comprehensive solution for creating a targeted mobile advertising offering which will generate new sources of revenue for service providers. The end-to-end solution includes consulting and systems integration as well as software technology features and advert delivery.

Based on open standards, the ecosystem supports a wide range of strategies to suit individual companies allowing them to target a market sector that is expected to be worth around €10bn by 2010 (Source: ZenithOptimedia and Strategy Analytics).

The advantage of this open ecosystem is that it allows for flexibility in the roles that service providers choose to play in the value chain as well as the strategies they opt for to ensure competitive advantage and efficient revenue generation. The company’s offering includes both end-to-end campaign management options as well as integration for equivalent third-party solutions.

In the context of its ecosystem for targeted advertising, Nokia Siemens Networks is working closely with Nokia’s mobile advertising group, which was created when Nokia acquired Enpocket. As part of this collaboration Nokia’s advertising platform can be integrated to serve brand advertising to Nokia Siemens Networks’ clients. This immediately opens up new revenue streams for service providers who can benefit from Nokia’s advertiser client base.

“Service providers are now facing a real business opportunity to differentiate themselves and create new value within the emerging marketplace of online mobile advertising,” said Chris Holmes, head of the Consulting & Systems Integration business at Nokia Siemens Networks Services. “The key to unlocking this market’s potential lies in understanding the consumers’ needs and behavior and then providing them with content that actually enriches their experience. At Nokia Siemens Networks, we combine business and consumer insight with technology expertise and see a good opportunity to offer service providers practical solutions to best address the very promising advertising market.”

The continued shift of advertising spend towards the mobile sector calls for targeted experiences that are mutually rewarding for service provider, consumer and advertiser. Recognizing this need, Nokia Siemens Networks has launched a mobile advertising solution that offers a customizable and market-specific target ad control technology that keeps the advertising experience relevant and non-intrusive in the mobile environment. This approach allows service providers to generate new revenues through a rich advertising experience that provides targeted messages to their subscribers, while, at the same time, carefully managing the exposure of their personal data towards the advertising industry.

For most service providers, achieving leadership in this emerging market is a question of choosing the right position in the value chain and growing in line with individual strategic objectives and local market development. Through its close customer relationships, real business insight and global market knowledge, Nokia Siemens Networks is the ideal partner to manage a structured evolution of advertiser expectations, consumer preferences and technical capabilities. /PR

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