Mobile media market - Massive changes underway

There is a massive change underway in the mobile media market, as it becomes unshackled from the operators’ portals that have dominated it for a decade.  The new capped data packages, fuelled by further competition, will see a total revamp and it will no longer be based on portals but on direct services by content and services providers via open source phones and mobile-friendly Internet-based services. The next step will be the arrival of micro-payment services, as they are developed in countries such as Kenya, Philippines and India. This will create a new e-payment system for the mobile market, away from the hefty charges the carriers put on PSMS payment facilities. 

However there is a limit to the mobile networks’ spectrum capacity, and we will have to wait for true IP-based wireless broadband to become available before the operators can fully deliver on the promise of mass market mobile broadband. 

This will produce an explosion in the number of mobile Internet services that will be made available tailor-made to mobile users (small screens). With more affordable prices we will see the under 25 year old market also using their mobile as a substation for fixed broadband access. This will have an enormous effect on the development of new mobile media content, or existing (Internet) content specifically tailored for mobile use. Social networks and related communications applications are going to be the key drivers in the early years. 

Advertising driven models, offering interesting monetary benefits to the users will be experimented with. 

Many traditional advertising companies have now jumped on the digital media bandwagon. However their cautious approach to competing in the digital marketing segment has enabled new entrants, focussed purely on digital media, to establish themselves. Advertisers are migrating from traditional media to new media as the web audience grows, potentially at the expense of the traditional media audience. Digital platforms will in future enable digital advertisers to employ targeted advertising based on a user’s specific profile. This promises to increase the effectiveness of advertising and as such should enable digital marketers to charge a significant premium relative to traditional advertising forms. Demand for digital marketing is being driven by three key drivers: an increasing Internet audience, greater access to broadband and an increasing array of digital properties and services which include an advertising component. 

The Mobile Marketing Forum Asia Pacific running in Singapore from April 28thwill showcase thelatest technology developments, case studies, and innovative ways of using the mobile channel to extend the reach and effectiveness of marketing campaigns. 

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