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Martin Creaner
President & Chief Operations Officer
TM Forum

Martin Creaner has been working in the Telecommunications Industry for almost 25 years and is currently President of the Telemanagement Forum (TMForum). The TM Forum is the industry body for the the global Telecommunications industry. It has 750 member companies in over 185 countries, including all the major carriers and all the leading equipment and software Vendors.

Prior to joining the TM Forum Martin held a number of executive positions with Motorola and British Telecom.

Martin is widely published and is featured and quoted regularly in business and trade journals. Martin is also the author of the leading telecoms business book “NGOSS Distilled”.

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Mobile Advertising Slipping Out of the Hands of the Telcos

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This latest announcement from Apple is scary stuff for Telcos. Apple have announced the launch of iAd which will allow the embedding of advertisements within Apps. It is probably very clever, but inreality this is an area where Telcos can compete if they really want to. Regular readers of my blog will know that this is something that I have strong opinions on. The technology side is relatively straight forward and the real key is understanding their customer usage data so they can target advertisements appropriately, and in building extensive relationships with Ad agencies so they can effectively utilise their broad user base.

Apple or Google doesn’t have a lock on this area, but the Telcos have to get off their butts and start investing in this business, or within 12 months the horse will have bolted and the opportunity will be gone.

Posted 04-09-2010 6:58 AM by Martin Creaner

Filed under: App Store, Apple, Mobile Advertising

Comments

Xiao Qian wrote re: Mobile Advertising Slipping Out of the Hands of the Telcos

on 04-12-2010 5:16 AM

Most operators showed great interest to mobile advertisement business, Turkcell even won a prize from GSMA for the advertisement RBT service.

The current problem of operator is how to attract more subscriber to use mobile data service. to achieve this, mobile advertisement isn't the answer. I think rich & exclusive mobile content, good UI for mobile interenet surfing experience, reasonable price are the main drive to get more active subscribers. Only after Telco aggregate enough subs, then the advertisement can be a profitable service.

To compete with Apple, Telcos must follow the market principle and do it step by step.

Xiao Qian wrote re: Mobile Advertising Slipping Out of the Hands of the Telcos

on 04-12-2010 5:19 AM

Addition:

North America, West Europe, Japan Telcos are another story, they meet the precondition to launch mobile advertisement services.

Ken Lee wrote re: Mobile Advertising Slipping Out of the Hands of the Telcos

on 04-14-2010 3:44 PM

Actually, many tier 1 operators in EMEA and APAC have implemented mobile advertising platforms to become partner of the mobile advertising value chain. This enables operators to monetize direct relationships with leading brands in their markets.

More and more third party developers who are developing telecom-enabled applications using an operator's network APIs are also seeking to run ad campaigns to the operator's massive subscriber base.

Mobile and cable operators have the revenue relationships and subscriber profile information necessary to run contextual, personalized ad campaigns, which the device manufacturers, ad networks, or SMS/content aggregators just are not capable of providing, because they do not own.

It will become interesting as operators, device vendors, and search engines all compete in the market for mobile advertising revenue.

It's too premature to count out the operators.

Martin Creaner wrote re: Mobile Advertising Slipping Out of the Hands of the Telcos

on 04-19-2010 5:35 AM

Fair comment. It is probably too early to rule the operators out of this business, but they are about to be hit by a flood of initiatives from the likes of Google and Apple and unless they brace themselves and hit back with serious innovation, they are going to find themselves out-maneuvered.

Martin Creaner's Blog wrote Linking Smart Grid, Smart Money and Spaceships

on 06-08-2010 10:03 AM

I have to say that I'm a bit jealous of Elon Musk . For those of you who never heard of him, he's

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Mobile Advertising Slipping Out of the Hands of the Telcos

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