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Cambridge, Massachusetts- February 8, 2012- Africa and the Middle East will be a hotbed of mobile advertising during the next five years, and operators who create one of four strategies are best positioned to fully take advantage of this ecosystem, according to a new report from Pyramid Research (www.pyr.com).
Mobile Advertising in AME to Become a Key Value-Added Service for Operators explores the reasons why mobile advertising in Africa and the Middle East is an increasingly attractive proposition for operators. Next, Pyramid Research visualizes the present location of AME MNOs in the mAdvertising value chain. A chart of possible strategies that MNOs can leverage on the path to mobile data monetization through mobile advertising moving forward is presented, as well. Then Pyramid Research provides best practices and tips MNOs should remain aware of as they become more active in the mAdvertising ecosystem. Pyramid Research concludes with three experiences of mobile advertising ventures in AME, highlighting case studies from South Africa, Jordan and Nigeria.
Download an excerpt here.
“The demographics and market composition in AME are a fertile breeding ground for mobile advertising through 2016,” says Ronda Zelezny-Green, Associate Research Analyst at Pyramid Research. While most operators may not presently need to develop in-house mobile advertising operations, they should pursue ways to strengthen their current position to move away from being “dumb pipes” carrying advertisements for the benefit of everyone else in the value chain. Regardless of their path to participation, the strategy for mobile advertising rollouts must be innovative, localized, coherent and respect customers’ mobile spaces. “Depending on an operator’s circumstances, a combination of strategies could be useful,” she notes.
Mobile Advertising in AME to Become a Key Value-Added Service for Operators is part of Pyramid Research's Telecom Insider Report Series and is priced at $595. Download an excerpt or purchase the report here. For more information, contact Jarka Justova (for those in Africa and the Middle East, Asia/Pacific or Europe) or Lorena Marani (for those in Latin America or North America).
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