US : Successful mobile advertising will be one component of an integrated mobile marketing strategy spanning promotion, sales, and customer service-and not just a series of standalone ads on small screens. That is one of the conclusions of the new 70-page report, Mobile Advertising: Opportunities & Illusions, released today by Datacomm Research Company.

"Mobile phone service will become an extraordinarily powerful marketing channel. It reaches more than two billion people everywhere they go by voice, text, and increasingly multimedia," said Ira Brodsky, President of Datacomm Research and the report's author. "Inundating mobile subscribers with sales pitches won't be effective. Successful merchants will leverage mobile phone technology to create deeper and longer-lasting customer relationships," he concluded.

Mobile Advertising: Opportunities & Illusions is the result of more than 35 in-depth interviews with leading merchants, software tool developers, mobile operators, and content providers. The report presents the six steps to mobile advertising success. It explains and compares the major mobile advertising capabilities, and discusses how the evolution of mobile handsets, networks, and related technologies will fuel mobile advertising. The report also contains a directory of 50 select mobile advertising vendors.

Additional conclusions found in Mobile Advertising: Opportunities & Illusions:

1. The mobile phone presents unique opportunities to interact directly
with consumers. One-way sales pitches squander those opportunities.
Datacomm Research recommends mobile ads that engage end-users through
contests, giveaways, and special promotions.

2. Ease of use is the Number One challenge to mobile data (and therefore
mobile advertising) success. Independent mobile information services
that push desired content to mobile users, preloading it when possible,
and using a mix of mobile phone, Wi-Fi, and Bluetooth access when
necessary, are the solution.

3. Most mobile content will be advertising-supported. The best way for
mobile operators to monetize advertising is by selling merchants
rules-based access to millions of subscribers. Successful operators
will treat merchants like enterprise customers, offering them mobile
marketing subscriptions backed by an array of management tools.

Mobile Advertising: Opportunities & Illusions is the latest in Datacomm Research's CompetitiveEdge(TM) family of reports and sells for $870.00 (single-user PDF version). The price includes one hour of analyst consultation. The report will begin shipping October 25, 2006. The report may be ordered online at the firm's secure website http://www.datacommresearch.com. Visa, MasterCard, and American Express accepted. Orders may also be faxed to (314) 667-3010, phoned to (314) 994-9080, or mailed to Datacomm Research Company, 9220 Old Bonhomme Road, St. Louis, Missouri 63132.

About Datacomm Research Company

Datacomm Research is a leader in researching, analyzing and forecasting emerging computing and communications markets. Entering its eighteenth year, the company helps clients around the world identify and exploit major growth opportunities. Other Datacomm Research reports include Hard Numbers and Experts' Insights on Migration to Evolved 3G and 4G Wireless Technology and Mobile Feature Phones: Consumer & Business Market Segments.

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