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CTIA - Ad, Content Firms Applaud Opening of Mobile

A shift away from tight carrier control will help the mobile industry to grow, according to some advertising and content providers.

 

March 31, 2008 — IDG News Service —

A shift away from tight carrier control will help the mobile industry to grow, according to some advertising and content providers.

Standardized advertising, a consistent experience for consumers and a proliferation of content are among the windfalls anticipated by panelists at the Mobile Entertainment Summit, held alongside the CTIA Wireless show in Las Vegas on Monday.

In the U.S., although most mobile phones have a Web browser of some kind, online content and applications in the relatively easy-to-use "decks" offered by mobile operators have to be approved by the carriers. Some content and software creators describe this as a bottleneck that effectively stifles innovation, although the carriers claim their systems are already open. Google's Android software platform, Apple's iPhone software development kit, Sprint's WiMax plan and an "any device, any application" requirement for part of the recently auctioned 700MHz spectrum all have been promoted as ways to open up the U.S. mobile market.

"Openness is just the kernel of standardization, so that ads can be standardized, so that content can be standardized, so the consumer can experience things in a common way and really assign the value that they today assign in total to the operator, to the various people in the ecosystem," said Paul Palmieri, CEO of Millennial Media, a mobile advertising firm. That, in turn, will bring more advertisers and content to mobile, he added.

Carriers are already becoming more open to outside brands controlling their own mobile offerings, said Brandon Lucas, senior director of mobile business development at Infrastructure Corp.'s MySpace. That helps consumers connect with the brands that are important to them on mobile, Lucas said. "We're very, very happy about that," he said.

"We expect there will be a lot more content available," said Angela Steele, vice president and account director at marketing firm Starcom. "More quality content means consumers will be out there more" and available to advertisers, she said. In addition, the changes should let marketers reach consumers in a different way by developing their own applications, she said.

While acknowledging some surveys have shown that consumers don't like mobile advertising, the panelists said it is welcomed if tailored to particular consumers.

MySpace can target ads to mobile users based on age, marital status, sexual orientation, ethnicity and whether they have children, among other factors. Lucas said he doesn't know of any negative feedback against its mobile ads.

"I think we've already proven out that consumers are fine with advertising," Lucas said.

 
 
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WHITE PAPERS

Power Considerations for Virtualized IT Environments

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The Convergence of IT and Facilities

If IT and Facilities could work collaboratively, organizations can operate more efficiently and effectively...
 

The Evolutionary Stages of the Data Center

How to avoid unplanned obsolescence in the power distribution infrastructure.
 

Optimize Your Data Center Plan

Learn seven ways to extend the value of what you have and optimize the plan for what you need.
 

5 Key Requirements of Quality Power

What your IT equipment needs from a UPS: The top five requirements that define "quality power" in the eyes of the power supplies in your IT systems.
 

The Gartner Magic Quadrant for IT PPM Applications

This report evaluates 19 vendors on their ability to execute and completeness of vision.
 

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Managing Client Systems in the Enterprise

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Webcast with Dan Vesset: Investing in Business Analytics Technology

What exactly is business analytics and why should you care? Dan Vesset of IDC and Gaurav Verma of SAS answer this a...
 

Capitalize on Your SAP Content

After 18 years of partnership and over 3,000 successful customer deployments, Open Text has become SAP's premier pa...
 

Enterprise Cloud Computing: Ready for Primetime?

The progression toward enterprise cloud computing is happening today, as industry leaders deploy technologies that ...
 

Preparing Your Business Services for the Future

Would you trust your network monitoring tools enough to know when something is truly halting a business service? Wh...
 

Enterprise System Management Challenges in Big Organizations with Eli Almog

In this Podcast with Eli Almog, Corporate Architect in BMC's CTO Office, discusses how IT managers can know when it...
 

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