How Can European Operators Make The Most Of Mobile Marketing And Advertising?

For years, telecom operators have bet on mobile marketing and advertising as a way to generate new revenue streams. Neither has fulfilled their initially high revenue expectations yet. Now that this niche market is gaining momentum and Google and Apple have invested more than $1 billion in acquiring mobile advertising networks, the nascent mobile marketing value chain is maturing — and will continue to evolve. Forrester believes that revenues will grow quickly but will remain low in absolute terms for the next few years. Operators need to close the cultural gap with agencies and advertisers, make the most of their consumer data gold mine, and, in the longer term, become trusted wholesale enablers instead of trying to play a key, integrated role in monetizing their (likely) shrinking audiences.