モバイルマーケティング及びモバイル広告市場：通信キャリア向け戦略提言...市場調査レポートについてご紹介

1. Executive Summary
2. Introduction
2.1. Mobile Marketing Defined
2.2. Marketing vs. Advertising
2.3. Why Market via Mobile?
2.4. Why Should the Wireless Carrier Care?
3. Mobile Marketing Strategy
3.1. The Role of Mobile Marketing
3.2. Consumer Perspective
3.2.1.
3.3. Brand and Agency Perspective
3.3.1. Overarching Strategy: Branding and Awareness
3.3.2. Specific Goals
3.3.2.1. Brand and Product Awareness
3.3.2.2. Promote New Products and Services
3.3.2.3. Sales Cycle Push and Support
3.3.2.3.1. Presales, Sales, and Post-sales
3.3.2.3.1.1. Educate Consumers
3.3.2.3.1.2. Lead Generation
3.3.2.3.1.3. Collateral Request
3.3.2.3.1.4. Product Feedback
3.3.2.4. Build and Maintain a Relationship with the Customer
3.3.2.4.1. Build a Community of Interest
3.3.2.4.2. Engage in Ongoing Dialog with Consumers
3.3.2.4.3. Mobile Customer Relationship Management (mCRM)
3.3.3. Specific Tactics
3.3.3.1. Special Offers and Incentives
3.3.3.2. Coupons and Discounts
3.3.3.3. Prizes and Contests
3.3.3.4. Games and Entertainment
3.3.3.5. Partnering with Content and Application Owners
3.4. Content and Application Owner Perspective
3.4.1. Overarching Strategy: It’s All About Promoting the Content or Application
3.4.2. Specific Goals
3.4.2.1.1. Brand and Product Awareness
3.4.2.1.2. Promote New Products and Services
3.4.3. Specific Tactics
3.4.3.1.1. Prizes and Contests
3.4.3.1.2. Games and Entertainment
3.5.
4. Mobile Marketing Technologies
4.1. Infrastructure
4.1.1. Signaling and Control
4.1.2. Wireless Data
4.1.2.1. SMS
4.1.2.2. MMS
4.1.2.3. WAP
4.1.3. Database and Storage
4.2. Solution Approaches
4.2.1. Client-based Solutions
4.2.2. SMS Short Codes (SC) and Keywords (KW)
4.2.3. Voice Short Codes
4.2.4. Other Short Dialing Technologies
4.2.5. Click-to-Call Solutions
5. Mobile Marketing Ecosystem
5.1. End-users
5.2. Carriers
5.3. Brands/Advertisers
5.4. Aggregators
5.5. Content Owners
6. Overall Carrier Strategies
6.1. Overall Strategies for Carriers
6.1.1. Maintain Customer Loyalty
6.1.2. Drive Wireless Data Usage
6.1.3. Develop New Revenue Streams
6.1.4. Leverage Third-party Resources
6.1.5. Participate in Huge Ad Spend in Traditional Media
6.1.6. Realize Synergies with Content and Applications Business
6.2. The Three Key Components: Advertising, Direct Response, and Search
6.2.1. Advertising
6.2.1.1. Advertising within Applications and Services
6.2.1.1.1. Native vs. HTML Apps
6.2.1.1.2. Messaging: SMS, MMS, and IM
6.2.1.1.3. Mobile TV
6.2.1.1.4. Social Networking
6.2.2. Direct Response
6.2.3. Search
6.2.4. Synergies
6.2.4.1. Advertising Synergies with Direct Response
6.2.4.2. Advertising Synergies with Search
6.2.4.3. Search Synergies with Direct Response
7. Specific Carrier Strategies
7.1. Advertisement Placement
7.2. Leverage Traditional Advertising in Traditional Media
7.3. Localize Search
8. Issues and Challenges for Carriers
8.1. Handset Issues
8.1.1. Usability
8.1.1.1. Screen Size
8.1.1.2. Discovery and Navigation
8.1.2. Availability
8.1.3. Demography Issues
8.2. Interoperability and Intermediation
8.2.1. Applications
8.2.2. OSS
8.3. Application and Content Discovery
8.3.1. Discovering Applications and Content
8.3.2. The Spontaneity Factor
9. Mobile Marketing and Advertising Business Models for Carriers
9.1. Business Model Issues
9.2. Sources of Revenue
9.2.1. Drive More Wireless Data
9.2.2. Marketing and Advertising
9.2.2.1. Placement and Codes
9.2.2.1.1. Application Placement
9.2.2.1.2. Application Discovery Optimization
9.2.2.1.3. Code and Keyword Reservation
9.2.2.2. Per-impression (CPM)
9.2.2.3. Per-performance (CPC)
9.2.2.4. Measurement and Reporting of Performance
9.3. Revenue Sharing for Carriers
9.3.1. Who Shares Revenue with Carriers
9.3.1.1. Brands and Agencies
9.3.1.2. Application Providers
9.3.1.3. Aggregators and Mediators
9.3.2. Mobile Marketing and Advertising is Not Like Content Market
9.3.2.1. Good News: Carrier has less to do
9.3.2.2. Bad News: Smaller Revenue Share for Carriers
10. Current State of Advertising
10.1. Traditional Media
10.2. On-line Advertising
10.3. Top Countries
10.3.1. United States
10.3.2. Japan
10.3.3. China
10.3.4. South Korea
11. The Future of Mobile Marketing and Advertising
11.1. Forecasts
11.1.1. Mobile Marketing/Advertising Service Revenue by Region
11.1.2. Mobile TV Subscriber Forecast
11.1.3. 4G Subscriber Growth Forecast
11.1.4. Global Mobile Search Advertising Marketing
11.2. Evolution
11.2.1. Business Model Evolution
11.2.1.1.1. The Role of the Intermediary
11.2.1.1.2. Less Subscription and More Advertising and Content
11.2.1.1.3. More Performance based and Less Impression based
11.2.1.1.4. Carriers Leverage Key Differentiators
11.2.1.2. Infrastructure Evolution
11.2.1.2.1. Positioning and Location-aware Systems
11.2.1.2.1.1. LBS based Marketing and Advertising
11.2.1.2.1.2. Issues and Challenges
11.2.1.2.2. Presence and Identity Management Systems
11.2.1.2.3. Presence, LBS, and Behavior based Marketing
11.2.1.2.3.1. Intelligent Push based Marketing
11.2.1.2.3.2. Issues and Challenges