SNS: Special Letter: Mobile Advertising: From Cautious Optimism to Contextual Nirvana

SNS: Special Letter: Mobile Advertising: From Cautious Optimism to Contextual Nirvana

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Vol. 11, Issue 9         
Week of March 10, 2008

In This Issue

Feature: Mobile Advertising: From Cautious Optimism to Contextual Nirvana

  • What Is Mobile Advertising?
  • The Drivers
  • Market Forecasts
  • Five-Points Framework
  • The Challenges
  • The Future
  • About Chetan Sharma

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Publisher’s Note: Chetan Sharma has been a member of SNS for long enough to have named his blog after a favorite SNS-coined term, AORTA (“Always-On, Real-Time Access” – also the name of Europe’s first broadband net, btw). During that time, Chetan has assiduously applied himself to wireless issues, and now provides a world-class consultancy on these matters. His most recent accomplishments include publication of a book on Mobile Advertising (see below), a gutsy move at a time when everyone at the Barcelona Conference is betting on ad revenues, but when few, if any, are getting them. Chetan has rewritten some of this material as a Special Letter for SNS Members, and since the issue of Mobile Ad Revenues and their prospective size is driving decisions across the strategic landscape, I expect that our members will find his ideas timely and useful. — mra.

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