If you’re interested in “Creating an Effective Mobile Advertising Ecosystem,” you’re in luck -- Alcatel-Lucent (News - Alert) has recently produced an excellent study of the subject.

“The mobile advertising space is poised for growth,” the study finds, adding that however, “the promise of significant revenues has predictably caused a meteoric rise in the number of companies jockeying for position, muddying the waters and making it increasingly

difficult for companies across this emerging business ecosystem to work together to achieve positive results.”

The study finds that meeting each stakeholder’s needs is absolutely crucial. It identifies the key stakeholders, and gives useful advice in meeting their needs, observing that “an effective mobile advertising solution serves the needs of three distinct groups: mobile operators; brands, marketers, media buyers and sellers; and subscribers.”

Mobile operators. Most mobile advertising is delivered over the top of their networks by application and content providers (market rivals including Google (News - Alert) and Apple). As a result, mobile operators are providing the pipes (for advertisers to communicate with their subscribers), but not getting a great return on that investment.

So mobile operators require a solution that enables them to become a full participant in the mobile advertising value chain, and reap a share of the revenues generated. They also need a solution that allows them to offer media (advertising inventory) that meets brand requirements, while allowing subscribers the opportunity to engage in relevant conversations with the brands they love.

Brands, marketers, media buyers and sellers. They want to deliver their message to consumers who are most likely to listen and respond. Thus, they require access to a highly responsive, scalable and effective mobile media that is permission- and preference-based and can be targeted to specific user profiles.

So they need a permission-based solution that delivers reach, interactivity and response. They also require a single entry point that provides them access to the inventory of multiple mobile operators, and a simple interface that allows them to book mobile advertising campaigns, receive consistent reporting, and measure ROI.

Subscribers. Surveys show consumers want valuable information and offerings from the brands they are most interested in. They also demand control of their personal information and preferences.

So consumers require a permission-based approach that puts them in the driver's seat. They want to be sure they only get information they want, and they want to know their privacy is always safeguarded.