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Multimedia Feature Editorial
September 16, 2010
How Can Service Providers Participate in a Mobile Advertising Platform?
By Susan J. Campbell, TMCnet Contributing Editor
Mutually beneficial relationships between service providers, content providers and consumers require a focused strategy that ensures the entire relationship keeps the best interests of all parties as priority. The proper strategy can enable new business models to allow service providers to actually enter into more of a partnership relationship with content providers to promote the viability of both players.
The Alcatel-Lucent (News - Alert) Multimedia Strategy is designed to foster such relationships as it draws on the company’s Applications Enablement vision. Born of extensive industry research, this vision centers on how service providers can combine their trusted network capabilities with the speed and innovation of the Web to ensure consumers and business users can enjoy a richer experience.
The Multi-Screen Foundation is designed to bring together a specific set of application enablers that have been exposed through the Application Exposure Suite offered by Alcatel-Lucent. With such capability, the range of trusted third parties – which includes Application & Content providers, Consumer Electronics vendors and Developers & Partners – can create and deliver the innovative multimedia services consumers want.
The service provider must be willing to expose capabilities in order to participate in the mobile advertising platform and this exposure can occurs at any one of the layers. The decisions regarding the where and the how are based upon the specific business model the service provider has selected with a specific partner. A number of different business models are available, depending upon the needs and goals of the players involved. Once the service provider has selected the Alcatel-Lucent Multimedia Strategy and the right solutions are in place, the provider can then decide how, when and where resources might be exposed to content providers to create a full range of multimedia services.
As customers increasingly want that content to be personalized, the parties involved have even greater opportunities to drive success through mobile advertising. To leverage such capabilities and capitalize on the available opportunities, service providers have a full range of options, including a vertically integrated model to provide retail delivery of content. The retail service is offered under the service provider’s brand and leverages the benefits available within that infrastructure. Wholesale arrangements and third-party multi-screen application business models that interface with the Multi-Screen Foundation are also available.
Models can also be created when service providers work with content providers simply to deliver content. The benefit is the assured service and quality as a result of relying on the network. There are a number of mobile advertising opportunities in place for the service provider, but selecting the right business model and partner relationships is the best place to start. The advertising platform selected will mean very little if the content doesn’t match consumer demand.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Erin Harrison
