Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market [Hardcover]

Chetan Sharma (Author), Joe Herzog (Author), Victor Melfi (Author)

Book Description

Publication Date: March 7, 2008

A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

Editorial Reviews

Review

"This is a remarkably insightful book, and I strongly recommend it to anyone who needs to really understand the role of the mobile platform in advertising."
—Ron Elgin, Chairman and CEO, DDB Worldwide Communications Group

"The authors of this book have prepared a blueprint to exploit the global opportunity of mobile advertising. The book is practical, clearly written, and very detailed."
—Dr. Young-Chu Cho, President and CEO, KTF, and board member, GSM Association

"Very rarely do books like this offer equal value to both advertising buyers and sellers, but Mobile Advertising is a wonderful primer on the mobile landscape and advertising opportunity from both perspectives. Its completeness and clarity makes it an essential resource for any company or person looking to help pioneer or participate in this emerging category."
—Chamath Palihapitiya, Vice President, Facebook

"As mobile emerges as the last true individual 'channel,' understanding where the marketer fits will be critical... Mobile Advertising gives us a map of this powerful emerging platform."
—Larry Weber, Chairman, W2 Group, and author of Marketing to the Social Web

"If you believe the future is wireless, then this book is a guide to that future. Simple, fact-filled, and astute."
—Om Malik, founder, GigaOM

"Today's youth spends more than fifteen hours per day with their phones. One can imagine what a tremendous business opportunity mobile advertising is. The authors of this book explore the critical aspects of this opportunity with analytic rigor, in-depth analysis, and practical insights. I strongly recommend it for anyone involved in the mobile and advertising industries."
—Dr. Yasuhisa Nakamura, Executive Director, NTT DoCoMo, and coauthor of Wireless Data Services

From the Inside Flap

There's plenty of buzz surrounding mobile advertising. The next step is transforming that buzz into real business. Mobile Advertising helps do that by covering the conceptual, analytical, and practical applications of mobile advertising, giving marketers, service providers, and investors in-depth guidance on tapping the full potential of mobile advertising.

Despite the excitement about mobile advertising,there are significant obstacles to overcome beforethe medium can become truly meaningful. Here, you'll find a detailed and honest analysis of the hurdles that remain, as well as perspectives on managing and solving them. The authors address direct response promotions and advertisements; search advertising and its pricing and auction derivatives; and brand-based campaigning. While there's work to be done, the authors remain bullish on the opportunity.

Other topics include:

• Development and history of mobile advertising

• Effects of the Internet and consumer control

• Metrics and measurements for advertising success

• Complexities, structural deficiencies, and barriers

• Business models for successful implementation

• Case studies covering current practice around the world

• Technology problems and practical solutions

• The consumer experience and the future of mobile advertising

• Key insights from top executives in mobile advertising

The first comprehensive guide to this nascent industry, Mobile Advertising is perfect for anyone on the technical or marketing side of the mobile advertising equation. Drawing on years of experience from three industry veterans, key insights from top movers and shakers, and detailed case studies from around the world, this is an ideal resource for getting the most out of mobile advertising.

See all Editorial Reviews

Product Details

• Hardcover: 404 pages
• Publisher: Wiley; 1 edition (March 7, 2008)
• Language: English
• ISBN-10: 0470185988
• ISBN-13: 978-0470185988
• Product Dimensions: 6.3 x 1.4 x 9.1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #1,000,187 in Books (See Top 100 in Books)

More About the Author

"Chetan is Founder and President of the firm. He is a recognized industry expert in strategy and implementation of wireless data and pervasive computing solutions. He has a strong background in developing and launching technologies, products, and solutions for the wireless Industry, including extensive experience in managing and delivering all phases of the product development cycle. Executives from leading wireless companies around the world seek his accurate predictions, independent insights, and actionable recommendations. He has served as an advisor to senior executive management of several Fortune 100 companies in the wireless space. Some of his clients include NTT DoCoMo, Disney, KTF, Sony, Samsung, Virgin Mobile, Sprint Nextel, AT&T Wireless, Alcatel-Lucent, KDDI, Cincinnati Bell, Reuters, Qualcomm, Reliance Infocomm, SAP, Merrill Lynch, American Express, Infospace, BEA, and HP.


His experience with strategic alliances involved US carriers such as Verizon, Sprint, AT&T Wireless, Cingular, Cincinnati Bell, and others; some of the most prominent carriers in Europe and Asia; IBM, Intel, Telcordia, SBC, Unisys, and many other leading players in the wireless sector.

Chetan is the author of five books. He is interviewed frequently by leading international media publications such as Time Magazine, NY Times, WSJ Interactive, Information Week, Japan Media Review, InfoWorld, Wireless Data News, Mobile Communications International, GigaOM, etc. and has appeared on NPR, WBBN, and CNBC as wireless technology expert. He frequently addresses several telecommunications industry trade delegations to the US such as executive teams from Japan, Korea, and Finland. He served on the US advisory committee of Korea-Pacific US States Joint Conference on wireless and multimedia. Chetan has published several articles and industry reports on topics ranging from wireless multimedia to WLAN to UMTS. Chetan was also a contributing analyst of one of the most preeminent wireless print magazines - Wireless World and has published several cover stories and articles for the same.

Chetan is one of the leading strategists on IP matters in the wireless industry. He has advised clients with some of the biggest patent portfolios in the world and worked with players across the wireless value chain. He has been retained as an expert witness and advisor for some of the most prominent legal matters in front of the International Trade Commission (ITC) such as Qualcomm vs. Broadcom and Ericsson vs. Samsung.

Chetan's blog ""Always On Real-Time Access (AORTA)"" is widely read and was voted amongst the top 20 mobile blogs worldwide.

Chetan is advisor to CEOs and CTOs of some of the leading wireless technology companies on product strategy and IP development. He is a senior member of IEEE, IEEE Communications Society, and IEEE Computers Society.

Chetan has MSEE from Kansas State University and BE from Indian Institute of Technology (IIT), Roorkee. He loves travel, history, and is an avid sports fan. He was captain of the university (IIT Roorkee) badminton team and has won university championships in India and the US.

"

Most Helpful Customer Reviews

2 of 2 people found the following review helpful

5.0 out of 5 stars Excellent, thorough, comprehensive about advertising on cellphones May 12, 2008

By Tomi T Ahonen

Format:Hardcover

This book is exceptionally well researched and written, covering comprehensively the full spectrum of cellphone advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK wireless carrier Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the cellphone side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in advertising on cellphones.

Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
Hong Kong

5 of 7 people found the following review helpful

5.0 out of 5 stars Read the Book Before It's Too Late :) March 11, 2008

By Ivan Komarov

Format:Hardcover

It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.

I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.

March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:

* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers

Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).

The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.

Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.

What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?

Read! (I also have to finish the book!)

2 of 3 people found the following review helpful

5.0 out of 5 stars Seminal Handbook for Mobile Marketing December 6, 2008

By Mobile Point View by Paul Ruppert

Format:Hardcover

Chetan Sharma, Joe Herzog and Victor Melfi have provided a comprehensive analysis of the growing field of mobile marketing and advertising--deftly illuminating the refinement of advertising arts from persuading the customer to now engaging the customer wherever, whenever, and whatever they may be doing via their mobile or wireless phone.
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.