Jinny Software publishes mobile advertising paper

Edited by the Marketingservicestalk editorial team Jul 31, 2008

Jinny Software has released a white paper detailing the revenue opportunities available in mobile advertising.
The paper, entitled 'Understanding the Mobile Advertising Business Model', reveals how operator revenues and ARPUs from traditional voice and data services are falling, while regulatory requirements are forcing service pricing downwards.
It encourages operators to consider mobile advertising as an alternative revenue stream, and illustrates its impact on ARPU, the revenue earned and subsidy paid for SMS, MMS, WAP/HTTP advertising and the net cash flows per quarter that can be expected by operators.
However, the paper stresses that a full understanding of the medium is essential to achieve success.
Cathal O'Toole, product manager at Jinny Software and author of the white paper, said: 'In this new business model, the customer is the advertising industry and the subscriber is the audience.
'Rather than charging subscribers for usage of the telecoms service, the mobile operator will now earn money from the advertisers and advertising/media agencies.
'The subscribers, in fact, may actually end up paying less as some of their services are subsidised.'.

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