日本手机广告每年规模超10亿美元

在近日举行的2008年中日移动互联网高峰论坛上,移动互联网长城会会长刘斌介绍称,经过将近10年发展,日本手机广告每年规模超过10亿美元,市场巨大。刘斌介绍了2008年日本主要的广告模式,"日本的广告模式划分为多种,包     

移动广告海外起飞

3G时代的到来给移动广告创造了新的发展机遇,依托3G高速数据网络,更多的广告形式如手机电视广告、流媒体广告、游戏内置广告、移动互联网广告等纷纷出现。配合多媒体移动终端的迅速发展,3G时代移动广告的表现能力将会大幅提高,营销模式将会更加丰富,客户门槛将逐步降低,用户习惯将逐渐形成。     

移动搜索业务发展方向分析

移动搜索业务成为互联网搜索技术的延伸,依托移动网络既有的特性.发挥出传统互联网搜索不具备的优势,为用户能够提供随时随地随身性的服务,使手机终端成为用户随身的大百科全书.黄页和图书馆.让用户在任何时刻.任何地点都能够方便快捷地查询到所需信息,满足用户多方面需求.移动和互联网融合的发展趋势注定了移动搜索是未来的发展方向.移动搜索技术的应用必将成为未来移动增值服务的重要组成部分.而为用户提供个性化搜索.垂直搜索及智能化搜索,为企业提供互动广告发布模式将成为移动搜索业务的发展方向.     

基于TD-SCDMA Femto的精确位置新业务开发

1引言 随着移动互联网的发展,基于位置的移动互联网应用层出不穷,位置服务成为移动互联网创新的一个重要领域,也成为移动互联网发展的基础。互联网公司开始精确广告市场,通过对客户位置信息的利用,为客户提供本地化的广告内容,并根据客户实时位置提供个性化的商户打折信息,提高广告的投放效果,降低传统的撒网式广告带来的资源浪费。     

手机广告——移动互联网业务中的生力军

简要介绍了我国手机广告的现状,详细分析了移动互联网对发展该业务以及此类移动互联网业务对我国国民经济结构调整以及运营商自身实力提升的作用,并且指出当前我国建设手机广告产业链的主导力量是掌握移动互联网资源的电信运营商。     

爱立信推出移动互联网络广告工具

爱立信近日推出了移动互联网广告。网络运营商和互联网服务提供商将因此能提供新形式的信息服务 ,增加新的收入来源。移动互联网广告工具是爱立信创新的互联网广告产品 ,是一种基于网络 ,能根据互联网用户的个人喜好 ,为其提供丰富的多媒体广告服务的工具。利用广告销售融资 ,这种工具将为用户提供免费的或低价的互联网服务。通过把互联网广告工具引进移动系统 ,爱立信使得互联网服务提供商能够为移动电话用户及其它移动终端用户提供类似服务。目前这种广告将通过ＷＡＰ协议以及其它无线标准和系统实现。由于第三代无线通信技术拥有优越的带…     

5G时代背景下移动端网络广告发展新思路

随着我国经济以及科技的高速发展,我国已经完成了4G通信逐渐向5G时代的飞跃,同时,我国的无线移动通信技术也领先于世界水平,互联网技术极大地改变了人们的生活以及生产,网络广告的发展也有了新的思路和模式。本文探究了5G时代的概述,并分析了在5G时代下对移动端网络广告的影响,提出了新形势下,移动端网络广告发展的策略,以便强化移动端网络广告的发展水平。     

iPhone 3G竞争策略演变的启示

在移动互联网发展的初期,广告不是移动互联网的最主要盈利模式,而应用和服务导向才是移动互联网发展的主要方向     

移动互联网信息挖掘的实现及应用浅析

在分析移动互联网数据业务需求的基础上,重点阐述了移动互联网数据挖掘的流程和热点技术,最后从针对性业务推荐、定向广告等方面介绍了移动互联网信息挖掘的实现及应用。     

移动互联网盈利模式探索：“会员制运营”辟蹊径

步入3G时代,手机交友社区、手机视频、手机博客日益成为时尚生活方式。由于鲜明的用户属性,且移动用户忠诚度高于PC用户,在传统互联网上鲜有市场的“会员制”,极有可能成为移动互联网的主流模式之一,成为继广告、移动商务、手机游戏之外的另一重要赢利点。那么,移动互联网采取会员制是否可行？哪种网站适合采用会员制？     

智能移动生活服务平台的研究

随着3G商用进程的不断加快,移动互联成为人们新的商务模式,通过移动终端获取信息产品和服务具有现实意义.文章通过对移动互联商务平台方案应用场景的描述,对用户行为模式的智能识别、智能搜索和二维码识别等技术方案进行了分析和研究,提出了针对用户建立个性化需求模型开发方案的设计,使用户以更快捷的方式找到自己需要的信息,同时为企业达到良好的商业推广效果.     

移动互联网背景下运营商盈利模式探讨

移动互联网新型业务形态对电信运营商带来严重冲击,传统主要收入来源被不断侵蚀,亟待探索新型盈利模式。本文通过借鉴新型移动互联网企业经营,结合电信运营商特点,提出了搭建双边市场,在巩固前向收费模式的基础上探索后向收费模式的相关策略。     

手机智能化和移动互联网对电信运营商的影响分析

随着技术的进步,智能手机逐渐成为主流,快速发展的移动互联网给整个通信行业都带来了很多影响。文章基于近几年智能手机的发展情况,分析智能手机未来的发展趋势及产业链的不同参与者如何参与到新的商业模式,最后提出运营商的应对措施。     

数字电视增值业务——数字电视短消息系统

通过手机短信、Internet网页、双向机顶盒3种方式中的任意组合进行内容接入，在单向广播网络（或双向）中实现与频道内容相关的互动功能，实现广告投放者、数字电视运营者、数字电视观众的多赢。     

互联网视频贴片广告服务规范

互联网视频呈现出巨大的发展潜力,广告成为视频网站盈利的重要方式。然而,现有的国家相关法律法规对互联网视频广告服务无明确约束,特别是一些强制性贴片广告严重影响了用户体验,引发的纠纷和矛盾日益突出。从当前互联网行业发展的整体环境出发,阐述了视频网站商业模式发展对视频广告服务的影响,并对贴片广告的类型、时长与节目关联度等进行了统计分析,最后结合中国互联网协会的工作实践,提出了加强互联网视频贴片广告服务规范的原则和措施。     

HTML5技术与应用模式研究

HTML5是具有革命性的新型互联网编程语言,在互联网/移动互联网领域得到了广泛的支持和迅速的发展。本文从HTML5的新特性、浏览器支持程度出发,研究HTML5的关键技术,并从运营商的视角分析和思考HTML5的应用模式。     

Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective

As mobile technology continues to diffuse, the numbers of mobile subscribers continue to grow. With a high penetration of mobile subscribers in the United States, the mobile phone and network is promptly becoming a feasible marketing channel as mobile phones facilitate the exposure to advertisements deliver through a variety of mobile technologies.The purpose of this study was to examine whether misperceptions of social norms of mobile advertising play any role in predicting consumers’ responses to mobile advertising. The study used a questionnaire survey method to measure mobile users’ attitudes, perceived usefulness (PU), perceived-ease-of-use (PEOU), and adoption intention of mobile advertising. A total of 343 college students from a large southwestern public university were recruited to participate in this study.The study demonstrated that misperceptions of social norms predicted consumers’ perceived usefulness (PU) and perceived ease of use (PEOU) of mobile advertising. Both PU and PEOU are critical variables predicting consumers’ adoption of technologies. The study also found that PU predicted attitude towards mobile advertising, whereas PEOU did not predict attitude towards mobile advertising. Lastly attitude towards mobile advertising significantly predicted the intention to adopt mobile advertising.     

Factors Affecting Consumer Acceptance Mobile Broadband Services with Add-on Advertising: Thailand Case Study

There are two methods for mobile advertising: SMS and broadband advertisement. Previously SMS is the most common way of mobile advertising. Previous researches on consumer acceptance have been focused on SMS advertisement. This paper aims to identify factors that influence consumer’s intention to accept mobile broadband services with add-on advertising. As theory of reasoned action (TRA) has been widely used to explain user behavioral intension in previous researches, we proposed extended TRA by including six factors for testing adoption of mobile broadband services with add-on advertising: Perceived Value, Contextual Awareness, Trust, Solidarity, Familiarity and Effect. The proposed model has been tested on selected Thai mobile broadband user communities. The results from 61 valid responses during 2 weeks time period found that attitude toward mobile advertising and subjective norms have weak significance on user intention to accept add-on advertising. It is also found that Perceived value has higher significant than other proposed factors. With the proposed model, it is possible for advertisers to create an effective and pertinent mobile broadband advertising.     

A relook at the mobile advertising landscape: What are the new consumer expectations in the retailing industry?

Following the rapid proliferation of mobile devices and the phenomenal advancements in mobile commerce, mobile advertising has since overtaken traditional advertising and seized the lead as the primary advertising channel for businesses. This research seeks to unveil the salient factors that affect the efficacy of mobile advertising in driving purchase intention by expanding the Web Advertising Model to include additional mobile advertising attributes (i.e., credibility and incentive) while considering the role of brand attitude in the process. A cross-sectional study was conducted with quantitative data obtained from 300 eligible respondents through an offline questionnaire survey. The empirical data were subsequently validated using the Structural Equation Modelling Artificial Neural Network (SEM-ANN) method to determine the non-compensatory non-linear relationships. All four ANN models show consistent results with the SEM analysis. The results indicate that consumer perceptions and expectations toward mobile advertising have shifted over time, such that the qualities of informativeness, irritation, and entertainment no longer play a critical role in determining mobile advertising value. On the other hand, the credibility and incentive of mobile advertising were found to be far more crucial in swaying such evaluations. Moreover, mobile advertising value was found to positively affect consumer attitudes towards the mobile advertisement and the advertised brand, which ultimately leads to purchase intention. This study offers an insightful overview of the modern mobile advertising environment that practitioners may use as a handy guide to optimise their mobile advertising strategies to suit the current perceptions and expectations of consumers.