Research and Markets Report on China’s Growing Mobile Advertisement Market

Research and Markets has announced the addition of the “China’s Mobile Advertisement Special Report 2006” report to their offering.

Definition of Mobile Advertisement

Mobile advertisement refers to the advertisement which has mobile as the display terminal or distribution platform Following the four major traditional media of newspaper/magazine, broadcasting, TV and Internet, mobile is becoming the fifth media. Compared with four major traditional media, mobile advertisement has its advantages of large number of users, clear target and good interaction.



Mobile advertisement can be classified into the following seven categories by different technologies:

Advertisement

PUSH: Put advertisement directly on user’s mobile in forms of SMS, MMS and WAP page link. Main mode of mobile advertisement before 2006 was SMS advertisement forced by SP without user’s permission.

WAP: Embed advertisement in forms of text, picture or audio/video into pages of official or non-official WAP portals which user browsers, similar to Internet advertisement. Differentiated advertisement pages achieved by using technology to distinguish user’s property and simple and unified advertisement pages all belong to this category.

Business embedment: Embed advertisement in forms of text, picture or audio/video into user’s mobile value-added service (mainly other data business except for WAP business), such as business waiting advertisement and mobile game advertisement.

Voice: Add advertisement into value-added voice service (such as IVR and CRBT) provided by operators for mobile users in forms of voice segments.

Cell Broadcasting: Use cell broadcasting feature of mobile to send advertisement to mobile users at certain position in forms of SMS or MMS.

Terminal embedment: Advertisers cooperate with mobile vendors to embed advertisement into mobile before shipment in forms of pictures, video clips and games.

Search advertisement: Keyword advertisement and bid rank advertisement operated by mobile search service providers, similar to Internet search advertisement.

Key Topics Covered:

Definitions and Research Scope

1 Definitions and Research Scope

2 Analysis of overseas mobile advertisement market environment

3 Analysis of overseas mobile advertisement market

4 Developing status quo analysis of China’s mobile advertisement market

5 Developing trend analysis of China’s mobile advertisement market

6 Competition structure analysis of China’s mobile advertisement market

7 Analysis suggestion on mobile advertisement development

List of Figures

Category of mobile advertisement

Macro environment PEST analysis of mobile advertisement

Industry environment CRBT analysis of mobile advertisement

Challenge of traditional advertisement and opportunity of mobile advertisement

Influence of technology development and user recognition on mobile advertisement market

Market size of Japan mobile advertisement 2000-2005

Market size of Korea mobile advertisement 1999-2005

Regular workflow of i-mode mobile advertisement

Industry chain structure of mobile advertisement

3W2H model of business mode analysis of mobile advertisement

Market size of mobile advertisement 2005-2006

Segmentation market share of mobile advertisement 2005-2006

Mobile user scale 2004-2006

User scale of WAP business 2004-2006

Fostering process of advertiser’s habit

Advertiser’s expectation on marketing effect of mobile advertisement

Hyper Cycle of mobile advertisement market

Change of industry chain of mobile advertisement

Predominant factors of industry chain at different developing stages of mobile advertisement market

Developing trend analysis of business mode of mobile advertisement

Stimulatives and impedients of mobile advertisement market

Analysis of stimulatives and impedients of mobile advertisement market

Market size forecast of mobile advertisement 2006-2010

Segmentation market size forecast of mobile advertisement 2006-2010

Segmentation market share forecast of mobile advertisement 2006-2010

Forecast of mobile user scale 2006-2010

Forecast of WAP business user scale 2006-2010

Analysis of competition structure of mobile advertisement market

Competition structure and developing trend of mobile advertisement agents

Analysis of major mobile advertisement vendors – Focuswireless

Analysis of major mobile advertisement vendors – Fractalist

Analysis of major mobile advertisement vendors – Adatmobile Analysis of major mobile advertisement vendors – Mmclick

Analysis of major mobile advertisement vendors – Mobile operators

Developing trend of competition structure of mobile advertisement market

Key factors for success of mobile advertisement market

Implementing process of mobile advertisement

Five factors for advertisers to pay attention to

List of Tables

Influence analysis of major events of mobile advertisement market 2006

Major events of European and American mobile advertisement market 2005-2006

Analysis of business mode of mobile advertisement

For more information visit http://www.researchandmarkets.com/research/e6dea4/chinas_mobile_adv.