Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
A study by Ericsson's market research arm, Consumer Lab has shown that a quarter of mobile phones in Australia are capable of receiving mobile TV, and that the owners third of these are making active use of this facility.
That's well over one million potential customers for mobile advertising and the figure is likely to grow rapidly. Daniel Segal, Ericsson's Networked Media Manager said: "For a long time we've been talking about the potential of Mobile TV and now it's a reality. Operators and media companies are experiencing growing revenue opportunities with this technology, while giving consumers greater flexibility through access to an array of services such as interactive Mobile TV and personalised content."
And it won't stop there. Advertising will follow as sure as night follows day, but it won't be like TV advertising today. Eriksson has been trialling personalised Mobile TV advertising with the Norwegian Broadcasting Corporation (NRK) since December last year, and it reports that: "Advertisements are interactive, customised to ensure their relevance to individual viewers, and tailored to the end customer's age, gender, location and personal interests. Advertising content also spans an array of formats, including videos, banners, ticker texts and branded downloadable content."
And that's just the beginning. Expect mobile TV to radically change the world of advertising over the next decade.
David Bass
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