New Revenue Opportunities from Permission Marketing
Boston, MA - September 15, 2011 –The Strategy Analytics Wireless Media Strategies service report, “Can Operators Succeed in Mobile Marketing?
” predicts growth in markets where wireless operators collaborate in order to leverage subscriber data and messaging assets across multiple subscriber bases.
Mobile operator activity in permission mobile marketing services has increased over the past 18 months, motivated by the prospect of additional revenue streams, differentiation and lowering churn. To maximize the opportunity, carrier opt-in services must attract a large base of users and leverage relevant customer data that meets the needs of marketers who are seeking a highly targeted channel, directly engaging potential customers.
author and Senior Analyst, Nitesh Patel, said, “In markets where cellular users are fragmented across different carriers, collaborative efforts between operators will encourage marketers to use the operator channel. An early case study is the UK market where the operator joint venture is already finding early success, attracting both brands and consumers.”
David MacQueen, Director of the Wireless Media team at Strategy Analytics, cautioned, “Carrier fragmentation in most other markets will ensure that mobile opt-in marketing remains niche over the next 5 years, despite its potential. However, third parties such as Blyk, Velti, Out There Media and Alcatel-Lucent’s Optism could be the main beneficiaries where this situation arises.”