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Author: Nitesh Patel
Publication Date: Aug 31 2011
Pages: 24
Report Type: Report, Word
Wireless Media

Can Mobile Operators Succeed In Mobile Marketing

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Report Summary:

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 boosting customer stickiness. Strategy Analytics believes permission mobile marketing will remain a niche but growing revenue segment for operators. To maximize the opportunity carrier opt-in services must attract a large base of users and leverage relevant customer data to meet the needs of marketers seeking a highly targeted channel to engage potential customers directly. In markets where cellular users are highly fragmented across different carriers, collaborative efforts between operators will encourage marketers to use the operator channel.

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