On how mobile advertising could be improved in the US

It is a well established fact that the Asian market is far more sophisticated and developed than the West, when it comes to mobile advertising. Services like MMS, mobile internet, and mobile video, things which are considered premium services in the U.S., are commonplace with mobile users in Asia. Thanks to this, mobile advertising is far more developed in Asia.

Mobile advertising experts point out that in Asia, mobile phone is an integral part of any advertising campaign, while in the U.S., it’s only considered an afterthought. There are several reasons for this. The relationship between mobile content providers and network carriers is not good, as they have disputes over revenue sharing. Also, the U.S. market in general needs to be educated a lot about mobile advertising and the kind of impact it can have in making a product/service reach out to its target customers.

What could be the solution? Firstly, mobile content providers and carriers need to settle their disputes and understand that by working together, they can profit way more through mobile advertising. Also, the market in general needs to be educated a lot about mobile advertising.

For example, I still get mails from people who read this blog asking questions like “I’m not selling my mobile inbox to anyone”, “Why do you want to know where I am and what I am doing?”, and “Why should I let someone profit from my mobile phone?”, yada, yada, yada. You get the drift? These people need to be educated and made to understand the point that mobile advertising is not some kind of a monster trying to gobble you. For which, I suggest you guys read this, this, and this.

Well; a lot of changes need to be made. But when you look at this on a positive note, you’ll realize that despite all these issues, mobile advertising has become notably important in the market today. So, let’s just hope that the West will soon catch up with Asia in mobile advertising.

Categories: Cell Phone Advertising, Rant.

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