September 20, 2005, 10:50 AM — This week's highlighted research:
In-Stat. "Mobile advertising, brands and affinity marketing."
Pyramid Research. "Get on Track with Mobile Music: Exploring Mobile Music Best Practices."
Yankee Group. "Personal wireless calling surpasses wireline calling: A wireless substitution update."
Insight Research. "Wireless portals and wireless service providers."
I have a cell phone -- it's an old-fashioned model, a single, rigid piece that doesn't flip open like the ones on "Star Trek." It doesn't connect to the Internet, and it doesn't have a camera. The only extra frill it has is the address book, which is all I need. But as usual, I'm behind the times, a day late and a dollar short, and according to my friends with camera phones, living in the dark ages.
And it seems that the state of the art continues to advance in the realm of wireless telephony, bringing with it several new commercial opportunities for e-business and marketing. In-Stat brings us up to date on wireless phone advertising, telling us that consumers aren't "wildly enthusiastic" about the prospect -- but it is inevitable, nonetheless. According to In-Stat's research, only about 20 percent of consumers surveyed would be open to the idea of seeing advertising on their mobile handsets. But within that group of people who would be willing to look at mobile phone ads, about half would welcome having advertisers subsidize premium services, such as the increasingly popular and mildly annoying ringtones that are available for purchase. Other premium services that advertisers may subsidize would include directory assistance, and messaging. Those premium services are having a hard time catching on (after all, who wants to pay good money just to change how your phone rings?), but this may well be an excellent opportunity for advertisers who wish to provide these free goodies in exchange for your eyeballs.