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Mobile advertising presents a multitude of Market Opportunities
According to Internet research firm, eMarketer, there are over 405-million Mobile Internet users worldwide. Projections see this reading figure of over 800 million dollars in four years. Staggering indeed and an opportunity exciting for internet marketers, especially in Africa, where it represents a much larger mobile penetration of fixed line connections to the Internet.
It is also a great opportunity to engage with customers, allowing traders to interact with them right on point with a touch of Internet, right in the palm of your hand.
Mobile devices are increasingly active, and this combination of PDA, camera, email, MP3 player, Internet browser and so serves only to make penetration and dependence on these devices increasingly prolific.
Clearly, with mobile and WAP sites, mobile internet adds a new dimension type of trade and transactions already.
How WAP differs from traditional web
WAP sites need to be simple and convenient for the small screen size. Besides the design and considerations techniques when building a WAP site, marketers must consider the purpose or intent of a mobile Internet user is potentially different a person sitting in front of a computer.
WAP users tend to prefer the services provided in terms of objectives that provide a rapid response to problems specific. Examples include finding the nearest hotel, a towing service or the weather forecast. Other uses for WAP include entertainment-focused services for users who are looking to kill time.
In general, WAP services should be directed to the immediate context of users content engine.
The Mobile services now include everything from SMS to podcasting and video-on-the-Go, so the opportunities for advertising are virtually unlimited.
The Mobile Marketing Association (MMA) has published a technical paper in April 2008, which provides an overview of mobile advertising in its current form.
Mobile channels which are defined include the mobile web, downloadable applications, mobile messaging and mobile video. Each channel features a variety of advertising opportunities.
Mobile Web
The most obvious channel is perhaps the mobile web. In the mobile web advertising opportunities include banner advertising, text ads and mobile websites brand.
Here, the ads are mainly sold on a CPC or CPM. You can set up ads in a variety of formats in the mobile web channel, but these are the most commonly banners and text ads.
Mobile Messaging
These days almost every single phone, no matter how rudimentary, is capable of sending and receiving short message service (SMS) and, to some extent, but more limited, Multimedia Messaging Service (MMS). These form the basis of mobile messaging.
SMS is limited to text characters only, while MMS You can include images, sound and video content. There are a number of opportunities for advertisers through the channel of mobile messaging – including announcements text, the brand, but the welcome pages and animated images.
Downloadable Applications
Downloadable applications referred to specific software or content that users download to your mobile device, which then stays on the phone – these services may include games, ringtones and applications lifestyle of the tool. These types of application downloads are only available for users with compatible devices and data plans.
Advertising opportunities within the channel, downloadable application includes the placement of ads within applications and trademark applications.
Mobile Video
The final mobile video channel. This refers to video that is sent through a cellular network to the telephone operator phone embedded player media.
mobile videos are either live or downloaded either from the mobile Web, or as part of an MMS.
position of ads here can be so pre, post or mid-roll ads. Sellers can include still images or videos produced specifically for this brand channel.
What are the results?
These advertising opportunities can be useful as part of a CRM strategy larger for the brand, direct sales and to drive users to a mobile WAP site o.
Many mobile advertising report response rates 10 to 30 percent, which means that mobile advertising is a powerful tool. With forecasts indicating a high rate of adoption and the rapid expansion in this area, the mobile is certainly one that should not be overlooked when it comes to broader strategies of marketing on the Internet.
About the Author
AlterSage is a specialist online marketing consultancy based in South Africa, servicing clients both locally and abroad. A wide range of customised Internet marketing services are offered including mobile marketing, affiliate marketing, online reputation management, SEO and PPC.
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