I would rather play the role of a grindstone, make steel knife sharp, although it cut its fixed what — Horace

Mentioned before, three of the more common form of mobile advertising – SMS, MMS, WAP. Add friend message listed also has many other forms. In fact, the mobile marketing application is a “media + tools + content” of the complex, the best developed in various forms of advertising is far more abundant than other media.

LBS district short MMS:

LBS SMS advertising with a cell phone location technology, when the user into a specific area, the system will automatically send SMS or MMS to the user. If the load is on a short multimedia advertisement information, then formed a short multimedia advertisement LBS district.

Location-based mobile phone location services business, a lot of mobile marketing in the international development of the country faster, have been widely used. Some experts believe that this form is the most growth potential forms of marketing. The most important reasons is that when the user receives the SMS message and the surrounding environment and have more time so clear coordination, it is very easy to Guanggu transformed into a user services business. For example, when the time is coming when the noon meal, shopping streets in the business of young people suddenly received a few phone from the restaurant near the electronic promotional coupons for consumers, that is advertising the same time is a result of a service. Even if does not provide any promotional content, but only around the restaurant to provide a comprehensive description of the MMS, the consumers are looking for a restaurant at random to reduce the noon time and effort spent.

At the current market, in the past by the company called “exploring” the company’s “hands of the media” to help China Mobile selling similar advertising. Through the cooperation with the company, I have found that MMS business district still short some of the more critical obstacles to development. First of all, because of the need, such as provinces and then, but as a category 2 service, the price of the provinces to develop and send the rules are not uniform. Some provinces and municipalities can not open this type of business, some provinces and cities to stop sending so after opening. This leads to nationwide sales target of large advertisers, not a good use of this service. And to market the brand as a region often are not first-line brand. This will cause the cell to the short message service transfer of medium and small advertisers. Another is the lack of good monitoring system, the effect of advertising can not go out effective assessment. In addition, even if the ads, an area the user can not receive 100%, actually lower acceptance rate. In one project, for example, sent 22 monitors only a few of the advertising message is received. Although the cost of clearing each area is calculated for each receiver, but the acceptance rate actually affect the advertising effect.

Disadvantages of such advertising could be improved, but China Mobile does not seem to intend to create such opportunities. 3.15 against the mass under the influence of historical events, China Mobile immediately closed the advertising business. In addition to government applications outside the district for all LBS SMS very difficult to pass muster.

MMS class residential short-advertising business development, is fundamentally the need for some major surgery. First, specify the relative strict standards for business auditing. What kind of advertising can go to send. This service standard is necessary to think from a consumer point of view, that is considered when the target user receives information whether this ad will produce resentment. In the past, this has been the operator point of view to think, the main consideration is the contribution of KPI. Second, the major operation is to strengthen through technology to improve business platform, it is more important than in the previous point. First platform who need to identify the long-term users in this region of the permanent, which are mobile users. Also need to identify the user to enter the region are passing by, or is it stay in the region. In addition, the business platform and other carriers have data for data sharing, in order to understand the telephone bill for the user to enter the regional spending power, all kinds of preferences, and even registered the age and gender. Under such detailed work, to achieve the most valuable advertising delivered to users the most accurate one to one marketing, so that advertising smoothly into service.

Although such a high technical requirements, is a relatively good wishes, but a goal to work hard, believe there will always be harvested. This unworthy manner than it is now more practical.

Mobile video advertising

Mobile video advertising relies on this form of mobile video, in which a mobile communication network broadcast video of this approach has been encountered in the early years of restricted bandwidth and fees. With 2.75G’s launched, it will basically meet the low accuracy of the online video streaming media player. However, despite the high-speed movement to be improved. The emergence of 3G is bound to be better solution to bandwidth issues, making mobile video has a higher degree of clarity and smooth, thereby stimulating the development of mobile video advertising. Fee is still a problem. Faster development in the mobile phone video of countries and regions, mobile data services are used monthly fee system, in this system, system, users can enjoy more convenience and economy mobile video playback. But China today is still based on the billing as the main base flow. Monthly average flow limit of the system’s cost per discharge is also still not low. There is also a soft issue, that is to enjoy mobile video content services business could not substantiate. Although the above broad Oriental dragon, CCTV mobile TV services have been test run for some time. But from the content point of view is still a lack of sufficiently attractive. On the one hand must be clear, the use of mobile video content is absolutely not copy the traditional television programs. Because the two types of media in consumer applications, there is a huge difference. Traditional TV users in a relatively fixed space, and usually have more time to complete block to be watching. Mobile TV is mainly in the mobile or some cases can not watch television, while a major component is the use of “time pieces” is watching the user. All mobile TV content should have from their own characteristics. In content, international attempt, live sports programs is a more promising areas. Particularly the public has a high degree of enthusiasm for the broadcast of sports events, you can get good ratings.

Another is to rely on broadcasting mobile TV technology realized. China’s CMMB specified digital broadcasting mode and some provinces and cities of Beijing and local pilot had the DVB digital broadcasting, all belong to this category. By viewing the module to add mobile devices to be on television reception. This model the marginal user cost is relatively low. Once set up complete, even if the number of users increased, its consumption of resources does not have much change. The main problem is there. The first is the need to increase the cost of terminal equipment. Second is the need for the relevant broadcast network put a lot of infrastructure. There is a radio format, which is of no interaction with nature, also requires the help of other resources. Finally, the digital broadcasting mode, such as charges for use of mobile communication networks are not directly charged to so easily from Hua Fei. There are some non-objective factors that led to a lack of sufficient momentum in this business. Although sensory broadcasting systems have the advantage of content resources, but for such digital broadcasting CMMB Market Operation Mode of the relative lack of experience, compare, such as China Mobile, China Telecom and other long-term business and consumer direct business to do business. CMMB has not been able to find a successful development path, has been difficult to establish a complete industrial chain.

In short, regardless of which mobile TV technology, mobile TV has been popular only after it has been the development of mobile TV advertising will have real commercial value. The form of mobile TV advertising is now mainly used before and after the way spots. And traditional advertising methods used by similar. In this mobile TV advertising business, I think there is great room for improvement, if we can move into its interactive features, will certainly find a way beyond the traditional TV advertising model a new model. Mobile TV advertising has also adopted a similar note in the form of scrolling marquees, but because a small mobile phone screen, scroll down the note in its lack of clarity. This form has been less and less. There are other phone-based TV for the extended form of advertising. For example, in mobile TV broadcast software client placed banner ads or text links. He understood that we can attract customers through mobile TV advertising or the WAP client variant of the type of advertisements.