Dataquest Insight: How Carriers Can Position Themselves to Win in the Advertising Market



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Many telecom carriers see the advertising market as a potentially lucrative source of revenue. To seize this opportunity, they must capitalize on their core strengths, in competition with many other firms with similar aspirations to secure advertising revenue.

Table of Contents

  • Analysis
    • Introduction
    • How Carriers Can Position Their Advertising Initiatives
      • Going Beyond the "Three Screens" to Encompass the "Four Ws"
      • Synergies With the Telephone Directory Business
      • Pooling of Advertising Inventories
      • Market Segmentation
      • Capitalizing on Social Networking and User-Generated Content
      • Form Partnerships to Increase Expertise or Capture Revenue Indirectly
    • Carriers' Inherent Strengths
    • Carriers' Current Challenges
  • Background and Context
  • The Impact
    • A Vision of How Advertising Could Evolve for Carriers
  • Conclusion
  • Recommended Reading
© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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