Gartner Research

Market Trends: CSPs Accelerate Their Mobile Advertising and Marketing Activities

Published: 20 June 2013

ID: G00247298

Analyst(s): Charlotte Patrick

Summary

Until now, communications service providers have taken little share of the largest mobile advertising markets. To have a chance of future revenue, CSP strategists need to push forward investment in building up sets of user data while meeting customer privacy expectations.

Table Of Contents

Introduction

  • What Are Priority Areas for CSPs?

Market Trend

  • CSPs Are Trialing the Concept of Offering Data to Brands
    • Implications for CSPs
  • Context Adds Layers of Complexity for CSPs
    • Implications for CSPs
  • Mobile Marketing Remains an Area of High Activity
    • Implications for CSPs
  • Development of Customer Privacy Products

Vendors to Watch

  • Weve
  • Telefonica Digital — O2 More/O2 Priority Moments
  • SingTel's Purchase of Amobee
  • Appendix 1
    • Explanation of Figure 1
    • Highest CSP Priorities (Top Two Quadrants)
    • Larger Markets Where Some CSPs Have Activities (Bottom Right Quadrant)
    • Less Focus From CSPs (Bottom Left Quadrant)
  • Appendix 2
    • Overview of CSP Data Types That Could Be Exposed to Advertisers

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