More and more mobile service providers are facing difficulties in growing their top-line revenues, and are consequently looking for new sources of revenue generation.
Among the various options at stake, one of the most frequently explored consists of placing ads and using marketing campaigns to generate indirect revenues.
This drives lots of attention across the whole vendor industry, and more specifically in areas that are at the crossroads between billing, OSS, subscriber data management and provisioning tools (WAP gateways).
This crossroads is essentially where the service delivery platform area stands – and consequently it is likely that the advent of advertising and mobile marketing will affect the design of the service delivery platform.
This report analyses what this impact could be, starting from an assessment of what the value chain of ad management is likely to be.