Telcos urged to reclaim mobile ad market
Published: Nov 23, 2009
Hong Kong - With big players threatening to dominate the mobile ad sector, US mobile advertising group Mobixell has announced plans to help telco operators reclaim their place in the mobile ad market.
Avichai Levy (pictured), executive vice president of marketing for Mobixell, said Google's acquisition of mobile ad group AdMob earlier this month could mean bypassing telcos in the revenue share when advertisers launch mobile marketing campaigns.
With iPhone, Google and social media gaining increasing popularity, telcos could be in danger of becoming a "dumb pipe" and left out of the value chain, he said.
Levy added Mobixell aims to offer solutions that would help telco operators become part of the value chain and allow them to sell inventory to advertisers directly.
Some of the offerings include Ad-It, a multi-channel and media rich solution that creates new inventory options for network operators and advertisers based on real time mobile multimedia and message delivery capabilities.
As social networking emerged as a global consumer phenomenon since 2008, Mobixell has also launched a social media gateway to enable mobile operators provide its subscribers in an easy to use way to access social media from their mobile phones.
With around 50% its of mobile advertising business leads coming from Asia, Mobixell has also reinforced its commitment to the region.
Levy said the company already enjoy partnerships with Huawei and other local software houses in Mainland China and has set up two offices in Shenzhen and Beijing.
The company has just hired Emany Kwan as business and channel manager to head up its Shenzhen operations.
Levy said they are keen to work with mobile operators and media agencies in the region to provide mobile marketing solutions for marketers.
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