Operators stand at the intersection of multiple groups in the mobile advertising ecosystem (consumers, advertisers, publishers and platforms) and are in a position to provide digital advertising services to all of them. However, operators will face challenges in capturing a defensible position against competitors such as Facebook and Google.
This report provides:
- an examination of the challenges that telcos face in competing against Internet giants, such as Facebook and Google, in the mobile advertising value chain
- a discussion of the types of opportunities that would enable operators to compete in mobile advertising, as outlined in Analysys Mason’s digital services strategic framework.