Mobile network operators (MNO) are confronting some complex and multidimensional industry challenges centred on the shifting economics of today’s market landscape. As the demand for mobile data continues to accelerate – with consumption expected to exceed 15 exabytes per month by 2018 – there has been an industry-wide shift from voice towards mobile data services as the key driver of their next phase of growth.
After a great 2015, we feel emboldened to make a few predictions for the new year based on what we’re experiencing as we launch a fully operational system in Japan and engage with mobile operators and advertising agencies around the globe.
At the recent Ad:Tech event in Tokyo − the largest digital marketing conference in Japan − Cinarra led a session titled “Digital Audience Marketing: New Audience Marketing Using Real Time Behavioral Data Will Change Mobile Advertising.” Featuring Cinarra’s CEO Alex Zinin and a panel of local advertising experts, this panel highlighted a key shift in the advertising model as advertisers transition from a desktop-centered environment to a world quickly being dominated by mobile.
For years, telecom operators have watched as over-the-top services utilize their networks to deliver revenue-generating services at the expense of operators’ traditional revenue sources, such as voice and text messaging.