The mobile industry likes to point to traffic statistics to justify the investments that go into new infrastructure roll-outs, and to prove the case that the mobile phone is really a converged device. However, more often than not, important metrics or statistics are NOT shared publicly, and for years we have heard about the ‘tremendous growth in mobile Internet’ etc. How can one validate this?

Mobile advertising is expected to become a significant revenue stream within the next 2 years. The buy side is used to Internet-based advertising models, and one cannot blame them for feeling frustrated for not getting enough visibility into what’s going on. Right now, one has to fully commit to a campaign to see what the results are - there is not much prior sharing of information that can validate the opportunity.

Labels: Mobile Analytics

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