Arcanum

Mobile Advertising and Informatics

Mobile advertising is set to become a significant market, with forecasts suggesting that it may total $12.7 Billion by 2014¹. Location is a key enabler that will help realise this market and represents a key asset for Mobile Network Operators.

The potential for mobile network operators to leverage mobile location data within their network and collaborate with marketers and advertisers is a significant opportunity for revenue creation and building new business models.

Building new revenue streams for MNOs

MNOs can develop clear revenue streams targeted at differentiated market segments, capturing a return from subscribers paying for access to location based data and location based services, and a return from third parties willing to pay for access to this data.

Revenue can be derived from mobile location services that are specifically targeted to subscribers on the basis of their physical location and context. This allows advertisers to deliver more targeted and effective offers with clear ROI. Additionally, retailers can send specific messages to potential customers based on proximity to their stores.

Mobile location data can also be combined with mapping information, allowing for road traffic and pedestrian movement patterns to be captured, creating valuable information regarding people flows and footfall. Historical mobile location data can also be “mined” to provide long-term pictures of movement and position, providing the means to develop more efficient and effective campaigns based on demographic movement analysis.

Expertise in Mobile Advertising solutions

Arcanum Communications is at the forefront of the mobile advertising revolution, providing the means to capture and filter signalling information from mobile networks, allowing MNOs to build clear pictures of the movement of mobile handsets through a mobile network and to selectively present such information to authorised third parties.

Arcanum’s solutions enable mobile network operators to access the mobile location data hidden within their networks, unlocking new revenue streams and cost efficiencies. Arcanum can also provide a simple and cost effective means of presenting mobile location data in a consistent manner to revenue generating applications that can be the fulcrum of emerging two-sided business models, boosting mobile network revenue and profit and creating higher margin revenues for marketing enterprises.

Arcanum delivers a cost-effective and scalable approach to the collection of mobile location data. In contrast to previous generations of proprietary, monolithic equipment, Arcanum’s mobile positioning technologies offer flexible solutions, based on unique software and industry-standard hardware that can access any desired mobile location data from mobile networks.

Learn more about Arcanum’s solutions.

¹Berg Insight, 2009