Archive for January, 2008

Advertising on mobile portals

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Monday, January 28th, 2008

Mobiletech believes that mobile marketing will bring value to the consumer, the advertiser and the owner of the advertising space. We anticipate significant growth, and expect a high number of advertisers and corporations to establish a mobile presence. All stakeholders will benefit from the fact that mobile marketing is a current priority by several parties in the value chain.

Historically mobile internet has been dominated by content providers. Mobile marketing, with its unique qualities, brings industries like insurance, TV stations, magazines etc. on the field. This contributes to a broadening of the services found on mobile internet

Further, the traceability and measurability are far more reliable in terms of targeting segments in the mobile channel. This will contribute to opening a new market for advertising that is different than what we see on traditional internet. Therefore it is extremely important to not only have the right technology, but also combine it with the knowledge of the channel.

Currently ad networks are very popular on mobile portals. Networks such as admob, Mads, and Widespace are very important in the current early phase of mobile marketing because it enables site owners to make money, and it gives the consumer the opportunity to explore a so far unknown service. Networks will continue to be important for small sites and portals for a long time. However, for larger portals networks are not the solution. Mobiletech believes that the following risks concerning advertising networks must be taken into account:

  • Compromises the editorial freedom and control. It is difficult (if possible at all) to control what is advertised on the portals
  • Loss of revenue. The value chain is split into more parts than necessary.
  • Loss of advertiser relationship.
  • It becomes more difficult to target campaigns.
  • Poor ad performance. The focus of ad networks is to display an ad, not to display the right ad.
  • Eroding customer satisfaction. It is a risk, both for the brand and for general usability issues to present none-quality-ensured ads to the consumer.

(Fast, “The Performance Advertising Imperative”)

These are the main reasons why Mobiletech has developed Dextella Ads as a stand-alone advertising engine that enables the organization sell and administer own advertising campaigns and selling spare capacity via advertising networks. Dextella Ads is also utilizing the unique properties of the mobile channel and is closely integrated with the Scandinavian Telecom networks. This enables features such as user identification, network belonging, geographical filtering etc. Mobiletech believes these features will be extremely valuable for mobile marketing in the long run.

Welcome to Mobiletechs blog!

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Friday, January 25th, 2008

We continously recieve questions from our customers, and others, regarding all kinds of mobile related stuff. Of course, we are happy to answer and help our friends out there, but after answering the same question 1000 times over the phone or writing the same email for the 1000th time, we figured; lets document this in a blog! And here we are!

So, here you will find information about any issue, news, cool stuff, technology, what’s on our, or yours, mind. Stuff that we feel it is important that you know, stuff that we think is relevant, stuff that is not that relevant, but cool anyway, and our oppinions on what’s happening out there.

Knowlede is an important part of what Mobiletech has to offer. The people who work here are highly competent and have a long and interesting experience from the mobile business world wide. Some of us have been in the business since the beginning, some of us wisely waited until the revival of mobile services. Common for all of us; we have a burning desire to change how the mobile channel us used. We all have loads of good ideas on how to make mobile services better and more useful both for the end user and for the content owner.

Stay tuned! 


Washington D.C.