Telephia Wireless Data Steering Committee Focuses on the Opportunities/Challenges for Wireless Advertising and Enterprise Services
Representatives from a diverse group of more than 45 prominent wireless data-related businesses convened in San Francisco last week for a day of panel discussions addressing critical issues shaping the future of the wireless Internet and data industry. Telephia, Inc., the leading provider of mission-critical data and intelligence for the global wireless industry, hosted the event, its third Wireless Data Steering Committee. The day's discussions centered on the nascent wireless advertising business model and the growing enterprise market for wireless data/Internet applications.
The first panel, which included representatives from AGENCY.com, DoubleClick Networks, Excite@Home and OmniSky, addressed issues relating to advertising on the wireless Internet and the unique advantages of the medium in reaching potential customers.
"Based on feedback from our customers, we have found the key to wireless advertising is finding innovative forms that are unobtrusive to the consumer and closely related to the information being accessed on the handheld device," said Dirk Herbert, director of strategic planning and research at OmniSky. "We see a great potential for wireless advertising, and believe that, if executed correctly, consumers will see it as adding value to, rather than detracting from, their existing service."
The second panel discussion covered the hottest sector of the wireless data/Internet industry -- the enterprise -- and focused on the complexity involved in introducing wireless service-based solutions to corporate America. Panel members represented 2Roam, AvantGo and Informio.
"Extending corporate applications to the phone via voice and audio technologies is a critical component of enterprises' wireless Internet strategy," said Mark Lowenstein, chief Industry Strategist at Informio. "Implementing an enterprise mobile solution, even if multi-modal in nature, must be as simple and seamless as possible from the customer's perspective, and have demonstrable ROI. We're starting to see this happen."
Additional member companies of the Telephia Wireless Data Steering Committee include Bonita Software, Cell-Loc Inc./TimesThree, comScore Networks, digiMine, Inc., Inktomi Corp., Nextel Communications, Openwave Systems, PacketVideo, Sprint PCS, Ticketmaster Online-Citysearch, and weather.com.
"The breadth of companies here demonstrates the industry's commitment to working together and maintaining open communication channels," said John Oyler, president of Telephia. "We are gratified to be working with leaders from all sectors of the wireless industry to develop solutions that will best serve the needs of consumers and make wireless a viable business decision for enterprise, commerce, advertising and service players."
The Telephia Wireless Data Steering Committee's ongoing goals are to establish standards and metrics for the wireless industry, promote industry growth and development, establish best practices and foster communication and cooperation within the industry. The committee meets quarterly and will convene again in the fall.
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