Nokia today introduced Nokia mPlatform Advertising, a solution which includes all the elements needed to deliver mobile advertising. These include campaign and inventory management, targeting, ad delivery, tracking, reporting and billing.
The new solution, introduced at The Nokia Connection 2001, the inaugural Asia-Pacific event showcasing the latest Nokia products, services and solutions through a series of live demonstrations for a mobile-life experience, will be targeted at operators and service providers who wish to take a key role in the delivery of mobile advertising. It will be part of the Nokia mPlatform Solution which is a powerful middleware platform for mobile Internet services.
Nokia mPlatform Advertising will support various media formats, such as texts, graphics, streamed media, video clips and multimedia. It is a network independent solution working across current and future generation of mobile handsets and PDAs, as well as supporting the fixed Internet.
Operators and service providers will be able to create new revenue streams by building strong collaboration and relationships with advertisers and ad agencies and also by bringing new revenue opportunities to their mobile Internet content partners.
"Mobile advertising will represent an excellent and unique opportunity for one-to-one marketing. Mobile devices which will be both location and context-aware will help promoters to reach consumers at the right time in the right place, creating an opportunity for immediate reaction, purchase or contact," says Timo Poikolainen, Director, Marketing, Nokia Networks.
The subscription based advertising will protect user's privacy from push ads or an unwanted flow of ads. Users of mobile devices will access personally relevant marketing information. For example, they will be able to define in their personal profiles what type of information they receive. Thus a movie fan could receive information of coming film releases once a week, check the trailers and consequently book tickets for the theatre. Nokia mPlatform Advertising will enable location and context-aware ads according to user's personal interests and hobbies.
Nokia mPlatform Advertising will also provide operators and service providers the possibility to offer sponsored mobile services, which will mean less expensive airtime and service costs for the consumer.
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