Page 1: Executive Summary

Introduction

Page 2: Mobile Advertising Overview

Page 3: Mobile Marketing Ecosystem

Page 4: Mobile Marketing Frameworks

Page 5: Mobile Marketing Value Chain

Market Overview

Page 6: Market Overview - Global

Page 7: Market Overview - India

Page 8: Mobile Advertising Benefits

Page 9-11: Mobile Advertisement Formats

Scope & Opportunities

Page 12-14: Scope & Opportunities - Various Verticals

Drivers & Challenges

Page 15: Drivers & Challenges - Summary

Page 16-19: Drivers

Page 20: Challenges

Major Mobile Advertising Players

Page 21: Profile of Major Mobile Advertising Players - Summary

Page 22-31: Major Mobile Advertising Players

Vendor Opportunity

Page 32: Vendor Opportunity - Some specific opportunity areas in India

Key Trends & Development

Page 33: Key Trends & Development - India & Other Emerging Markets

Page 34: Key Trends & Development - Developed Nation Markets

Case Studies

Page 35-37: Case studies on mobile advertising in India

Strategic Recommendation

Page 38-39: Strategic Recommendations

Appendix

Page 40-44: Mobile Ad Examples

Mobile devices such as Smartphones & Tablets are seeing rapid adoption rate not only globally but also in India. With consumers carrying the mobile devices along for the majority of the time, it has become the most efficient medium to reach larger number of consumers with advertisements & promotions. Mobile advertising platform & technology allow advertisers to use advance targeting technologies to reach the desired consumers of differential characteristics & criteria. The extensive measurability is further driving the mobile advertising market in India.

The report begins with ‘Introduction' section covering ‘Mobile Advertising Overview' where generic idea about mobile advertising are discussed with diagram depicting the basic elements of mobile marketing activities. ‘Mobile Marketing Ecosystem' illuminates the basic flow of the mobile marketing from advertiser to consumers or target audience. ‘Mobile Marketing Frameworks' briefs about the various types of mobile advertising through the common process of brand awareness & image building, promotional activity and processing & viral promotion. ‘Mobile Marketing Value Chain' describes the specific process of mobile ad via the various stages in terms of pictorial representation.

It is followed by the section ‘Market Overview' section which elaborates the global & Indian market state of mobile advertising market, mobile advertising benefits, elaborating the various advantages of mobile advertising, and mobile advertisement formats which elaborate the various formats available for mobile advertising such as mobile messaging, web, media & application.

Next, ‘Scope & Opportunities' section highlights the various verticals that stand to be benefited greatly when using mobile advertising media & formats. Each of these sectors is detailed with market size & growth as well as growth predictions.

The report continues with ‘Drivers & Challenges' section elaborating the major furtherance & impediments for mobile advertising market in India.

In the ‘Major Players' section the major mobile advertising companies operating in India have been profiled. It provides information such as corporate & business highlights covering operational & recent information regarding mobile marketing offering, related services & strategic moves regarding the same. It also provides key contacts for each of the players under Sales Intelligence. Also specific areas of opportunity in India are discussed in ‘Vendor Opportunity' section.

Next the developments & trends in the domestic market related to mobile advertising industry, growing trend & developments are mentioned for India & other emerging countries as well as for developed nations in the ‘Key Trends & Development' section.

It is followed by ‘Case Studies' section which presents relevant cases on mobile advertising campaigns in India with objective, technology used, outcome & details regarding measurement techniques. The objective of the section is to give a basic idea about the possible outcome that can be achieved using mobile advertising campaign.

It is further followed by the section ‘Strategic Recommendation' section which is derived after a comprehensive analysis of the market state & scope.

The report concludes with an ‘Appendix' section which provides some mobile advertising examples with snapshot of the mobile ad as seen on a mobile device with brief information regarding the campaign.