A Feasibility Study of Placing Advertisement over Ring-Back-Tone
Date Issued
2009
Date
2009
Author(s)
Lin, Ya-Wen
Abstract
The Economist magazine regards the Mobile Advertising as the “next big thing” with big potential. According to the data from eMarketer, which is a famous market research institute, the sales revenue of mobile advertising worldwide will reach USD 11.3 billion by 2011. As for Asian Market, the sales revenue would be around USD 7.7 billion in 2012 estimated by MIC, Taiwan. There are three types of services for mobile advertising as SMS, data and voice in terms of message delivery interface. Among them, the major application for mobile advertising is SMS in Taiwan, the applications for data and voice still have room to gain in popularity though. Turkcell is the largest mobile phone service operator in Turkey, which made debut of a mobile advertising service in May, 2008 by playing advertising tones on its Ring Back Tones system. Through this service, Turkcell shares the advertising revenue to its phone users who offers their Ring Back Tone as the advertising channel. This business model is very welcome among the phone users and the advertisers, which, in the meantime, draws a lot of attention of worldwide mobile phone operators, including those in Taiwan.ing Back Tone is a very popular mobile value added service since making its debut years ago. This service uses Ring Back Tone system as an advertising media by playing advertising tones on it and rewarding the phone users with an amount of monies or air time in proportion to their contribution to the advertising revenue. This is like the business model implemented in Blog marketing. As so, this new media is expected to be popular in the future. This research is to study the feasibility for Advertising Ring Back Tone in Taiwan by investigating the user intention of the mobile phone operators, the advertisers and the phone users, on basis of the relevant theories, such as media attributes, unified theory of acceptance and use of technology, advertising expenditure strategy and attitude on advertising media.t was found by the study, that the major concern for the mobile service operation regarding the advertising ring back tone is whether it will grow operators’ profit and there are 6 criteria to consider as follows, service operation model, cash flow, media pricing, the way to reward the phone user, service planning, and potential impact on the existing Ring Back Tone service; as for the advertisers, the primary decision factors are the suitability between the advertising and the media, demographics variables, audience rating, unit cost, promptness, measurement of the media performance. The advertisers believe that audience rating, promptness and performance measuring are the 3 items the advertising ring back tone is good at. The unit cost is the item which the advertisers and the operators do not look to reach a consensus. The service acceptability for the phone users is moderate without explicit opposition. The key incentive for the end user to use the advertising ring back tone is the service reward. The younger, the ones with lower value of billing amount or the female usually do not demand too much for the reward amount; phone bill deduction is the favorite way among the users for the service reward.asing on the above analyses, it is suggested that the operators should build and enhance the business relation with the advertisers or the advertising agents to set the industry standards, which would helps growing the advertising sales.; besides, the operators needs to well position its service to bring the end users higher value in addition to the basic service reward.
Subjects
Mobile Advertising
Ring Back Tone
Advertising Decision
Acceptability
Type
thesis
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