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A central role in the mobile advertising value chain places telcos in the best position to capture advertising revenues. But telcos will have to position as ad tech players, which is difficult and risky.


  • Telcos that want to position centrally in mobile advertising must view it as a long-term strategy that will not contribute to the bottom line in the short to medium term – that is, at least two to three years.
  • Cross-industry collaboration in digital advertising a model to watch. Swisscom and Malaysia’s Axiata Group have both chosen to further their ambitions in mobile/digital advertising by collaborating with adjacent players rather than other telcos.
  • Technology is key – be prepared to invest. In the fast-moving mobile advertising sector technology is a core differentiator. Telcos do not have legacy expertise in mobile advertising and will have to build the requisite technology capabilities through acquisition

Features and Benefits

  • Assessment of three key strategies that telcos can adopt for a central role in the mobile advertising value chain.
  • Learn from case study evaluations of telcos' strategies in mobile advertising.
  • Benefit from actionable insights and recommendations on how best to take a central role in the mobile advertising value chain.

Key questions answered

  • What are the key strategies for telcos that want to assume a central position in mobile advertising?
  • What are other telcos doing in mobile advertising, and what can I learn from them?
  • How can telcos best differentiate and remain competitive against mobile advertising giants like Facebook, Google, and Twitter?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • The telco as mobile ad tech player

Market dynamics

  • A dedicated “mobile first” focus
  • Mobile as part of wider digital advertising play
  • Collaborative ventures

Market Outlook

  • Becoming an ad tech player requires transformation
  • Recommendations


  • Methodology
  • Further reading
  • Author

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