Business Models in the Emerging Context of Mobile Advertising

In connection with the advances in wireless technology, mobile advertising has been named as one of the most promising potential business areas. Even though it offers revenuegenerating opportunities for a number of different actors, the opportunities have not been utilised or studied. The purpose of the paper is to explore what kind of business network could evolve around the novel mobile advertising services. Using a scenario planning method the study suggests four different scenarios for business models. The potential mobile advertising business models describe three essential elements, i.e. the service, the roles of the actors, and the value creating exchanges between the actors. The study also evaluates the four scenarios by discussing their potential to create revenue for all actors involved.

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