OgilvyOne, TM Forum at The Management World Orlando Conference
TM Forum and OgilvyOne announced their first step towards jointly unlocking new revenue growth opportunities for communications service providers and advertisers. OgilvyOne will support the first TM Forum Digital Commerce and Advertising Summit, one of three new summits to be delivered at the Management World Orlando conference, November 16-20, 2008. The advertising and interactive marketing giant will provide valuable guidance, as well as chairing advertising sessions, at this ground-breaking summit.
Targeted content and advertising-based business models represent significant revenue growth opportunities for communications service providers. According to STL Partners, this "2-sided business model" could be worth $250bn if companies can overcome the operational challenges involved. OgilvyOne and TM Forum will explore possible business models for advertisers and service providers, and work together to identify the needs of all players in the value chain.
In addition, service providers including mobile, cable and fixed-line operators can open up new channels to market for advertisers and content distributors. But progress remains slow in leveraging the enormous capabilities these carriers can provide, including customer personalization, location-based advertising, micropayments and enhanced security. This makes communications service providers an untapped channel to market for content and advertising industries.
According to Scott Seaborn, Head of Mobile Technologies, Ogilvy Group UK "Mobile is the glue that connects brands, consumers and retailers. It also connects the physical and digital worlds - it connects the internet to the real world. In the past mobile marketing has been technology led, I believe it really needs to be creative led. Creatives understand the consumer, if you understand them then any new technology channel is a plus. With a robust strategy that goes beyond the first engagement we can see fantastic results from mobile marketing."
Jim Warner, Vice Chairman and Head of the Content Sector, TM Forum added "This is another example of TM Forum's total commitment to enabling the extended value chain for service providers. Last week we announced our partnership with NAB Show and this week, OgilvyOne. Together the TM Forum's unique collaborative approach will ensure advertisers, broadcasters and service providers get the sustainable new business solutions they need to make the value-chain truly frictionless."
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