IMPACT OF 4G

“How the impact of 4G Mobile Devices and the 4G Network has transformed the mobile advertising platform”



“How the impact of 4G Mobile Devices and the 4G Network has transformed the mobile advertising platform”

Introduction

The world of advertising is changing at a rapid pace. New media has transformed the advertising and consumer expectations have adjust with the times and technology. In this new technology era, no other communications platform has risen fast than the mobile device.

Mobile Advertising

Mobile devices have presented the opportunity to reinvent the advertising. With mobile devices, such as the smart phones and tablets advertising shifts from broadcast messages that interrupt the consumer to targeted information for the consumers. Mobile advertising provides real value to the consumers and positive interactions. Advertisers want to communicate with many people as possible, which is the reach and they want to reach the most targeted audience possible. With mobile, the advertisers can deliver the right information to the right target at the perfect time. The consumer can receive instant gratification, complete transactions, and measure correlations between advertising, transactions, and return on investment. Mobile advertising allows for real time metrics that can measure and alter advertisers' campaign and strategies for relationship building with consumers. Mobile advertising offers many ways to reach the consumers including messaging, banners, bar code, applications just to name a few. Each of these different channels offers advertisers a way to target their messages for the individual consumers.

4G Networks

When considering 4G and all related technology, it is important to note that the expression "4G" should not be used to imply a transition similar to the one from GSM to UMTS. It is important to know what the technology is, and what the treads are in the market. It is rather, a new generation of cellular services, offering a significant factor of gain in data rates in higher spectrum regions, which is not cost effective under known technological trends. These gains can only be realized in hot spot areas where the traffic justifies investment in higher data rates. In these areas other technologies like wireless local area networks (WLAN) can be used, while in nonurban areas competing technologies include fixed wireless access and satellite broadband. Moreover, the vision guiding IST represents a shift of emphasis from a technology driven development process towards a requirement and market driven process (Fujisawa, I. 2002).

There will be "networks at the end of the network", meaning that there will be multiple, short distance access means for the end user through self-configurable personal area, body area, car, and ad hoc wireless networks in unlicensed bands. All these networks require a flexible infrastructure centered on re-configurability and seamlessness. Re- configurability is predicted to cut across all domains from the terminal to the network, impacting provisioning, monitoring and managing services, assuring QoS, coping with traffic unbalances, and optimizing billing (Bohlin, 2003).

Relationship between Mobile Advertising & 4G Networks

The key to mobile advertising is to find which method is the based way to target your certain ...