Last week, I was invited to join Expedia at its office in San Francisco for the inaugural "Travel Think Tank," a technology event that brought together some of the best mobile developers in the business. Dara Khosrowshahi, Expedia, Inc.'s own president and CEO was among the panel of experts, alongside leaders from Hotwire, Google, and Stanford University.
Recently, I blogged about ad blocking and the various steps operators are taking to address this phenomenon. Some operators have opted to monetize by actually blocking the ads themselves. In some cases, operators are asking consumers to pay up to block ads for them, and then also asking advertisers to pay up to be 'let in.' In his article, 'Mobile ads: Will advertising fund cheap mobile phone deals?' Alexander Sword at Computer Business Review compares and contrasts the different approaches operators are taking and raises the question of whether advertising can truly offset the cost of mobile data connectivity through sponsorship.
Ad blocking is a hot topic these days. While it's been a common practice online, it is now going mainstream on mobile, which is a huge issue for the industry - as ads are what fuel content.
Recently, mobile operators in both the UK and Italy have announced plans to roll out ad blocking technology. Additionally, ad blocking is already supported in the Safari browser on iOS devices and numerous blocking apps promise faster load times of content without the ads, and most importantly, "SAVING YOUR DATA."
At Aquto, we're taking our data sponsorship solution global! We recently announced a partnership with Alcatel-Lucent that will enable mobile operators around the globe to implement data sponsorship solutions, to improve customer engagement, up-sell data solutions, and offer more flexible data monetization options. Read More
In Q4 2014, we released our Aquto Insights, focused on mobile video, and the impact that this data-intensive content was going to have on consumer consumption of mobile data. Little did we know that a few short months later, a new crop of mobile video platforms would emerge that would dramatically accelerate consumer consumption of mobile data.
We’ve been seeing advertisements for different carriers data promotions for months, years now. It’s of particular interest to us, at Aquto, but I suddenly started to notice that people outside of this industry were talking about megabytes, gigabytes, and the impact that certain mobile internet activities have on their data plans.
The change in mobile users’ lexicon was so sudden, and feels particularly acute to someone who has been speaking this language for years in a vacuum, I began to wonder what other implications the increased use of mobile data jargon was having, and what would be coming next.
In this issue of Aquto Insights, we examine the ongoing Data Wars among US carriers and the consequences, unintended and otherwise, of the fierce competition for users.
And, to profit from it, we must understand the events that lead up to and serve as a catalyst for change.
Handset manufacturers, carriers, the media industry, retailers, enterprise software providers, finance industry, and education have been transformed by the mobile internet revolution. Some for better, others for worse. The only universality is that change came and continues to come.
At the start of 2015, carriers are competing aggressively for subscribers and challenged to make those subscribers as profitable as possible.
Media companies – both content providers and advertisers – are challenged to make the mobile phone as important to their bottom-line as it is to their consumers’ lives.
The business of accessing and monetizing mobile data is changing rapidly. New market dynamics and monetization strategies are changing the way that carriers monetize, consumers use, and content providers think about mobile data. Keeping up with the developments is a full-time job.
Aquto Insights, a quarterly research and metrics report, delivers critical insights to decision-makers that are shaping the future of mobile data. Each quarter, Aquto Insights explores the most pressing issues in the mobile ecosystem, as they pertain to mobile data.
In this edition of Aquto Insights, we looked at mobile video's impact on mobile data usage and the top strategies for turning this challenge into a lucrative opportunity.
Aquto is thrilled to receive recognition from AlwaysOn for the 2014 OnMobile 50 companies to watch! Aquto is being recognized for our innovative approach to mobile data monetization. As first to market with a sponsored data platform, Aquto has brought together marketers, application developers, enterprises and carriers into a cohesive sponsored data ecosystem and have demonstrated tangible results and revenues for carriers utilizing sponsored data. We are looking forward to an exciting 2015!
Aquto is proud to be a finalist for The Fierce Innovations Awards! An operator reviewed awards program from the publishers of FierceWireless, FierceTelecom, and FierceCable. Aquto’s sponsored data monetization platform was a finalist in the B/OSS and OTT Services category.
The sponsored data monetization platform is a turnkey, over-the-top, solution for carriers to on-board sponsored data customers, across a wide spectrum of use cases, from providing rewards for brand engagement, data sponsorship in enterprise applications, to loyalty programs. Sponsored data is a ubiquitous, frictionless transactions that end-users understand and appreciate.
This article was originally posted at Wired Innovation Insights, May 20, 2014
Smartphones have become the first screen for a growing number of people. As a result, these devices are well on their way to becoming the primary channel for brands to communicate with consumers. In a short period of time, marketing messages and formats have evolved to take advantage of mobile’s unique location capabilities, touch screens and preeminent role for delivering “snackable” advertising moments through native ad formats, streaming video and sophisticated rich media. Marketing’s move to mobile has raised a legitimate question: who is going to foot the bill for delivering all this content over mobile data networks that require significant investment to maintain and expand?
As Susie outlined earlier, our goal at Aquto is to create a “positive sum game” where all participants in the mobile value chain give a little bit of what they have in abundance, in order to get more of what they need, creating a value positive exchange. But what kind of currency would have the biggest impact to facilitate this kind of exchange?
Well, it was bound to happen sooner or later. The days of unlimited data plans have been numbered for awhile, and it was only a matter of time before the economics of maintaining an all-you-can-eat buffet in an environment of almost limitless consumer demand would prove too much for operators.
A couple questions: How do you deliver strong ROI and measurability today while creating a brand that sparks meaningful consumer emotion through a digital channel? How do you balance the need for marketing investments in programs that offer instant ROI and those that promise future revenue dividends? In the data-driven digital age, measurability and analysis are paramount, but without an emotional connection, marketers run the risk of not maximizing digital advertising advertising investments.
This has been a long time coming, but I’m pleased to announce that, in tandem with our release of MoVE Zero, we’ve officially launched the Aquto blog, a digital space for us to discuss the trends taking place in mobile data consumption, infrastructure, monetization, and the ever-changing roles of different players in the mobile ecosystem. We’re a small, but highly experienced team with deep industry knowledge in mobile internet, data, security, media, and advertising, and we’re eager to share our thoughts on how the industry is evolving.