Jim Machi : Industry Insight
Jim Machi

September 2016

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Coming of the Mobile Advertising Age

September 27, 2016

Many of you probably know about the yearly Internet Trends report that comes out from Mary Meeker.  There is always a lot of thought-provoking information in there, and if you are interested in macro trends and their potential impacts, that’s a great place to start.

One area she covered is mobile advertising.  Given that mobile is an on-ramp to the internet, and by many estimates access to the internet via mobile devices is past 50% now compared to access via desktop, it makes sense that internet models of making money would or should become prevalent in the mobile world. 

Value-Added Services in the VoLTE World - Enterprises

September 20, 2016

From an enterprise value-added services perspective, voice conferencing could be a good one.  Enterprises still need to host conferences, so conferences that can be on-demand would provide value. Adding video to a voice conference, and enabling collaboration to that conference, would be even better.  Expanding out a traditional service like this is a good example of a VAS that a service provider could offer and get paid for. 

Value-Added Services in the VoLTE World - Leveraging the Device

September 13, 2016

Looking at the subscriber from a different perspective, that is, one who is going to use the mobile device as an on-ramp to the internet, the service provider can embrace the Internet model of making money: extracting value add from the advertisers instead of the subscriber. Half of all internet traffic is from mobile, which means there’s huge opportunity for location-based advertising. I’ve started to see mobile ads now, and given the prevalence of ads when accessing the internet from our laptop, I’m not as taken aback by ads on my phone as I might have been at one time.  The time is probably right now for this. 

Value-Added Services in the VoLTE World - RCS

September 6, 2016

Mobile Value-Added Services (VAS) has historically meant any kind of service beyond voice where the service provider could charge an additional fee. Because it was “value” and it was “added” the thinking was to charge extra for the added value.  And these value-added services at one time produced revenue in the double-digit billions of dollars for the mobile service providers.  This included SMS until texting became a commodity, and then all kinds of interesting applications such as color ring back tones, mobile music, gaming, etc.

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