The parents who use mobile devices want to track their children with the help of them.

According to the study “Opportunities for Location Based Services in Consumer and Enterprise Markets” conducted by IDC (the study was sponsored by TruePosition) mobile operators might get new streams of income.

The study found out that over half of US adults preferred ad-supported location-based mobile search to the same services but for a certain fee.

Robert Morrison, senior vice president of TruePosition, stated:

“Consumers are grasping the concept of location-based services, and they have very specific ideas about how they should work.”

It is the combination of GPS locator and search engines that seems to be very promising for both the users and the adopters of the services.

The users want advertisers to pay for location-based services. Moreover, they consider that such services should work anywhere in the country, even in dense metropolitan areas.

Another issue the users are concerned about is the security. The report says that the consumers wanted to restrict the usage of the services to authorized users only in order to keep strangers out.

When and only when all these requirements are met, one third of the respondents said they were very likely to subscribe to child-locator service in the near future (less than 12 months).

An iCrossing study says that the majority of US mobile Internet users are interested in location-based services, thus enjoying task-oriented content. They seem to search for and use maps, weather reports, local info and news (entertainment, sports etc) more frequently.

If you want to find out why the providers of search and other mobile services are concentrating their attention and efforts on the users looking for local information, read the report “Mobile Search: Clash of the Titans”

The major questions the “Mobile Search” report gives answers to:

• Why is mobile search attracting so much interest now?
• What is the likely mobile search opportunity in use and revenues?
• Who are the main mobile search players and where is the action concentrated?
• What are some potential wild cards for marketers to understand?

Google to Enter Game Advertising Market

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The other day the official representatives of Google proved the fact that the Internet-giant is considering all the probable possibilities of a rapid appearance on the market of game advertising and rejected the rumor that it is going to happen by the end of the recent year.

At the moment Google is conducting a series of technology tests which might become the platform of the new advertising campaign.

Google is trying to keep its new advertising project a secret, nevertheless they say that the new platform will be released next month.

It should be mentioned that Google has been interested in the segment of game advertising for a long time. Back in February Google purchased the company Adscape for $23 mln. Adscape is a company specializing in placing commercials in online multiplayer games.

The major competitor of Adscape on the market is the company Massive purchased by Microsoft for $200 mln last year. Microsoft considered such a deal to be a great bargain because Massive collaborates with the leading game developing agencies such as UbiSoft, THQ and Take-Two. Adscape competes also with the companies-startups like Double Fusion and IGA Worldwide which also have agreement signed with all the biggest publishers. Sony and Nintendo are also trying to find its place on the market, in order to do it both the companies has created special branches.

A number of experts claim that the game advertising market is to become one of the fastest growing one in the near future. At the moment the most popular types of advertisement are banner and video ads on various game portals, and advertisements in the games made specially for the promotions of the brand. Moreover, the advertisers spend money to support various gaming contests. It is expected that by 2012 the game advertising expenses are likely to grow from $370 mln to $2 billion.

Nokia Has A few New Mobile Applications For You

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The Inevitable has Occurred! Many claim that mobile brand advertising is finally on the go.

The technology and infrastructure of mobile brand advertising has finally reached the level when huge companies can enter the market.

John du Pre Gauntt, the senior eMarketer analyst and author of the new report on Mobile Advertising, claimed that the things have fallen into place for brand advertising on mobile devices. eMarketer predicts that the global brand advertising budget will reach $3.5 billion by 2011 (from the current state of $123 million).

Mr. Gauntt said:

“On paper, the big global brands should be eager to move in. Mobile text messaging is more or less a mass-market service worldwide. Mobile music has climbed the first rung of the mass-market ladder. Most importantly, there are mobile-centric tribes of users in both advanced and developing economies. The mobile screen is increasingly the first place to reach them.”

Nevertheless it is only the preconditions for the fast growth of the area. It doesn’t really mean that the process will be that painless and smooth. The area still needs a great number of incentives and, of course, investments.

Mr. Gauntt added:

“Huge growth in the long term is a no-brainer. In the short term, though, there is a real danger that too many brand dollars might chase too few high-quality mobile opportunities within a commercial ecosystem that is not yet fully baked.”

If you want to find out what is to become promising in mobile brand advertising in the near future, you should order a copy of the new report by eMarketer - Mobile Brand Advertising.

The key questions of the report are the following:

• What is mobile brand advertising and how is it different from direct response?
• What is the current market opportunity for mobile brand advertising?
• Which brands are early adopters and why?
• How mature is mobile brand advertising? Etc

Mobile Devices DO Cause Cancer after 10 Years of Usage

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