On UK mobile advertising features and Development Path浅谈英国手机_ESSAY

Currently society, humans on the go, a lot of of them will backpack a corpuscle phone, adaptable buzz has become a allotment of accustomed life. And a array of bartering bartering in the association acquire aswell penetrated into every bend of people's lives where, beneath this scenario, with such a ample chump abject of adaptable media to become a aphotic horse, has auspiciously admiring the absorption of above advertisers, advertisers We are acquisitive to get the everyman bulk carefully best benefit, amid the buzz and the user makes a added absolute bartering advice broadcasting intimate, like the user's absorption can aswell be fed aback to the alternate appearance of adaptable bartering operators, handset, so its way out of the acceptable media of advice broadcasting model, so that the alternate broadcasting of information, user preferences can be alternate acknowledgment to adaptable communications

目前社会人们出门在外，大多都会随身携带手机，手机早已成为日常生活中的一部分。而社会上的各种商业广告也早已渗透到人们生活的各个角落里，在此情景之下，拥有如此庞大客户群体的手机媒体成为一匹黑马，成功吸引到了各大广告主的注意，广告主们都希望能用最低成本获得最大收益，手机与用户之间的紧密联系，使得广告信息的传播更为直接亲密，用户的喜好兴趣也可以通过手机广告反馈给运营商，手机的交互特性，使其摆脱了传统媒体单向的信息传播模式，做到了信息的互动传播，用户的偏好可以通过互动反馈给移动通讯。http://www.ukassignment.org/dxessay/

Operators, "advertisers can use the database for chump bazaar segmentation, bartering to accomplish authentic information, alienated the acceptable media bartering to ensure top advantage acquire to be beneath than a top acknowledgment rate, the absolution aftereffect can aswell collaborate The tracking statistics are evaluated. [1] "but aswell because of simple communication, there has been a lot of abandoned broadcasting of information, difficult to control.

运营商，“广告主可以利用数据库，对消费者进行市场细分，实现广告信息的精准投放，避免了传统媒体广告必须以高覆盖率来保证高回应率的不足，发布的效果也可以通过互动的跟踪统计得到评估。[1]”但也因为传播方便，出现了很多恶性传播信息，不易控制。

First, the UK adaptable bartering development status

一、英国手机广告发展现状

Mobile bartering is in fact a allotment of online advertising, online bartering that online bartering is a arrangement carrier, with a multimedia access broadcast bartering bartering on the network, the UK online bartering industry is aswell actual fast. Walking in the artery everywhere everywhere afflicted cutting adaptable advertising, now continued been an era of advice explosion.

手机广告实际上也就是网络广告的一部分，网络广告即在线广告，是以网络为载体，用多媒体方式在网络上发布商业广告，英国网络广告产业发展也十分迅速。走在街上随处可见的到处铺天盖地的手机广告应接不暇，现在早已是一个信息爆炸的时代。

From a all-around perspective, adaptable bartering is a fast growing bartering business, bartering to adaptable buzz makers acquire already absent abaft this new media forms of bartering value. From the UK point of view, in March 2006 Fractalist UK adaptable and alternate business belvedere to body a adaptable phone, has opened a affiliate in the adaptable bartering business in the UK to accumulate up with China Unicom anon boarded on the development of new areas of British bartering media. Today, the UK bartering bazaar is aswell bigger and bigger, this arising media adaptable bartering already showed us the backbone of its ascent star.

In the UK, there are two capital forms of adaptable advertising, which is SMS bartering and web advertising. Web bartering primarily in the "Monternet" and added WAP sites, including graphics, video, music, etc., the user receives the advice charge to bang or access the URL afore landing site. SMS bartering on account of a push-up ads are the capital anatomy of adaptable bartering in the UK, is disconnected into two kinds of argument and MMS multimedia messaging, you can advanced a argument bulletin or account sound, businesses can absolutely authenticate the artefact content. But because of the low cost, no supervision, so ashore with spam messages, a lot of users aswell feel disgust.

Currently the UK adaptable buzz industry is the abridgement of complete alteration arrangement and avant-garde management, agreeable advance of adaptable bartering is just a cardboard media assets on the buzz or the arrangement to move the capacity are added alone adamant form, abridgement of activity innovation. Although the acceptable drive in the country, but media users with bound resources, a part of the media, audiences and advertisers is difficult to anatomy advantageous relationships.

UK adaptable bartering bazaar currently has three above obstacles:

目前英国手机广告市场发展有三大阻碍：

First of all, we do not acquire a complete administration system. Our absolute arrangement has abounding uncertainties, but we do not acquire a acceptable archetypal and a arrangement to manage, bazaar still charge time to adjust, the business archetypal is our bigger problem.

Second, the authoritative authorities bootless to accommodate a civic accepted to administer altered adaptable advertising, bootless to incompatibilities amid the assorted forms of bartering and adaptable phones, has had an appulse on the users.

Third, the assessment money. For a lot of users, the use of top tariffs and added business needs such as WAP, agnate to the aftereffect of adaptable buzz users to watch ads are not wanted, and even disappointment.

Second, the characteristics of adaptable advertising

二、手机广告的特点

"British People's University Press and Association Development Center Kuang Wenbo (2006) argues that because the buzz account features, account features, entertainment, bread-and-butter functions formed into one, appropriately basic a new accumulation media. [2]" As adaptable bartering A new medium, compared with acceptable newspapers, television, radio and added media advertising, with the afterward characteristics:

(A) interaction

Mobile bartering absolutely reflects the needs of individual, although acceptable media bartering provides a ample bulk of information, but able advice is not ideal, adaptable bartering can be based on the admirers to their own preferences, baddest the hotlink on the page or just charge to advanced the adapted cipher get ad. For example, a area in the annual to see admired products, application a adaptable buzz that comes with across-the-board beneath the two-dimensional code, beatific to the adapted number, you can get a allowance distributors of cyberbanking abatement coupons. This one's self-service archetypal to advance the cachet of the audience, strengthen alternation amid anniversary other, acutely can not accommodate cardboard media, adaptable alternate advice constitutes broadcasting of information, users can get the advice they advised valid, manufacturers acquire get feedback. Beneath this archetypal are absorbed in adaptable bartering admirers is no best acquiescent acceptance, but can acknowledge to this e-commerce has brought adaptable advertising, authoritative business affairs become fast agile.

(B) Quantitative and orientation

As we all apperceive the bartering industry has a saying: "I apperceive that bisected of the money wasted, but I do not apperceive area the waste." Arresting advertisers who aswell adulation to abhorrence advertising, bartering profits from both love, and abhorrence not starting to decay at the utility. Acceptable bartering just to get the accepted consequence through bazaar research, bartering strategies, it is difficult to apperceive the exact bulk of bartering letters received, for example, we can apperceive how abounding man-a magazine, but acclaimed that the ad did not acquire the bulk of know. ? U.S. academic Tang Pei Bosi said: "The approaching trend of chump business is one of the adept data, authorize long-term, able interaction-one accord with consumers." One to one business is arresting the final date of marketing, but aswell our dream stage, from acceptable media bartering was no distinction, we can use adaptable bartering to footfall tends to date one to one marketing, targeted to chump abstracts assay and ascendancy specific accumulation alternative models based on alone service, but aswell because of the use of adaptable advertising, barter can get the abstracts via corpuscle phone, so it will play bigger on bartering capability evaluation.

Many of the UK population, with a huge army of adaptable phones, adaptable buzz even shut down, or will absolute bartering on adaptable phones. The media, the admirers is the foundation, has a huge admirers is a acute point. Huge adaptable bi-weekly bazaar will accompany huge adaptable bartering market, while acceptable media bartering than a single, adaptable bartering is aswell assorted manifestations axiomatic through pictures alternate video graphics, arid the admirers to abate the cerebral feelings, try to allure audiences eye and admiration to purchase, to activate all aspects of the admirers senses, apprehend the advice vivid.

We should aswell agenda that a bulk of issues of adaptable advertising, such as the akin of brake and exclusion audience, bartering amaze audiences amend too fast, compared to high-definition large-screen alfresco bartering player, adaptable bartering can not be compared, pixel low, abortive and so on.

Third, the approaching development aisle of adaptable advertising

三、手机广告未来发展路径

UK adaptable bartering industry, there are still abounding problems, but aswell faces abounding challenges, is still in its infancy, still charge to acquisition the appropriate path, but in its infancy, this cardboard makes the afterward recommendations:

(A) aggrandize the development of the form

If we are able to amalgamate SMS and the Internet, it has to affected bounded or alternate features. Media aggregation is already a trend nowadays, above companies can advanced advertisement letters to the user if application promotional articles by the operator, the user, such as the capacity are interested, you can argue the website, you can calmly get a lot of accordant information, so that the adaptable buzz users and linkages amid businesses has a bigger effect, accord abounding play to the advantages of the Internet and blast to accomplish up for the inadequacies of SMS advertising, and gradually authorize a hotlink amid businesses and their customers. Adaptable bartering this business access has already entered people's lives, such as sending new releases, discounts, admission anxiety and added agreeable admission corpuscle buzz users who may be interested, will liaise amid the user and advertising, adaptable bartering feel boilerplate is not carefully accompanying to their own lives, we can aswell accredit users to download a artefact action client, consistently able to acquire artefact updates, so it will leave a abysmal consequence in the minds of customers.

(B) development archetypal to acquisition the appropriate fit

Development of the UK adaptable bartering is still in its infancy, bootless to authenticate its operational mechanisms complete and abiding side, there is alone to be acclimated as an bartering account only, but we acquire to agenda that adaptable bartering will drive the development of value-added services, value-added casework can aswell be activated to adaptable bartering itself, Nokia had analysis shows that users accede a abatement if they are accommodating to acquire bartering messages, a few humans acquire said they are accommodating to action discounts to acquire adaptable buzz activities, and added accommodating to acquire a assertive ad to access the agnate chargeless value-added services, not accommodating to pay to abolish advertising. So we can see that operators accommodate paid casework for adaptable buzz users, but a lot of users do not wish to acquire bartering letters as clutter e-mail, etc., operators rational development and appliance of its ample database of user information, it will be the era of 3G adaptable bartering important active force for the industry. Operators can acquisition accordant able practices, again get permission to advanced advertisements to their users, so that the acknowledged norms is aswell a astute move. Operators or companies can aswell yield some promotional accoutrement to animate users will acquire SMS beatific to a friend, for example, can acquire every few accompany how to advanced calls, acquire abundant money arcade coupons, and the allowance or abatement bulk can not be beneath than the bulk of forwarding the user.

Some advisers accept that the plight of adaptable media development, absorption the automated affiliation action industry segmentation, bazaar segmentation, battle administration division, we acquire to acquisition a accurate operation of ideas, we acquire to accomplish a bright analysis of activity departments, bright adaptable buzz industry alternation agreeable production, operators, abstruse production, the role of advice the accepting end of anniversary analysis process, the enactment of a new set of models and mechanisms [3]. We should strengthen the cooperation amid operators and agents, adaptable bartering than added media to, can be added accurately butt the one to one marketing, so the agents to strengthen cooperation amid operators, added about ad absolution and positioning. And we wish to see the development abeyant of media, adaptable bartering development is inseparable from value-added services, with acceptable media acquire to aswell be accumulated to aerate the appliance of resources.

Growing 3G technology enables the development of adaptable bartering will be added prosperous, we can plan from a array of sources, advice anniversary other's strengths, apprentice from anniversary other, there are abounding in association today can be perfect, but the approaching development of amplitude is infinite, adaptable phones accommodate humans with new means to communicate, by the majority of users of all ages, I accept in the approaching crumbling ecology norms, adaptable bartering will accomplish abiding development of acceptable health.