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New communication behaviours in a Web 2.0 world
Mobile triple play-type services will nevertheless grow in popularity, largely funded by
advertisers. In 2008 mobile advertising will hit $1.3 billion (one third of which, at present, is
mobile TV advertising
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), rising to $7.6 billion in 2013.
However, the mobile industry will have to adapt. The current mobile content ecosystem does
not meet the needs of the three main constituent groups of any content market: content
providers, content customers and advertisers. Mobile users have problems finding and using
relevant content because content providers have no clear idea of who the customers are and
what content they want. And advertisers are often shut out of the mobile ecosystem completely.
To deal with this, the mobile ecosystem has to start supporting innovation and interoperability,
to reduce complexity and to reduce avoidable costs. In addition it has to align with the needs
of mobile users, application developers, content providers and advertisers and create mutually
beneficial relationships among these groups
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Summary of Contents for Web 2.0 services
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