Mobile advertising is becoming an increasingly hot topic in the industry. What is Nokia's view of the phenomenon?
Vanjoki: Much of the advertising we see on the Internet is not advertising in the traditional sense, but is classified information that has commercial value. But actually whether it is mobile or whether it is just generic Internet advertising does not make much of a difference. Mobile advertising is Internet advertising that is moving to the next stage by becoming more context relevant. The context, such as location, is provided to the Internet by mobile devices, which are really small multimedia computers.
How is mobile advertising benefiting end-users?
Vanjoki: Targeted advertising helps consumers to eliminate the advertising they don't like. This is the key difference between Internet advertising and traditional media advertising. Accurate profiling means that the message you receive is tailored to your needs and likes, the advertising is always relevant.
The advanced brand companies seem to be more active so far, but this is also starting to be relevant to classified advertisers. Look, for example, at map-based advertising. This provides information and advertising in the form of city guides, places to visit, where to eat. These are all context relevant and help consumers' decision making.
What types of consumer are open to mobile advertising and what is the evidence that they like it?
Vanjoki: People who are conversant with the Internet today are the ones who like to receive advertising no matter what access they are using. And it doesn't make much difference where they live. The Internet is the same for everybody. Perhaps we will see more innovation in the more cost-driven markets, like the new growth markets, where this kind of Internet funding of consumption could be much more popular.
What we know from the advertising that has so far been integrated into different mobile services is that people are very willing to receive it, and they like to get messages that offer real cost benefits.
What do you see as the role of communications service providers in mobile advertising?
Vanjoki: Communications service providers, like any other Internet players, have consumer relationships and advertising can help them to monetize services, complementing the subscription model. It's also a great way for them to cooperate with big brands.
They can do this by themselves or they can team up with a number of companies, and benefit from the services that the partners are developing and funding through advertising.
How will mobile advertising develop? Could it ever be the dominant advertising media?
Vanjoki: I don't know if it will become the dominant media, but it will become the lead media enabling people to discover many more new things through their multimedia computers than through their personal computer or traditional media. The mobile device is always with you and it is always relevant in the context in which you happen to be.
As small multimedia computers become an everyday item for us, and our own context starts to be more relevant in the Internet, this kind of advertising, which as I say is more information than advertising, will be more important in consumers' everyday lives.
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