Mobile advertising is gaining momentum with network operators. The document discusses how mobile advertising can generate significant new revenue for operators, advertisers, and end-users. It describes Comverse Mobile Advertising as an end-to-end in-network solution that uses the operator's network assets and subscriber knowledge to provide targeted mobile ads across multiple channels. The solution aims to benefit all players in the mobile advertising ecosystem by offering tools for simplified campaign management and respecting user privacy preferences.

1. Get off to a quick start with
Comverse Mobile Advertising!

2. Mobile advertising has been gaining momentum with network
operators who understand the overwhelming benefits of an in-
network system to generate significant new revenues:
Operators• : Mobile advertising gives operators the opportunity
to create an entirely new business model with significant
revenues coming from advertisers. There is a quick path for
operators to begin to benefit from these new revenues by
leveraging and monetizing their existing network assets.
Advertisers• : New media channels provide very innovative
and interactive ways to reach consumers in today’s crowded
communication space. The mobile phone is the most personal
device that exists today, accompanying end users wherever they
go, practically 24/7. This makes the mobile environment an
attractive and viable way for advertisers to directly and effectively
reach their consumers.
End-users• : Influenced by the Internet-bred consumption
culture, end-users seek free or discounted communication
services, and are willing to get relevant sponsored ads in
exchange. With the right service bundle, end users can choose
the amount of advertisements they would like to get in
exchange for services.
Mobile Advertising: The Operator Role
in an Emerging Value-Chain
The new emerging advertising ecosystem is drawing many players
to the field. However, the operator can capture a key position in
the mobile advertising value chain by leveraging assets that cannot
be replicated by any other player:
Subscriber Knowledge• : The mobile operator, extracting
information from the network, knows exactly who the end user
is, their location, behavior and browsing patterns (behavioral
targeting), and more. This puts the operator in a unique position
to profile its subscribers and use the information for better
targeting, both for the advertiser (better returns) and for the end
user (meaningful, relevant ads vs. spam).
Subscriber Relationship• : The operator has a customer care
and billing relationship with the end user. This enables the
operator to bundle services in order to enhance advertising
monetization and offer easy self-care management of service
such as opt-in/opt-out.
Multiple Channels• : Full control over the various mobile
communication channels enables the operator to offer:
A unique, broad and rich inventory for advertisers (P2P SMS,--
A2P SMS, ringback tones, interstitial ads, banners and more)
Operator’s Advertising Inventory
Messaging
• Push SMS/MMS
• Person to Person
• Mobile IM
• System
Notification
Browsing
• On-Portal
Banners
• Off-Portal
Interstitial
• Off-Portal
Header/Footer
• Web
Voice
• Pre-call Clips
• Ringback Tone
Advertising
• IVR Services
• Voicemail
Video
• Clips
• VOD
• Mobile TV
• IPTV
• Live Streams
Billing
• Real-time
Prepaid
• Monthly Bill
• Top-Up
Notifications
Clients
• Games
• H/S Applications
• On Device Portal
• Active Idle Screen
• SDK for
Developers
Real Time Location Information
Rich Multi-Channel Mobile Advertising

3. Better, innovative and flexible advertising pricing options--
The best user experience possible including opt-in and opt---
out alternatives to respect privacy
The ability to recommend the best channel to reach an--
individual user
The ability to reach all users through various channels: from--
voice advertising on voice calls to multimedia advertising on
IPTV
Value to Subscribers• : The operator can offer subscribers
incentives for agreeing to receive advertising, increasing
attractiveness of the medium and user responsiveness. With the
right profiling, the end user receives meaningful ads (and not
spam) in a controlled environment (e.g. up to four ads a day)
The Value of an End-to-End In-Network
Approach to Mobile Advertising
Comverse’s Mobile Advertising is a comprehensive end-to-end
in-network solution. Designed as a fully productized solution,
it serves as the “ad brain-engine” and uses the network for
advanced targeting capabilities. As a modular, scalable and future-
proof carrier-grade solution, it meets operators’ growing needs for
the long-term.
Operators have strategic lucrative assets that present an extremely
appealing offering to advertisers and other content providers. For
example, only operators control a rich set of channels for multi-
channel direct advertising. If any channel (SMS, MMS, Voice, and
others) is not available, Comverse’s solution can supplement what
is needed.
In addition, when working with Comverse’s Mobile Advertising
solution, operators may offer advertisers effortless planning and
buying of inventory with an easy-to-use self-creation campaign
wizard. Every campaign is powered by advanced targeting and
analytical capabilities to ensure the relevant ad goes to the right
person. And just as important, Comverse’s solution is scalable so
that the operator’s system grows as more and more advertisers
sign on to participate.
With the Comverse solution, the operator can advise the advertiser
as to which channel works best for each user. Since the operator
already has all of the provisioning in place, the issues of subscriber
buy-in and permissions to mobile advertising are easily and
quickly addressed, making it more appealing to advertisers.
Advertisers also benefit from running campaigns centrally.
Control from one place has important advantages, such as
running a campaign through several channels at once in an
efficient way with immediate access to comprehensive real-time
metrics, making it possible to fine-tune the campaign and create
customized offers on-the-fly.
When working with Comverse Mobile Advertising solution, the
end-user maintains control by using the operator self-service
portal, where users can easily customize and manage their
advertising preferences: how, when and what kind of advertising
they would like to receive. This feature is extremely important,
enabling users to feel that they can protect their privacy at any
level at any time.
Forward-looking operators enjoy the ability to offer a modular
solution that will support their business growth in years to come,
including advertising on all triple and quad-play communication
forms (IPTV, wireline, broadband, etc.)
SMS
MMS
System
notifications
WAP
Billing
RBT
IPTV
Ad Gateway
Network Deliv-
ery Engine
Interaction
Manager
Billing & Re-
wards
User Self Care
Profile Enrich-
ment
Media Market Place
Account
Mgmt
Campaign
Mgmt
Inventory
Mgmt
Metrics &
Reporting
Pricing &
Settlements
Publishers
SME
Ad Sales
Ad Agencies
Traffickers
Ad Server
User
Profile
Comverse Mobile Advertising Solution Framework

4. Why Comverse?
Comverse Mobile Advertising provides one central
solution that meets the needs of all players: the operator,
the advertiser and the user, simplifying and focusing
the complex management of the value-chain in a cost-
effective way. It offers operators an opportunity to get
off to a quick start including full integration with the
powerful Comverse® ONE™ Billing and Active Customer
Management solution and other Comverse HUB Value
Added Services in the messaging, voice, and mobile
Internet domains.
Comverse brings myriad benefits to operators including:
Core Technology:• Both the “ad-brain engine” and the
multi-delivery channels for a robust, modular and scal-
able carrier-grade, in-network system.
Channels Expertise• : Drawing from Comverse’s vast
experience and proven technology in the various
communications channels, this multi-channel solution
integrates synergistically with existing services, provides
easy management of advertising through all mobile
communication channels and generates innovation in
advertising.
Network Expertise:• Gained from deploying in-network
multi-channel mobile advertising solutions worldwide.
Marketing Know-How:• Comverse provides advisory
services to operators to make sure they succeed in their
launch to end users.
Business Operations:• Comverse offers managed
services for smooth service take-up.
Relationships with Advertisers:• Comverse can help
recruit advertisers to increase the demand of mobile
advertising.
Business and Deployment Models• : Comverse meets
the operator’s specific needs by applying the most
suitable business & deployment models: revenue share,
CAPEX, hosting and in-network deployments.
Committed to Innovative Solutions for
Operators
A market leader and innovator in the value-added services
arena, Comverse’s broad portfolio of telco-grade solutions has
been improving business results for more than 25 years for over
450 operators globally by keeping them at the cutting-edge of
technology.
True to our commitment to operators’ success, Comverse stays
on the cutting-edge of developments in the dynamic mobile
advertising field to constantly maximize operators’ revenue
potential. With Comverse Mobile Advertising, operators can easily
create new revenue flows and increase other service usage for
example:
No Money? No Problem!:• An operator can enable service to a
prepaid subscriber even if the user is out of sufficient balance in
return for receiving ads.
Spice Up Your Inventory:• Easily enhance existing advertising
inventory to create superior advertising experiences for
advertisers and users, such as SMS to MMS and others.
Viral Advertising:• Enable advertisers to initiate viral mobile
advertising campaigns and measure the aggregated exposure.
United Operators:• Enable several operators (in a group or
in one territory) to have a shared advertising marketplace,
increasing the total inventory and the subscribers’ reach.
Comverse Mobile Advertising: The right partner for building
the best mobile advertising solution for you. Your best partner
for the road ahead.
For more information on our products and services,
visit our website at: www.comverse.com
or contact us at: information@comverse.com
100 Quannapowitt Parkway Wakefield, MA 01880 USA
Tel:+1.781.246 9000 Fax:+1.781.224.8143
Copyright ©2010 Comverse, Inc. All Rights Reserved. Comverse, its logo, the spark
design, Kenan and Netcentrex are registered trademarks of Comverse Technology,
Inc., or its subsidiaries, in the United States and may be registered in other countries.
Other denoted product names of Comverse or other companies may be trademarks or
registered trademarks of Comverse, Inc. or its subsidiaries, or their respective owners.
The materials presented here are summary in nature, subject to change and intended
for general information only.
BR 2010- 0245
About Comverse
Comverse is the world’s leading provider of software and systems enabling value-added
services for voice, messaging, mobile Internet and mobile advertising; converged billing
and active customer management; and IP communications. Comverse’s extensive
customer base spans more than 125 countries and covers over 450 communication
service providers serving more than two billion subscribers. The company’s innovative
product portfolio enables communication service providers to unleash the value of the
network for their customers by making their networks smarter.