Offportal

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E D U C AT I O N

Off Portal – An Introduction to the Market Opportunity

JUNE 2007

Off Portal – An Introduction to the Market Opportunity

Abstract

01 01

Introduction

Off-Portal Mobile Services – The Market Today 01 Opportunity & Growth 02 04 05 10

From Content to Consumer Drivers for Future Growth Who We Are

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Mobile Marketing Association

Version 2

www.mmaglobal.com

Off Portal – An Introduction to the Market Opportunity

Abstract

This Off Portal Backgrounder serves as an information-rich introduction to how the off-portal mobile channel works and how it has become an increasingly important contributor to growth in the mobile data market.This backgrounder is designed to be read by newcomers to the mobile data industry, especially by brands, publishers and developers building mobile services into their interactive strategies.This document also provides an extensive glossary of the terms most commonly used in the mobile content industry. This backgrounder provides a succinct summary of how the off-portal market works for industry executives and investors, and it identifies some of the challenges to growth. It captures some of the latest research into momentum and value of this sector of the market and will be of interest to industry players looking at how the future value of mobile data will be generated. Highlights include: • An average of 400% growth in the dollar value of the off-portal business over the last 12 months • Over 2,000 common SMS short codes in use, an increase of 84% over the past 12...