Chapter I
EXECUTIVE SUMMARY
1.1       Advertising Enablement Environment
1.2       New Service Providers
1.3       Carriers and Service Providers’ Sense of Urgency

Chapter II
Business Environment Affecting Telecommunications Advertising
2.1        Introduction
2.2        Social Factors
2.3        Economic Factors
2.4        Environmental Factors
2.5        Financial Factors
2.6        Summary and Conclusion

Chapter III
Technologies and their Impact
3.1        Introduction
3.2        Technologies and their Impact
3.3        Advertising and Promotion
             3.3.1    Ad Targeting and Context
             3.3.2    Ad Insertion and Distribution
             3.3.3    Ad Personalization
             3.3.4    Campaign Management
             3.3.5    Common Standards and Protocol
             3.3.6    Customer Profile Generation
             3.3.7    Distributed Customer Dashboard
             3.3.8    Publishing Platforms
             3.3.9    IPTV Advertising
             3.3.10  Video On Demand Advertising
             3.3.11  Mobile Advertising
             3.3.12  Digital Signage Advertising
             3.3.13  Audio Advertising
             3.3.14  Gaming Advertising
             3.3.15  Social Network Advertising
3.4        Technology Drivers
             3.4.1    User Profile Development
             3.4.2    Cross Provider Aggregation
             3.4.3    Protocols
             3.4.4    Standardization Bodies
             3.4.5    Device Management
             3.4.6    Distributed Business Intelligence
             3.4.7    Advertising Enablement versus Ad Funded Services
             3.4.8    Distributed Computing
3.5        Summary and Conclusion

Chapter IV
Services of Advertising Enablement
4.1        Communications
4.2        Services
             4.2.1    IPTV
             4.2.2    Video On Demand
             4.2.3    Mobile Entertainment
             4.2.4    Audio Entertainment
             4.2.5    Theatre Entertainment
             4.2.6    Gaming Entertainment
             4.2.7    Holographic Entertainment
4.3        Mobile Services
             4.3.1    Voice
             4.3.2    Location Based Services
             4.3.3    Data Services
             4.3.4    Mobile Web Services
             4.3.5    Mobile Commerce
4.4        Venue Services
             4.4.1    Interactive Functionalities
             4.4.2    Customer Loyalty Awards and Retention Programs
             4.4.3    Self Service Kiosks
             4.4.4    Social Network Causal Systems
4.5        Mashup Services
             4.5.1    Interactive Content and Communications
             4.5.2    Information Knowledge Management Tools
             4.5.3    Customized Personal Software and Hardware Applications
4.6        Network Infrastructure based Services
             4.6.1    Cable/xDSL
             4.6.2    WiMAX
             4.6.3    WiFi
             4.6.4    Home Energy Management – Green Communications
             4.6.5    Zigbee
4.7        Summary and Conclusion

Chapter V
Service Providers’ Strategic Offers
5.1        Introduction
5.2        Mobile Offers
5.3        IPTV Offers
5.4        Telco Landline Offers
5.5        Gaming Offers
5.6        Video On Demand Offers
5.7        Alternative Service Providers
             5.7.1    Industry Vertical Offers
             5.7.2    Causal Marketing
5.8        Summary and Conclusion

Chapter VI
Market Forecasts
6.1        Overview
6.2        Forecast Methodology & World Wide Estimates
6.3        Advertising Enablement Forecasts by Technology
             6.3.1    3G/4G/HSDPA Networks
             6.3.2    Ad subsidized Content
             6.3.3    Ad Subsidized Services
             6.3.4    Compliance and Performance Metrics
             6.3.5    Business Intelligence
             6.3.6    Content Protocols and Meta
             6.3.7    Customer Business Analytics
             6.3.8    Customer Business Analytics
             6.3.9    Deep Packet Inspection
             6.3.10  Device Management
             6.3.11  Identity Management
             6.3.12  Location Based Services and Global Positioning
             6.3.13  Local Advertising Insertion
             6.3.14  Open OS/APIs
             6.3.15  Policy Management
             6.3.16  Search
             6.3.17  Service Management
             6.3.18  SMS Insertion
             6.3.19  Subscriber Data Management
             6.3.20  Subscription/PPV Models
             6.3.21  Telescoping
             6.3.22  VoIP
             6.3.23  WAP Insertion

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