Rumor: China Mobile to Form Mobile Ad Subsidiary
21st Century Business Herald, 4/08/08
According to an informed source, China Mobile (NYSE: CHL; 0941.HK) is to form a new subsidiary to run its mobile advertising business.
An official with China Mobile's data department revealed that the company is experimenting with mobile advertising, with consideration being given to applying advertising models to Fetion (instant messaging), ringback tones, mobile TV and mobile search.
Early this year a meeting was held in Nanning (Guangxi province) which identified advertising as one of the main working points for 2008. According to the source, the company's WAP advertising income rose 43% between H1 2006 and H1 2007, and is continuing to increase.
Editor's note: The new subsidiary is the same one that China Mobile is rumored to be establishing to manage its mobile Internet business. Please see "Rumor: Aspire to Manage China Mobile Internet Spin-off", MD 4/07/08 issue.
Keywords: Fetion ringback tone mobile phone TV statistics H1 2006 0941.HK China Mobile CHL H1 2007 Instant messaging mobile advertising mobile search WAP wireless
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