China Mobile (CHL), the largest mobile service provider in China, has taken one step forward to becoming a comprehensive wireless service provider with licensing approval to create and execute its own mobile advertising and marketing services.Its services will focus on many different patterns of mobile advertising, including sending advertisements to clients' mobile phones through service providers, embedding graphical advertisements on webpages on its own advertising network, providing ringtones, and creating interactive marketing games. It plans to create a comprehensive mobile advertising and marketing division that will allow advertisers to deal directly with it, instead of going through third-party mobile marketing service providers.
I m not sure what China Mobile's overall strategy is on mobile marketing but one thing for sure they are certainly taking serious step to lead and bumping other mobile marketing companies out. Though i m not in line with their current strategy to deal directly with advertisers, China Mobile surely has alot of upper hand as they had proven many times how they had used their iron fist to change the rules of mobile business in China.
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