<p>Table of Contents<br/>I. Background...............................................................................................................................4<br/>II. Definitions.................................................................................................................................4<br/>IV. Summary..................................................................................................................................5<br/>V. Text .............................................................................................................................................7<br/>1. Overview of Wireless Advertising .......................................................................................7<br/>1.1. Definition of Wireless Advertising.................................................................................7<br/>1.2. Features of Wireless Advertising..................................................................................9<br/>1.3. Differences Between Wireless Advertising and Traditional Advertising ...............11<br/>1.4. Classification of Wireless Advertising ........................................................................13<br/>1.5. Industry Standards for Wireless Advertising .............................................................15<br/>2. Overview of Global Wireless Advertising Market..........................................................16<br/>2.1. Number of Global Wireless Internet Access Users through Mobile Phone .........16<br/>2.2. Penetration of News and Info Browse via Mobile Phone in Major Countries ....17<br/>2.3. Acceptance of Wireless Advertising by American Advertisers ...............................18<br/>2.4. Overview of Wireless Advertising Market in Japan..................................................19<br/>2.4.1. Market Size of Wireless Advertising in Japan 2002-2005...........................19<br/>2.4.2. Number of Wireless Websites in Japan.........................................................20<br/>2.4.3. Number of 2-D Code Mobile Phone Users in Japan....................................21<br/>2.4.4. Analysis on Japan I-mode ................................................................................22<br/>2.4.5. Successful Elements of Japan I-mode...........................................................24<br/>2.4.6. Google Undertook Trial of Wireless Advertising in Japan ...........................26<br/>3. Analysis on China Wireless Advertising Market............................................................27<br/>3.1. Market Size of China Wireless Advertising 2005-2010...........................................27<br/>3.2. Market Size of China WAP Website Advertising 2006-2010..................................29<br/>3.3. Market Size of China Wireless Advertising by Various Forms in 2006.................30<br/>3.4. Revenue Generated from Wireless Advertising by Various Participants in 2006 in<br/>China Wireless Advertising Market....................................................................................31<br/>3.5. Market Size of China Wireless Advertising by Various Media in 2006 .................32<br/>3.6. Analysis on Development Stages of China Wireless Advertising Market.............33<br/>3.7. Analysis on Wireless Advertising Strategy of China Mobile Carriers ....................35<br/>3.8. New Wireless Advertising Forms in China Market...................................................37<br/>4. Analysis on External Environment Development of China Wireless Advertising 38<br/>4.1. Policy Analysis of China Mobile Wireless Advertising.............................................38<br/>4.1.1. Forbidden to Popularize Business Using Non-Monternet ...........................38<br/>4.1.2. Stopping Transmission of Mobile Phone Number/UA..................................39<br/>4.1.3 Restricting WAP Monthly-Package Traffic ......................................................41<br/>4.1.4. Policy Analysis of Groups Sending to Target Groups ..................................43<br/>4.2. Analysis on China Traditional Advertising Market....................................................45<br/>4.2.1. Development of China Advertising Market ....................................................45</p><p>4.2.2. Growth of China Advertising Market by Media Type 2001-2005................46<br/>4.3. User Basis of China Wireless Advertising Market ...................................................47<br/>4.3.1 Number of China Mobile Phone Users 1999-2006........................................47<br/>4.3.2 Number of China Mobile Phone Users Using WAP 2003-2008 ..................48<br/>4.3.3 Acceptance of Wireless Advertising by Users ................................................49<br/>4.4. Technology Basis of China Wireless Advertising Market----3G Platform .............50<br/>4.4.1 Evolution of Modern Mobile Telecommunication Technology ......................50<br/>4.4.2. Effect of 3G on Wireless Advertising ..............................................................51<br/>5. Analysis on Industry Value Chain of China Wireless Advertising ............................53<br/>5.1. Industry Value Chain Structure of China Wireless Advertising ..............................53<br/>5.2. Analysis on Industry Value Chain of WAP Advertising ............................................55<br/>5.3. Analysis on Industry Value Chain of Targeted Advertising ..................................57<br/>5.4. Analysis on Industry Value Chain of Terminal Implanted Advertising ...................59<br/>5.5. Pricing Model of Wireless Advertising .......................................................................60<br/>5.5.1. Pricing Model of WAP Advertising ..................................................................60<br/>5.5.2. Pricing Model of Targeted Advertising............................................................61<br/>6. Analysis on Major Wireless Advertising Companies ...................................................62<br/>6.1. Focus Wireless..............................................................................................................62<br/>6.1.1. Overview of Enterprise .....................................................................................62<br/>6.1.2 Product Analysis .................................................................................................64<br/>6.1.3. Business Model .................................................................................................67<br/>6.1.4. SWOT Analysis..................................................................................................67<br/>6.2. Fractalist........................................................................................................................69<br/>6.2.1 Overview of Enterprise ......................................................................................69<br/>6.2.2. Product Analysis ................................................................................................69<br/>6.2.3. Business Model .................................................................................................71<br/>6.2.4. SWOT Analysis..................................................................................................71<br/>6.3. Shanghai Adatmobile ...................................................................................................73<br/>6.3.1. Overview of Enterprise .....................................................................................73<br/>6.3.2. Product Analysis ................................................................................................73<br/>6.3.3. Business Model .................................................................................................75<br/>6.3.4. SWOT Analysis..................................................................................................75<br/>6.4. Free WAP Sites.............................................................................................................76<br/>6.4.1. Overview of Enterprise .....................................................................................76<br/>6.4.2. Case Study on WAP Advertising .....................................................................82<br/>6.4.3. Business Model .................................................................................................87<br/>6.4.4. SWOT Analysis..................................................................................................89<br/>7. Analysis on User Behaviors................................................................................................90<br/>7.1. Percentage of Users Who Have Received SMS Promotion Ads...........................90<br/>7.2. Frequency of Receiving SMS Promotion Ads ..........................................................90<br/>7.3. Attitudes Toward SMS Promotion Ads by Users ......................................................91<br/>7.4. Attitudes Toward SMS Promotion Ads by Users of Different Receiving Frequency</p><p>................................................................................................................................................92<br/>7.5. Attitudes Toward SMS Promotion Ads by Users of Different Education<br/>Background ...........................................................................................................................93<br/>7.6. Classified Ads That Users Might be Interested ........................................................94<br/>7.7. Classified Ads That Users Might be Interested by Gender ....................................95<br/>7.8. Whether Users Willing to Subscribe SMS/MMS Classified Ads............................96<br/>7.9. Acceptance for Enterprise CRBT by Users...............................................................97<br/>7.10. Chances for Users to Click WAP Ads......................................................................98<br/>7.11. Chances for WAP Users of Different WAP Use Level to Click WAP Ads...........99<br/>7.12. Reasons for Users Not to Click WAP Ads.............................................................100<br/>7.13. Reasons for Users to Click WAP Ads....................................................................101<br/>7.14. WAP Ad Promotion Plan Accepted by Users .......................................................102<br/>7.15. Acceptance of Mobile Online Video Ads by Users ..............................................103<br/>8. iResearch Suggestions ......................................................................................................104<br/>8.1. Suggestions for Wireless Media:..............................................................................104<br/>8.2. Suggestions for Wireless Advertising Agents (operators): ...................................105<br/>Appendix: Research Methodology and Procedures.......................................................106<br/>Disclaimers ...............................................................................................................................108</p><p>&nbsp;[/UseMoney]</p><p></p><p>[UseMoney=100]</p><br/>