Industry analysis and value chain fragmentation in mobile advertising

The Digital Institutional Repository of IIM Bangalore

Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20482

DC Field	Value	Language
dc.contributor.advisor	Jonnalagedda, Sreelata
dc.contributor.advisor	Bhalla, Manaswini
dc.contributor.author	Srivastava, Richa
dc.contributor.author	Thakur, Siddharth Nandan
dc.date.accessioned	2021-11-09T10:21:49Z	-
dc.date.available	2021-11-09T10:21:49Z	-
dc.date.issued	2014
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/20482	-
dc.description.abstract	The aim of this study is to understand how the value chains in the mobile advertising industry have evolved over time. We study the detailed value chains and revenue splits in other similar industries and use the learning to extrapolate the revenue split to the mobile ad industry. InMobi, a leading player in the mobile advertisement space in India, wishes to understand the recent trends and changes in the industry structure. It also aims to draw parallel from other industries like Digital Online Advertising and Online Taxi and use their learning to strategically prepare for the future in the industry.
dc.publisher	Indian Institute of Management Bangalore
dc.relation.ispartofseries	PGP_CCS_P14_163
dc.subject	Mobile advertising
dc.subject	Industry analysis
dc.subject	Value chain fragmentation
dc.subject	Advertising networks
dc.title	Industry analysis and value chain fragmentation in mobile advertising
dc.type	CCS Project Report-PGP
dc.pages	15p.
Appears in Collections:	2014

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