lication accessed from Applications any client install & run on central server farm Only the user interface is sent over any network connection Figure 4.22 The principal role of an application service provider Understanding Changing Telecommunications - Building a Successful Telecom Business Commercial AV Roles Advertiser/sponsor. Services for free against accepting individualized advertising Advertising broker E-tailer Auction Payment transaction handler Advertising broker - The advertising broker is the link between the advertiser and the user that makes sure that the right advert reaches the right user. The key to success for advertising over the mobile phone is to make it as personalized and targeted as possible. A mobile operator is well positioned to take on the role as advertising broker, by using some key assets: The operator has an extremely valuable customer database, which many advertisers would see as a gold mine. In addition, the customers trust the operator - they already have a relationship with the operator. The operator has access to profile information - information that allows targeting of advertising to specific end-user segments or even individuals. The operator owns the network, a media channel that reaches individuals wherever they are, at any time. The operator can identify the location of the mobile phone and can thus target adver- tising based on a user's geographic position. Some people are reluctant about receiving mass-market advertising on the Internet. Adver- tising over the mobile phone is different - it is personalized and targeted. Research by the Boston Consulting Group shows that 70 % of consumers worldwide are positive towards receiving targeted advertising. This is true if they get some kind of incentive in return, for example free airtime or cash incentives. And, there is money in advertising. The market for online advertising is growing faster than advertising in any other media. Operators can get a piece of the cake by acting as advertising brokers. Advertising also encour