Industry analysis and value chain fragmentation in mobile advertising

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.