Research and Markets: The 2011-2016 Outlook for Mobile Marketing and Advertising in Africa, Europe & the Middle East

DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/e90010/the_20112016_outl) has announced the addition of the "The 2011-2016 Outlook for Mobile Marketing and Advertising in Africa, Europe & the Middle East" report to their offering.

“The 2011-2016 Outlook for Mobile Marketing and Advertising in Africa, Europe & the Middle East”

The latent demand for mobile marketing and advertising is not actual or historic sales. Nor is latent demand future sales. In fact, latent demand can be lower or higher than actual sales if a market is inefficient (i.e. not representative of relatively competitive levels). Inefficiencies arise from a number of factors, including the lack of international openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part of firms. In general, however, latent demand is typically larger than actual sales in a country market.

For reasons discussed later, this report does not consider the notion of unit quantities, only total latent revenues (i.e. a calculation of price times quantity is never made, though one is implied). The units used in this report are U.S. dollars not adjusted for inflation (i.e. the figures incorporate inflationary trends) and not adjusted for future dynamics in exchange rates. If inflation rates or exchange rates vary in a substantial way compared to recent experience, actually sales can also exceed latent demand (when expressed in U.S. dollars, not adjusted for inflation). On the other hand, latent demand can be typically higher than actual sales as there are often distribution inefficiencies that reduce actual sales below the level of latent demand.

This study is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved. If fact, all the current products or services on the market can cease to exist in their present form (i.e. at a brand-, R&D specification, or corporate-image level) and all the players can be replaced by other firms (i.e. via exits, entries, mergers, bankruptcies, etc.), and there will still be latent demand for mobile marketing and advertising in Africa, Europe & the Middle East at the aggregate level. Product and service offering details, and the actual identity of the players involved, while important for certain issues, are relatively unimportant for estimates of latent demand.

Key Topics Covered:

1 Introduction 2 Africa, Europe & The Middle East 3 Disclaimers, Warrantees, And User Agreement Provisions

For more information visit http://www.researchandmarkets.com/research/e90010/the_20112016_outl