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Samsung initiating m-commerce marketing push

10 April 2012 - 12:50 by Mike Price

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Samsung, the company which recently reported record profits thanks to its mobile division, has now begun to pave the way for the introduction of new m-commerce advertising services in its future smartphone launches.

The South Korean manufacturer is looking to take a bit out of the increasingly lucrative mobile advertising market, which at the moment is an area that Google is also attempting to target, while there is still room for growth.

In order to achieve this, it has built the new Samsung Adhub Market, a service which will allow advertisers to place their promotional banners within various applications that are available on compatible handsets.

Last year the mobile ad market was worth £203.2 million, which was an annual increase of 157 per cent, according to a report from PricewaterhouseCoopers. Because consumers are becoming more comfortable with the idea of carrying out safe shopping online from their smartphones, the only way is up for mobile ad spending and resultant profits.

Samsung's relationship with Google's Android operating system is strong, but it can be tough for it to get hold of any revenue generated from existing in-app advertising, because it does not control the infrastructure behind it.

If Samsung is able to offer its users safe shopping online, through promotional material that is integrated into apps through channels which it manages, it will not only improve the quality of its service, but also net a share of the mobile ad market just as it starts to blossom.

At the moment it is unclear whether the Adhub Market will be available for those developing apps for Samsung devices running Android, or for those which feature the firm's own in-house mobile operating system, known as Bada. However, it has been reported by Hostway, that the service will be coming to both smartphones and tablets before the end of the year.