Mobile marketing: achieving competitive advantage through wireless technology
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier
2006
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | X, 237 S. Ill. |
| ISBN: | 0750667478 9780750667470 |
Internformat
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| 100 | 1 | |a Michael, Alex |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Mobile marketing |b achieving competitive advantage through wireless technology |c Alex Michael and Ben Salter |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Elsevier |c 2006 | |
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| 650 | 4 | |a Hücresel telefon hizmetleri endüstrisi | |
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| 650 | 4 | |a İnternette pazarlama | |
| 650 | 4 | |a Cell phone services industry | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Target marketing | |
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Datensatz im Suchindex
| _version_ | 1805074310719602688 |
|---|---|
| adam_text |
Contents
Preface
Acknowledgements
Chapter
The Japanese model
Location, location, location
Recent research
xi
1
3
6
7
Chapter
The main players in the wireless world
Wireless technologies
Mobile generations
Chapter
Revenue-generating services
State of the world market
What do we do with our mobile phones?
A market driven by value-added services
A market open to first-time SMS promotions
Increasing marketing efficiency
Plan ahead before you start
Best practice for SMS marketing
Market research and insights
From wireless vision to market leadership
Chapter
Making connections
Tactics for successful wireless implementation
13
13
16
24
25
26
28
30
31
33
33
34
38
39
41
42
43
46
Planning
Business strategy
Chapter
The mobile operator challenge
Advantages of wireless advertising
Dangers to the wireless advertising industry
Mobile content
Location-based mobile retailing and marketing models
Micropayments and TV voting
Re-educating the US market
Wireless models
Chapter
Working with mobile operators and aggregators to
deliver your content
Other distribution channels
Wi-Fi
Chapter
The standard model
The premium model
Traditional biffing models
Industries affected by m-commerce
The mobile commerce revolution
Revenue models
Other wireless processing methods
Concerns about e-commerce
M-commerce scepticism
Chapter
Unsolicited commercial communications to individuals
Corporate subscribers
Use of cookies
Location and traffic data
International marketing
Current levels of spam in the industry
Premium rate activity
ICSTIS Guideline No.
(Version
Chapter
Wapper and targeted advertising
Advertising measurement terminology
Current advertising on the wireless Internet
Pricing models
Standards and auditing
The need to know and measure
Wireless advertising measurement
Recommendations
Policy and privacy considerations
Strategic considerations
Chapter
Initial set-up
General guidelines for mobile marketing
Marketing to children
Regulated products
Skills and attributes of wireless marketers
116
117
120
120
122
124
124
125
128
129
130
132
133
133
Chapter
Content controls
Content controls around the world
UK adult content controls in depth
Adult bar codes
Conclusion
135
136
137
137
142
142
Chapter
J2ME
Symbian
Flash lite
BREW
144
144
158
159
160
Chapter
The Open Mobile Alliance
The WAP system
WAP design guidelines
PDA navigation
Top tips for WAP
Wireless Mark-up Language
Developer tips
Top WAP sites
The long-term future of WAP
162
162
164
165
166
166
170
172
174
174
Chapter
Voltimum
TONI&GUY
TONI&GUY
175
175
176
177
T-Mobile 178
Orange
Netsize
RIM
Freeserve
Sprite Interactive
www.handyx.net
Jamba
Disney UK/Jetix
Appendix A: Mobile operators around the world
Appendix B: SMS/MMS abbreviations
Appendix C: Key legislation/codes
Appendix D: Mobile acronyms
Index
In the past
only the wealthy could afford to an essential accessory, now owned by a
large portion of the population of the world. The integration of the Internet,
mobility and communications at the device, service and transport level has
created a new set of business opportunities.
Mobile marketing has become a mainstream marketing tool and marketers
must now identify and reach their mobile audience. This book is designed to
teach marketers how to tap into this potential.
Mobile marketing is as different from traditional marketing as Internet
marketing was, and this book outlines methods and techniques for:
•
•
confusing industry
•
examples to demonstrate techniques in the real world
Written by experienced practitioners with experience of advising major
international companies on both strategy and individual campaigns in the
mobile sector, it is an essential guide and reference for professional
marketers. |
| adam_txt |
Contents
Preface
Acknowledgements
Chapter
The Japanese model
Location, location, location
Recent research
xi
1
3
6
7
Chapter
The main players in the wireless world
Wireless technologies
Mobile generations
Chapter
Revenue-generating services
State of the world market
What do we do with our mobile phones?
A market driven by value-added services
A market open to first-time SMS promotions
Increasing marketing efficiency
Plan ahead before you start
Best practice for SMS marketing
Market research and insights
From wireless vision to market leadership
Chapter
Making connections
Tactics for successful wireless implementation
13
13
16
24
25
26
28
30
31
33
33
34
38
39
41
42
43
46
Planning
Business strategy
Chapter
The mobile operator challenge
Advantages of wireless advertising
Dangers to the wireless advertising industry
Mobile content
Location-based mobile retailing and marketing models
Micropayments and TV voting
Re-educating the US market
Wireless models
Chapter
Working with mobile operators and aggregators to
deliver your content
Other distribution channels
Wi-Fi
Chapter
The standard model
The premium model
Traditional biffing models
Industries affected by m-commerce
The mobile commerce revolution
Revenue models
Other wireless processing methods
Concerns about e-commerce
M-commerce scepticism
Chapter
Unsolicited commercial communications to individuals
Corporate subscribers
Use of cookies
Location and traffic data
International marketing
Current levels of spam in the industry
Premium rate activity
ICSTIS Guideline No.
(Version
Chapter
Wapper and targeted advertising
Advertising measurement terminology
Current advertising on the wireless Internet
Pricing models
Standards and auditing
The need to know and measure
Wireless advertising measurement
Recommendations
Policy and privacy considerations
Strategic considerations
Chapter
Initial set-up
General guidelines for mobile marketing
Marketing to children
Regulated products
Skills and attributes of wireless marketers
116
117
120
120
122
124
124
125
128
129
130
132
133
133
Chapter
Content controls
Content controls around the world
UK adult content controls in depth
Adult bar codes
Conclusion
135
136
137
137
142
142
Chapter
J2ME
Symbian
Flash lite
BREW
144
144
158
159
160
Chapter
The Open Mobile Alliance
The WAP system
WAP design guidelines
PDA navigation
Top tips for WAP
Wireless Mark-up Language
Developer tips
Top WAP sites
The long-term future of WAP
162
162
164
165
166
166
170
172
174
174
Chapter
Voltimum
TONI&GUY
TONI&GUY
175
175
176
177
T-Mobile 178
Orange
Netsize
RIM
Freeserve
Sprite Interactive
www.handyx.net
Jamba
Disney UK/Jetix
Appendix A: Mobile operators around the world
Appendix B: SMS/MMS abbreviations
Appendix C: Key legislation/codes
Appendix D: Mobile acronyms
Index
In the past
only the wealthy could afford to an essential accessory, now owned by a
large portion of the population of the world. The integration of the Internet,
mobility and communications at the device, service and transport level has
created a new set of business opportunities.
Mobile marketing has become a mainstream marketing tool and marketers
must now identify and reach their mobile audience. This book is designed to
teach marketers how to tap into this potential.
Mobile marketing is as different from traditional marketing as Internet
marketing was, and this book outlines methods and techniques for:
•
•
confusing industry
•
examples to demonstrate techniques in the real world
Written by experienced practitioners with experience of advising major
international companies on both strategy and individual campaigns in the
mobile sector, it is an essential guide and reference for professional
marketers. |
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| index_date | 2024-07-02T14:28:32Z |
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| spelling | Michael, Alex Verfasser aut Mobile marketing achieving competitive advantage through wireless technology Alex Michael and Ben Salter 1. ed. Amsterdam [u.a.] Elsevier 2006 X, 237 S. Ill. txt rdacontent n rdamedia nc rdacarrier Hedef pazarlama Hücresel telefon hizmetleri endüstrisi Kablosuz iletişim sistemleri İnternette pazarlama Cell phone services industry Internet marketing Target marketing Wireless communication systems Direktmarketing (DE-588)4012421-6 gnd rswk-swf Mobile Telekommunikation (DE-588)4341131-9 gnd rswk-swf Mobile Telekommunikation (DE-588)4341131-9 s Direktmarketing (DE-588)4012421-6 s DE-604 Salter, Ben Verfasser aut Digitalisierung UBPassau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014758103&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014758103&sequence=000002&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Michael, Alex Salter, Ben Mobile marketing achieving competitive advantage through wireless technology Hedef pazarlama Hücresel telefon hizmetleri endüstrisi Kablosuz iletişim sistemleri İnternette pazarlama Cell phone services industry Internet marketing Target marketing Wireless communication systems Direktmarketing (DE-588)4012421-6 gnd Mobile Telekommunikation (DE-588)4341131-9 gnd |
| subject_GND | (DE-588)4012421-6 (DE-588)4341131-9 |
| title | Mobile marketing achieving competitive advantage through wireless technology |
| title_auth | Mobile marketing achieving competitive advantage through wireless technology |
| title_exact_search | Mobile marketing achieving competitive advantage through wireless technology |
| title_exact_search_txtP | Mobile marketing achieving competitive advantage through wireless technology |
| title_full | Mobile marketing achieving competitive advantage through wireless technology Alex Michael and Ben Salter |
| title_fullStr | Mobile marketing achieving competitive advantage through wireless technology Alex Michael and Ben Salter |
| title_full_unstemmed | Mobile marketing achieving competitive advantage through wireless technology Alex Michael and Ben Salter |
| title_short | Mobile marketing |
| title_sort | mobile marketing achieving competitive advantage through wireless technology |
| title_sub | achieving competitive advantage through wireless technology |
| topic | Hedef pazarlama Hücresel telefon hizmetleri endüstrisi Kablosuz iletişim sistemleri İnternette pazarlama Cell phone services industry Internet marketing Target marketing Wireless communication systems Direktmarketing (DE-588)4012421-6 gnd Mobile Telekommunikation (DE-588)4341131-9 gnd |
| topic_facet | Hedef pazarlama Hücresel telefon hizmetleri endüstrisi Kablosuz iletişim sistemleri İnternette pazarlama Cell phone services industry Internet marketing Target marketing Wireless communication systems Direktmarketing Mobile Telekommunikation |
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