V-Card: Mobile Multimedia for Mobile Marketing

Abstract

This chapter presents the use of mobile multimedia for marketing purposes. Using V-Card, a service to create personalized multimedia messages, as an example, the advantages of sponsored messaging are illustrated. Benefits of employing multimedia technologies, such as mobile video streaming, include an increased perceived value of the message and the opportunity for companies to enhance their product presentation. Topics of discussion include related projects, as marketing campaigns utilizing SMS and MMS are becoming more popular, the technical infrastructure of the V-card system, and an outline of social and legal issues emerging from mobile marketing. As V-card has already been evaluated in a field test, these results can be implemented to outline future research and development aspects for this area.