Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends

Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends

Marco Garito (Viale Fulvio Testi Milano, Italy)
Copyright: © 2012 |Pages: 12
DOI: 10.4018/978-1-4666-1598-4.ch072
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Abstract

This chapter provides an overview about traditional mobile marketing and mobile TV, describing how those interact and how business can be affected in some crucial areas: platform interoperability and revenue models. Some real examples of mobile initiatives are also provided.
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Mobile Marketing: An Overview Of Past And Current Initiatives Carried Out In Conjunction With Other Channels

Mobile marketing is now a very effective communication channel enabling wider and closer relationships with audience for brands, products and services willing to promote themselves. The difficulties of implementation (from both technical and business standpoint) are mostly overtaken due to the improved cooperation between carriers, service providers and companies (Harris and Dennis 2001; May 2001; Settles 2002).

Mobile marketing can be via SMS (limited at 160 characters only) or MMS, browser based via mobile Internet WAP format through banner ads and interstitials, voice based using voice lines and as emerging technologies via Java based games, LBS (location based services) and voice mail marketing (Paavilainen 2002).

Some of those formats can be delivered via land-lines to customers, thus enhancing the reach of the message and engaging the recipient in a more comprehensive way.

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