Mobile Marketing

Mobile Marketing

Kazuhiro Takeyasu (Osaka Prefecture University, Japan)
DOI: 10.4018/978-1-60566-040-0.ch018
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Recently, cellular phones capable of accessing the Internet are prevailing rapidly in Japan. First, their functions and features are examined: Classification of services offered at i-mode; Characteristics of cyberspace communication tools and their comparisons with mobile instrument; Strengths and weaknesses of mobile phones. Then, mobile marketing is discussed on from the following perspectives. (1)Ability to use real-time marketing, (2) Ability to use online coupon marketing, (3) Ability to navigate customer easily to shop, (4) Ability to make purchase procedures seamless—from the notification of special offers (by retailers) to the payment (by customers), (5) Retrieval and utilization of information without time and spatial restriction. Third, we analyze the differences in meaning between so-called four Ps in real commerce marketing and those in cyberspace marketing. Finally, several cases using cellular phones are analyzed: coupon marketing, production/construction status control, and distribution control.
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Characteristics Of Mobile Technologies

Mobile communication instruments in a broader sense include hand-carry personal computers (PCs), personal digital assistants (PDAs), and so forth. This chapter, however, focuses primarily on cellular phones capable of Web browsing. We call this “keitai.”

While data input on keitai is not as easy as on PCs, keitai has several advantages—very light, portable, and capable of transmitting voice/sound (Table 1, Table 2).

Table 1.
Comparing characteristics of cyberspace technologies with those of mobile telephone
Cyberspace technologyMobile telephone (keitai)
Bilateral communicationDifficulty in data inputs
Strong in voice/sound system
Borderless—beyond time, space, national bordersTwo separate protocols—European and U.S. standard. Both protocols are adopted by Japanese carriers
Dual Phase communication by word of mouth and mass mediaDifficulty in data inputs
Virtual nature
Digital nature
Real-timeCompact and easy to carry, anytime, anywhere
Database involvement

*○…characteristics recognized ◎…keitai is better than cyberspace

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