Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

253 Pages·2006·2.93 MB·English

by  Alex Michael

Mobile Marketing
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Mobile Marketing
Achieving Competitive Advantage
through Wireless Technology
Alex Michael and Ben Salter
AMSTERDAM (cid:1) BOSTON (cid:1) HEIDELBERG (cid:1) LONDON (cid:1) NEW YORK (cid:1) OXFORD
PARIS (cid:1) SANDIEGO (cid:1) SAN FRANCISCO (cid:1) SINGAPORE (cid:1) SYDNEY (cid:1) TOKYO
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First edition 2006
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A catalogue record for this book is available from the British Library
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A catalog record for this book is available from the Library of Congress
ISBN–13: 978-0-7506-6747-0
ISBN–10: 0-7506-6747-8
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06 07 08 09 10 10 9 8 7 6 5 4 3 2 1
Contents
Preface ix
Acknowledgements xi
Chapter 1: The wireless revolution 1
The Japanese model 3
Location, location, location 6
Recent research 7
Chapter 2: Understanding the wireless world 13
The main players in the wireless world 13
Wireless technologies 16
Mobile generations 24
Chapter 3: Marketing for a wireless world 25
Revenue-generating services 26
State of the world market 28
What do we do with our mobile phones? 30
A market driven by value-added services 31
A market open to first-time SMS promotions 33
Increasing marketing efficiency 33
Plan ahead before you start 34
Best practice for SMS marketing 38
Market research and insights 39
From wireless vision to market leadership 41
Chapter 4: Improving brand awareness 42
Making connections 43
Tactics for successful wireless implementation 46
Contents
Planning 49
Business strategy 49
Chapter 5: Wireless advertising models 54
The mobile operator challenge 54
Advantages of wireless advertising 57
Dangers to the wireless advertising industry 62
Mobile content 62
Location-based mobile retailing and marketing models 63
Micropayments and TV voting 63
Re-educating the US market 64
Wireless models 64
Chapter 6: Delivering content to wireless devices 68
Working with mobile operators and aggregators to
deliver your content 68
Other distribution channels 69
Wi-Fi – a different perspective on content delivery 77
Chapter 7: M-commerce 79
The standard model 80
The premium model 81
Traditional billing models 82
Industries affected by m-commerce 83
The mobile commerce revolution 84
Revenue models 88
Other wireless processing methods 88
Concerns about e-commerce 91
M-commerce scepticism 94
Chapter 8: Mobile spam 96
Unsolicited commercial communications to individuals 97
Corporate subscribers 98
Use of cookies 98
Location and traffic data 99
International marketing 99
Current levels of spam in the industry 99
Premium rate activity 100
ICSTIS Guideline No. 20, Premium Rate SMS
(Version 4: March 2005) 104
Chapter 9: Measuring results 113
Wapper and targeted advertising 113
Advertising measurement terminology 115
vi
Contents
Current advertising on the wireless Internet 116
Pricing models 117
Standards and auditing 120
The need to know and measure 120
Wireless advertising measurement 122
Recommendations 124
Policy and privacy considerations 124
Strategic considerations 125
Chapter 10: Budgeting and planning 128
Initial set-up 129
General guidelines for mobile marketing 130
Marketing to children 132
Regulated products 133
Skills and attributes of wireless marketers 133
Chapter 11: Adult content 135
Content controls 136
Content controls around the world 137
UK adult content controls in depth 137
Adult bar codes 142
Conclusion 142
Chapter 12: Application environments 144
J2ME 144
Symbian 158
Flash Lite 159
BREW 160
Chapter 13: WAP and the mobile Internet 162
The Open Mobile Alliance 162
The WAP system 164
WAP design guidelines 165
PDA navigation 166
Top tips for WAP 166
Wireless Mark-up Language 170
Developer tips 172
Top WAP sites 174
The long-term future of WAP 174
Chapter 14: Case studies 175
Voltimum 175
TONI&GUY (1) 176
TONI&GUY (2) 177
vii
Contents
T-Mobile 178
Orange 179
Netsize 181
RIM 183
Freeserve 184
Sprite Interactive 184
www.handyx.net 186
Jamba 186
Disney UK/Jetix 188
Appendix A: Mobile operators around the world 189
Appendix B: SMS/MMS abbreviations 216
Appendix C: Key legislation/codes 222
Appendix D: Mobile acronyms 225
Index 231
viii
Preface
Since 1995 mobile phones have gone from being high-end gadgets only the
wealthycouldaffordtoanessentialaccessory,nowownedbyalargeportionofthe
population of the world. Mobile phone technology has also advanced, taking
somethingthatusedtobethesizeandweightofabrickandturningitintoaslick,
fashionable tool. Gone are the days when all you used a phone for was to talk to
someone;nowthepossibilitiesseemlimitless,andmobiletechnologyispromising
newapplicationsandservicesthatwillchangethewaypeopleliveandwork.The
integrationoftheInternet,mobilityandcommunicationsatthedevice,serviceand
transport levels creates anew setof businessopportunities. Thebusinesschallenge
is to bring together the three worlds with services that customers will pay for.
Theimpactofthisconvergenceisnotveryclear.Thestructureofthenewmobile
data landscape is far more complex than the traditional voice-oriented business
models and SMS. There is so much hype about how mobile will do this or that,
and how mobility changes traditional business models, but there is limited
understanding of exactly what this means for companies and their bottom line.
Attention has turned to revenue and revenue sharing – and with good reason.
Mobileoperatorsarelookingforrevenuemodels,whichareabletobothensurea
return on the large investments, and make it attractive for content providers to
develop and market mobile services.
Through our firsthand experience of the mobile space over the past 10 years we
will give practical advice on how you can position your company in the mobile
market, and in such a way as to take advantage of new technologies as they
emerge.Welookattheimpactmobilemarketinghashadontheoverallmarketing
mix andhow tounderstand theneeds ofmobileusersforyou toimplementyour