Supporting Marketing Practices

E-Marketing ◽  
2012 ◽  
pp. 1-15
Author(s):  
Süphan Nasir
Keyword(s):  
Mobile Communication ◽  
Value Added ◽  
Mobile Network ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
Mobile Business ◽  
Doing Business ◽  
Wide Range ◽  
Mobile Network Operators ◽  
Corporate Customers

The concept of mobile communication has been rapidly changing all over the world and the Global System for Mobile communication (GSM) business has been evolving from voice services to value added services (VAS). The rapid growth in mobile technology enables Mobile Network Operators (MNOs) to provide a wide range of VAS to their corporate customers and these VAS change and transform companies’ way of doing business. The purpose of this chapter is to analyze the corporate VAS of a MNO, which has gained global acceptance and recognition, as a case study in order to understand how the mobile communication changes the companies’ way of doing business. The key supporting mobile technologies, services and solutions, which are provided by the case company to its corporate customers, are reviewed in order to comprehend the mobile technologies, practices, and devices that support mobile business (m-business) and mobile marketing (m-marketing) applications.

Supporting Marketing Practices

2010 ◽  
pp. 158-172
Author(s):  
Süphan NASIR
Keyword(s):  
Mobile Communication ◽  
Value Added ◽  
Mobile Network ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
Mobile Business ◽  
Doing Business ◽  
Wide Range ◽  
Mobile Network Operators ◽  
Corporate Customers

The concept of mobile communication has been rapidly changing all over the world and the Global System for Mobile communication (GSM) business has been evolving from voice services to value added services (VAS). The rapid growth in mobile technology enables Mobile Network Operators (MNOs) to provide a wide range of VAS to their corporate customers and these VAS change and transform companies’ way of doing business. The purpose of this chapter is to analyze the corporate VAS of a MNO, which has gained global acceptance and recognition, as a case study in order to understand how the mobile communication changes the companies’ way of doing business. The key supporting mobile technologies, services and solutions, which are provided by the case company to its corporate customers, are reviewed in order to comprehend the mobile technologies, practices, and devices that support mobile business (m-business) and mobile marketing (m-marketing) applications.

Design and Implementation Approaches for Location-Based, Tourism-Related Services

2013 ◽  
pp. 258-294
Author(s):  
George Kakaletris ◽  
Dimitris Varoutas ◽  
Dimitris Katsianis ◽  
Thomas Sphicopoulos
Keyword(s):  
Service Providers ◽  
Value Added ◽  
Mobile Network ◽  
Mobile User ◽  
Security And Privacy ◽  
Related Services ◽  
Positioning Systems ◽  
Business Modelling ◽  
Tourism Services ◽  
Mobile Network Operators

The globally observed recession of mobile services market has pushed mobile network operators into looking for opportunities to provide value added services on top of their high cost infrastructures. Recent advances in mobile positioning technologies enable services that make use of the mobile user location information, offering intuitive, attractive applications to the potential customer. Mobile tourism services are among the primary options to be considered by service providers for this new market. This chapter presents the key concepts, capabilities, and considerations of infrastructures and applications targeted to the mobile tourist, covering data and content delivery, positioning, systems’ interactions, platforms, protocols, security, and privacy as well as business modelling aspects.

Known by the Network

2003 ◽  
pp. 171-189 ◽  
Author(s):  
Stuart James Barnes
Keyword(s):  
Value Added ◽  
Mobile Network ◽  
Location Based Services ◽  
Strategic Issues ◽  
Data Services ◽  
Asset Tracking ◽  
The Media ◽  
Revenue Streams ◽  
Mobile Network Operators

The use of mobile telecommunications devices for commercial transactions, coined mobile (m-) commerce, has been an emerging trend since the late 1990s. As the phenomenal growth of the Internet and mobile devices has continued unabated, the inevitable convergence of these two streams of technologies has occurred, promising a plethora of mobile data services to the handset user. Although these services have been considerably hyped in the media, and adoption has been somewhat patchy and limited, it does signal the emergence of a range of innovative value added services. With further developments in technology and markets, further services will appear, bringing new revenue streams. One potential area of m-commerce development is in location-based services (LBS). LBS are heralded as the next major class of value added services that mobile network operators can offer their customers. Using a range of network- and handset-based positioning techniques, operators will be able to offer entirely new services and improvements on current ones. Popular examples cited include emergency caller location, people or asset tracking, navigation, location-based information, or geographically sensitive billing. The purpose of this chapter is to examine the technologies, applications and strategic issues associated with the commercialisation of LBS. The chapter concludes with some predictions on the role of LBS in m-commerce.

Mobile Money and Mobile Technologies: A Structural Estimation

2020 ◽  
Author(s):  
Yan Dong ◽  
Sining Song ◽  
Sriram Venkataraman ◽  
Yuliang Yao
Keyword(s):  
Mobile Technology ◽  
Mobile Network ◽  
Mobile Technologies ◽  
Supply Side ◽  
Social Good ◽  
Mobile Money ◽  
The Past ◽  
Market Shares ◽  
Mobile Network Operators

Mobile money is a service bundled with mobile technology and a social good that promotes financial inclusion for the under-served populations. Although the effect of mobile money has been examined in the past, we look at the supply side effects as it is important for managers to understand the role of mobile money in both providing social good and making a profit. From 1G to 4G mobile technologies, mobile money consistently serves as a competitive advantage for mobile network operators (MNOs). However, this does not mean that the effect stays unchanged over the generations of mobile technology. Instead, when the 3G technology allows web browsing as a major upgrade of mobile functionality, MNOs with mobile money have a substantially larger set of options to differentiate from those without mobile money; and as a result, mobile money implemented with 3G and 4G leads to larger market shares than that with 1G and 2G.

Design and Implementation Approaches for Location-Based, Tourism-Related Services

2010 ◽  
pp. 433-468
Author(s):  
Stelios C.A. Thomopoulos ◽  
Nikolaos Argyreas
Keyword(s):  
Service Providers ◽  
Value Added ◽  
Mobile Network ◽  
Mobile User ◽  
Security And Privacy ◽  
Related Services ◽  
Positioning Systems ◽  
Business Modelling ◽  
Tourism Services ◽  
Mobile Network Operators

The globally observed recession of mobile services market has pushed mobile network operators into looking for opportunities to provide value added services on top of their high cost infrastructures. Recent advances in mobile positioning technologies enable services that make use of the mobile user location information, offering intuitive, attractive applications to the potential customer. Mobile tourism services are among the primary options to be considered by service providers for this new market. This chapter presents the key concepts, capabilities, and considerations of infrastructures and applications targeted to the mobile tourist, covering data and content delivery, positioning, systems’ interactions, platforms, protocols, security, and privacy as well as business modelling aspects.

Design and Implementation Approaches for Location-Based, Tourism-Related Services

2011 ◽  
pp. 114-161
Author(s):  
George Kakaletris ◽  
Dimitris Varoutas ◽  
Dimitris Katsianis ◽  
Thomas Sphicopoulos
Keyword(s):  
Service Providers ◽  
Value Added ◽  
Mobile Network ◽  
Mobile User ◽  
Security And Privacy ◽  
Related Services ◽  
Positioning Systems ◽  
Business Modelling ◽  
Tourism Services ◽  
Mobile Network Operators

The globally observed recession of mobile services market has pushed mobile network operators into looking for opportunities to provide value added services on top of their high cost infrastructures. Recent advances in mobile positioning technologies enable services that make use of the mobile user location information, offering intuitive, attractive applications to the potential customer. Mobile tourism services are among the primary options to be considered by service providers for this new market. This chapter presents the key concepts, capabilities, and considerations of infrastructures and applications targeted to the mobile tourist, covering data and content delivery, positioning, systems’ interactions, platforms, protocols, security, and privacy as well as business modelling aspects.

How Mobile Technologies Enable Best Business Practice

2011 ◽  
pp. 124-139 ◽  
Author(s):  
Vaida Kadyte
Keyword(s):  
Mobile Technology ◽  
Paper Industry ◽  
Business Practice ◽  
Mobile Technologies ◽  
Mobile Business ◽  
Business Applications ◽  
Doing Business ◽  
Conceptual Thought ◽  
Empirical Illustration

Within the last 10 years, a number of sophisticated mobile devices have become available to assist not only in managing appointments and contacts but also to provide a tool for enhancing user experience and introducing new collaborative ways of doing business. However, little conceptual thought and empirical illustration has been given to how industrial organisations are using the potential offered by mobile technology. This chapter is based on putting into practice the main conceptual ideas of the Freedom Economy in the domain of mobile business applications through action research methodology. We present an in-depth case study on implementing mobile solutions in the fine-paper industry and aim to investigate to what extent mobile technologies pose a challenge to contemporary industrial life and how they will eventually enable firms to achieve the best business practice.

scholarly journals Development of a Crowdsourced-based Mobile Application for Measuring Quality of Internet Service Offered by Mobile Network Operators

2021 ◽  
pp. 49-63
Author(s):  
O. O. Obe ◽  
F. M. Dahunsi ◽  
Tolulade M. Adeniji
Keyword(s):  
Communication Network ◽  
Mobile Device ◽  
Mobile Communication ◽  
Mobile Application ◽  
Mobile Network ◽  
The Internet ◽  
Internet Service ◽  
Network Metrics ◽  
Mobile Network Operators

Wireless mobile internet is migrating towards an integrated system of internet and mobile communication network to fulfill the future of mobile network requirement: ubiquitous communication, where mobile users move freely almost anywhere and have access to the internet, communicate with anyone, anytime with any application using the best service available. This demands rapid progress in mobile communication networks and their internet technologies. This research project on the analysis of the Quality of Service (QoS) provided by Mobile Network Operators (MNOs) in the cellular internet networks. It aims to analyze and address the QoS of the internet network experienced by the user. QoS monitoring and analysis require the processing of large amounts of data and knowledge of which kinds of applications the traffic is generated by. To obtain satisfactory QoS based on internet network analysis, some network metrics must be measured and monitored at a regular time interval. In this research work, the network metric that will be measured for the internet service are signal strength, download speed, upload speed, and network transaction latency. This network metrics data will be collected from the consumer’s mobile device by the use of a crowdsourcing mobile application that is installed on the consumer’s mobile device. The investigation will cover mobile communication network providers in Nigeria. The data collated is then evaluated and analyzed.

Mobile marketing at Turkcell: Turkey's leading mobile operator

2011 ◽  
Vol 1 (1) ◽  
pp. 1-9
Author(s):  
Aysegul Toker ◽  
Kaan Varnali ◽  
Cengiz Yilmaz
Keyword(s):  
Business Environment ◽  
Subject Area ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
General Knowledge ◽  
Mobile Business ◽  
Content Type ◽  
Mobile Operator ◽  
Value Propositions ◽  
Real Market

Subject area Mobile marketing. Study level/applicability Undergraduate and Graduate levels. Case overview Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials Teaching notes.

Scaling Mobile Technologies to Maximize Reach and Impact

2018 ◽  
pp. 193-211
Author(s):  
Ambika Samarthya-Howard ◽  
Debbie Rogers
Keyword(s):  
Mobile Technology ◽  
Social Issues ◽  
Internet Access ◽  
Mobile Network ◽  
Mobile Technologies ◽  
Middle Income ◽  
Middle Income Countries ◽  
Starting Point ◽  
The World ◽  
Mobile Network Operators

This chapter explores three existing financial approaches to scaling mobile technologies in low- and middle-income countries: user-paid services, reverse billing, and zero-rated platforms. As affordability is an impediment to internet access, key strategies focusing around the involvement of mobile network operators and governments are investigated in relation to sustainability, scale, reach, and impact for mobile technology projects in the world. Various examples under each type are explored as a starting point for understanding the risks and benefits of each approach. The chapter also discusses the importance of mobile initiatives in tackling social issues today.

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