Brand Driven Mobile Marketing

2010 ◽  
pp. 468-483
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Conceptual Design ◽  
Building Block ◽  
Mass Medium ◽  
Mobile Marketing ◽  
Case Scenario

Despite the fact that the mobile phone is a perfectly suited advertising medium also for brand campaigns a creative perspective is not only desirable but also necessary. Because: Without creativity, the latest mass medium would be swiftly rendered desolate. In the creative conceptual design of brand campaigns it is important above all to carry out advertising not only on the mobile phone but with it. On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

Brand Driven Mobile Marketing

E-Marketing ◽  
2012 ◽  
pp. 1252-1267
Author(s):  
Christopher Quente
Keyword(s):  
Mobile Phone ◽  
Building Block ◽  
Mobile Marketing ◽  
Case Scenario

On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.

scholarly journals SNOW MICROWAVE REFLECTION AT MOBILE PHONE FREQUENCY BANDS

2017 ◽  
Vol 1 ◽  
pp. 156 ◽  
Author(s):  
Tarmo Koppel ◽  
Inese Vilcane ◽  
Piia Tint ◽  
Andrei Shiskin
Keyword(s):  
Risk Assessment ◽  
Mobile Phone ◽  
Electromagnetic Fields ◽  
Reflection Loss ◽  
Mobile Communication ◽  
Case Scenario ◽  
Worst Case ◽  
Fresh Snow ◽  
Microwave Reflection ◽  
Snow Precipitation

Snow should be accounted in electromagnetic fields' risk assessment, especially in Nordic countries where in winter months snow precipitation and coverage may significantly affect the propagation of microwaves. The risk assessment should be always carried out under worst case scenario conditions, including the reflective properties of the surfaces surrounding the antenna. In this study fresh snow microwave reflectance properties were investigated at the mobile communication bands from 1700 to 2700 MHz.The investigation revealed that reflection loss from snow is more dependent from the frequency than from the thickness of snow coverage. Amongst mobile communication bands, the strongest microwave reflection (reflection loss only 3.2dB) was registered at WiFi2G band. Averaging all the snow thicknesses, the highest reflection loss occurs at GSM1800UL (1710-1785 MHz) and UMTS2100DL (2110-2170 MHz) bands. The least attenuation of reflection occurs in adjacent DECT band.

A Proposed Framework for Developing a National Crisis Management Information System

2009 ◽  
Vol 1 (4) ◽  
pp. 50-74 ◽  
Author(s):  
Magdy M. Kabeil
Keyword(s):  
Information System ◽  
Crisis Management ◽  
Conceptual Design ◽  
Management Information System ◽  
Quality Function Deployment ◽  
Management Information ◽  
Case Scenario ◽  
National Crisis ◽  
Design And Implementation ◽  
Hierarchy Process

A conceptual design representing basic modules of National Crisis Management Information System NCMIS is developed. The conceptual design provides a general foundation that can be transferred to a detailed design and implementation of an application. The concept of NCMIS meets the initial specifications that are validated using a case scenario. The relative percentage of the total score that each module contributes to the design is evaluated using the Analytical Hierarchy Process AHP and the Quality Function Deployment QFD technique.

Conceptual Design of Mobile Phone Based on TRIZ Theory

2014 ◽  
Vol 620 ◽  
pp. 638-643
Author(s):  
Jian Yi Zhang ◽  
Jin Gang Jiang ◽  
Qiang Lv ◽  
Dan Yang Xu
Keyword(s):  
Mobile Phone ◽  
Conceptual Design ◽  
Market Research ◽  
Solution Process ◽  
Target Population ◽  
Clear Goal

Aiming to the young people’s requirements on mobile phone design, market research for target population is done. Requirements on mobile phone design are found. Compared to existing mobile phone, the direction of mobile phone conceptual design is planned. A novel conceptual mobile phone is designed based on TRIZ theory. Based on TRIZ theory, the solution process is simple, has clear goal, and the effect is outstanding. So TRIZ theory is a good way of innovation.

scholarly journals Type Synthesis Principle and Practice of Flexure Systems in the Framework of Screw Theory: Part I—General Methodology

2010 ◽  
Author(s):  
J. J. Yu ◽  
S. Z. Li ◽  
X. Pei ◽  
Hai-jun Su ◽  
J. B. Hopkins ◽  
...  
Keyword(s):  
System Theory ◽  
Conceptual Design ◽  
Building Block ◽  
High Performance ◽  
Screw Theory ◽  
Physical Entity ◽  
Type Synthesis ◽  
General Methodology ◽  
Synthesis Procedure ◽  
Systematic Formulation

The systematic methodologies involved in type synthesis of flexure systems are no doubt helpful to generate one and more high-performance precision machine designs at the stage of conceptual design with a rapid and effective way. This paper provides a systematic formulation of the type synthesis of parallel, serial, and hybrid flexure systems via a mapping from a geometric concept to physical entity. The whole type synthesis principle is built upon screw system theory and the geometric Freedom and Constraint Topology (FACT) approach, also combining with other concepts and methods including equivalent compliance mapping, building block etc, which enables the type synthesis of flexure systems deterministic, simple and practical. After that, Type synthesis procedure for various flexure systems are elaborated with examples. As a result, as many specified-DOF (Degree of Freedom) flexure systems as possible can be found and therefore pave the way for obtaining an optimal configuration.

scholarly journals Basics of Mobile Marketing Strategy

2018 ◽  
pp. 1-18
Author(s):  
Wilson Ozuem ◽  
Bibi Nafiisah Mulloo
Keyword(s):  
Mobile Phone ◽  
Marketing Strategy ◽  
Rapid Growth ◽  
Empirical Studies ◽  
Mobile Marketing ◽  
Online Platforms

Recent years have witnessed a rapid growth in internet-enabled devices, including smartphones which have facilitated the performance of many tasks online. One of the major activities taking place on such online platforms is shopping. Indeed, smartphones are redefining the landscape of consumption from visiting conventional physical shops to consuming products and services in a digital arena. Despite a proliferation of both theoretical and empirical studies on smartphones marketplace, there is still a paucity of studies on how mobile phone devices enhance and facilitate consumption from physical marketplace to online marketspace. This chapter aims to contribute to extant studies on how smartphones impact on the consumption process.

scholarly journals An Improvement of Analyzing the Effective Factors on Customer Behavior in Mobile Marketing

2020 ◽  
Author(s):  
Tahereh Arbab ◽  
Hojatolah Hamaidi ◽  
Mohsen Gharakhani
Keyword(s):  
Mobile Phone ◽  
Structural Equation ◽  
Customer Behavior ◽  
Ease Of Use ◽  
Mobile Marketing ◽  
Equation Modeling ◽  
Modern World ◽  
Effective Factors ◽  
Mobile Phone Technology ◽  
Individual Knowledge

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

Mobile Marketing

2013 ◽  
pp. 46-64
Author(s):  
Barbara L. Ciaramitaro
Keyword(s):  
Mobile Phone ◽  
Mobile Devices ◽  
Mobile Phones ◽  
Web Sites ◽  
Personal Information ◽  
Mobile User ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
Communication Devices ◽  
Phone User

Mobile technologies have dramatically changed the world’s ability to communicate. The number of mobile phones used worldwide has exceeded 4.6 billion with continued growth expected in the future. In fact, in the United States alone, the numbers of mobile phone users comprise over 80% of the population. Mobile phones and tablets (mobile devices) are not simply voice communication devices. They have become a medium to create voice, music, text, video, and image communications. Importantly, these various types of communication can be created and shared on demand by the mobile user. In addition to communication methods, mobile devices are also a tool used to access the Internet, view television and movies, interact with GPS (Global Positioning System), and read and respond to barcode and augmented reality messages. Each of these methods utilized by the mobile phone user becomes a tool that can be used in mobile marketing to expand beyond traditional marketing methods. Mobile devices are considered to be “the most personal piece of technology that most of us will ever own” (Krum, 2010, p. 7). We usually take them with us wherever we go and are usually reachable through them. However, mobile devices also provide the ability to access the most personal information about us. Mobile devices know who we communicate with and how often. They know our schedule – both business and personal. They often know all of our email addresses and frequently accessed web sites. They know what videos, music, television shows, and movies we like. They know about us through pictures and text messages sent and received. They know where we go, how often, and how long we stay through location tracking technology. This collection of accessible personal information allows mobile marketing to target individuals at the time and place where their message will be most effective. Mobile technologies over the past 20 years have dramatically changed the way people communicate, collaborate, search for, receive, and share information. These dramatic changes have had striking impact on the world of marketing to the extent that mobile marketing has become the predominant form of customer engagement.

Mobile Marketing

2011 ◽  
pp. 151-173
Author(s):  
Giovanni Giuffrida ◽  
Diego Reforgiato ◽  
Catarina Sismeiro ◽  
Giuseppe Tribulato
Keyword(s):  
Data Mining ◽  
Mobile Phone ◽  
Statistical Methods ◽  
Value Added ◽  
Developed Countries ◽  
Content Delivery ◽  
Mobile Marketing ◽  
Competitive Environment ◽  
Revenue Growth ◽  
Mining Tools

In most developed countries competition among mobile phone operators is now focused on switching customers away from competitors with extremely discounted telephony rates. This fierce competitive environment is the result of a saturated market with small or inexistent growth and has caused operators to rely increasingly on Value-Added Services (VAS) for revenue growth. Though mobile phone operators have thousands of different services available to offer to their customers, the contact opportunities to offer these services are limited. In this context, statistical methods and data mining tools can play an important role to optimize content delivery. In this chapter the authors describe novel methods now available to mobile phone operators to optimize targeting and improve profitability from VAS offers.

Initial Requirements of National Crisis Decision Support System

2013 ◽  
pp. 993-1018 ◽  
Author(s):  
Ahmad Kabil ◽  
Magdy M. Kabeil
Keyword(s):  
Decision Support ◽  
Decision Support System ◽  
Conceptual Design ◽  
Support System ◽  
Quality Function Deployment ◽  
Critical Systems ◽  
Case Scenario ◽  
National Crisis ◽  
Mission Critical ◽  
Hierarchy Process

The National Crisis Decision Support System NCDSS represents special type of mission critical systems highly responsive enough to face a national crisis. The value of a NCDSS is assessed according to its impact on the value of surviving a national crisis. Such systems should have common initial requirements associated with their common conceptual design. A conceptual design representing basic modules of NCDSS is developed. The conceptual design provides a general foundation that can be transferred to a detailed design and implementation of an application. The proposed concept of NCDSS meets the initial specifications that are validated using a case scenario. The relative percentage of the total score that each module contributes to the design is evaluated using the Analytical Hierarchy Process (AHP) and the Quality Function Deployment (QFD) technique.

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