A Mobile Portal Solution for Knowledge Management

This chapter discusses the use of mobile applications in knowledge management (mobile KM). Today more and more people leave (or have to leave) their fixed working environment in order to conduct their work at changing locations or while they are on the move. At the same time, mobile work is getting more and more knowledge intensive. However, the issue of mobile work and KM is an aspect that has largely been overlooked so far. Based on requirements for mobile applications in KM an example for the implementation of a mobile KM portal at a German university is described. The presented solution offers various services for university staff (information access, colleague finder, campus navigator, collaboration support). The chapter is concluded by outlining an important future issue in mobile KM: the consideration of location-based information in mobile KM portals.

Mobile Advertising

This chapter is based on research conducted in cooperation with 12Snap, the leading European mobile marketing company, which has implemented large-scale mobile advertising campaigns with companies such as McDonald’s, Nestlé, Microsoft, Coca-Cola, Adidas, and Sony. To set the overall stage, we first discuss the advantages and disadvantages of the mobile phone in comparison to other marketing media. Then we propose a framework of different types of advertising campaigns that can be supported through the usage of mobile devices. These campaign types include (1) mobile push campaigns, (2) mobile pull campaigns, and (3) mobile dialogue campaigns. Building on this framework, we analyze different campaigns that 12Snap implemented for different consumer goods and media companies. Drawing from these experiences we then discuss a number of key management issues that need to be considered when implementing mobile marketing campaigns. They include the following themes: (1) the choice of campaign type, (2) the design of a campaign, (3) the targeting of the youth market, and (4) the combination of different media types to create integrated campaigns.

Barcode Applications for M-Business

One pertinent area of recent m-commerce development is in methods for personal transaction and information transfer. Several companies around the world have begun to use barcodes for the provision of m-commerce services. This chapter provides background on the enabling technological platform for providing such services. It then continues with three cases where mobile barcodes have been used—in Japan, New Zealand, and the UK. Subsequently, these are used as the basis for a discussion and analysis of the key business models, and strategic implications for particular markets. The chapter concludes with predictions for the market and directions for future research.

Customer Perceptions Toward Mobile Games Delivered via the Wireless Application Protocol

The rapid uptake and increased complexity of mobile phones has provided an unprecedented platform for the penetration of mobile services. Among these, mobile entertainment is composed of a variety of services such as ringing tones, games, gambling, and so on. Games are predicted to replace ringing tones as the main driver of mobile entertainment. This chapter contributes to the development of the mobile game industry by understanding corresponding consumer perceptions towards wireless application protocol (WAP) games. A series of focus groups were conducted to gain in-depth qualitative insight of perceptions towards WAP game services. The results indicate a number of clear areas for the delivery of successful WAP game services. WAP games were perceived as lacking complexity, but at the same time, were also seen as possessing several beneficial qualities. The chapter concludes with some recommendations and predictions regarding the future of WAP games.

Buongiorno! My Alert

In 1999 Jorge Mata, vice president of Broadvision and former expert in interactive solutions for Banco Santander and McKinsey, decided to leave everything to create MyAlert. The company was born on the basis of offering the same Internet services on the new and growing mobile devices. With a strong financial capitalization after raising more than 50 million euros during the bubble burst, in 4 years the company figures were in the black, and the journey had led to the creation of the European sector of mobile data services market and the European leader in that sector. As Charles Darwin emphasized, if a being wants to survive in a shifting environment, it must evolve at least as fast as the medium itself: Buorngiorno! MyAlert ruled the change.

Outcomes of Introducing a Mobile Computing Application in a Healthcare Setting

Interest in mobile computing applications has been increasing over the past few years. The healthcare sector has begun recognizing the potential for providing at point-of-care access to applications through mobile devices. However, there are challenges for the successful implementation of mobile computing applications. This chapter explores the implementation of a mobile computing solution in two Australian residential aged care facilities. The chapter compares the results of the implementation with previous studies and outlines a hierarchy of three levels of impact within the two organisations. The chapter furthermore describes the challenges, impacts, and outcomes. Finally it lists some strategies for alleviating some of the difficulties with mobile computing solutions.

Consumer Perceptions and Attitudes Towards Mobile Marketing

Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This chapter explores consumers’ perceptions and attitudes towards mobile marketing via SMS through a sequential, mixed-methods investigation. Four factors were identified and proven as all having a significant impact on mobile marketing acceptance—permission, content, wireless service provider (WSP) control, and the delivery of the message, which guided the development of a revised and empirically tested model of m-marketing consumer acceptance. The findings also suggest that marketers should be optimistic about choosing to deploy mobile marketing, but exercise caution around the factors that will determine consumer acceptance. The chapter concludes with a discussion about directions for future research.

Key Issues in Mobile Marketing

The growth and convergence of wireless telecommunications and ubiquitous networks has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is likely to be a key growth area. The immediacy, interactivity, and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can, ideally, be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This chapter provides direction in this area. After briefly discussing some background on mobile marketing, the chapter conceptualises key characteristics for mobile marketing permission and acceptance. The chapter concludes with predictions on the future of mobile marketing and some core areas of further research.

Digital Multimedia Broadcasting (DMB) in Korea

The launch of portable Internet, alongside mobile Internet technology and cellular technology, is a new milestone, converging wireless with wired technology. Along with these new technologies, a new telecommunication service has been introduced and has received much attention from the Korean public. This is the Digital Multimedia Broadcasting (DMB) service. DMB is a digital multimedia service combining telecommunications with broadcasting technologies. DMB enables users to watch various multimedia contents on their phone screens while they are on the move. Since DMB services in Korea are the first in the world, the Korean Government has much interest in DMB services. However, the repeated failures in establishing a regulatory framework for DMB and ill-defined roles of players in the DMB industry interfere the diffusion of DMB in the Korean market. As the convergence of broadcasting and telecommunications makes progress, proper modifications of existing regulatory frameworks should be made in order to guarantee success of DMB service in Korea. This chapter reviews DMB technology, its business model, its market structure, and its policy. In particular, it explores business opportunities around DMB services and identifies major issues that must be solved to launch DMB services successfully.

Wireless Sales Force Automation in New Zealand

Mobile and wireless technologies are deeply affecting the way many organizations do business. Among the several types of wireless applications, business-to-employee (B2E) applications have a strong potential to generate considerable value for organizations. Wireless sales force automation has been one of the most common applications found among companies that have adopted wireless B2E solutions. This chapter examines the impacts of wireless sales force automation on three organisations operating in food-related industries in New Zealand. The findings demonstrate that wireless technologies can enhance the benefits of traditional sales force automation, but that fundamental transformation of processes and value proposition is not yet apparent. The chapter concludes with recommendations for future practice and research.