Branding and Mobile

An overview of mobile's impact on branding strategy expands from discussion of chronological ages of branding to mobile's effects on the brand management function. The latter are structured around four steps of the brand management process, including planning and brand positioning, implementing branding strategies, measuring and analyzing performance of a brand, and sustaining brand equity over time and across geographic markets. With a focus on cross-platform branding and establishment of seamless mobile experience, the chapter explores various aspects of mobile's influence on branding. A strategic view on the mobile-first approach that permeates all aspects of the branding process from logo design to brand equity measurement is accompanied with real-life applications. Best practices illustrate changing perspectives in branding and include examples of how new technologies like iBeacon and augmented reality are used by leading brands. Examples are drawn from recent academic and industry studies in business and management with links to classic brand management literature.

Marketing and Mobile

Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.

Voters and Mobile

The objective of democracy is to allow people the freedom to vote at ease and according to their individual choices. Mobile Election has high potentials of transforming and improving efficiency of the current electoral process, thereby enabling convenient and ubiquitous elections, hence, revolutionizing the institution of democracy. With so much potential though, its adoption is extremely low worldwide because the barriers to adoption are extremely high as mobile election is still lacking in addressing the critical and sensitive requirements of the electoral process worldwide. This chapter explores the potential impact of mobile elections to democratic establishments such as politics and voter participation. It then adopts a comparative analysis approach in exploring the barriers to adoption and possible solutions. Lastly, it provides recommendations for future research in the areas of voter trafficking, network and data security, inter-operability issue, digital/democratic divide issue, and voter satisfaction.

Youth and Mobile

While the rapid growth in studies on the effects of mobile phones has deepened our understanding of the role mobile phones play in the socialization process of youth, further work is required in reviewing the growing influence of mobile phones for continuing socialization. The objective of this paper therefore is to assess literature from a range of selected studies and in doing so, highlight the role of mobile phones in contributing to youth socialization. This state-of-the-art review demonstrates that mobile phones are a powerful socializing tool that can lead to plentiful consequences. It will show that the influence of mobile phones can be beneficial. It explores the harmful effects of mobile phones. Finally, this chapter will incorporate previous advancements in research to inform forthcoming research and identify new concepts, themes and theories to support or improve the role of mobile phones in increasing the socialization skills of youth.

Government and Mobile

This chapter presents a comprehensive review of what has been examined in the past and what needs to be explored in the future concerning mobile government (m-government). As an emerging branch of mobile services, m-government intends to help governments to better serve for the public, the business and non-government organizations with the assistance of mobile technologies. Although m-government originated from electronic government (e-government), it is not just a simple extension in respect to technological developments but a transformation from e-government to m-government. What matters most and is worthy of being further enhanced in this revolutionary process is the improvement of government's mobility instead of up-to-date technologies. That is to say, the shift from e-government to m-government is a game change instead of a gear change.

Reviewing Gratification Effects in Mobile Gaming

This chapter aims to critically review previous studies on the gratification effects mobile gaming provides in a variety of aspects including play experience, education and social networking. Previous studies reveal that mobile gaming gratifies a new play experience in casual, flexible and ubiquitous nature. Additionally, mobile gaming generates widely accepted gratifications in technology-based education, improving learning and teaching performance in education in general and specific courses. Meanwhile, mobile gaming demonstrates great gratification effect in quality, ability and physical training. Furthermore, scholars have widely researched on the gratification effect of mobile gaming to promote social networking with the applications of socially interactive technologies. Finally, this chapter delivers a forecast about the future development of mobile gaming into HR recruitment and management.

Advertising and Mobile

There is no field that has experienced a more positive financial impact from mobile technology than advertising. This is evident by billions of dollars in traditional media fleeing to online media, and increasingly to mobile. Yet, it is difficult to distinguish mobile totally from other online advertising approaches. Mobile is certainly not diverging from the other platforms, but rather driving some of the strongest advertising trends. Because the trends of all online channels overlap with mobile, it will be difficult to address mobile without addressing all – then clarifying and exploring how mobile is driving and will continue to drive those trends.

Journalists and Mobile

Despite the high profile of many social media activist efforts, such as the Arab Spring, researchers are still questioning whether these mostly online campaigns can lead to real world impact. Journalists are also asking themselves what role they fill as they watch, comment on, and cover the deluge of activism on Twitter, Facebook, and other sites. Through a comprehensive review of the literature on social capital and its intersection with the Internet and social media, this chapter suggests that social media can lead to social capital, but journalists provide the key ingredient to lead to lasting social change. Literature on the goals and aims of journalism, coupled with a review of its vital role in a community, point to the need for the context and verification that journalism provides in order for social media to transform into social capital.

Local News and Mobile

The first economic tipping for traditional media hit in 2006 when newspaper revenues began to collapse. Leonard Downie Jr. (2009), vice president at large for the Washington Post, notes how most newspaper executives knew that the time would come when the Internet would begin stealing newspaper readers and revenues, but they didn't expect it to happen so quickly. That is the nature of a tipping point. In one year, according to Downie, they were at an economic high and adding personnel to their news staff, and the next year they were laying people off. How quickly the economic downturn occurred took them and many other newspapers by surprise. In 2005 newspapers achieved $49.4 billion in advertising revenues. By 2014 revenues had fallen about 60% to $19.9 billion (Pew, 2015). There is evidence that such a tipping point is about to hit local TV stations. These two tipping points could lead to the end of quality local news coverage. This chapter explores how newspapers and TV stations can survive and flourish in the Digital Age.

Government and Mobile

This chapter aims to study a fifteen-year project of Mobile Government (mGov) in the state of Paraná, Brazil. The precocious experience in Brazil in mGov and the number of cell phones used in the country are not arguments for these to be used in providing mass public services. Mason's Historical Method was used to get to know the project, raising available information and retrieving happenings and results. To identify events, relevant actors, their roles, aspects in collaboration, setting and density of the relations among these actors, Social Network Analysis was used. We conclude it is important to formalize the project, but that will not guarantee its continuity in the long run. Characterizing phases minimizes the importance given to the change of governors after new elections in large corporative projects. The networks forming favors the dissemination of IT knowledge among actors. This research shows little evidence that SMS still have long life.