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Mobile Marketing.

By: Michael, Alex.
Contributor(s): Salter, Ben.
Material type: TextTextSeries: eBooks on Demand.Publisher: Hoboken : Taylor and Francis, 2006Description: 1 online resource (248 p.).ISBN: 9780080459653.Subject(s): Internet marketingGenre/Form: Electronic books.Additional physical formats: Print version:: Mobile MarketingDDC classification: 658.872 LOC classification: HF5415.1265 .M53 2006ebOnline resources: Click here to view this ebook.
Contents:
Cover; Mobile Marketing: Achieving Competitive Advantage through Wireless Technology; Copyright; Contents; Preface; Acknowledgements; Chapter 1 The wireless revolution; The Japanese model; Location, location, location; Recent research; Chapter 2 Understanding the wireless world; The main players in the wireless world; Wireless technologies; Mobile generations; Chapter 3 Marketing for a wireless world; Revenue-generating services; State of the world market; What do we do with our mobile phones?; A market driven by value-added services; A market open to first-time SMS promotions
Increasing marketing efficiencyPlan ahead before you start; Best practice for SMS marketing; Market research and insights; From wireless vision to market leadership; Chapter 4 Improving brand awareness; Making connections; Tactics for successful wireless implementation; Planning; Business strategy; Chapter 5 Wireless advertising models; The mobile operator challenge; Advantages of wireless advertising; Dangers to the wireless advertising industry; Mobile content; Location-based mobile retailing and marketing models; Micropayments and TV voting; Re-educating the US market; Wireless models
Chapter 6 Delivering content to wireless devicesWorking with mobile operators and aggregators to deliver your content; Other distribution channels; Wi-Fi - a different perspective on content delivery; Chapter 7 M-commerce; The standard model; The premium model; Traditional billing models; Industries affected by m-commerce; The mobile commerce revolution; Revenue models; Other wireless processing methods; Concerns about e-commerce; M-commerce scepticism; Chapter 8 Mobile spam; Unsolicited commercial communications to individuals; Corporate subscribers; Use of cookies; Location and traffic data
International marketingCurrent levels of spam in the industry; Premium rate activity; ICSTIS Guideline No. 20, Premium Rate SMS (Version 4: March 2005); Chapter 9 Measuring results; Wapper and targeted advertising; Advertising measurement terminology; Current advertising on the wireless Internet; Pricing models; Standards and auditing; The need to know and measure; Wireless advertising measurement; Recommendations; Policy and privacy considerations; Strategic considerations; Chapter 10 Budgeting and planning; Initial set-up; General guidelines for mobile marketing; Marketing to children
Regulated productsSkills and attributes of wireless marketers; Chapter 11 Adult content; Content controls; Content controls around the world; UK adult content controls in depth; Adult bar codes; Conclusion; Chapter 12 Application environments; J2ME; Symbian; Flash Lite; BREW; Chapter 13 WAP and the mobile Internet; The Open Mobile Alliance; The WAP system; WAP design guidelines; PDA navigation; Top tips for WAP; Wireless Mark-up Language; Developer tips; Top WAP sites; The long-term future of WAP; Chapter 14 Case studies; Voltimum; TONI&GUY (1); TONI&GUY (2); T-Mobile; Orange; Netsize; RIM
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Summary: In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory, now owned by a large portion of the population of the world. The integration of the Internet, mobility and communications at the device, service and transport level has created a new set of business opportunities. Mobile marketing has become a mainstream marketing tool and marketers must now identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential. <BR id=""CRLF
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Item type Current location Call number URL Status Date due Barcode
Electronic Book UT Tyler Online
Online
HF5415.1265 .M53 2006eb (Browse shelf) http://uttyler.eblib.com/patron/FullRecord.aspx?p=270211 Available EBL270211

Cover; Mobile Marketing: Achieving Competitive Advantage through Wireless Technology; Copyright; Contents; Preface; Acknowledgements; Chapter 1 The wireless revolution; The Japanese model; Location, location, location; Recent research; Chapter 2 Understanding the wireless world; The main players in the wireless world; Wireless technologies; Mobile generations; Chapter 3 Marketing for a wireless world; Revenue-generating services; State of the world market; What do we do with our mobile phones?; A market driven by value-added services; A market open to first-time SMS promotions

Increasing marketing efficiencyPlan ahead before you start; Best practice for SMS marketing; Market research and insights; From wireless vision to market leadership; Chapter 4 Improving brand awareness; Making connections; Tactics for successful wireless implementation; Planning; Business strategy; Chapter 5 Wireless advertising models; The mobile operator challenge; Advantages of wireless advertising; Dangers to the wireless advertising industry; Mobile content; Location-based mobile retailing and marketing models; Micropayments and TV voting; Re-educating the US market; Wireless models

Chapter 6 Delivering content to wireless devicesWorking with mobile operators and aggregators to deliver your content; Other distribution channels; Wi-Fi - a different perspective on content delivery; Chapter 7 M-commerce; The standard model; The premium model; Traditional billing models; Industries affected by m-commerce; The mobile commerce revolution; Revenue models; Other wireless processing methods; Concerns about e-commerce; M-commerce scepticism; Chapter 8 Mobile spam; Unsolicited commercial communications to individuals; Corporate subscribers; Use of cookies; Location and traffic data

International marketingCurrent levels of spam in the industry; Premium rate activity; ICSTIS Guideline No. 20, Premium Rate SMS (Version 4: March 2005); Chapter 9 Measuring results; Wapper and targeted advertising; Advertising measurement terminology; Current advertising on the wireless Internet; Pricing models; Standards and auditing; The need to know and measure; Wireless advertising measurement; Recommendations; Policy and privacy considerations; Strategic considerations; Chapter 10 Budgeting and planning; Initial set-up; General guidelines for mobile marketing; Marketing to children

Regulated productsSkills and attributes of wireless marketers; Chapter 11 Adult content; Content controls; Content controls around the world; UK adult content controls in depth; Adult bar codes; Conclusion; Chapter 12 Application environments; J2ME; Symbian; Flash Lite; BREW; Chapter 13 WAP and the mobile Internet; The Open Mobile Alliance; The WAP system; WAP design guidelines; PDA navigation; Top tips for WAP; Wireless Mark-up Language; Developer tips; Top WAP sites; The long-term future of WAP; Chapter 14 Case studies; Voltimum; TONI&GUY (1); TONI&GUY (2); T-Mobile; Orange; Netsize; RIM

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In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory, now owned by a large portion of the population of the world. The integration of the Internet, mobility and communications at the device, service and transport level has created a new set of business opportunities. Mobile marketing has become a mainstream marketing tool and marketers must now identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential. <BR id=""CRLF

Description based upon print version of record.

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