Mobile marketing : achieving competitive advantage through wireless technology /
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| Author / Creator: | Michael, Alex. |
|---|---|
| Edition: | 1st ed. |
| Imprint: | Amsterdam : Elsevier BH, 2006. |
| Description: | x, 237 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7370093 |
Table of 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 efficiency
- Plan 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 devices
- Working 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 marketing
- Current 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 products
- Skills 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
- Freeserve
- Sprite Interactive
- www.handyx.net
- Jamba
- Disney UK/Jetix
- Appendix A. Mobile operators around the world
- Appendix B. SMS/MMS abbreviations
- Appendix C. Key legislation/codes
- Appendix D. Mobile acronyms
- Index
