...The Mobile Landscape Insights for Advertising April 25, 2011 Table of Contents I. Introduction 3 II. Consumer Behavior Trends 4 III. Mobile Technology 7 Mobile Devices and Services Other mobile-relevant technologies of interest The Development of Native Apps vs. Web Apps IV. Mobile Advertising 16 Banner ads on mobile devices Mobile applications or apps Mobile gaming Mobile commerce Location-based services or LBS Mobile and Health Mobile Metrics and Analytics V. The Future of Mobile Media 30 VI. Conclusion 34 VII. Works Cited 35 Part I: Introduction As predicted nearly ten years ago in their article, “The Death of Advertising,” Roland Rust and Richard Oliver wrote, “the new media represent a vast ‘network of networks,’ now often referred to as the information superhighway. A technical reality, major parts of the information super highway are under construction all over the US (1994).” During the digital revolution of the last decade, modern humanity has experienced a shift in traditional media consumption habits, which is now culminating with mobile technology. In examining the emerging mobile landscape, two things are increasingly apparent. One, mobile technology is heading into uncharted territories. Two, this is happening at unprecedented rates. This landscape is so unpredictable that the introduction of a new highly...
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...consideration 24 BRAND POSITIONING 26 OVERALL POSITIONING ANALYSIS 33 IDEAL PACKAGE 34 WILLINGNESS TO PAY PRICE PREMIUM 36 ANALYSIS OF ADVERTISING MODULE 37 Analysis of Mobilink ad 40 Analysis of Glow by Warid ad 42 Analysis of Telenor ad 44 Overall Advertising Analysis 46 LIFESTYLE ANALYSIS 46 RECOMMENDATIONS 49 REFERENCES 50 APPENDIX 51 LIST OF TABLES Table 1 Kish Social Economic Class Grid 12 Table 2 Mobile Phone Category Analysis 14 Table 3 Mobile Phone Category Analysis across SECs 14 Table 4 Crosstab TOM and SEC 15 Table 5 Crosstab Spontaneous Awareness and SEC 15 Table 6 Crosstab Aided Awareness and SEC 16 Table 7 Crosstab Advertisement Recall and SEC 17 Table 8 Crosstab First Favorite and SEC 17 Table 9 Crosstab Second Favorite and SEC 18 Table 10 Crosstab Brand Recommended and SEC 19 Table 11 Crosstab Brand Ever Used and SEC 19 Table 12 Crosstab past Six Months and SEC 20 Table 13 Crosstab past Three Months and SEC 20 Table 14 Crosstab Brand Used Most Often and SEC 21 Table 15 Crosstab Brand Currently Using and SEC 22 Table 16 Crosstab Previous Brand and SEC 22 Table 17 Crosstab Previous Brand and Age 23 Table 18 Brand Currently Used and SEC 24 Table 19 Crosstab Brand Plan to use in Future and SEC 24 Table 20 Crosstab Brand Plan not to use in Future and SEC 25 Table 21 Brand Market leader and SEC 26 Table 22 Brand for Lively People and SEC 26 Table 23 Trustworthy Brand and SEC 27 Table 24 Brand Introduce New Services and SEC 27 ...
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...services promotion or interact with them for deeper customer experience. As the increasing uses of smartphone and tablets, m-business is overwhelming in e-commerce. The main goal of apps advertising is increase the brand awareness, expand market share, improve customer experience and create more profits from customers. Apps advertising is a lower investment path for the companies to run their business. This report discusses apps advertisements (apps ads) in the m-business, including how recently the situation of apps advertising is; how business people take advantage of apps advertisements for profits; what the strengths and weaknesses are; and the trend of apps advertisements. Apps advertisement shows its advantages over the disadvantages because the apps ads are in overwhelming development. Marketers and advertisers will take good advantage of apps ads in standard operation in the future. Of course, there are some weaknesses of apps ads requiring be improving and avoiding in the next stage of apps advertising. Introduction Mobile apps are becoming more valuable for companies to retain and engage customers (Anonymous 2010). According to HIS Screen Digest research, it indicates that apps downloaded from App Store grow from approximate 2.7 billion in 2009 to 4.9 billion in 2010, while from Google’s Play Store increased from 228 million apps download to 1.3 billion (Screen Digest 2010). Gartner reported that in December 2010 only, the top 300 free apps generated over 3 million...
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...TERM PAPER ON: “CONSUMER PERCEPTION OF E-ADVERTISING” TOPICS: Airtel Bangladesh Ltd. SUBMITTED TO Mahmud Zubayer Assistant Professor Department Of Business Administration East West University SUBMITTED BY Hasnat Jahan Nira: 2012-2-10-229 Md. Abul Kalam: 2012-2-10-126 Md. Abu Bakar Siddique Bhuiyan: 2010-2-10-327 LETTER OF TRANSMITTAL 10th December, 2013 To, Mahmud Zubayer Assistant Professor Department of Business Administration East West University. Subject: Consumer perception of e-advertising about “Airtel Bangladesh Ltd.” Dear Sir, It gives us an immense pleasure in submitting to you the term paper Consumer perception of e-advertising about “Airtel Bangladesh Ltd.” Which is the topic under our observation? While preparing the report, we closely focused on the topic & tried to collect most complete information available. We believe that it will provide you a clear scenario of e-advertising about the company. We thank you for giving us the opportunity to do a report on the above mention point. This term paper will definitely give us experience which we can be used in our professional life. We will be always available for any further query and to answer any questions on this paper. Thank you Truly yours Group- Scanner, Course- MKT201; Section- 01 Hasnat Jahan Nira _______________________________ Md. Abul Kalam _________________________________ Md. Abu Bakar Siddique Bhuiyan __________________________ ...
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...recommended by your closest friends, or how far away you are from the nearest hotel and their website, or the nearest Latin American restaurant while you're on vacation? Location-based services allow you to access this information even when you are miles away from home. These services have a magnitude of uses in social networking, and they are largely accessible through mobile device networks. They use information on the geographical position of a mobile device and enable the user to find the nearest business or service. In addition, the combination of mobile apps and location-based services allows marketers to reach out to their customers to send them more targeted content. Not only do location-based services help the consumer, but they also help advertise the company through social media networks. Stating location is no longer just a form of showing the public what you have seen and where you have been. It is like a free advertisement or commercial for people that view that picture (instagram) or status (Facebook). It has created an extra column in the marketing aspect of the business both for future consumers as well as systems that try to adapt to the users preferences. Applications such as Foursquare, Wikitude, and Yelp are widely used by many people, but the Geographical Information Systems (GIS) community is still in search for the "killer app" that will become so widely used in society that GIS will be available everywhere at all times and thus become part of the...
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...(Focus: FB’s 2012 annual report) (1) What is the business model of FB, i.e., how do they generate revenues? Facebook is the biggest social-media platform worldwide with $1.06 billion MAU (monthly active users) and $618 million DAU (daily active users). Its business model is set up on three pillars: Facebook users, developers and marketers. a) Users Facebook creates a direct value proposition for Users. The company creates value for users by enabling users to * Connect and Share with friends * Discover and Learn about News around the world shared by the user’s personal contacts * Express themselves and share what they think about and what matters to them * Stay connected everywhere, especially due to Facebook mobile applications. With its users Facebook does not generate direct revenues, since the usage of all Facebook products are free of charge. However the users indirectly generate revenues. It is only possible for Facebook to create revenues with marketers and developers because of its amount of users. b) Developers Developers get attracted by the huge customer base of Facebook. They have the opportunity to build up applications and websites which connect with Facebook. Facebook offers a variety of tools and application programming interfaces on its Facebook Developers Platform that easily interacts with Facebook. Due to that easy access there are more than 10 Mio applications developed by 2012. Facebook enables developers to * achieve...
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...platform that reaches over a billion people. Facebook has been successful driving revenue by developing algorithms and application programming interfaces. These revenue drivers turned their social networking platform into an advertising tool, connecting third-party businesses to quality consumers. Although Facebook’s user base and revenue are growing at very rapid rate, there is concern with their future strategy. This paper addresses that concern and the doubt that the revenue streams the company has developed will be sustainable in the long-term. Examining Facebook’s history, competition, financials and target markets will reveal a direction for the future. Recommendations are made for a long-term strategy to diversify revenue streams and maintain year over year growth in profitability through: global markets, emerging technologies and integration. Keywords: Facebook, social networking, technology, advertising, data, Internet user, global market, application development, mobile, beacon Analysis of Facebook to Develop a Business Strategy Maintaining Revenue Growth in the Future Mark Zuckerberg created Facebook in a dorm room at the campus of Harvard University in February 2004. Its initial purpose was to form a social network exclusive to Harvard, allowing the viewing of students’ personal details to the entire student body and to create a platform for communication. Within four months, Facebook had expanded to thirty colleges and had 150,000 users. With a large capital...
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...Future of digital marketing for small businesses Businesses are categorized mainly of two types, small scale and large scale business. In order for a business to succeed, advertising is important. Promoting and advertising makes the business known to public. It’s pretty common that people only buy products of companies they know. They won’t even have a look or feel to try other company products or services. Reviews also play a major role for the development of small businesses. Based on the performance, both positive and negative reviews will be given. Traditional and digital marketing are two types for promoting your business. Traditional marketing does not impact business: Traditional marketing includes displaying ads in newspapers, Television...
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...Every company wants to ensure their marketing and advertising strategies are as effective as possible to ensure profit and sales will be generated for the upcoming future. Once a company’s marketing team launches an advertisement it is vital to test how effective it was amongst the audience, to understand what was successful and what did not work. Thus, ensuring whether or not the ad the marketing team invested time and capital on is delivering the results required. Once understanding which tactics are appropriate and which aspects of the advertisement were not as effective, one can then better understand how to optimize the next advertisement campaign and achieve the goals set up originally. Advertising effectiveness can be defined as the “evaluation of the performance of specific promotional programme elements – the approach depends a lot on the objectives of the advertising” (Belch and Belch, 2012, pg596-597). Reasons for why it is necessary to measure the effectiveness of an advert varies from avoiding costly mistakes, to increasing the efficiency of advertising by evaluating alternative strategies. It would be beneficial for a company to do this in order to enhance sales and structure better outcomes in the future. However, doing so is costly for the organization and a long process. There may also be conflict within the company, regarding to the objections of creativity and disagreement on what to test. It would be necessary for the effectiveness to be measured...
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...Tutumlarını Etkileyen Faktörler SMS Advertising In Turkey: Factors Affecting Consumer Attitudes Hasan Kemal SUHER * Nevzat Bilge İSPİR ** ÖZET Mobile telefonların kullanımdaki hızlı artış hem pazarlamacılar hem de reklamcılar için yeni bir taşıma platformu yaratmıştır. Mobil cihazların popülerliği arttıkça, Kısa Mesaj Servisleri (SMS) potansiyel tüketicilere ulaşmak için daha da önemli olmaya başlamıştır. Bu çalışma, tüketicilerin SMS reklamlarına yönelik tutumlarını etkileyen faktörleri ve bu faktörler ile tutum arasındaki ilişkiyi incelemektedir. Yapılan faktör analizi sonucunda Bilgi-eğlence, Yaşam Partneri, Gizlilik ve Rahatsız Edicilik olarak adlandırılan dört faktör bulunmuştur. Literatüre paralel alarak sonuçlar Rahatsız ediciliğin SMS reklamlarına yönelik tutumları etkileyen en önemli faktör olduğunu göstermektedir. Araştırma, ileri çalışmalar ile derinlemesine incelenebilecek “Yaşam Partneri” olarak adlandırılan yeni bir faktörü de ortaya koymaktadır. Anahtar Kelimeler: Reklam, Reklamlara Yönelik Tutum, SMS Reklamları. Çalışmanın Türü: Araştırma ABSTRACT The rapid increase of the use of mobile phones has created new delivery platforms to both marketers and advertisers. As the popularity of mobile devices increases, Short Messaging Service (SMS) has become more important to access potential customers. Recently, Internet and mobile telephony technologies have become more integrated. The marriage of the Internet and wireless telephony that use such platforms as Wireless Application...
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...1145/1941487.1941515 Mobile advertising will become more pervasive and profitable, but not before addressing key technical and business challenges. By Subhankar Dhar and Upkar Varshney Challenges and Business Models for Mobile Location-based Services and Advertising for wireless cellular networks in the U.S. have also enabled location-based functionalities using variations of triangulation, GPS, and cell-ID technologies. In addition to the current and emerging satellite-based systems, such as GPS (U.S.), GLONASS (Russian), GALILEO (EU), and COMPASS (China),30 which will provide wider coverage to benefit location-based services. In some cases locational information can also be derived and utilized from sensors, RFID, Bluetooth, WiMax, and Wireless LANs.7,31,32 These systems can be used standalone or supplement the coverage for location tracking in indoor environments, where satellite coverage is intermittent or inaccurate. The potential for location-based services is evident from powerful and ubiquitous wireless devices that are growing in popularity.8,23 Many surveys predict billions of dollars in revenues for mobile advertising.27 Mobile Network Operators are well positioned to take up a significant percent of this advertising revenue as they negotiate deals with content providers. Recent deals between media companies, advertising agencies and Internet/software industry also demonstrate significant optimism for future growth.4,19 However...
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...A REPORT ON MOBILE MARKETING Submitted by Aatish Khemka INTRODUCTION Mobile marketing is marketing on or with a mobile device, such as a cell phone. One definition comes from marketing professor Andreas Kaplan who defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device". Within this definition, Kaplan uses two variables, i.e. the degree of consumer knowledge and the trigger of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons. Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Mobile marketing is commonly known as wireless marketing, although viewing advertising on a computer connected to a home local area network is not considered to be mobile marketing. Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to...
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...1. Introduction Robi formerly known as Aktel is the third largest mobile phone operator in Bangladesh in terms of revenue and subscribers. Robi is a dynamic and leading countrywide GSM communication solutions provider and is a joint venture company between Axiata and NTT DoCoMo of Japan. The company commenced operations under the Aktel brand on 15 November 1997 and embarked on a new journey with the brand name of Robi on 28 March 2010. Robi attained its first million customer base in 2004, followed by 5 million in 2006 and 10 million in 2009. Covering all 64 districts of the country, Robi was the first mobile operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh. It was also the first operator to provide seamless coverage along the Dhaka-Chittagong highway. Robi has the widest International Roaming coverage in Bangladesh connecting 553 operators across 207 countries. Robi operates the GSM 900 and 1800 cellular services. Its GSM service is based on robust network architecture and a cutting edge Intelligent Network (IN), which provides peace-of-mind solutions in terms of voice clarity, extensive nationwide network coverage, and multiple global partners for international roaming. Robi, being the most innovative operator in the country, launched the first ever Prepaid mobile service and other innovative services. With its strengths and competencies developed over the years, Robi aims to provide the best, in terms of coverage and connectivity...
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...people are going to stop and visit for sight and probably make a purchase. Since Electronic commerce is a huge thing in recent years, companies have been working to make your online shopping experience better and there are a couple of emerging trends geared towards the improvements of e- commerce and internet marking. Note Adapted from Forrester: U.S. Online Retail Sales to Hit $370 Billion by 2017,” by Lauren Indvik, 2013. One of the trends that probably anybody can predict in the future is using mobile and android apps for transactions. With mobile technology getting more advance year by year and the climbing number of people who can’t stay off their phones, I would have say, and this is something I actually expect. With the amount of mobile devices outnumbering the amount of desktops, they is going to cause more people to use a mobile device to purchase something online instead of using a desktop. Since the number of consumers who will use a mobile device will increase greatly in the future, websites must act like any app and must be very responsive in terms of design .Even...
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...21st Century Mobile Marketing Global Insights into the Worldʼs Most Advanced Mobile Society: Japan Christopher Billich, Infinita Inc. April 11, 2008 According to industry data released by Japanʼs largest advertising agency Dentsu in late February, mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year, reaching ¥62.1 billion (ca. USD 621 million). This result tops even Dentsuʼs own optimistic prognosis, published 12 months earlier, by 12%. An impressive performance in an advertising market close to saturation - total advertising expenditures in Japan only grew by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006. campaigns and actually sign up for promotions or make purchases as a result. Close to another third click on ads, but do not participate in promotional offers. Thus, there is no question that mobile advertising will continue to gain in significance in Japan - a market where more than 4 in 5 of a total 100 million mobile subscribers use mobile data services. 1,500 1,125 750 375 0 2000 2002 2004 2006 2008 2010 Mobile advertising up 60% in 2007 For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.4 billion) exceeded combined radio and magazine advertising expenditures, which each were down around 4% on a YoY basis. Newspaper advertising suffered even more heavily at -5%, and TV advertising expenditures are down for the third year in a row. While the importance of...
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