1 INTRODUCTION
The expectations for M-Commerce are very high. The mobile user seeks for facilitation of his daily habits and companies anticipate generating high revenue stream through new mobile applications. After telecommunication companies have paid high prices for the UMTS licenses in Europe M-Commerce has started to be the new hype. In those countries which did not have auctions but beauty contests M-Commerce has been also shifted into the spotlight. Although M-Commerce is still in its infancy, it predicts to have a huge impact on many ways of people’s lives. New buzz words like anywhere and anytime have evolved in order to describe the great potential of M-Commerce. Growth opportunities in terms of new arising mobile business models seem promising but only the future will be able to answer the question of success.
Mobile devices offer a broad range of opportunities from entertainment service e.g. music, games or video up to transactions e.g. banking, shopping, auctions. It is still unclear if all the emerging opportunities can be commercialized successfully. Nevertheless, many scenarios of how the world could be like in the future have been made. Below an excerpt of the daily routine of a future mobile user is presented: (For following paragraphs see Ovum 2000(b), p. 23-24)
“Nancy D`Amato prepares to leave her office just before five o’clock. She uses her mobile phone for a quick check of the local weather forecast, sees that fines conditions are expected for the evening, and decides to leave her umbrella by her desk. Nancy is due to meet her boyfriend Peter at seven o’ clock, so she has two hours in town to waste. As soon as the clock reaches five, she receives a text message telling her that the bar across the street has a ”happy hour“ when drinks are cheaper. Nancy deletes the message almost without reading it. She has given her mobile service provider permission to send her unsolicited local promotional messages after five – otherwise she would have to pay a higher subscription rates – but that does not mean she actually has to read the message, does it?
Five minutes later another message arrives, with a coupon offering a discount at the local branch of her favorite coffee bar. She shows the coffee-shop attendant the numbered message on her phone’s screen, and he keys in the number on the till when charging for the coffee.
[...]
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Statement / Relevance
- Definitions in Mobile-Commerce
- Mobile-Commerce
- Mobile-Advertising
- M-Commerce Market Overview
- Mobile Markets
- Mobile Value Chain/Web
- Enabling Technologies
- Network Technologies
- Service Technologies
- Localization Technologies
- Mobile Devices
- Attributes of M-Commerce
- Permission Marketing
- Permission in Customer Relationship Management
- Definition of Permission Marketing
- The Concept of Permission
- Mobile Customer Relationship Management
- "Opting" in M-Marketing
- The Six-Step Opting Program
- Spam and Clutter
- Permission Intensity
- Intravenous Permission Level
- Points Permission Level
- Personal Relationship Level
- Brand Trust Level
- Situational Level
- Target Marketing through Personalized Advertising
- Push & Pull Advertising
- Advertising in the M-Commerce Context
- Special Features of Permission Marketing in M-Commerce
- Medium for Mobile Advertising
- Pros and Cons compared to Traditional Media
- Summary
- M-Infomediary
- Concept of Infomediaries as Advocates of Mobile Consumers
- Definition of M-Infomediaries
- Services to the Consumer
- Services to the Vendors
- M-Infomediary Types
- Customer vs. Vendor Oriented Infomediaries
- Open vs. Closed Relationship with Buyers and Sellers
- Building Infomediaries in M-Commerce
- Three Stages to Build an Infomediary
- Potential Candidates for M-Infomediaries
- Customer Profiling with the Enabling Technologies of M-Commerce
- Customer Profiling for Personalization
- Customer Data
- Privacy Intrusion
- Benefits and Challenges of M-Infomediaries
- Benefits of M-Infomediaries
- Challenges of M-Infomediaries
- Summary
- Permission Marketing Infomediation in M-Commerce
- Permission Marketing Infomediary Business model
- The Merged Model
- Revenue Streams
- Infomediary Types and Permission Intensity
- Four Types of Permission Marketing Infomediaries
- Permission-Based Infomediation in M-marketing
- Permission Marketing Infomediaries vs. Direct Relationship Marketing
- Re-Intermediation
- Economics of Intermediation
- Permission Marketing Infomediaries vs. Interruption Marketing
- Weaknesses of Classical Marketing Approaches
- Economics of Interruption
- Permission-based and location-sensitive-advertising in M-Commerce
- Typology of M-Commerce Advertising
- Location-Specific-Advertising
- Revenue Streams of Location-Based-Services
- Finding the Right Balance
- Summary
- Empirical Survey
- Set of Criteria
- Case Examples
- Mr.AdGood and MindMatics
- LoopCityScout
- Kompazz/Appollis Interactive AG
- SMS-Rabatt
- AdMox
- Results
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis explores the concept of permission marketing within the context of mobile commerce advertising. The primary objective is to analyze the potential and challenges of using infomediaries to facilitate permission-based marketing strategies in the mobile environment. The research aims to understand how infomediaries can act as advocates for mobile consumers, ensuring that advertising is targeted and relevant while respecting consumer privacy and preferences.
- The role of infomediaries in mobile commerce advertising
- The application of permission marketing principles in mobile environments
- The impact of infomediaries on customer relationships and advertising effectiveness
- The advantages and limitations of using infomediaries in mobile commerce
- The potential of location-based advertising and its implications for permission marketing
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the concept of mobile commerce and provides a framework for understanding its key features and challenges. It defines mobile commerce and mobile advertising, outlining the development and growth of the m-commerce market. The chapter also explores the mobile value chain, enabling technologies, and the characteristics of mobile devices that contribute to the unique features of this emerging market.
The second chapter focuses on permission marketing and its application within mobile commerce advertising. It defines the concept of permission marketing, emphasizing the importance of consumer consent and opting-in strategies. The chapter explores different levels of permission intensity and analyzes the role of personalized advertising in the context of m-commerce. It also discusses the advantages and disadvantages of using mobile advertising compared to traditional media.
The third chapter delves into the concept of m-infomediaries, presenting them as advocates for mobile consumers. It defines m-infomediaries and outlines their services to both consumers and vendors. The chapter explores different types of m-infomediaries based on their customer and vendor orientations, as well as their relationship with buyers and sellers. It also discusses the process of building m-infomediaries, including potential candidates for this role.
The fourth chapter examines the intersection of permission marketing and infomediation in the context of m-commerce. It analyzes the permission marketing infomediary business model, exploring revenue streams and identifying different types of infomediaries based on their permission intensity. The chapter compares permission marketing infomediaries to direct relationship marketing and interruption marketing, highlighting the strengths and weaknesses of each approach. It also examines the role of location-based advertising within the context of permission marketing and m-commerce.
Schlüsselwörter (Keywords)
This research explores the intersection of permission marketing, infomediaries, and mobile commerce advertising. Key themes include mobile commerce, m-advertising, permission marketing, opting-in strategies, consumer privacy, personalized advertising, and infomediary services in the context of the emerging mobile market. The study also addresses the potential of location-based advertising and its implications for permission marketing in the mobile environment.
- Quote paper
- Dipl. Kfm. Ali-Reza Moschtaghi (Author), 2002, Permission Marketing of Infomediaries in M-Commerce Advertising, Munich, GRIN Verlag, https://www.grin.com/document/3074
