Mobile marketing. History of mobile cellphones. The smartphone market and its development. Smartphone users` behavior. Mobile application for smartphone. Measurement of success of mobile applications. Czech insurance market. Marketing of insurance companies. Mobile marketing possibilities for insurance companies. Reasons for introduction of mobile application by Česká pojišťovna insurance company. Creation and evaluation of mobile application Pojišťovna.

The purpose of this research is to explore the business strategies of a firm seeking to develop and profitably market a mobile smartphone application to understand how small, digital entrepreneurships may build sustainable business models given substantial market barriers. Through a detailed examination of one firm’s process to try to commercialize their mobile app, we identify various business model decisions and marketing strategy approaches that hindered the company’s efforts. The case study describes two distinctly different business models adopted in succession, as well as the various adjustments the firm makes to its target market, distribution and pricing approach that led to their current strategy. This research looks closely at business-to-business-to-consumer distribution arrangement for mobile apps and in doing so challenges the rising positive bias that exists for the app store as the dominant actor in the mobile value chain. For practice, this paper suggests unanticipated hurdles small digital entrepreneurs may face if they rely heavily on mobile advertising and the app store to launch and sustain their business.

ABSTRACT   Title: Mobile Marketing: Study of ICA – Correlation between mobile marketing and customer loyalty Level: Master Degree in Business Administration Authors: Bolor Amarsanaa and Joshua Anjorin Supervisor: Ernst Hollander Date: 2012 – January Aim: Having loyal customers is a key for successful organizations. There is increased complexity and competitiveness in the market place as regards to what companies need to do and how to do them in meeting the needs of customers. Is that why companies today are exploring the potentials of mobile phones to ultimately earn customers’ loyalty? However, there is not much research done in this area, especially in finding correlation between mobile marketing and customer loyalty. Thus, this research aims to examine correlation between mobile marketing and customer loyalty. Method: Data collection methods included literature reviews, a questionnaire and interviews. These were analysed by hypothesising, comparing with theories, and the use of descriptive analysis, correlation, and other methods presented as discussions, tables, and charts. Results & Conclusions: The theoretical and empirical research findings show that customer loyalty is positively related with mobile marketing. Use of mobile marketing such as mobile application, mobile web and SMS can perhaps enhance customer loyalty by meeting the demand of customers; increasing interaction and communication with customers; and increasing customer satisfaction. However, due to the research limitations and due to the fact that mobile marketing is a relatively new field of study, it needs some more time and more extensive research to make a general assumption about relationship between them and the strength of such relationship. Suggestions for future research: For further research, more extended research with broader samples is essential. It will be also crucial to investigate how much of an effect mobile marketing has on customer loyalty by scrutinizing company’s cost and profit measurements of mobile marketing besides opt-in and opt-out measurements of customers. Contribution of the thesis: We hope that this research has scratched the surface to this new field of study and made an addition to existing theory. It also stirs up interests in the emerging research on mobile marketing’s untapped potentials. Key words: Mobile Marketing, Customer loyalty, mobile phone, customer satisfaction, communication with customers.

Purpose: To study the Dutch youth’s perceptions on and attitudes toward mobile advertising. Background: Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a specified target group is an advantage for companies, however the question remaining is how consumers perceive this form of specific targeting advertising. Method: In this research the deductive approach has been implemented in order to answer the research questions. Both qualitative and quantitative data has been collected through a questionnaire and focus group. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analysed using SPSS. Conclusion: The results of this study showed the Dutch youth mainly sees the originality, interactivity and entertainment levels of mobile advertising as positive in comparison to traditional forms of advertising. Furthermore, message content was shown to be an important factor in order for the consumer to perceive the advertising as positive. The main aggravating attributes that come with mobile advertising are the perceived risks, like receiving too many advertising messages. Furthermore it was found that the more positive the attitude toward advertising in general is, and the more the consumer likes searching for product information, the more positive the attitude toward mobile advertising will be. The main purpose of this research was to find out what the attitudes of the Dutch youth are toward mobile advertising. The statistical results showed a negative attitude toward mobile advertising. However, the qualitative results showed that when mobile advertising is used in a proper way, consumers’ attitudes can be positive.

Background: Since the mid 1990s the usage of mobile phones has been increasing exponentially (Bauer, Barnes, Reichardt and Neumann 2006) and many firms are aware of the upraising potential with mobile marketing. Thus, the impact of mobile marketing is not yet fully exploited and in need of investigation to fully understand its potential. E-mail is another marketing channel that is claimed to be decreasing in effectiveness. This thesis explores where these channels stands today. Purpose: The purpose of this thesis is to explore differences in advertising response between mobile marketing through applications and electronic mails. Research question: What differences can be identified in the consumer buying process when exposed to an offer trough the mobile marketing channel compared to the e-mail marketing channel? Method: We have implemented a qualitative and deductive study where we expose one sample for an offer coming from the mobile marketing channel and one sample exposed to an offer coming from the e-mail marketing channel. The thesis is of a comparative character and the selection is a non-probability sampling. Conclusions: Offers coming through the mobile marketing channel are easier to recall, perceived as more attractive and lead to purchase decisions at a higher rate than offers coming from the e-mail marketing channel.

Research question: To what extent is mobile/SMS advertising privacy norms, associated with permission, relevance and control, applied to mobile display advertising contexts by mobile ad networks? How is this motivated? Purpose: The purpose of this thesis is to work as an initial step in the process of establishing what privacy norms that should be applied by mobile ad networks in mobile display advertising contexts. Insights generated, regarding potential impacts of the rapid development within the mobile advertising industry on how privacy issues are handled by mobile ad networks, are desired outcomes. Such outcomes could then potentially be used as a foundation for future research within the field. Theoretical framework: The theoretical framework of this study is based on previous research regarding mobile/SMS advertising. Methodology: I have applied a qualitative research strategy and an inductive research approach. Furthermore an interpretivistic epistemological position was taken and a constructionist ontological position. The research is designed as a multiple case study. The sample consists of the two mobile ad networks Ericsson and Inmobi. The companies were interviewed using semi-structured interviews. Results: Based on the findings, my answer to the research question is that mobile/SMS advertising privacy norms associated with permission relevance and control is only partly applied in mobile display advertising contexts. The reasons for applying/not applying the norms are all reasonable. There is no doubt about that the ad networks acts are greatly influenced by wanting to uphold consumer privacy. Established through the findings in this study is that the change within the mobile advertising industry, associated with new forms of advertising being available for advertisers through the medium and what information that is being collected about consumers, do have an effect on what privacy norms that are being applied. I view this as the main scientific contribution of this study.

The purpose of this research is to explore the business strategies of a firm seeking to develop and profitably market a mobile smartphone application to understand how small, digital entrepreneurships may build sustainable business models given substantial market barriers. Through a detailed examination of one firm’s process to try to commercialize their mobile app, we identify various business model decisions and marketing strategy approaches that hindered the company’s efforts. The case study describes two distinctly different business models adopted in succession, as well as the various adjustments the firm makes to its target market, distribution and pricing approach that led to their current strategy. This research looks closely at business-to-business-to-consumer distribution arrangement for mobile apps and in doing so challenges the rising positive bias that exists for the app store as the dominant actor in the mobile value chain. For practice, this paper suggests unanticipated hurdles small digital entrepreneurs may face if they rely heavily on mobile advertising and the app store to launch and sustain their business.

p. 1 - 85 / Submitted by Santiago Fabio (fabio.ssantiago@hotmail.com) on 2013-01-23T20:12:29Z No. of bitstreams: 1 555555.pdf: 614882 bytes, checksum: e0137f51dbdf71770cb3980a43e799a1 (MD5) / Made available in DSpace on 2013-01-23T20:12:29Z (GMT). No. of bitstreams: 1 555555.pdf: 614882 bytes, checksum: e0137f51dbdf71770cb3980a43e799a1 (MD5) Previous issue date: 2007 / A telefonia celular tem se desenvolvido e no decorrer da sua evolução, o telefone celular antes visto apenas como um mero dispositivo de voz, agora passa a ser um protagonista na vida das pessoas desempenhando outras várias funções. Uma destas funcionalidades, o envio de SMS (Short Message Service)1, se tornou um padrão de comunicação usando apenas mensagens de texto para comunicação entre indivíduos. Aproveitando esta capacidade de enviar mensagens de texto para indivíduos com o intuito de divulgar e promover marcas e conceitos, surge o mobile marketing2 e mobile advertising3 que apresentam uma inovação no conceito de interação entre empresas e clientes. Neste trabalho, foi realizada uma pesquisa exploratória referente aos conceitos acerca do tema além de modelos de análise que tratam sobre os fatores de influência da receptividade de mensagens publicitárias enviadas através de SMS. / Salvador

Made available in DSpace on 2016-08-03T12:31:16Z (GMT). No. of bitstreams: 1 LUCIANO BONETTI.pdf: 1521416 bytes, checksum: 4edcdf83aa006491f76d7295a118d1b1 (MD5) Previous issue date: 2010-04-12 / In the end of the year 2004, the Brasil got the numbers of more than 50 million celular phones, passing the numbers of home telephones. In the same period, the companies of móbile phone service put on the market the tv sinal to be recept in those mobile devices, those are portable and personal. The issue of this job is to know, if because of this increase on the user members and with the high tecnology, the celular phone has a potencial like advertising media, being capable to share its messages taking the client profile as a base. / Ao final do ano de 2004 o Brasil atingiu o número de mais de 50 milhões de aparelhos celulares, ultrapassando inclusive o número de telefones fixos. No mesmo período, as operadoras de telefonia móvel lançaram o sinal de televisão para serem recebidos nestes aparelhos, que são pessoais e portáteis. O objetivo deste trabalho é verificar se em virtude deste crescimento na base de usuários e da alta tecnologia o aparelho de telefone celular tem potencial como mídia publicitária, sendo capaz de segmentar suas mensagens de acordo com o perfil dos clientes.

Among the main advantages of the marketing usage of m-Commerce belong good focus possibilities, fast response, good measurable records, usability for large or smaller organizations and low expenses on creative solutions. A wide range of solutions is convenient for both, large and small companies. Nevertheless, it seems that its expansion in the Czech Republic is still quite unusual. Key factors of the success of m-Commerce are the fast technical development of mobile phones in many areas, the high penetration of mobile phones in the population ( there were 129,6/100 citizens active sim cards in the Czech Republic in 2008), and its all-purpose utilization. M-Commerce is also a part of the company´s orientation on the multi-channel access to its information system and its particular applications and database.Clients can choose the channel which they consider the most suitable and technically and financially available for their demand.