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Homework

Homework. What are the main lessons we can learn from the articles with regard to: Marketing theory Marketing practice What are the implications of these lessons for the future role of marketing managers (you!)?. More Midterm Prep Questions:.

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Homework

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  1. Homework • What are the main lessons we can learn from the articles with regard to: • Marketing theory • Marketing practice • What are the implications of these lessons for the future role of marketing managers (you!)?

  2. More Midterm Prep Questions: • Do you think that successful mobile commerce applications have to be different from those of the fixed Internet? Why? Why not? • In what way, if at all, could a marketer use marketing communication via handheld communication devices (Treo, Blackberry, etc.) as a branding tool?

  3. US$ Add. apps from other sources New Killer Apps Application Must-Haves * Across 2G, 2.5G and 3G networks. Applications in parenthesis are expected to be the main revenue generators within each category. Source: DCI Research & Analysis JP Morgan/Arthur Andersen—Wireless Data. Projected demand for Applications Projected Revenues per Application New mobile applications may yield significant new revenue streams

  4. Wireless E-Business Identifying the Next Killer Application in M-Commerce

  5. What is M-Commerce? In the battle for leadership of the emerging global m-commerce arenas, the winners will be those mobile portals and application providers that can utilize the key success factors for m-commerce: mobility.

  6. Four characteristics distinguish Mobility:

  7. Although the U.S. lags other countries, projected growth in mobile data adoption is extraordinary… Source: Mobile Data Association Wireless devices are more commonplace than wired computers in North America

  8. Canada: Growth in wireless subscriber base

  9. Canada: Wireless Market Share by Wireless Company, 2004

  10. Mobility is much more than phone calls and e-mail… More than movement… Mobility is not just about movement of people and goods, but about technology everywhere …and more than just people Mobility is not just about communication between people, but also between machines and devices Workplace Shopping Dining Home Leisure Mobility augments the capabilities of people and devices

  11. Communications 100% 91% 9% Email 65% 90% 30% Customer 80% 42% Database 70% Scheduling 42% 60% 0% 10% 20% 30% 40% 50% 60% 70% 32% 50% Sales and Support 40% Order Status 49% 30% Order Entry 42% 20% 29% Supply Chain 35% 10% Management 0% 0% 10% 20% 30% 40% 50% 60% 70% About To launch Monitoring Already Launched Leading companies have mobility on their radar screens 2/3 companies have deployed or are close to launching mobile solutions Focus is on service and support functions initially Planning Stage Sources: DiamondCluster 2003 Senior Executive Survey of 150 companies, InformationWeek

  12. Some companies have taken an early lead integrating across interfaces "Wireless is the second coming of the Internet," Joe Ferra (Fidelity) Fidelity Anywhere AOL Anywhere Source: DCI Analysis

  13. Infrastructure

  14. Each wireless technology is suited to cover specific mobile needs Satellite Cellular (high mobility) WiMax LAN Wireless LAN Bluetooth 802.11 Personal 1 Mbps City >1 Mbps Campus >11 Mbps Rural 144 kbps Global 144 kbps

  15. The Players • Operators • Hutchison 3G • T-Mobile • Vodafone Device suppliers content providers ISPs and WASPs aggregators

  16. Device suppliers, operators, ISPs and WASPs as well as content providers and aggregators will fight for control of the 3G customer Device providers Serviceproviders/ Access providers Content aggregators Content providers $23.9B $8.8B $242B Size $10.5B • Handsets, PDAs, modems, computers, ... manufacturers • financial institutions, car manufacturers... • ISPs and ASPs • Virgin • Vertical portals • Horizontal portals • Content Developers • Content distributors • New players (software developers, etc.) Who • Substitute network operators as “owners of the customer” • First interface devices • Well recognised brand Intent • Complement existing fixed access services with wireless access services • Combine access with content aggregation • Position themselves as real adders of value for the end-user • Leverage their brand and power to own the end user

  17. The different Gs • 1G: Analog • 2G: Digital, fragmented landscape • 3G (currently roll out in Europe – marketing business oriented) • Objective: support global interoperability, promised up to 2Mbps and support a broad range of services • Delivers about 364 kb/s • 4G: around 2010 – possibly as high as 100Mbps • Unclear what this might be: 802.16/802.20 are some IP-based technology approaches = unlimited spectrum, more speed, larger cell sizes (coverage)

  18. Killer Applications? • MMS? • Games? • If so, not one game but a “game cocktail” • Networked games, i.e. many players across networks • Think more user specific application: “email is a killer app for every employee”

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