This action might not be possible to undo. Are you sure you want to continue?
The author is VP - Marketing, CellStrat
Mobile Strategy obile is a new paradigm for businesses, as it emerges as a powerful sales channel and tnarketing medium which these businesses must strategize and plan for. With the proliferation of data services, the mobile is slowly going to take on bigger roles in all aspects of businesses and also inevitably the consumers" lives the world over. One is slowly reaching a point where developing a viable mobile strategy is becoming an imperative for small and large businesses for their long-term growth and sustenance. Mobile Marketing and Messaging Firms need to develop a powerful branding in the mobile arena. They need to clearly state how their business is relevant to the mobile users' world and how they can leverage the latest marketing channel, the mobile device, to reach their customers, partners, and suppliers. Mobile advertisement is a new and exciting domain, which firms or businesses must master. Firms need to determine a strategy to use the mobile as a powerful advertisement medium. The mobile is penetrating a large section of the population in every country, and it is overtaking the Internet in terms of reach and scale. It is fast becoming the best way to reach a mass audience for messaging about and marketing of a firm's products and services. Multi-pronged approach to Marketing Mass mobile marketing: Using SMS based marketing. In countries in the APAC region, the SMS remains the killer mobile application and businesses can leverage this to send out marketing messages to a large number of people. However, this approach has the danger that people might question unsolicited messages as spam, leading to lack of trust and efforts to prevent such marketing communication from marketers. Permission-based marketing: In this ease, customers actually sign up for receiving SMS based messaging. This signup can haplinonlniliB 36 JUNE 2008
pen over the internet on the firm's website, via postal solicitations, or via opt-in mobile messages. Proximity marketing: This is a unique marketing technique which allows location sensitive marketing communication to the users. This involves development of Bluetooth or NFC (Near Field Communication) networks at consumer points of presence like shopping malls and tourist spots and sending out ads to Bluetooth/ NFCenabled devices present in the area, Each of these marketing techniques requires unique software and device infrastructure, definition ofthe customer profile, data acquisition, and customer segmentation. Mobile marketing offers a compelling new medium for corporations to communicate with the customer where the customer wants, when the customer wants, and how Mobile the customer wants. Mobile Commerce The mobile commerce is e.\pected to shoot up from $2 billion worldwide business in 2007 to $21 billion business in 2011. This will take away a substantial portion of revenue from the traditional brick and mortar and even online commerce avenues and move that revenue to the mobile world. Firms need to decide if their products and services can be marketed and sold via the mobile commerce channels. Once they pin down the need for mobile commerce and the particular products and services which need to be sold via mobile channels. firms must choose a mobile commerce solution. This could include standard mobile portals like Amazon Mobile, Ebay Mobile, or others. It could also mean a custom homegrown mobile commerce website for the tirm.
Google Mobile and others. content. sales force automation. UMTS. checks). etc. protection from identity theti (viz. Mobile Workforce ^ Firnis may tlnd it^t-oseful to mobile-enable their workforce. advertisement. and provide and get business support where and when it is needed. Tliis could mean selecting mobile offerings from various carriers for various business units in a finn. and quick gratification to the retailer as money reaches the secure account of the retailer immediately. customer care. Mobile System Integration Finns need to recognize which of their business segments are amenable to the mobile world. reach. Motorola. the finns need to decide on the particular solutions needed which will provide a robust and fit mobile strategy for each segment. sales and support. each company needs to develop a mobile storefront. firms are bound to be contused as to what works best for their particular mobile strategy needs. Finns must integrate their IT and business infrastnicture with the mobile technology domains. which one expects in near future. If firms do not plan and strategize for mobile commerce options. For mobile commerce. a proliferation of mobile commerce websites is a natural phenomenon. they risk loosing out to more nimble competitors who adopt this new channel faster. presents a challenge to any firm trying to develop a mobile storetront. [3 MMMIa . This facilitates use of the mobile devices as banking frortt. and format of shopping. BlackBerry and Apple iPhones. fulfill customer needs in peak and offpeak hours. With the alpha-soup of mobile terminology starting with GSM. This could mean development of custom mobile websites or integration with off- It is possible that mobile commerce will prove to be a disruptive channel in consumer shopping arena and quite likely create the impact which the Internet created on consumer buying patterns»« With the proliferation of consumer oriented devices like iPhone and the entry of Google Android operating system. Having determined which segments need a mobile strategy. This could include all aspects of a finn. anywhere. Firms can implement mobile coupon solutions using a variety of technology providers. credit cards and cash. This is a huge cost saver as the retailer faces reduced paperwork for processing of checks. As it stands today.Mobile commerce enablers can help firms create custom mobile-optimized commerce websites. and will quite likely create the impact which the Internet created on consumer buying patterns. Mobile email. Mobile Carrier Agreements and Technology Platform Mobile strategy inevitably involves figuring out which wireless carriers fit your needs in the mobile arena. It would also mean selecting the right mobile solutions for particular workforce units. and productivity of the workforce and provide them mobile tools to do a more etïeetive job. lack of business model understanding. The idea is to increase the efficiency. not only from managing one's checking and savings accounts but also interacting with ones brokerage to indulge in stock trading anytime. which exists. and anywhere. The focus is always the consumer. The technology and device variance. anytime. Just as in the case of an e-commerce shopping web-front. and mobile devices. CDMA. GPRS. paperwork loss). this method offers security (no need to handle cash or the-sheïf mobitf-portals like Yahoo Mobile. Firms must account for the myriad variety of presently available mobile devices and mobile operating systems which may access the mobile storefronts as well as those that are in the Î Mobile Banking and Contactless Payment Solutions This is a huge area for mobile businesg. it is possible that mobile commerce will prove to be a disruptive channel in consumer shopping arena. mobile inventory. who wants control over the timing. Contactless payments are a compelling retail possibility wherein the mobile phone becomes the credit card of the customer and counter payments are mediated over the mobile phone.ends for executing all sorts of banking and payment transactions. thereby conserving precious time for doing more in life. 1 37 I •"»'E 11 . in mobiles. mobile technology. like marketing. The mobile opens up these aspects of shopping and empowers the consumer to make decisions in real time. It is absolutely possible to receive payment request over one's phone at the checkout booth of a store and be able to pay directly from the mobile wallet account. Smartphones. A mobile wallet concept emerges. One of the major obstacles in the companies' adoption and inclusion of mobile technology into their overall business strategy is the lack of expertise in mobile space. MSN Mobile. the list goes on. mobile sales force automation. Bill payments over the mobile phone is another compelling idea here and consumers can manage their tlnancia! life on the go. 2G and 3G and proliferation of device types like Nokia. Palm. A mobile work force is more able to operate in real time. and inability of the traditional IT departments in corporations to understand the rapidly evolving mobile landscape. it could mean use of mobile payment solutions and mobile banking solutions. In addition.
This action might not be possible to undo. Are you sure you want to continue?