Individual media: Mobile telephones, wireless, SMS

 

This paper describes research into advertising effectiveness on the mobile web. It aims to discover the impact mobile ads have across metrics including brand and ad awareness, message association, bra ...

The mobile internet is a fast-developing medium, offering increased levels of access and faster connections. By 2010, 24 million Americans are expected to watch video on their mobile phones; by contra ...

Predictions of growth regarding the use of mobile phones for advertising vary, but all agree that the medium will expand greatly. Mobiles are personal, and unsolicited, obtrusive advertising is resent ...

This article examines the new medium of mobile communications and the factors influencing consumers’ use of m-services in that medium. M-services are defined as enhanced information services accessed ...

This paper attempts to measure the value of an integrated business idea to enhance the hard work of an entire business returning to growth. Following implementation of ‘Try Something New Today’ it is ...

The advertising industry is increasingly using mobile technology to communicate and research. This paper examines the use of the short messaging service (SMS) on mobile phones to recruit samples for p ...

Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time adve ...

In this article, Gary Arlen discusses the problems and opportunities raised by mobile marketing, and especially those raised by new generations of mobile telephones, which are already being used in Ja ...

Around one-third of the world's population now has a mobile phone, and this figure is expected to reach 48% by 2011. While, in many ways, mobile phones seem to be an ideal medium for advertisers, this ...

How does trust affect consumer attitudes and recall in mobile advertising? This study explores this question by conducting a large-scale “pseudo” mobile advertising campaign in Japan. Two “real” brand ...

This paper explores young people’s motivations for using mobile phones. Older adolescents’ everyday use of traditional and new forms of mediated communication were explored in the context of their eve ...

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone ...

With the advancements in mobile phone technology and the increase in consumer use of wireless devices to access the internet, there is a need to explore the inevitable effect of these factors on mobil ...

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium ar ...

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consum ...

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobi ...

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some o ...

James Myring, head of the Internet and Telecoms team at Continental Research, reviews digital convergence in the UK. He predicts that broadband-based technologies will win the day; and sees inherent w ...

Wide usage of the mobile phone provides opportunities for marketers and researchers. Consumers are more accessible through these devices, and communication through the mobile internet can more easily ...

Mobile advertising is an area of mobile (m-) commerce expected to experience tremendous growth in the next five years. This paper explores consumers’ perceptions and attitudes towards mobile advertisi ...

Jeremy Pounder, media analyst in the Starcom Intelligence Unit, takes a realistic view of the future of mobile TV. He predicts that, with the relatively limited consumer interest (especially in a subs ...

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels. He then gives some U ...

Dusan Hamlin, joint managing director of Inside, examines the prospects for mobile search (mobile phone users using the internet to find information). He argues that to date the experience of using mo ...

Over the last few years a number of marketers have tried SMS push and pull advertising on mobile phones - but this is barely scratching the surface, says Russell Buckley, managing director of Admob Eu ...

Paul Nola, head of telecommunications, media and technology practice at kae:marketing intelligence, describes the vast range of marketing channels that the mobile phone/device can provide - and lists ...

In this introduction this Admap report on mobile marketing, Roderick White reflects on the most widely available piece of digital technology in the world - the mobile phone. He looks at global differe ...

Digital technology is growing at an explosive pace, and today, the penetration rate of mobile communication devices, and the carriers' revenue generated from voice calls, has reached a saturation poin ...

This paper looks at perceived impacts of telecommunication at the 'Bottom of the Pyramid' in India, Pakistan, Philippines, Sri Lanka and Thailand. Strong positive impacts are seen in terms of emergenc ...

In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify k ...

This paper describes the results of two tests to examine how mobile phone technology can be used in association with online research. The first test demonstrates how text messaging can be used to boos ...