Wireless Marketing and Advertising

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Table of Contents

Wireless Marketing and Advertising, Executive SummaryWireless Marketing and AdvertisingIntroductionMajor Findings and IssuesConclusionsWireless Marketing and Advertising, Overview of the 3G Market Environment3G MarketIntroductionSubscribersAverage Revenue per User (ARPU)SMS and WAPWireless Marketing and Advertising, The Development of Wireless MarketingChallenges and DriversDevelopment and Mainstream Usage of Wireless MarketingMarket SegmentationProfiling CapabilitiesTargeting CapabilitiesPricing StructurePricing ModelsEvaluating the Success of Wireless Marketing CampaignsWireless Campaign Measurement TechniquesProtection of Consumer PrivacyPersonal Information and Privacy IssuesTimeline for Adoption of Wireless Marketing2.5G and 3G Network Technologies and Device CapabilitiesWireless Marketing and Advertising, Industry Bodies and RegulationsOverview of Wireless Trade Associations and the Emerging Regulatory FrameworkIntroductionWireless Marketing Association (WMA)Wireless Advertising Association (WAA)Cellular Telecommunications and Internet Association (CTIA)Direct Marketing Association (DMA)Data Protection CommissionEmerging Regulatory FrameworkWireless Marketing RegulationsEnforcementWireless Marketing and Advertising, New Marketing Mediums: Internet Advertising to Wireless AdvertisingThe Emergence of New Marketing ChannelsOverview: Marketing and Advertising MediumsEvolution of On-Line AdvertisingTerminologyThe Internet as a New Marketing and Advertising ChannelMerits of On-Line AdvertisingMeasurement Statistics and Pricing StructureDownturn in On-Line AdvertisingSimilarities and Differences: The Internet and Wireless as New Marketing ChannelsWireless Marketing and Advertising, TechnologyComplementary Technologies and ApplicationsIntroductionSoftware Platforms and Software CompaniesLocation-Based Services (LBS)Cell BroadcastingVoice RecognitionBluetoothWireless Marketing and Advertising, Wireless Marketing: A New MediumWireless as a New Marketing ChannelTerminologyUsing Wireless as a New Marketing and Advertising ChannelThe Wireless Marketing SectorWho Is Marketing Over WirelessBrands and Companies Marketing Over WirelessWireless Campaign Delivery MethodsIntroductionVoiceSMSWAPForms of Wireless CampaignsNew Forms of Marketing and AdvertisingOpportunities for Wireless MarketingMonitoring the MarketplacePersonalisationCustomer Relationship Management (CRM) and Customer InsightResults: Notable Industry Studies and TrialsWireless Marketing and Advertising, Business Models and Revenue Sharing RelationshipsRelationships Between Key Wireless GroupsBusiness Models and Revenue StreamsForecastsIntroductionPercentage of Wireless Subscribers in Western Europe Receiving Wireless MarketingThe Value of Wireless and AlertsWireless Advertisements and Alerts Pricing DevelopmentTotal Wireless Marketing Spend 2006Wireless Marketing and Advertising, Key Players in the Wireless Marketing ArenaThe Competitive Relationships Between Key Groups IntroductionNew EntrantsAdvertising AgenciesManufacturers and EnablersWireless Portals and Content ProvidersMobile OperatorsWireless SubscribersWireless Marketing and Advertising, Key Companies and OrganisationsNotable Early Movers in the Wireless Marketing SectorTrade Groups and AssociationsTechnology and Solutions ProvidersPortals and Service ProvidersNetwork OperatorsManufacturersWireless Marketing and Advertising, GlossaryKey Terms and ConceptsDefinitions and Explanations




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