Analysis Of Improvements Of Cell Phone And The Wireless Network On Mobile Phones

1. Product

Improvements of mobile phone and the wireless network on mobile phone can create new services. According to the Yunos, Gao & Shin, among all the improvements, location-based services is seen as the killer application of mobile commerce. Marketers can use this service effectively with offering products or services to the customer that are relevant with their current location. Actually, location-based services already use in the many of marketing application like Foursquare that give permission to the mobile users to share their opinions and current location to their friends in social network. The mobile phone shows that it is the best channel to develop a new product.

It can be evidenced with Knorr Foods when they develop a new

It also builds new channels that these tools can be used. This new channels like digital TV and mobile devices allow altered the way firms engage and communicate with their customers. The big impact of mobile devices on the marketing communication mix are appears in the three areas: sales promotion, direct marketing and advertising. This mobile advertising give a way to marketers to promote their products and services in the interactive and personal way. The content of advertising can be adjust to make it suitable with the customer based on the combination of parameters like customer purchasing behaviour, situation, location and demographic profile. This mobile advertising at the same time can be used to drive consumers to use mobile commerce enabled sites, which will enhance a positive connection with preferred brands. Mobile advertising also can encourage customer more effectively to buy a product or service compare to the sales promotions. Like example customer see the more attractive of text-to-win campaign compare to the traditional approaches. Time specific mobile coupons also can be sent to their potential customers when they make some promotion of a product. Food coupons for example can be sent out a dinner time. Mobile coupons will give high net of returns because they only need a lost cost to implement it. Furthermore, mobile

To know what customer needs and wants, marketers really need a good database. With the interactive capability of the campaign of mobile marketing, it will give marketers the opportunity to build up to date customer databases with text back information in exchange for extra benefits or invite the customer to join and sign up for a campaign. All the information can be analysed before determine what is the products or service should be offered and to whom. This customised offerings can build a positive attitudes of customer that which is advertised which at the same time can raise the rates of the campaign’s response and finally can make the relationship between the firms and their customer become more stronger. Another influences of the mobile devices is CRM. Four attributes that make mobile medium a perfect channel for CRM are the ability to track the customers towards media, the ability to provide service when customer needs it, the ability to offer personalised content and the last one is the ability to offer content with highly engaging characteristics. The others key characteristics of mobile medium for CRM are interactivity, flexibility and personalisation. The mobile CRM services are already build in the some countries like Italy, where in this country many services are used in after-sale services to maximise the satisfaction of the