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Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends
Abstract
The increasing availability of affordable mobile business services (or “m-services”) across different telecommunication carriers and platform is now a reality that is changing the way customers perceive products and solutions: mobile TV, one of the latest m-services, can be now seen either as a stand-alone channel or in conjunction with other media, thus providing several levels of engagement and interaction. Marketeers are now talking about “experiential marketing” to explain how customers and businesses are now reacting to market stimuli: Philip Kotler talked about “sense and respond” in his book “Marketing moves”. Technology development is now taking a step forward enabling customers to be users and creators of products, services and brand image. This chapter provides and overview about traditional mobile marketing and mobile TV, describing how those interact and how business can be affected in some crucial areas: platform interoperability and revenue models. Some real examples of mobile initiatives are also provided.
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