Che materia stai cercando?

Ericsson e il mobile marketing Appunti scolastici Premium

Questa dispensa fa riferimento al corso di Laboratorio di Mobile Services e Multicanalità tenuto dal prof. Rovelli. Viene illustrato del gruppo Ericsson presente in 14 paesi europei e con 16 sedi in Italia, il suo scenario globale, il Mobile Marketing oggi e il Mobile Marketing nel futuro con... Vedi di più

Esame di LABORATORIO DI MOBILE SERVICES E MULTICANALITA' docente Prof. M. Rovelli

Anteprima

ESTRATTO DOCUMENTO

The advertising in Italy

The new digital media: a MIX of Digital Channels

2008 Gen./Set. 2009 Gen./Set. Var.%

8.000.000 TOTALE

PUBBLICITA' -16

7.000.000 TV -13,2

STAMPA -23,6

6.000.000 PERIODICI -28,8

RADIO -14

5.000.000 INTERNET 5,2

AFFISSIONI -26

4.000.000 CINEMA -12,4

CARDS 1

3.000.000 DIRECT MAIL -17,9

OUT OF HOME TV -1,1

2.000.000

1.000.000

0 A' I TV

I

A L

RNET INEMA MAI

TV O ARDS

N

RADI

MP IODIC

T SIO

CI ME

A

I T

T

L S

E O

I C C

S C

BB R T H

F E

PE IN AF OF

DIR

PU UT

E

TAL O

TO

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

The new digital media:

a MIX of Digital Channels •It keeps on growing the use of internet.

•The interactive assumes a central importance.

•The Companies need new tools to come into

contact with his/her own consumers

Fonte: Osservatorio Multicanalità

› Mobile channel to be informed, to receive update and reminds,

always on, reachable everywhere

› Mobile Channel as interactivity way to

– Have your say

(customer satisfaction, voting) Mobile customer base

– Be cuddled with relevant and desired info

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Ericsson Brokering OGGI: IPX

SMS PREMIUM SMS MESSAGING Offerta per gli Operatori

› › ›

Alta Qualità: Mittente alfanumerico

Disponibile in 25 paesi, con 90 Operator Payment & Connection

dinamico e delivery report

operatori, 2 miliardi di subscribers Services (OPCS)

› 96% copertura mondiale nel

› ›

+ 9 mln trx/giorno Adatto per MVNO

mondo

› + 40 Global ContentProviders › 6 contratti ad oggi

› +3 mln trx/giorno I nostri clienti nel mondo

Media&Broadcasting

Digital Mobile Directory Mobile

Communities/Chat Enterprise Mobile Operatos

Content Information Marketing Platforms&Solution network

providers

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Ericsson MoBiLe Marketing

Go To market

Consulenza Soluzioni Integrazione Delivery

IPX Ericsson Mobile Brookering

All the mobile customers

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

› MOBILE MARKETING TODAY

› DEFINITION

› MARKET ANALYSIS

› MOBILE CHANNEL USAGE

› THE NEW PARADIGMA

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Mobile Marketing definitions

“The use of wireless technologies on mobile phone, as a two-way

communication channel with end-users in order to create engagement,

and provide contextualized experiences to strengthen the relationship

with the brands and the products”.

(Source: Osservatorio PoliMi Mobile MM&S 2007)

communication and promotion of products and

Mobile Advertising services;

value-added offering and incentives via mobile

Mobile Promotion (mobile games, ringtones, sweepstakes, coupons)

end-user relationship build up

Mobile Service Mgmt (personal accounts’info; new products info).

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Markets and trends

Italy, a high potential market 2008 MMA Mobile Attitude & Usage Study

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Italy: a high potential market › Great interest for MM in Italy

with a significant margin of

growth;

› Permission-based marketing:

users are likely to opt-in for

high-qualitaty services. –Mobile

(Source: Mobile Marketing Association

Attitude and Usage Study, Multiple choice answ.)

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Italy: the Mobile marketing ecosystem

End user company / UGC

Media Media

agency agency

One2One

One2many Aggregator/Broker

Media Media Media

Media deale deale deale

deale r r r

r Entire

Mobile

mobile

customer

customer

base base

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Mobile channel usage

End user company

Benefit For the companies

› Marketing/Advertising

– SMS for promotions, addressing a wider

target of end-users; often used to create IMPROVE BRAND AWARENESS AND

mobile dB, acquire mobile opt-in CUSTOMER INTIMACY

– Instant-win contest to push interactivity

› Mobile CRM

– BUILD AND PROFILE dB

SMS for new products or event

promotions, addressing the own customer

base (CRM) ENCOURAGE INSTANT BUYING

› Alerts/Info

– SMS for alerts of transactions,

notifications, confirmation or change,

always personal and exclusive

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Mobile channel usage

› For companies selling valuable products

– Mobile channel is the “key” to stimulate competition,

drive to the closest shop and push for instant

buying episodes

› For companies selling not expensive products

– Mobile channel is only a complementary channel,

interaction is mainly handled via WEB

› For P.A.

– Mobile channel is the leverage to improve the

communication from PA and Citizens, and promote

the “smart city” future vision

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

The growth of the market

From MOBILE PHONES to SMARTPHONES E-mail

Internet Localizzazione Ufficio

Musica Video&Foto

Giochi

It is the convergence for “Mobile Internet” & “Internet Mobile”

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

A new paradigm in the digital age

Mobile is not just a delivery channel

4 Fidelity Card

Promote “my offer”: 1) Create a list of “my Customer”

- Reach & Profile customers

- Measure ROI Large retailers 2) Use a “mobile coupon” as a promotional

1 2 tool, (sms should be enough.)

2.1 -Location, near the shop

3

2.2 -Presence only active cust.

3) Create an interaction process with the

fidelity card, after payment..

-When they buy

Location Presence Payment

Identity Messaging -What they buy

Ericsson brokering platform 4) Update “my customer list” 

I’m profiling my customer base

All mobile customer base

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009

Other Example

› Futuristic concepts already available: the 2-D bar codes

i.e. QR codes (Quick Response codes)

› Mobile-checkin

(valid for alitalia, since Nov 14° for MI-RM flights)

1 .access via WEB

or via Mobile

2. Insert info

3. Receive an SMS

with an URL, directing to the Alitalia website

where the Square code is available

4. Go directly to the gate

© Ericsson AB 2009 Mobile Marketing Rome, 09-12-2009


PAGINE

32

PESO

1.31 MB

AUTORE

Atreyu

PUBBLICATO

+1 anno fa


DESCRIZIONE DISPENSA

Questa dispensa fa riferimento al corso di Laboratorio di Mobile Services e Multicanalità tenuto dal prof. Rovelli. Viene illustrato del gruppo Ericsson presente in 14 paesi europei e con 16 sedi in Italia, il suo scenario globale, il Mobile Marketing oggi e il Mobile Marketing nel futuro con le sue possibilità e barriere.


DETTAGLI
Corso di laurea: Corso di laurea magistrale in industria culturale e comunicazione digitale
SSD:
A.A.: 2010-2011

I contenuti di questa pagina costituiscono rielaborazioni personali del Publisher Atreyu di informazioni apprese con la frequenza delle lezioni di LABORATORIO DI MOBILE SERVICES E MULTICANALITA' e studio autonomo di eventuali libri di riferimento in preparazione dell'esame finale o della tesi. Non devono intendersi come materiale ufficiale dell'università La Sapienza - Uniroma1 o del prof Rovelli Massimo.

Acquista con carta o conto PayPal

Scarica il file tutte le volte che vuoi

Paga con un conto PayPal per usufruire della garanzia Soddisfatto o rimborsato

Recensioni
Ti è piaciuto questo appunto? Valutalo!

Altri appunti di Laboratorio di mobile services e multicanalita'

Tecnologie VoIP e MVNO
Dispensa
Mobile ICT solutions
Dispensa
Mobile e social networking
Dispensa
Tlc e convergenza
Dispensa