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Chapter 709: Employment and Acceptance o... > DEVELOPMENT TRENDS IN MOBILE MARKETI...

DEVELOPMENT TRENDS IN MOBILE MARKETING

Nothing seems to be more consistent in the sector of Information and Communication Technology (ICT) than the change of its structure, as market dynamics and development velocity are still growing. The fact that incremental innovations constantly pass off the will, needs and perceptions of customers had to be experienced a few years ago by the mobile telephony industry in its early days. A much-cited example is the Wireless Application Protocol (WAP), which was meant to provide the new economy with “twenty-four-seven” distribution channels, and which was supposed to constitute the entrance to the mobile internet era. The problem of WAP was the enormous fissure between the much praised functionality, the high expectations of service providers as well as users on the one hand and hardware capabilities of that time like low duty times, monochrome matrix displays, low Global System for Mobile communications (GSM) data rates etc. on the other hand (Pleil, 2005). Even technophile innovators and early adopters began to associate WAP with expensive downloads, high transfer delays and non-transparent billing models. However, the market introduction of the Short Message Service (SMS) product was unexpectedly successful and everything but an economic flop, which once again shows that services are mostly used if a) they substantially and adequately satisfy a real existent need and b) they are easily accessible and available from a costumer’s point of view (Kuhn, Lehner, 2003).


  

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