Computer practices - Wireless advertising's challenges and opportunities

Yunos, H. Mohamed; Gao, Jerry; Shim, Simon

doi:10.1109/mc.2003.1198234

Cited by 88 publications

(41 citation statements)

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“…At the same time, these advances introduce new difficulties. With heterogeneous screen sizes and displays, certain fonts and picture formats look awkward on some mobile devices [86].…”

Section: Device Technologymentioning

confidence: 99%

Diffusion and success factors of mobile marketing

Scharl

Dickinger

Murphy

2005

Electronic Commerce Research and Applications

367

200

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Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marke ting tool.

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“…At the same time, these advances introduce new difficulties. With heterogeneous screen sizes and displays, certain fonts and picture formats look awkward on some mobile devices [86].…”

Section: Device Technologymentioning

confidence: 99%

Diffusion and success factors of mobile marketing

Scharl

Dickinger

Murphy

2005

Electronic Commerce Research and Applications

367

200

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“…Mobile applications often use broadcast data delivery connections where messages are simultaneously transmitted to multiple users, and these mechanisms can be grouped in the following categories (Arokiamary, 2008;Yunos, Gao & Shim, 2003):…”

Section: Hardware and Software Infrastructure Layermentioning

confidence: 99%

Significant risks relating relating to mobile technology

Sahd

2017

J. econ. financ. sci.

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The consumerisation of mobile technology is driving the large-scale adoption of mobile solutions in business models. Each component of mobile technology, however, introduces specific risks into the enterprise and those charged with governance are often unaware of all the risks they are exposed to. The research addresses this problem by using the processes of Control Objectives for Information and Related Technology (COBIT) to identify the significant risks introduced by mobile technology and linking these risks to the components of the technology. The resulting risk matrix determines an enterprise's risk exposure given its mobile technology component landscape and identifies the most effective technology to deploy given the enterprise risk tolerance levels. The matrix also promotes improved alignment through the development of IT governance systems that correlate with business strategies and by using the understanding of IT capabilities to drive business strategies.

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“…A study by Dickinger & Haghirian (2004) found that 50percent of text messages were in a push mode, 45percent in pull and 5percent in both. Even though push strategies are more economical to companies than that of pull strategies, customers may view the unsolicited contents as intrusive and unwelcome (Yunos et al, 2003). Therefore, to build and maintain relationship with customers, it is proposed that: H2: Consumers prefer pull strategies over push strategies.…”

Section: Push Vs Pull Strategiesmentioning

confidence: 99%