2008:099

MASTER'S THESIS

Utilization of Mobile Advertising

in B2C Marketing

Mirza Kamran
Sadia Sharmin Juena

Luleå University of Technology

D Master thesis
Business Administration
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce

2008:099 - ISSN: 1402-1552 - ISRN: LTU-DUPP--08/099--SE

 LULEÅ UNIVERSITY OF TECHNOLOGY (LTU)

Utilization of Mobile Advertising in B2C

Marketing

by
Sadia Sharmin Juena , Kamran Mirza

A thesis submitted in partial fulfillment for the

degree of Master of Science

in the
Division of Industrial Marketing and e-commerce
Department of Business Administration and Social Science

July 2008
 LULEÅ UNIVERSITY OF TECHNOLOGY (LTU)

Abstract
Division of Industrial Marketing and e-commerce
Department of Business Administration and Social Science

Masters of Science

by Sadia Sharmin Juena , Kamran Mirza

Mobile advertising is becoming a hot topic as wireless networking continues to develop

and the number of mobile subscribers is increasing worldwide. Thus mobile phone opens
up a new dimension for the marketer to build strong customer relationship by providing
the customers with their desired information through mobile phones at any place any
time. However, little is known about how mobile technologies and applications can be
incorporated into marketing activities in contrast to internet-based advertising. The
effects of mobile advertising have not been investigated sufficiently. The purpose of this
study, therefore, is to provide a better understanding on how mobile advertising can
be utilized in B2C marketing. In order to reach this purpose, three research questions
were asked about the applications in mobile advertising, the technologies available, as
well as the success factors. Using the research questions as a guide, a literature review
was conducted, resulting in a conceptual framework, developed to guide the studys data
collection. In order to collect data, a qualitative approach and multiple case strategy
has been utilized, using personal interviews and limited documentation to collect data.
The findings and the conclusion of this study indicate that technology acts as the pri-
mary facilitator of mobile advertising. To increase the popularity of mobile advertising
applications, factors such as personalization, customer permission, control and privacy
should all be considered by the companies with high importance. Companies must keep
in mind that the mobile phone is a very personal device, so any services provided via
mobile phone should be dealt very carefully.. . .
 Acknowledgements
The work presented in this study was done during the fall of 2007 and spring of 2008
at Lule University of Technology (LTU) in the department of Business Administration
and Social Science.

At first, we would like to thank the almighty Allah. Secondly, we would like to thank
our supervisor Tim Foster, who is working in the division of Industrial Marketing and e-
Commerce in Lule University of technology (LTU). He always helped us while conducting
the study, helping us find the best solutions to our problems. He provided his specialized
knowledge in our research area.

Thirdly, we would like to thank especially to our friend A.N.M. Zaheduzzaman Sarker
(husband of Sadia Sharmin Juena), who provide us a lot of support during this study.

And finally, we would like to thank our parents and the respondents who provide us
their important interviews for this study.. . .

iii
Contents

Abstract ii

Acknowledgements iii

List of Figures v

List of Tables vi

1 Introduction 1
1.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1.1 e-Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1.2 e-Commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.1.3 e-Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.1.4 Online advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.1.5 m-Commerce and it’s applications . . . . . . . . . . . . . . . . . . 5
1.2 Problem discussion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.3 Research purpose and Research Questions . . . . . . . . . . . . . . . . . . 8
1.4 Outline of the thesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

2 Literature Review 10
2.1 m-Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.2 Different applications of m-advertising . . . . . . . . . . . . . . . . . . . . 11
2.2.1 Mobile Couponing . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
2.2.2 Information Services . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.2.3 Mobile CRM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
2.2.4 Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2.2.5 Entertainment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.2.6 Product launches . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.2.7 Location based services . . . . . . . . . . . . . . . . . . . . . . . . 16
2.3 Mobile advertising enabling technologies . . . . . . . . . . . . . . . . . . . 17
2.3.1 SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
2.3.2 MMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
2.3.3 Bluetooth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
2.3.4 WAP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
2.3.5 i-Mode . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

iv
Contents v

2.3.6 3G . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.3.7 NFC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.4 Mobe advertising success factors . . . . . . . . . . . . . . . . . . . . . . . 22
2.4.1 Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
2.4.2 Time of transmission . . . . . . . . . . . . . . . . . . . . . . . . . . 23
2.4.3 Personalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
2.4.4 Consumer controll, permission and privacy . . . . . . . . . . . . . 25

3 Conceptual Framework 26
3.1 Conceptualization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
3.1.1 How can applications of mobile advertising be described? . . . . . 26
3.1.2 How can the mobile advertising enabling technologies be described? 27
3.1.3 How can the success factors of m- advertising be described? . . . . 28
3.2 Emerged frame of reference . . . . . . . . . . . . . . . . . . . . . . . . . . 29

4 Methodology 30
4.1 Research purpose: Exploratory, Primarily descriptive and explanatory . . 30
4.2 Research approach: Qualitative . . . . . . . . . . . . . . . . . . . . . . . 31
4.3 Research strategy: Case study . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4 Data collection method: Interviews documentation . . . . . . . . . . . . . 32
4.5 Sample selection: Purposive . . . . . . . . . . . . . . . . . . . . . . . . . . 33
4.6 Data analysis: Within-case cross-case . . . . . . . . . . . . . . . . . . . . 33
4.7 Validity and reliability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
4.8 Summary of methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

5 Data Presentation 36
5.1 Research question 1: Applications of mobile advertising . . . . . . . . . . 36
5.1.1 Asian male . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
5.1.2 Asian female . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
5.1.3 European male . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
5.1.4 European female . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
5.2 Research question 2: Mobile advertising enabling technology . . . . . . . . 41
5.3 Research question 3: Success Factors of Mobile advertising . . . . . . . . . 43
5.3.1 Asian male . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
5.3.2 Asian female . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
5.3.3 European male . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
5.3.4 European female . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

6 Data Analysis 46
6.1 Within-case analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
6.1.1 R. Q. 1. Applications of mobile advertising. . . . . . . . . . . . . . 46
6.1.1.1 Asian Male . . . . . . . . . . . . . . . . . . . . . . . . . . 46
6.1.1.2 Asian Female . . . . . . . . . . . . . . . . . . . . . . . . . 47
6.1.1.3 European Male . . . . . . . . . . . . . . . . . . . . . . . . 48
6.1.1.4 European Female . . . . . . . . . . . . . . . . . . . . . . 49
6.1.2 Research question 3: Success Factors of Mobile advertising. . . . . 50
6.1.2.1 Asian male . . . . . . . . . . . . . . . . . . . . . . . . . . 50
6.1.2.2 Asian female . . . . . . . . . . . . . . . . . . . . . . . . . 50
Contents vi

6.1.2.3 European male . . . . . . . . . . . . . . . . . . . . . . . . 51

6.1.2.4 European female . . . . . . . . . . . . . . . . . . . . . . . 52
6.2 Cross-case analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
6.2.1 Cross case analysis of Research question 1. . . . . . . . . . . . . . 52
6.2.1.1 Cross case analysis of male and female respondents within
case one . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
6.2.1.2 Cross case analysis of male and female respondents within
case two . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
6.2.1.3 Cross case analysis of case one and case two . . . . . . . 54
6.2.2 Cross case analysis of Research question 3. . . . . . . . . . . . . . 55
6.2.2.1 Cross case analysis of male and female respondents within
case one . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
6.2.2.2 Cross case analysis of male and female respondents within
case two . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
6.2.2.3 Cross case analysis of case one and case two . . . . . . . 56

7 Conclusion and Implications 58

7.1 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
7.1.1 How can applications of mobile advertising be described? . . . . . 58
7.1.2 How can the available technologies used in mobile devices be de-
scribed? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
7.1.3 How can the success factors of m- advertising be described? . . . . 61
7.1.4 Overall conclusion of research purpose . . . . . . . . . . . . . . . . 61
7.2 Implication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
7.2.1 Implications for companies . . . . . . . . . . . . . . . . . . . . . . 63
7.2.2 Implications for theory . . . . . . . . . . . . . . . . . . . . . . . . . 63
7.2.3 Implications for future research . . . . . . . . . . . . . . . . . . . . 64

A Interview Guide 65

B List of Respondents 67

Bibliography 68
List of Figures

1.1 Number of world wide mobile phone users . . . . . . . . . . . . . . . . . . 6

1.2 Outline of Thesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2.1 Addressing location issue in mobile commerce . . . . . . . . . . . . . . . . 11

2.2 An overview of mobile couponing . . . . . . . . . . . . . . . . . . . . . . . 12
2.3 How SMS works between sender and receiver cell phone . . . . . . . . . . 18

3.1 Emerged frame of reference of mobile advertising . . . . . . . . . . . . . . 29

4.1 Methodology Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

7.1 Overview of mobile advertising applications . . . . . . . . . . . . . . . . . 59

7.2 Modified frame of reference of mobile advertising . . . . . . . . . . . . . . 62

vii
List of Tables

2.1 Example of location based mobile advertisement. . . . . . . . . . . . . . . 16

5.1 A comparison and evolution of 1G, 2G, 3G and 4G wireless networks . . . 42

6.1 Cross case analysis of Research question 1 . . . . . . . . . . . . . . . . . . 53

6.2 Cross case analysis of Research question 3 . . . . . . . . . . . . . . . . . . 55

viii
Chapter 1

Introduction

This chapter starts with a background to the research area followed by the reasons why
this area is interesting to study. This will result in a problem discussion and end with
formulating the studys overall purpose and specific research questions. At the end there
will be demarcation and disposition of the thesis a summary of the chapter.

1.1 Background

e-business is helpful in achieving the new challenges of business sector (Yoffie and
Cusumano, 1999). Under this roof electronic commerce is working as a successful factor
of promotion of business (Portor, 2001). For this purpose different tools are using for
the success of electronic marketing and these tools are not workable without informa-
tion technology (Cornelisessen et al., 2001). Online advertising is working as banner
advertising on the internet that is a flag of identification of the company (Chaffey et al.,
2003).

1.1.1 e-Business

The economic environment of the world is now dominated by three powerful influences:
globalization, the knowledge and information revolution, and structural change in or-
ganizations (Hamilton, 2002). According to Sprano and Zakak (2002), the internet,
satellite communication and fiber optics have created a massive technological revolu-
tion. They also state that, these new global networks of technologies have generated a
platform which will modernize the competitive landscape for business within an ever-
closer world.

1
Chapter 1. Introduction 2

According to Fillis et al., (2003), there is no definition of e-business which is accepted

universally and this term e- business is used interchangeably. But for understanding the
term e- business we can use the definition given by IBM ( Hooft et al., 2001): “A secure,
flexible and integrated approach to deliver differentiated business value by combining the
systems and processes that run core business operations with the simplicity and reach
made possible by internet technology”. (p. 44).

In an international benchmarking study Chaffey and Mayer (2003), describe e-business

as follows:“When a business has fully integrated information and communications tech-
nologies (ICTs) into its operations, potentially redesigning its business process around
ICT or completely reinventing its business model. e-business, is understood to be the
integration of all these activities with the internal process of a business through ICT”
(p.12).

Hooft et al., (2001), define e-business as a powerful vehicle in a company for various
types of improvements. They also argue that it can be used to represent a compatible
and visionary business approach by effectively managing the transformation of a tradi-
tional business strategy. According to Pavic et al., (2007), e-business is for more than
just technology and for escalating business success and performance, it is utilizing the
internet and other information and communication technologies. Follit et al., (2000)
refers interconnectivity and system interaction as the most vital function of e-business.
He also argues e-business automation has eliminated many human functions, such as
unnecessary keyboard input, intervention and internal reprocessing of electronic busi-
ness information. As a result the efficiency of business interaction enhanced and errors
reduced. Rodgers et al., (2002) states, e-business generate a platform which enables
the service providers to interact with their suppliers and customers, which results in in-
creased loyalty, increased profits and competitive advantage. So, its a powerful concept
that connects customers, employees, suppliers and distributors to the business systems
and information which they need (Hooft et al., 2001; Rodgers et al., 2002). Chaffey and
Mayer (2003) consider e- commerce as the subset of e- business.

1.1.2 e-Commerce

According to Bandoy-padhyay (2002), “e-commerce required the application of computer

and telecommunication technologies in the business process” (p. 6) These technologies
are working as a bridge of e-commerce making the connectivity between two platforms
that is easy and fast than traditional commerce.

Bandoy-padhyay (2002), also states in the year of 1993 while the World Wide Web
(www) came into action, that it is not only changing the picture of the world, it enables
Chapter 1. Introduction 3

users to make faster, easier and cheaper communication which facilitates and helps true
electronic commerce.

According to Savoie et al., (1999), it is in the buyers control to buy the product and
services with one click and there is no time restriction in electronic commerce system.
One benefit of e- commerce is that it has enabled the seller to collect detailed information
about customer preferences, which helps the marketer to understand the customers mind
and with such an understanding they can create a more specific marketing strategy.
Without understanding the customers need desire or choice a good marketing strategy
cannot display a beneficial picture and now it is possible through e-commerce (Savoie
and Raisinhani, 1999).

1.1.3 e-Marketing

“The internet is creating a virtual culture, which has its own form of manners (neti-
quette), members of society (citizens) and method of expressing emotions (emoticons)
for those who have matured in the net generation ” (Rettie et al., 2002, p. 254). It is
clear that that there are many marketing functions with which the Internet can assist
to establish competitive advantage (Robins, 2000).

Electronic marketing is also a wide subject, and the literature contains many differ-
ent streams and definitions. One of the most discussed topics in the last decade is
e-commerce (Pandya et al., 2002). If mobile telephones and digital TV are to be used as
tools to access the internet, then interactive marketing or electronic marketing is more
appropriate term than internet marketing (Harridge, 2004).

The established tools of promotion, such as advertising, sales promotion and direct
marketing have been augmented by the development of information technology, which
offers the potential to communicate with many customers. Telephone marketing, e-mail
and mobile telephony, as well as digital TV and the internet, have supplemented these
traditional tools. With e-commerce marketer can reach customers easily by advertising
through internet. It can be done either by generalized way such as through mass e-mail
or personalized way such as sending messages to targeted customers. (Cornelisessen and
Lock, 2001)

1.1.4 Online advertising

“Online advertising is a form of advertising utilizing the internet and World Wide Web
in order to deliver marketing messages and attract customers. Examples of online ad-
vertising include contextual ads on search engine results pages, banner ads, advertising
Chapter 1. Introduction 4

networks and e-mail marketing, including e-mail spam” (Online advertising, 22-08-07).

Advertisements on web sites are usually in the form of banner ads that work as a flag
of the company (Chaffey and Mayer, 2003). Banner advertisements are becoming more
clear on the internet comparatively with traditional advertising. Search engines are
now very helpful for convincing the customers to visit a particular website site and for
increasing the attraction every company has for its own advertising strategy (Janal,
2000).

According to Janal (2000), “There are two sides to online advertising, a legitimate one
and an illegitimate one. The legitimate side of online advertising includes search engine
advertising, desktop advertising, online advertising directories, advertising networks and
opt-in e-mail advertising. The illegitimate side is dominated by e-mail advertising”(p.
160). He also states marketer should always remember that among all other internet
applications e-mil is mostly used, so it can be utilized as a very effective advertising
vehicle. (ibid).

The internet offers new interactive tools for advertisers to build one-to-one relation-
ships with consumers for the purpose of creating lifetime value. Customers of online
systems have a style of their own. They are not typical consumers. According to de-
mographic information supplied by commercial services, the average online consumer is
more educated . Advertising is effective in the online world only when it adopts the
principles of the soft sell, where advertising is based on information instead of emotion,
and where messages have an attitude or personality that presents the company and mis-
sions of companies become successful . Advertisers can also measure the response to an
advertisement (through the number of times advertises are clicked on, the number of
purchases or leads an advertisement generated, etc). However, people are very careful
about pop up and spam advertising. (Janal, 2000). Bandoy-padhyay (2002), describes
some common techniques used in online advertising:

• Banner: A graphical image which is placed in the websites and portals. If a user
clicks on the banner it will take the user to the advertisers website. There are also
ad-server companies which can send messages concurrently to multiple websites,
measure results, create reports on campaign etc. (Bandoy-padhyay, 2002).

• e-mail: Referred as spam, and this is the online version of junk mail. On the basis
of the buying behavior of the customers, e-mails can also send to a targeted group.
For example: emails about new releases can be send to those customers who have
bought the pop music in last three or six months (Bandoy-padhyay, 2002).

• Viral marketing: Customers contacts are used to spread a message through inter-
net. For example: for the free mail service all the recipients of messages through
Chapter 1. Introduction 5

hotmail are presented with an offer. For encouraging the users many companies
are offering a facility in their websites where a user can send his/her web page
with their address. Later on these interested users will send the advertisement to
their friends (Bandoy-padhyay, 2002).

• Partnership between organizations: in this type companies display the banners of

each others. These companies can be related with each other like: holiday compa-
nies and hoteliers. And can also be irrelevant to each other, in this case the part-
nership can be formed by contract such as payments. For example: Amazon.com
pays its associates each time they make a sale by using such links (Bandoy-padhyay,
2002).

• Splash display: a message including information about the product, a button to

access the web page etc. that display for a few seconds at the time the user is on
line is called splash display (Bandoy-padhyay, 2002).

1.1.5 m-Commerce and it’s applications

Organizations from all sectors and nations are now responding to the growing market
of mobile commerce services (Krishnamurthy, 2003). Mobile Commerce is changing the
landscape within which it is appearing (ibid). It is not just an extension to the Web, with
the cell phone handset or wireless PDA, it is taking the place of the desktop PC. Mobile
commerce has core characteristics that differ from those of the classic internet, and these
in turn demand a reappraisal of the B2B/B2C model (ibid). According to Varshney
and Vetter (2002), various applications of m-commerce can be found in marketing, for
example: mobile financial applications, mobile inventory management, product location
and shopping, proactive services management, mobile auction, entertainment and so on.
More over m- advertising is considered as one of the most important applications of m-
commerce at present (ibid).

1.2 Problem discussion

Mobile advertising is becoming a hot topic as the wireless networking is developing very
fast and as a result the numbers of mobile subscribers are increasing worldwide (Yonus
et al., 2003). Mobile phones have become one of the most usable devices in our day to
day life (Bandoy-padhyay, 2002). Savoie and Rajsinhani (1999), argue that these devices
have created a completely changed environment of communication and interaction. By
2007 the total worldwide wireless population will exceed two billion subscribers (Figure1
1
Source: http://www.geekzone.co.nz/content.asp?contentid=1245
Chapter 1. Introduction 6

1.1). According to Lembke (2002), the new environment has become more competitive,
with the spotlight now on marketing, software and applications, a move toward internet
enabled and wireless enabled technology and services from traditional telecommunica-
tions, over all from regional toward global market. Rapidly growing telecommunication
and computer technology sectors have changed the marketers world also (Balasubrama-
nian et al.,2002). Dickinger et al., (2003) argue that these technological changes enable
marketers to interact with their customers in more rapid and easier ways. Haghirian
et al., (2005) state that, the users of the mobile phone can receive digital photograph,
moving video images and high quality audio from their hand sets. So the mobile phone
opens up a new dimension for the marketer to build strong customer relationship by
providing the customers with their desired information through mobile phones.

Figure 1.1: Number of world wide mobile phone users.

m-Advertising: According to Haghirian et al., (2005) “m-advertising is the transmission

of advertising messages via mobile devices such as mobile phone” (p. 2). Reyck et al.
, refers before sending advertising message, identifying the right customer is a benefit
that is helpful in increasing the volume of advertisement response. Haghirian et al.,
(2003), also define m- advertising as wireless advertising. According to Yonus et al.,
(2003) mobile advertising includes marketing activities which deliver advertisements to
mobile devices by using wireless network to promote goods and services and for creating
brand awareness. He also mentions that m-advertising is flexible, dynamic and highly
targeted. And this targeted audience can be searched for information, making enquirers
and making purchases at any location (Yonus et al., 2003). The two main characteristics
of mobile advertising are:

• Personalization: According to Lee and Benbasat (2003), as the mobile device

carries the users assigned identity so; it provides potential for personalization. And
the marketer can use the feedback for customizing their message and can collect
the information about the customer preferences (Stewart and Pavlou, 2002).
Chapter 1. Introduction 7

• Interactivity: As through mobile advertising marketer can get the instant and
direct feedback from the consumer, so it increases the possibility of interaction
(Haghirian et al., 2005).

Usually in m-advertising, messages are transmitted via short message service (SMS)
(Reyck et al., 2003). It is generally assumed that the growing technology will enable
the consumer to accomplish equivalent use of mobile features with those of desktop
computers in future (Lee and Benbasat, 2003). Varshney and Vetter (2002) argue that,
in the future, more wireless bandwidth will enable the marketer to provide content rich
advertising involving audio, pictures and video clips.

m-advertising present both the new opportunities and also challenges for the marketers
by providing the opportunity of addressing the customers directly and individually
(Haghirian et al., 2005). Stewart and Pavlou (2002) refer, for advertising the products
and services the modern advertisers are gradually more depending on various interac-
tive technologies. m-advertising opens up a new dimension for the marketer to send
location specific marketing messages to users when they move toward within range of
a particular location, for example: marketer will be able to promote their services as
hotels, restaurants and even any special offers from a nearby shop or business location
(Harvey, 2001).

Okazaki and Shintaro (2005) state that, the meeting of internet and wireless technolo-
gies produced a revolutionary service a mobile internet in late 1990s. Global mobile
operators will use technological transition from 2G to 3G, and by 2007 the users of wire-
less data applications will exceeded 1.72 billion . Okazaki and Shintaro(2005) also argue
that SMS has become a buzzword in transmitting B2C messages to wireless devices as
cellular phones. The messaging frame is now being extended to multimedia message ser-
vices (MMS), which combine pictures, video and sound, i-mode, WAP, blue tooth, NFC
(near field communication), web 2.0. Moreover, DoCoMo a Japanese cellular company,
offers a one-stop-solution of mobile internet service on i-mode, which enables users to
engage in multiple tasks in one portal: e-mailing, instant messaging, data search and
internet (ibid). Still little is known about how mobile technologies and applications be
incorporated into marketing activities (Balasubramanian et al., 2002).

Haghirian et al., (2005), argue, though m-advertising is expanding the opportunities for
marketers but the potential customers are not getting any scope to indicate their likes
and dislikes with this type of marketing activities via mobile phone. He also added
that as mobile phone is very personal device therefore customers want all the services
according to their need and preferences. This situation creates a high risk for the
marketer (Robins, 2003). Haghirian et al., (2005) say, as marketers are unsure about
Chapter 1. Introduction 8

the customers opinion toward these marketing activities so, it creates high risk for the
marketers. Moreover, in contrast to internet-based advertising, the effects of mobile
advertising have not been investigated sufficiently (ibid).

Yonus et al., (2003) and Dickinger et al., (2004) state that two approaches are used in
sending mobile advertisements, namely the PUSH approach and PULL approach. Push
advertising provides unsolicited messages, usually via an SMS alert. Pull advertising
usually provides free information such as traffic reports, weather forecasts, ability to
brows content the customer has requested. Yonus et al., (2003), also state that, most
users consider the mobile advertisings that is pushed to their cell phones as disturbing
and annoying. Dickinger et al., (2004) further recognize that success factors such as the
use of m- ads, those factors are, content of the m- ad, time of transmission, personaliza-
tion and consumer control, permission, and privacy. According to Barwise et al., (2002),
it is a real challenge for advertisers to produce such text advertises those are at a time
entertaining, eye catching, relevant and effective, without repeating the same execution
twice.

1.3 Research purpose and Research Questions

Based on the problem discussion above, the purpose of this study is to provide a better
understanding on how mobile advertising can be utilized in B2C marketing.

For accomplishing the purpose of this research the topic mobile advertising is further
divided in three components, those are: mobile advertising applications, mobile advertis-
ing enabling technology and mobile advertisement success factors. On the basis of these
components three research questions has been drawn. Research questions are stated
bellow:

R.Q.1: How can applications of mobile advertising be described?

R.Q.2: How can the available technologies used in mobile devices be described?

R.Q.3: How can the success factors of m- advertising be described?

1.4 Outline of the thesis

The following figure presents the out line of this study. This study starts with chapter
introduction, which include problem discussion, research purpose and research questions.
The second chapter is literature review that includes all related theories about mobile
Chapter 1. Introduction 9

advertising applications, enabling technologies and mobile advertising success factors.

The third chapter presents all the selected theories for this study and also presents
emerged frame of reference of this study. The fourth chapter presents all the methodol-
ogy those are followed by this study and the fifth chapter presents all the data, primary
as well as secondary, that has been used by this study. In chapter six data analysis has
been presented and chapter seven presents all the findings of this study.

Figure 1.2: Outline of Thesis.

Chapter 2

Literature Review

The previous chapter presents the background and problem discussion of the area of
this thesis, leading to research questions. This chapter will give an overview of the
literature related to each of the research questions. The chapter will start by further
looking in to theories regarding different applications of m- commerce, short definition
of m-advertising, the applications of m- advertising, describing different technologies
those are enabling m-ad, and ends with theories regarding different success factors of m-
advertising.

2.1 m-Advertising

m-advertising is one of the important applications of m- commerce (Varshney and Vet-

ter, 2002). Using demographic information collected by wireless service providers and
the information on the current location of mobile users, much targeted advertising can
be done. The advertising messages can be very user-specific based on information pro-
vided by the user at an earlier stage or by the history of users purchasing habits. The
advertisements sent to a user can also be location-sensitive to inform a user about var-
ious on-going specials (shops, malls, and restaurants) in surrounding areas as shown in
figure1 2.1 . This type of advertising can be performed using short messaging service
(SMS) or by using short paging messages to mobile users. As more wireless bandwidth
becomes available, content rich advertising involving audio, pictures and video clips can
be produced for individual users with specific needs, interests, and application.
1
Source: Varshney and Vetter (2002), p. 187

10
Chapter 2. Literature Review 11

Figure 2.1: Addressing location issue in mobile commerce.

2.2 Different applications of m-advertising

Mobile phones are free from traditional land-based internet connections, strengthen main
point of view of e-commerce, location independence and ubiquity (Balsubramanian et
al., 2002). Moreover, Barwise et al. (2002) state that, with the other form of digital
marketing mobile media integrate interactivity by allowing for one-to-one, many-to-
many and mass communication models. According to Dickinger et al. (2004) mobile
advertising integrates very easily into media mix. And it is a two way information
flow, like sending and receiving messages, which improve services and feedback between
companies and customers. They also state, in comparison with the campaign via other
media the response rate in mobile campaign is higher. Dickinger et al., (2004) refer some
applications of mobile advertising. They are as follows:

2.2.1 Mobile Couponing

Mobile use of coupons is a kind of SMS marketing that customer receives on their
mobile phone in the shape of bar code message. One object is, provide discount to
the customers during shopping (Dickinger et al., 2005). Basically it is a latest kind of
one to one marketing so we can say that one to one marketing gateway is changing
communication system day-by-day and mobile coupon systems are getting popularity as
an attractive tool for new generation. A person who have mobile phone can go anywhere
for shopping but when he will receive a mobile coupon (SMS) about a product or for
different product from the shopping mall or from the specific store then he will prefer to
visit that store from where he received this SMS in the shape of virtual voucher because
Chapter 2. Literature Review 12

this is a discount voucher for shopping that he received on his mobile phone. Basically
it is called a Mobile Coupon system that is one of the attractive tools of one to one
marketing (www.dimoco.at.)

According to the companies point of view if we go in the depth of this mobile couponing
system we can understand that the purpose of this system is usage of SMS for creating
the relation with customer for sale promotion purpose (Dickinger et al., 2005).

Traditional coupon and mobile coupon have little bit difference, traditional coupon can
be printed on a paper but mobile coupon will be in your mobile phone. This electronic/-
mobile coupons can use for different kinds of offer like discount on shopping, special offer
on special products or any other offer. These kinds of coupon can be expiring at the end-
ing date but its depending on companies marketing strategy. (www.mobiledigit.com).
Mobile coupon based on bar code system, machine will read it and then identify the

Figure 2.2: An overview of mobile couponing.

validity of the coupon. Anyone can get these kinds of coupon on his mobile phone but it
is necessary that you must be register for receiving these kinds of SMS. These coupons
are only valid on those shopping counter from where was sent, its mean you cannot use
it at anyone store. Figure2 2.2 shows how a mobile coupon is workable from database
marketing to cash counter.

2.2.2 Information Services

Information services mean if you want to get any kind of information through mobile
phone then now there is no problem, mobile is in your hand mean world is in your hand.
So you can get information directly from your side with typing the specific code or a
company can send you it, according to your schedule. Its mean a mobile user can attach
with different kind of information through mobile phone like he want to read or listen
latest news, knowledge about weather, market rates or share rates, horoscopes, songs
and lot of other things (Dickinger et al., 2005).

A customer can download this information easily without any problem. Both sides it
is beneficial, from the customer point of view and advertising company point of view.
2
Source: http://www.mobiledigit.com/ (accessed at 05-Nov-2007)
Chapter 2. Literature Review 13

Simply, customer can get required information and company can maintain its advertising
strategy through this service (www.dimoco.at). For example customer want to know
about weather and suppose weather code is *112*, after it he can see weather news
and at the end of this news something is “ sponsor by ICA”. In this weather message
customer has been understand about the weather and ICA has been done its advertising
through SMS marketing.

These kinds of mobile services are not to much expensive or sometime its almost free.
There is just need that you register your mobile number for specific information and then
you can receive this information through database communication system in the shape
of SMS or MMS and these kinds of database system design for the purpose of providing
information to the customer and fulfilling the database marketing needs ( Dickinger et
al., 2005).

2.2.3 Mobile CRM

Customer relationship management is “a process that addresses all aspects of identifying

customers, creating customer knowledge, building customer relationships, and shaping
their perceptions of the organization and its products” (Peelen, 2005, p. 4).

Companies are using different way for creating and maintaining relations with customers.
These all ways based on CRM Strategy. In this strategy companies decide that what
tool they will use for achieving CRM goals, Mobile CRM is one of them. The object
of CRM strategy is “provide direction to each department or employee that maintains
contact with customers” (Peelen, 2005, p. 6).

In this century companies are focusing on Customer relationship management for creat-
ing long term relations with them. For this purpose they are using different channel for
fulfilling CRM needs, mobile CRM is one of them. The object of mobile CRM is, focusing
on the customer needs and providing them satisfaction with this device www.dimoco.at.

Two mobile facilities SMS and MMS are playing an important role in handling customer
relationship matters. When a customer join Mobile CRM network then companies
send them different kinds of messages like pictures, ring tones, discount, special offers
bonus points, coupons and many others services. In different countries mobile companies
working on different CRM projects like someone companies are planning to send different
offers to prepaid mobile connection holder e.g. low price balance recharge for those
customers who have no sufficient balance in his mobile phone (Dickinger et al., 2005).
Chapter 2. Literature Review 14

2.2.4 Branding

Branding can be defined as “A name, symbol, design, or some combination which iden-
tifies the product of a particular or organization as having a substantial, differentiated
advantage” (Betts, 1994, p. 18,). Ginden (1993) states that, a consumer can get a
positive image of the product while using a particular brand. Furthermore Montgomery
and Wernerfelt (1992) argue that, “While buying something that the consumers know
little about brands can even reduce the risk consumer faces” (p. 32). Ginden (1993) also
says that to many a brand suggests the best choice and organizations develop brands to
attract and keep customers by promoting value, image, prestige, or lifestyle. For build-
ing a successful relation with lot of advantage brand is considered as a technique by
playing on the nature of human beings (Rooney, 1995). The main object of branding is
essentially to build product image in the eye of customers (Cleary, 1981).

As through mobile advertising firms are getting a scope for involving in one-to-one
dialog thats why firms are using much greater degree of mobile advertising campaign
than other direct marketing channels to attract customer attention and for producing
customer responses (Kavassalis and Spiropoulou, 2003). Barwise et al., (2002) refer
a survey that were using popular brands trial mobile advertising, the result shows 84
percent of 500 young British adults likely to counsel the service to their friends and only
7 percent are likely to abandon the service.

Dickinger et al., (2003), define mobile marketing as branding tool. For gaining com-
petitive advantages beyond utilitarian differences branding efforts have attempted to
tie images and emotions with brand over a century. Clifton (2002) considers brand as
the companys most stable asset. According to Barwise et al., (2002), in virtual world
trusted brands are more important where they influence online purchase and generate
customer loyalty.

For example: a leading seller of hair cosmetics and fragrances in over 150 countries, Wella
carried out a campaign which sent all their clients (who are willing receive message form
Wella) a message with a kiss. Their customers liked the campaign so much and forwarded
the message to their clients. As a result of this viral impact the company gained a high
effect for a low cost (Godin and Gladwel, 2001). Wella paid only for those messages that
they sent to their clients but pay nothing for those messages which passed to friends
(12Snap, 2001).
Chapter 2. Literature Review 15

2.2.5 Entertainment

According to Ahonen (2002), mobile phone can be used as a very successful device
for providing entertainment services. Because by the help of this device marketer can
provide their services at any place any time, whether the customer is in bus stop, air port,
standing in line, waiting for a friend or even setting in a taxicab. Entertainment services
include games, jokes, horoscopes, puzzles, cartoons, music, even sport scores. The music
industries are looking for the chances to have music streaming and downloading directly
through the mobile phone (ibid).

For increasing customer loyalty entertainment services can play a role and also add value
for customers, stated by Dicinger et al., (2003). One mobile marketing expert noted,
most people have natural playfulness thats why providing games and prizes via text
messaging yield high participation (ibid). It has become a fun way to keep customer
and attract them by sending games and prizes to the customers cell phone (ibid).

For example: in Germany Warner Brothers Movie World invited their customers for
sending a particular message to three of their friends, asking them to forward the message
to Warner Brothers as early as possible. The company then offers free tickets of Warner
Brothers Movie World Entertainment Park to the first five teams who have completed
the cycle of message sending (Dicinger et al., 2003).

Furthermore, from a Siemens Survey and Gartner Research it is found that entertain-
ment applications especially appeal to the generation @ segment-young World Wide
Web users, those are between 12 to 16 years old (Dicinger et al., 2003). Dicinger et al.,
(2003), identified in their article that young people are heavy users of SMS services. But
there is some ethical issue to consider, like Communication s Law Center in Australia
found that a Quarter of young of young people face difficulties in paying their mobile
phone bills and frequently end up in debt (ibid).

2.2.6 Product launches

According to Dicinger et al., (2003), mobile advertising provides supports to product

launches, mainly services. It is the belief of twelve of fifteen experts that introducing
services rather than industrial goods are more beneficial through mobile marketing ac-
tivities. They also state that, according to all experts wireless advertising succeed only
if embedded appropriately in marketing mix.

It is the belief of twelve of fifteen experts that introducing services rather than industrial
goods are more beneficial through mobile marketing activities. They also state that, ac-
cording to all experts wireless advertising succeed only if embedded appropriately in
Chapter 2. Literature Review 16

marketing mix. Furthermore they mention, three experts from advertising agencies are
agreed on the point that image campaign is not possible via SMS, though other four
experts who are more experience conducting mobile marketing campaign than those ad-
vertising agency experts, were sure to creating and using emotions through this medium
(ibid). According to these experts, advanced mobile devices and broad band services
will enable multimedia content, which will make the image campaign possible (ibid).

2.2.7 Location based services

Table 2.1: Example of location based mobile advertisement.

Chapter 2. Literature Review 17

Table3 2.1 presents some example of location based mobile advertising refered by Yonus
et al., (2003). These are example of Vindigo, an award-winning location based service.
Vindigo provides their clients the information of the nearest and the best places to eat,
shop and play, further more Vindigo soft ware endow people with radar for the world
around them (ibid).

According to Klmel and Alexakis (2002), location based services refers those services
that utilize knowledge about where a mobile device user is located. This means the user
of the mobile phone could be delivered advertisements those are specific to the region
where the user is traveling in, for example a user when traveling in a shopping mall or
urban area can get a message with all of the local offers (ibid).

Dicinger et al., (2003), states that location based services are highly significant for local
advertising, like a mobile phone user might receive a message that provide directions
of the nearest restaurant or train station. They also refer that companies can send
advertisements to the clients who are registered and at that particular time when clients
are passing to the purchase point. Furthermore they illustrate two experts opinion who
are using location based services, pointed out that, location based service is a time
sensitive service, thats why clients should receive the message when in front of the shop
but not half an hour later (ibid).

2.3 Mobile advertising enabling technologies

According to Hung et al., (2003) by the help of technology mobile commerce is delivering
its products and services to customers by defeating the barriers of time and space.
Kronsteiner et al., (2005) state, the rapid changes in technology has opened a new
dimension for making the m-commerce applications possible. This section will introduce
the technology those provide support to mobile advertising.

2.3.1 SMS

Simple Messaging System(SMS) is one of the most popular technologies in mobile com-
munication system that is workable between cellular phone. Generally, sender send small
message to the receiver(Kalakota and Robinson, 2002).Figure 4 2.3 depicts the minimum
functionalities involved in SMS. In the year of 2002, 580 million users use this service
and sent 431 million messages. It is a usability of SMS that can tell us the importance
of this technology (TTI, Mobile Messaging 2003). In the first quarter of 2004 mobile
3
Source: http://vindigo.com/products/applications.html
4
Source: Adapted from: http://communication.howstuffworks.com/sms.htm
Chapter 2. Literature Review 18

user sent 135 billion messages (Regional Cellular Statistics, 2004) and it is prediction
from the researcher that in 2008 approximately 1.67 billion users will use the mobile
(TTI, Mobile Messaging 2004). Usage of this technology is not only popular in elder
people, children are also interested in it, now teenagers are also sending million SMS
to their friends, parents and teacher. It is a platform that is helpful in understanding
their habits (May, 2001). Now SMS is not only using for personal purpose, advertising
companies are also using it for achieving the targets. (Heinonen and Strandvik, 2004).

Figure 2.3: How SMS works between sender and receiver cell phone.

One of the big reasons of its popularity is, SMS is cheap and easy to convey text words
from one mobile to another (Kalakota and Robinson, 2002) and its faster than email
(Easton, 2002). In some countries sending advertising SMS is an illegal work until re-
ceiver will not give permission because receiver dont like to receive spam or unnecessary
messages (Easton, 2002).Normally a SMS has 160 character capacities; so an advertis-
ing company cannot send more than 160 characters through SMS. But now some new
mobile phones have option that reader can read more than 160 characters in one SMS.
Advertising companies must be careful about it before sending message (Easton, 2002).

2.3.2 MMS

Different messages technologies like SMS and MMS design and develop according to
market need and requirements and Multimedia Message Service (MMS) allow to the
mobile user to exchange and share multimedia ssages (SMS) was available with 160
character limitation (Bodic, 2005).
Chapter 2. Literature Review 19

MMS give the new turning way of SMS with latest features like picture, voice and video
messaging, this impact increase usability of this technology. In the starting period of this
technology it create some confusion between people as other technology also create in
starting period but after a few period mobile users and advertising companies understand
its importance in different matters like sending or receiving picture or multimedia voice
messages ( Dickinger et al., 2004).

MMS technology is only workable on those phone that have ability of its usability, its
mean other phone is not workable properly for this technology. MMS is not only using
in person to person messaging, it is also using in content to person messaging purpose.
Value-Added Service providers (VAS) are working behind content to person messaging.
The VAS application can be use to MMS for different purpose like weather notifications,
news updates, entertainment services, location-based information, goal alerts, and so on.
They can send these applications according to the customer request and need; it could
be daily base, weekly, monthly or on the occurrence of specific events (Bodic, 2005).

2.3.3 Bluetooth

Bluetooth technology can be use for communication; this is possible between two mobile
phones or any two or more than two devices that can create Bluetooth network. Maxi-
mum 8 Bluetooth devices can be attach at same time. Bluetooth work under radio signal
system with 2.4GHz frequency power. Bluetooth can be work under standard distance
that is round about 10 meters but it is increasable that time when we use booster to
increase its signal power capacity. With the help of booster component we can extended
its distance almost 100 meter or more than it and then transmission rate will be round
about 725 kbps (May, 2001).

Bluetooth was first time launched in 1999 at the Christmas and in 2000 Ericsson first
time launch wire free head set for mobile devices with uses of Bluetooth technology (Paul
May, 2001). With the help of this technology advertising companies can create PANs
(personal Area Networks) for advertising or other official purpose that used inside the
office for communication purpose. Behind this technology frequency hop synchronization
(FHS) packets work for communication purpose Whenever any Bluetooth device will
enter in the PANs it will connect with this network and FHS packets system will be
activate but the connectivity with this network is temporary, whenever a device holder
will move outside the range of this network the connectivity will be stop (Kalakota and
Robinson, 2002).

Before Bluetooth, infrared/IrDA was popular in different devices but its usability was
decrease due to requires line of sight at a particular angle to work effectively but in
Chapter 2. Literature Review 20

Bluetooth matter this kind of specification is not necessary even you can take print
out by the printer that is outside of your office. The basic object of this technology is,
remove the jungle of cables that is use for connecting two or more than two devices like
TV, video and digital camera, speaker, printer and any other device that have bluetooth
facility. In the peer to peer network that is normally created under Bluetooth technology,
people can transfer our data between them (Easton, 2002).

2.3.4 WAP

WAP stands for Wireless application protocol, which is one of the most popular mobile
commerce protocols. An organization called WAP Forum formed in 1997, which aimed
to develop technologies that will bring the wireless world and the internet closer. And
this technological development called WAP now enables the wireless users use internet
content and information system via mobile phone (Hung et al., 2003). According to
Teo and Pok (2003), WAP combines two of the hottest innovation in recent times and
portability of mobile phone enables the WAP users to access internet service anywhere,
anyplace. WAP applications include receiving and sending email, paying bills, mobile
banking, infotainment as weather forecasts, traffic updates, news, internet browsing,
stock checking, location based services and so on (Hung et al., 2003). Slow internet
connection speed and high service cost are recognized as major limitations of WAP
(ibid).

2.3.5 i-Mode

i-mode is a mobile phone service that provides internet access to mobile phone, as a result
of which people can check emails, do shopping, banking, games and even can watch the
real time news from their mobile phones. The i of i-Mode refers internet, information,
interaction and I, myself. This service was first introduced in Japan, by one of their
leading cellular phone operator NTT DoCoMo in February 1999.In 2003 Japan had
almost 63 million mobile internet users, among which nearly 60% were using i-mode
service. I-mode services include email, downloading ring tones, entertainment, games,
horoscopes, transportation schedules, banking, data searches; news updates (Stuart and
Huff, 2003). More over extended menu of i-mode, i-area includes various location based
services, such as weather news, restaurant guide, local hotel information, zoomable maps
with an address finder function, traffic updates and estimation of travel times. I-mode
subscribers can send email or message that contains up to 500 characters in comparison
to 160 characters of SMS service (Okazaki and Shintaro, 2005). I-mode is the best non-
WAP solution (Saha et al., 2001).Yonus et al., (2003) state the billing system of i-mode
Chapter 2. Literature Review 21

users in Japan differ from the typical web service. In web service user is charged based
on the user connection time to a web site or service, but in i-mode user pay their bills
based on the volume of data transmitted (ibid). I-mode has become an encouraging
business model for European mobile players for its smart pricing, easy billing system
and software content (Okazaki and Shintaro, 2005).

2.3.6 3G

According to Robins (2003) states 3G technology as digital super highway that offering
the users a common digital foundation for all their entertainment, communication and
information. Kronsteiner et al., (2005), refers 3G as hope for the users and challenges for
operators and service providers. 3G was first launched in Japan by the cellular company
NTT DoCoMo in 1st October 2001 (Robins, 2003). Before 3G there are some other
technologies those are already exist in market, like 1G, 2G and 21/2 G. 1G technology
give the support primarily for voice, but it was less secure and it provides support for
low bit rate of data (Varshney and Vetter, 2007). And the “i-mode” enables 2G users to
access the internet by their mobile phone. Then the new technology emerged in market
called General Packet Radio Service (GPRS) which is also called 21/2 G, enabling the
users “always-on” internet connection and more faster than 2G (McCartetney, 2001).
3G is up to 40 times faster than the previous 2G technology, claimed by equipment
manufacturers, and equivalent to upgrading from a bicycle to a racing car (Grayson,
2001). 3G enables the users receive digitals photographs, moving video images and
high quality sound video downloads from their handsets, capable of special ring tones,
games, music, TV, cameras and also voice recognition features (Varshney and Vetter,
2007). Corporate users can be connected to office computer networks, access and send
files, receive and send email up to 5000 characters rather than 400 characters by i-mode
connection (Robins, 2003). More over for business users will have some services as
industrial design and product positioning services (Parks, 2001). According to Teo and
Pok (2005), 3G will facilitate the internet access speed in mobile phone via WAP also
(as WAP enabled devices is blamed for its slow internet access speed Japan and South
Korea are in worlds leading position in using 3G wireless network and as a report in
2006 it was found that almost 50% of mobile subscribers are using 3G in Japan (Dekleva
et al., 2007).

2.3.7 NFC

NFC stands for near field communication which is the extension of Radio Frequency
Identification (RFID) technology. NFC will solve the problem like difficult configuration,
Chapter 2. Literature Review 22

long duration of connection establishment and high power consumption. NFC combines
the advantage of RFID technology and also able to establish two-way communication.
This technology was issued in 2003 for short range data communication within frequency
band of 13.56 MHz. NFC suits the requirement of physical data interaction very well.
This technology is expected to support various applications in future as mobile payment,
ticketing and peer-to-peer data exchange. Paris has already used NFC enabled mobile
phone in public transport for ticketing in 2006. NFC also provides possibility to enhance
connection like Bluetooth. For better understanding NFC functionality an example is
given with the possible uses of this technology: a person while walking along a road
notice a movie poster. He scans the NFC logo on the poster ith his mobile phone and
retrieves additional information about the movie and the actors. Finally he buys a
ticket of the movie with his mobile phone, paying with his phone bill. He then enters
the cinema by waving his phone in front of the cines turnstile. During the movie he buys
a drink at a beverage machine by paying again with his phone. And after the show he
sees an advertisement of a taxi company. He scans the NFC logo in the poster and calls
the taxi to the cinema by confirming a message on the phones display. Most companies
are agreed now on the greatest potential of this technology for ticketing, mobile payment
and authentication (Falke et al., 2007).

2.4 Mobe advertising success factors

Dikinger et al., (2004) has recognized four different factors of mobile advertising as
success factors. He states that, these factors have direct impact on the success of mobile
advertising. This section will introduce those factors that are significant for the success
of mobile advertising.

2.4.1 Content

According to Ducoffe (1996), advertising messages are those which build up a commu-
nication between advertisers and consumers. Barwise et al., (2002), argues that, the
message needs to have certain attributes, like it should be entertaining, eye catching,
relevant and understandable by the recipients but not irritating. Haghirian et al., (2004),
states characteristics of message content, those are as follows:

• Entertainment: Enjoyment of recipients that is connected with advertisement play

the greatest role in the measurement of the overall attitude toward that is a very
crucial for m- advertising also. Dickinger et al., (2004), state that entertainment
Chapter 2. Literature Review 23

services can traditional advertising largely associated with the entertainment of

advertising.

• Informativeness: According to Robins (2003) recipients of mobile advertisement

want that the content of the mobile services to be modified to their interest. And
more over customers are interested in getting thus consider information is every
important enticement for m-advertising, as the recipient reacts very informative-
ness of advertising also play a strong role even in traditional media vehicles. More
over indirect influence on measures of advertising effectiveness.

• Irritation: According to Shavitt et al., (1998), if people feel indignity when ad-
dressed by advertisements, has a great influence on peoples attitudes toward ad-
vertisements. Ducoffe (1996), refers consumer will have an unwanted and irritating
attitude toward those advertisements. Pavlou and Stwart, (2002) state that some
times m-advertising can provide such information that can confuse and divert con-
sumer in wrong direction, those create negative influence in consumer mind.

• Credibility: According to Brackett and Carr, (2001) in advertising value of web

advertising, credibility is highly relevant. Mckenzie and Lutz, (1989), define ad-
vertising credibility as consumer Stwart, (2002), refer it as “predictability and
fulfillment” of implicit and explicit requirements of an the advertising value to
customer.

2.4.2 Time of transmission

According to Dickenger et al., (2005), companies must be design the time frame neither
for sending messages to the customer because in the free time people like that kind of
activates nor in office or business activities. Some companies like to send messages in
the weekend between 9:30 to 17:30 because they know the importance of communication
time. In the student matters, messages sending strategy is different because if they will
receive messages during classes it can create problem to the both sides thats why mostly
companies send their messages in the night but not late night.

If we go in the further detail we can understand it was according to the Merriam-Webster

Dictionary (2003) advertising is defined as follows: Advertising is the action of calling
something to the attention of the nnouncements. Its mean customer attention is neces-
sary against advertising and it is only possible that time when message reader is free.
Sometime they can ignore these kinds of advertising messages during other activities
so in the advertising matter real time of transmission is also necessary (www.merriam-
webster.com).
Chapter 2. Literature Review 24

Basically there are two main categories in the mobile advertising pull and push advertis-
ing (Barnes, 2002). There is no problem in pull advertising because it based on customer
request but in the push advertising strategy companies must be careful about time of
transmission because sometime it can disturb the customers other activities. It is argue
of the Dickenger et al., (2004 ), that The advertiser

must have permission before sending advertisements to consumers, if we go in the depth

of these words we can understand that advertising companies can also get opinion from
the customer side like which time they are free for receiving advertising messages through
mobile phone.

2.4.3 Personalization

On the Web, personalization means returning a page that has been customized for the
user, taking into consideration that person’s habits and preferences. The personalization
may be done by the user, the Web site or both and may be aimed at the general public
or company employees (www.answers.com). The advantage of this personalization is, a
person can see product or services according to his personalization that has been save
in the company database. It is one of the basic rules of one to one or direct marketing
that database must be design according to customer personalization and in the customer
relationship management strategy companies focus on the customers profile that have
been filled from the customer and save in the companys database(Peelen, 2005).

From the companys side a structured and well-maintained preserve database is essen-
tial and important for targeting customers effectively. Before starting mobile advertising
campaign every company must know about clients personal information e.g. their habits,
interest and preference. These are essential part to build a client database and it is also
responsibilities from the companys side that they disclose customers personal informa-
tion (Barwise et al., 2002). Many customers dont like to share their personal information
but mostly it depends on the companys reputation. In this matter customer confidence
is also essential (Dickinger et al., 2004).

A person may use a mobile device to receive information but also for a purpose of
personal entertainment, it mean if any matter (mobile SMS/Advertising) will disturb
his personal entertainment then he will never like to disclose his personal information
(Thtinen, 2005).
Chapter 2. Literature Review 25

2.4.4 Consumer controll, permission and privacy

According to Barwise et al., (2002) permission of consumer is very essential factor in

mobile advertising. He also refers that permission based advertising reduce the possi-
bility of spamming, that annoy the consumer and for which customer sometimes delete
messages without reading and which may create a negative attitude toward a brand.
Petty et al., (2000) states that, both consumer and company can be benefited by per-
mission based advertising. With this type of marketing customer will get more and
more relevant advertisements to their interests and at the same time company will gain
positive attitude of customer toward them (ibid). Dickinger et al., (2004) refer one im-
portant aspect of m- advertising that is, how a customer can stop receiving company
messages. And simple registration process can help to gain permission from consumer
(Golem, 2002).
Chapter 3

Conceptual Framework

This chapter will present the emerged conceptual framework of the literature presented
in previous chapter. And the structure of this chapter will reflect the literature review
and each research question will be presented here by turn.

3.1 Conceptualization

According to Miles and Huberman (1994), the main things that will be studied in re-
search will be explained in conceptualization either graphically or narrative manner.
So, the theories those are most applicable for collecting data of each research question,
will be chosen in this chapter from theories presented in literature review chapter. The
theories will be selected on the basis of their connectivity with the topics of the research
questions. The conceptualization of our research is presented bellow:

3.1.1 How can applications of mobile advertising be described?

This first research question aims to investigate how the applications of mobile advertising
can be described. For the fulfillment of this question and for collecting data, the theory
of Dickinger et al., (2004) will be investigated. Along with this theory some concepts
of Kavassalis and Spyropoulou (2003), Yonus et al., (2003), Dickinger et al., (2003)
will also be investigated, because these concepts provide strong support to the theory of
Dickinger et al., (2004). These theories are chosen here because these are more extensive
for the area. Dickinger et al., (2004), have listed seven different applications of mobile
advertising, those are given bellow:

26
Chapter 3. Conceptual Framework 27

• Mobile couponing: Dickinger et al., (2004) also identified mobile couponing as a

useful way of mobile advertising and it is gaining popularity day by day.

• Information services: By supporting Dickinger et al., (2003, 2004) states that

mobile advertising is also a good source of information services.

• Mobile CRM: Dickinger et al., (2004) also state that m-advertising is very useful
for establishing strong customer relationship.

• Branding: Dickinger et al.,(2004), Kavassalis and Spyropoulou (2003) refers that

mobile advertising is highly applicable for creating brand awareness and the firms
are now using grater degree of m-advertising than other direct marketing channels.

• Entertainment: According to Dickinger et al., (2004), entertainment services in-

crease customer loyalty and m-advertising are a good source of entertainment.

• Product launch: Dickinger et al., (2004) state that mobile advertising provides
supports to product launch, especially services.

• Location based services: Dickinger et al., (2004), Yonus et al., (2003), say that
location based services are highly significant for mobile advertising.

These applications will be investigated to find whether customers are agreed with the
theories or not, what are the opinions of the customers about these applications, which
applications they think as more important.

3.1.2 How can the mobile advertising enabling technologies be de-

scribed?

This research question aims to investigate how the m-advertising enabling technologies
be described. To reach this purpose all the mobile enabling technologies presented in lit-
erature review are included in conceptual frame work. Because all these technologies are
important for mobile advertising, like SMS, MMS, Bluetooth are used for advertisement
sending, and WAP, i-Mode, 3G , NFC are providing support for sending mobile adver-
tisement. So, all these technologies are considered as important for mobile advertising
by this study. Those technologies are listed bellow:

• SMS (Short Messaging Service): Kalakota and Robinson (2001), Heinonen and
Strandvik, 2004.

• MMS (Multimedia Messaging Service):Bodic, 2005; Dickinger et al., 2004.

• Bluetooth: May, 2001; Easton, 2002; Kalakota and Robinson, 2002.

Chapter 3. Conceptual Framework 28

• WAP (Wireless Access Protocol): Teo and Pok, 2003; Hung et al., 2003.

• i-Mode: Stuart et al., 2003; Okazaki and Shintaro, 2005.

• 3G (3rd Generation Network System): Robins, 2003; Kronsteiner et al., 2005; S.

Dekleva et al., 2007.

• NFC (Near Field Communicaiton): Falke et al., 2007.

This research question will investigate which technologies are more prominent for m-
advertising and which technologies will enable m-advertising to present in more effective
and personalized manner.

3.1.3 How can the success factors of m- advertising be described?

This question aims to investigate how the success factors of m- advertising be described.
For fulfilling this purpose and for data collection some factors those are mentioned as
success factors for m- advertising by Dickinger et al., (2004) will be considered here.
Beside this theory concepts of Yonus et al., (2003), Ducoffe et al. , Varsheney and
Vetter (2002) and Pavlou and Stewart (2002), will be studied here; as all these concepts
provide strong support to the theory of Dickinger et al., (2004) .Those factors are given
bellow:

• Content:

– Entertainment: Dickinger et al., 2004, Yonus et al., 2003 and Ducoffe et

al.(1996) mention that for the content of m-advertising message entertainment
is very crucial.
– Informativeness : Varsheney and Vetter (2003) and Pavlou et al., (2000),
state that informativeness of advertising play a strong role while measuring
advertising effectiveness.
– Irritation : According to Pavlou and Stewart (2002), m-advertising those
confuse customers can produce negative influence about a company or a brand
in customer mind.
– Credibility : Pavlou and Stewart (2002), also mention that credibility can
produce positive influence about the product or company in customer mind.

• Time of transmission : Dickinger et al., (2003,2004), mention that, in success of

m-advertising time of transmission play an important role, and if the advertise-
ment send in wrong time (ex: when one is in the class or meeting) can gain bad
impression about the brand and also the company.
Chapter 3. Conceptual Framework 29

• Personalization : Barwise et al., (2002) and Dickinger et al., (2004), mention that
personalization is also a crucial factor in m-advertising as mobile phone is a very
personal device.

• Consumer controll, permission and privacy : Barwise et al., (2002) and Petty
(2000) state that both the company and customer can be benefited from permission
based m-advertising. And Dickinger et al., 2004, mention that, how a customer
can stop receiving message is one important aspect of m-advertising.

This theory is chosen here because these are more relevant with our research area. This
question will investigate how much these factors are applicable to customers, what the
customers thinks about these factors and what factors are more important to them and
why.

3.2 Emerged frame of reference

Figure 3.1 presents the emerged frame of reference based on the conceptual frame work
and three research questions. According to the selected theories in conceptual frame
work it is found that m-ad applications include: mobile couponing, information services,
mobile CRM, branding, entertainment, product launch and location based services, mo-
bile enabling technologies include SMS, MMS, Bluetooth, WAP, i-Mode, 3G and NFC,
and mobile advertising success factors include mobile advertisement content, time of
transmission, personalization and customer permission, control and privacy. After data
collection and analysis this study will try to find out how these three components of
mobile advertising combine together to accomplish the purpose of the research.

Figure 3.1: Emerged frame of reference of mobile advertising.

Chapter 4

Methodology

This chapter will focus on research methodology and we will present that which type of
research is suitable according to our selected topic. This chapter will introduce the way
that wills focus on, how we get the information from different ways and what type of
research we selected. The starting point of this chapter is, Research Purpose and it will
carry on with the next topics; research approach, research strategy and the other sections
of this chapter are data collection, sample selection, analysis method, and the quality
criteria.

4.1 Research purpose: Exploratory, Primarily descriptive

and explanatory

According to Yin (1994) research purpose means why we are doing research in the se-
lected area, what is our object, highlight the problem and work on it. And furthermore,
he classified research purpose in three different types, those are: exploratory, descriptive
and explanatory research purpose. According to Saunder et al., (2005), exploratory re-
search is used to explain the understanding about a topic, or to investigate any situation
for making a new direction, asks questions and bring out the problem in new light.

Descriptive research is defined by Saunder et al., (2005), as to portray an accurate profile

of persons, events or situation. More over it is essential to have a clear description of
the event before starting data collection (ibid). According to Yin (1994), descriptive
research is generally used in such a study that is well structured and not intended to
find out any cause effect relationship among different variables. In other hand, any
study that defines cause and effect relationship among variables that can be considered
as explanatory research, stated by Saunder et al., (2005).

30
Chapter 4. Methodology 31

The purpose of this research is exploratory, primarily descriptive and little bit explana-
tory. Because this research is dealing with a new topic-mobile advertising; more over
this study is explaining the current situation of mobile advertising and is trying to find
out the new insights of the topic. Furthermore, the purpose of this research is to de-
veloping better understanding about the utilization of mobile advertising. So, this is an
exploratory research. This research is considered as primarily descriptive as the data has
been collected and analyzed in this research. Finally, this research is little bit explana-
tory as the answer of the research question is given in the last chapter and conclusions
are drawn also for the overall research purpose.

4.2 Research approach: Qualitative

Different types of research approaches are exist for doing research work. Here we will
describe the reasons for which we have selected particular research approaches for con-
ducting our research project. According to Yin (1994), qualitative approach emphasis
is given to description and discovery based on data in the form of words rather than
numbers. Qualitative methods of research are normally focused on case studies and the
object is to identify the research problem (ibid). Miles and Huberman (1994) state that,
While working in a certain location qualitative data is a resource of well-ground, rich
description and a good explanation of a process.

Moreover, according to Holm and Solvang (1995) a qualitative method help the re-
searcher to gain a deeper and more clear understanding of a particular area of research.
And Yin (1994) argues that the appropriate selection of a research approach depends
on the research purpose and the research questions.

As the purpose of this study is to gain a better understanding about the utilization of
mobile advertising in B2C marketing, so the qualitative approach is found to be the
most appropriate approach of this study. Because qualitative approach helps to gain
deeper and better understanding in particular research area.

4.3 Research strategy: Case study

Yin (1994), has stated five different types of research strategies, those are: experiments,
surveys, archival analysis, histories and case study. He also referred advantages and
disadvantages of each strategy on the basis of three particular conditions. Those are:

• The type of the research questions proposed for the research area.
Chapter 4. Methodology 32

• The extent of control the researcher has over the behavioral events.

• And the degree of focus of the research on the contemporary events.

Yin (1994) states, case study requires research questions start with how, why questions,
focus on contemporary events and the study will not have any control over behavioral
events. He also argues that case study is good for qualitative research (ibid). Further-
more, Yin (1994) added in a case study research a researcher intends to find out the
connection between the theory and the result of the research. According to Gummesson
(2000) case study strategy can be divided in two types: single case study and multiple
case study. As referred by Yin (1994), the findings form a multiple case study is con-
sidered more robust rather than a single case study and therefore increases the overall
validity of the whole research, as multiple case study give the opportunity to make the
comparison among different cases. According to Gummesson (2000), case study research
provides the opportunity to acquire a holistic view of a certain research area.

Case study is found to be the best solution of this research as the purpose of this study
is to gain a better understanding about the utilization of mobile advertising in B2C
marketing. Moreover, the research questions of this study starts with how questions
and being a qualitative research it doesnt have control over behavioral events, and this
study focuses on contemporary events. For enhancing the validity and reliability of the
research area this study deals with multiple cases, one is European case and another one
is Asian case.

4.4 Data collection method: Interviews documentation

Interview and documentation will be used as data collection method in this study. Yin
(2003), states that interview is one of the most important sources of getting information
or data and it is helpful in handling case study matters. Advantage of the interview is, it
is target based and its directly concentrates on the case study topic. For drawing conclu-
sion interview play an important role in research development, but poorly constructed
questions can also create problem in developing the conclusion (ibid). According to Yin
(2003), documentation can be reviewed repeatedly, more over it contains exact name,
references and details of an event.

There are three kinds of interview, structured, semi-structured and unstructured (Saun-
ders et al., 2003). For collecting data this study will consider semi structured interview.
Because in semi structured interview respondents are asked about their opinion on a
particular topic, more over can be asked about his or her own insights about certain
Chapter 4. Methodology 33

occurrences (Yin 1994), and to gain an in depth understanding about the research topic
of mobile advertising this study needs a clear view of the opinion of the respondents.
For research question one and three interviews of selected respondents will be consid-
ered here, by following an interview guide (appendix A). And for research question two
secondary data in form of documentation will be used by this study to gain a deeper
understanding about the technologies that facilitate mobile advertising.

4.5 Sample selection: Purposive

Non-probability sampling will be used in this research for sample selection. According
to Saunder et al., (2003), non-probability sampling is more used in case study research
(ibid). As our research strategy is also case study non-probability sampling is more
prominent for this research. Purposive sampling will be used by this study within non
probability sample for sample selection.

Purposive sampling enables the researcher to choose cases those are most suitable for
answering the research questions and fulfill research objective. And more over this type
Of sampling is used when sample size is very small as in case study research and if the
cases are informative. As referred Saunder et al., (2003) purposive sampling is used
when the sample size is small and as the research strategy of this study is case study
with informative cases, for this reason, purposive sampling is selected here as sample
selection technique. Twelve respondents among students have been selected as samples
of this research and furthermore, these samples have been divided in two heterogeneous
cases, one is European case and another is Asian case. Moreover, this study has divided
each case in two sub groups; each contains three male and three female. Samples have
been selected among students because of convenience.

4.6 Data analysis: Within-case cross-case

Theoretical proposition will be followed in this research. As stated by Yin (1994), general
analytical strategy should be chosen at first in all investigations for identifying what to
analyze and why. And theoretical proposition led to case study. Furthermore, this study
will use pattern matching technique for analyzing data. Pattern matching is considered
as one of the most usable technique for analyzing data in case study approach, which
compares empirically based pattern with a predicted pattern (ibid).

Data reduction, data display and conclusion drawing will be followed in this research, as
stated by Miles and Huberman (1994), three synchronized flows of activities for analyzing
Chapter 4. Methodology 34

data are: data reduction, data display and conclusion drawing. This study will also apply
within-case and cross-case analysis as stated by each case will be compared against the
frame of reference, and by this within-case analysis will be done for data reduction.
Then the reduced data of each case will be compared against another case, for cross
case analysis. In cross case analysis, this study will first make comparison between the
responses of male and female respondents of each case, then the comparison between
case one and case two will be made in this study. After this all the findings of the study
will be presented in the chapter conclusion. Thus data analysis of this study will be
done.

4.7 Validity and reliability

Saunder et al., 2003, defines validity as the extent to which data collection method or
methods accurately measure what they were intended to measure. According to Ericsson
et al. (1997), validity and reliability are two useful measures while defining the quality of
any research. According to Yin (1994), construct validity establish correct operational
measures for the concepts those are being studied.

For maintaining the overall quality of data this study use triangulation, by using inter-
views, observation and more over documentation, as referred by Yin (1994). As source
of documentation, several websites related with technologies have been reviewed in this
study. For the construct validity as referred by Yin (1994); several steps were followed
by this study, as: a letter was sent to the respondents that give them the idea about
the overall topic of the interview, which helped to avoid misunderstanding. Moreover,
interview guide has been sent to the supervisor of this research, Tim Foster, for proof
reading and give comment on it. The findings of this research have been generalized
analytically which for enhancing the external validity of this study.

Saunder et al., (2003), defines reliability as the degree to which data collection method or
methods will yield consistent findings, similar observations would be made or conclusions
reached by other researchers or there is transparency in how sense was made for raw
data. This means if any other researcher do the same research by following same method
and study same case he or she should get the same udy also provides all the manes and
e-mail addresses of the respondents in Appendix B for enhancing the overall reliability
of data.

For increasing the reliability of this research, those students were selected for data col-
lection who are familiar with mobile advertising. Moreover, this study also considers
the differences between genders, ale. During interview, interrupting has been avoided;
Chapter 4. Methodology 35

as interruption can create misleading. For increasing the reliability; interviews of the
respondents have been recorded; more over extra notes have been taken, for getting a
clear perception about their ideas. As referred by Yin (1994), observation that is made
by more than one observer is highly reliable. For this reason both the researchers have
been presented during interview, and the websites of the technologies have been vis-
ited several times, to gain a clear idea and for avoiding misunderstanding about those
technologies those are associated with mobile advertising.

4.8 Summary of methodology

Figure 1 4.1 represents the outline of methodology chapter.

Figure 4.1: Methodology Summary.

1
Source: Adapted from Foster, 1998, p. 81
Chapter 5

Data Presentation

This chapter presents all the primary and secondary data that has been used for this
research. Data presentation starts with the primary data collected for research question
one, followed by data collected for research question three. While presenting the data for
research question one and three, data collected for case one (Asian case) will be presented
first followed by data of case two (European case). Moreover, data collected form male as
well as female respondents, will be presented here separately. At the end of this chapter,
secondary data that has been used for research question two will be presented.

5.1 Research question 1: Applications of mobile advertis-

ing

5.1.1 Asian male

• Mobile couponing : One of the respondent said mobile couponing is good; as it is

without paper and almost all people use mobile phone. And other two respondents
were saying that it is helpful for reducing companies paper cost, and also reduce
risk involve in paper couponing, like: missing of paper coupons. But in this
application there is less possibility of missing coupons rather than paper coupons.
Moreover, mobile coupons will be always with the customer, and any one doesnt
need to carry any extra paper for using mobile coupons. So, the overall views of
all three interviewee were, this application is more attractive as it is applicable
just with a bar code number.

• Information services : All three interviewee were agreed at this point that mobile
advertising is a new way of information providing platform, and it is attractive,
fast and easy. Because by mobile advertising people can get the advertisements
36
Chapter 5. Data Presentation 37

at any place and any time. Furthermore, they added, advertising companies also
provide their website address with the advertisement. So, people can have all
desired information by browsing companies website. One of the respondents was
giving example that many times he received information from ICA through SMS
that there is his parcel and he can receive it during the following time. So, all
three respondents believe that mobile advertising is a good source of information
service.

• Mobile CRM : One interviewee said that, companies should study about customer
need, customer want; if they can have the customers. One interviewee highlight
one point that after purchasing any product, companies can collect dont like and
in futures what they further want in this product, with it they can know customer
desires and can create good relation with them. According to the first two re-
spondents, mobile advertising can also information according to their interest via
mobile advertisements, then m-ads can be a way of building find any connection
between mobile advertising and mobile CRM.

• Branding : All three respondents said that, they would like to receive any adver-
tising from any popular brand. would like to try it. So, all of them thinks that
mobile advertising is helpful for creating brand image, because advertisements via
mobile phone can draw the attention of people very fast.

• Entertainment : During interview one respondent was saying that basically every
person likes entertainment and if it is free then almost every person will like it
according to their choice. Other one gave example that some is necessary that at
the time of providing entertainment services companies should know about their
day early in the morning. One interviewee was saying that knowledge about the
customers mobile to their customers.

• Product launch : One of the respondents think that in present period mobile phone
can be used for advertising at should be according to the interest of the customer.
Other one was saying that this device can be use for product launch but cannot
be fully alternative of other advertising platforms like TV, Radio or internet.

• Location based services : The all three respondents think that it is good idea and
best for those that want to get information advertising, when they are at the front
of shopping center, hotel, bus station or any other related place. to visit those
shops that are offering some discount; whether he get the advertising via mobile
phone or any other advertising media, it does not matter for him.
Chapter 5. Data Presentation 38

5.1.2 Asian female

• Mobile couponing : One of our respondents thinks that risk is also involved in
sending coupons via mobile advertising, in the users mobile phone. Other one
said, if coupon barcode not work during collecting discount then also involve in it.
These were points from all three respondents; but overall they were interested in
it because in this type of coupons they dont need to save the paper coupons.

• Information services : One interviewee said that lot of other information services
channels are working around but it is easy One respondent said, before sending
these kind information services via mobile phone, companies should that how much
user will use this information service. Last respondent was partially agreed with
this information provided via other media like: TV, internet.

• Mobile CRM : One Asian interviewee highlights that Customer relationship man-
agement is essential for present period, It is good change because people always
follow the technologies. Other one respondent said that she does not think that
mobile advertising can build mobile CRM. The third respondent said that CRM is
good a person is busy in the other activities and some company is sending messages
again and again about customer mind.

• Branding : According to our one interviewee m-advertising can be use for creating
brand image, because this time mobile advertising can never stop. So companies
can use m-advertising for increasing their brand image and doesnt like to watch
TV commercial even it is about popular brand but if she receives some messages
through m-advertising she would read it and would like to know the information
provided via mobile phones.

• Entertainment : Three respondents were interested in mobile entertainment. One

respondent said that she likes it One interviewee said that user can enjoy enter-
tainment facility according to their mood and other one explains about mobile
specification.

• Product launch : One respondent was partially agreed with this application. She
said, if the mobile advertisement short message service companies can introduce
new products. One gave the example of Pepsi Max. new product of Pepsi like
Pepsi Max then he or she will like the application. So, mobile advertising can be
used as a successful application of product launch.

• Location based services : Our one interviewee said that sometimes this service
is better and sometime not. It depends on its it then it can disturb her. The
respondent provide another example, like one is walking at the front advertising
Chapter 5. Data Presentation 39

can be disturbing. So in location base service it is necessary to identify who is

right services then she will like it otherwise she will ignore this message. Third
one said that the activation and deactivation should be in the users hand.

5.1.3 European male

• Mobile couponing : Two of our respondents think that mobile couponing can be
a very useful application for people. But if they can get it via mobile phone, then
it will be always with them for using and will reduce to receive coupon via mail
rather through mobile phone. He thinks mobile phone is a very personal device,
privacy.

• Information services : One of our respondents thinks that via mobile advertising
companies provide very little information from customer by sending m- advertising.
Another respondent thinks that, companies are also providing their website address
with the mobile advertisement. So, if anyone is interested by a particular advertise,
he or she can browse their web site for getting desired information. According to
our last or service either via mobile advertising or advertising via other medias, so,
he consider mobile day by day, in future this type of advertising will be improved
more and more.

• Mobile CRM : Our one respondent thinks, if he is a frequent visitor of a particular

shop for example: CD store, or some discount, in that case m-advertising can help
in building strong customer relationship. Our relationship. More over they think
if the advertising is from such a company about which they dont have any interest,
it could create negative impact in customer mind.

• Branding : According to our one respondent, if he gets any m-advertising from

any company that has a famous brand he company or a company that is not so
known in market, sends m-advertising many times, then there may be from them
and if that product has good quality, then the brand can be known day by day.
So, he thinks company is sending m-advertising several times then he will not feel
good and sometimes may be disturbed.

• Entertainment : Two of our respondents say, if they receive any advertising about
any new release songs, or news updates, they will appreciate it very much. While
waiting in a bus station or somewhere else, when people dont have horoscope, as
they dont have much interest on these topics. Our last respondent likes these types
of enjoyment, so he likes it.
Chapter 5. Data Presentation 40

• Product launch : Three of our respondents are agree in the same point that, a
mobile advertising which contains information Otherwise a company will not get
any response.

• Location based services : About this application our respondents say this is a good
application of mobile advertising. But it has the street he is continuously receiving
messages that you have a good hotel or restaurant within hundred irritated. They
suggest, there should be a particular call number, for example 123, if any one need
such service he or she can call in that particular number, and then they can receive
such advertisements in their mobile phones. One more thing they suggest, that
the calling should be free of cost.

5.1.4 European female

• Mobile couponing : About the application mobile couponing one of our respondent
say that it will be very interesting if one is coupons always with them. So they
can use it whenever they need. But in case of paper coupon one has to about
mobile advertising; she deletes most of the advertisings she gets. So, it does not
any matter whether it also, as she does not like to carry any extra paper while
going out.

• Information services : Two of our respondents say that, if mobile advertising is

compared with the advertisings provided by enough information. But if this appli-
cation is compared with advertisings provided via internet, then it is gather all the
needed information. But it is also true that due to the technological improvement
it is also via mobile phone. So, they like m-advertising as information service, be-
cause while getting a message from is interested she can browse company website
and can have desired information. But according to our third as people can see
very attracted, big pictures of product, thus can understand the usability of that
particular product.

• Mobile CRM : One of the respondents says, mobile advertising can help in building
customer relationship. She gave one always when they have any new product or
any kind of discounts, she enjoys it very much. So, via these respondents couldnt
find any relation between mobile advertising and customer relationship.

• Branding : Three of our respondents were agreed in a point that they will like to
get any advertisement from a well known branded company. But if the company
is unknown then one of the respondent say, she may try for it but others were
disagree with her.
Chapter 5. Data Presentation 41

• Entertainment : Two respondents say that they like such advertisement which
offers downloading music, games. And our last source of entertainment. But none
of them were interested about horoscope.

• Product launch : While talking about this application every respondent say that
it will be interesting to know what some idea or hints about what new product
or service is going to be launched. If anyone is interested, remain unknown to
customer, which they think is not good for a business.

• Location based services : One of the respondents says, she always has very well
planned tour. Means, before going somewhere is happening in that particular place
where she is going. So, she doesnt think that this type of services so this type of
application can be useful for all.

5.2 Research question 2: Mobile advertising enabling tech-

nology

Secondary data used for research question two

• SMS : The validity period of this technology is very interesting. Your all messages
will store in the SMS center whenever mobile will off and when mobile will turn
on then all loose and it will reached at the right destination because after sending
the SMS mobile phone will give mobile will turn off then sender will not receive
message delivery notification. Then message sender (www.developershome.com).

• MMS : Multimedia Message Service is a latest kind of Short Message Service that
has removes the messages but it is necessary that his mobile must be support
to MMS technology. A multimedia message can usable under MMS technology
platform and it is only workable on those phones that have MMS facility. through
this technology. (www.gsmworld.com).

• Bluetooth : “Bluetooth wireless technology is a short-range communications tech-

nology intended to security. Every Bluetooth have a standard connectivity with
each other Bluetooth devices. to handle data, voice and signal of connectivity
at the same time without the restriction of glass, wall voice calls, printing and
fax capabilities, and synchronizing PDA, laptop, and mobile phone applications
full-duplex signal at the nominal rate of 1600 hops/sec (www.bluetooth.com).

• 3G : The third generation network offers 2Mbps speeds with the broadband trans-
mission. And 3G is deployment between 2008-2010) the coming technology is 4G
Chapter 5. Data Presentation 42

which will allow higher bit rate than 3G, location based services, mobile entertain-
ment services, mobile financial applications, proactive service wireless operators to
introduce digital multimedia broad casting, multicast process that means audio 3G
technology supports real time voice or chats and also facilitates group messaging;
PC people are unable to get any immediate feedback (Sacher and Loudon, 2002).
Table1 5 .1 presents a comparison and the evolution among different wireless net-
work (Dekleva et al., 2007).

Table 5.1: A comparison and evolution of 1G, 2G, 3G and 4G wireless networks

The generation Access Protocol Key features

1st generation FDMA:(Frequency Analog, primarily
(1G) Division Multiple voice, less secure,
Access) support for low
bit-rate
2G and 2.5 G TDMA:(Time Digital, more secure,
division mul- voice and data
tiple access)
CDMA:(Code
division multiple
access)
3G and 3.5G W-CDMA: Digital, multime-
CDMA2000 (Wideband dia, global roaming
Code Division across a single type
Multiple Access) of wireless network
HSPDA:(High- (for example, cel-
Speed Downlink lular), limited IP
Packet Access) interoperability,
TD-SCDMA: 144Kbps to several
(Time Division- Mbps.
Synchronous
Code Division
Multiple Access)
4G TBD: (To Be De- Global roaming
fined) across multiple
wireless networks,
10Mbps-100Mbps,
IP interoperability
for seamless mobile
internet.

• Wap : To achieve greater efficiency in data transformation WAP uses a compressed

binary format. scalable, extensible protocol stack that help to run the system more
efficiently over low bandwidth of HTML (Saha et al., 2001).
1
Source: Varshney and Vetter (2007), p. 40.
Chapter 5. Data Presentation 43

• i-Mode : i-mode provides continuous internet access to mobile phones. This ser-
vice based on compact Hyper text Markup Language (cHTML), and provides a
alternative to WAP. keep in mind the limitations of wireless infrastructure, like
limited band width, small screen size, display (LCD) and four point command
navigation button. A micro-browser application is used for the Netscape (Stuart
et al., 2003).

• NFC : This technology is based on Radio Frequency Technology (RFID). RFID

system consists of two components one transponder that contains information like
product identification number, price or date and one transceiver that can read or
write information. NFC device can read out RFID devices are brought together.
NFC offers a sensitive way of sharing data between electronic devices (Falke et al.,
2007).

5.3 Research question 3: Success Factors of Mobile adver-

tising

5.3.1 Asian male

• Content(Entertainment, Informativeness, Irritation,Credibility) : All of the Asian

male respondents were agreed with credibility and irritation of mobile advertising
content. important role in mobile advertising. Two respondents were thinking
that entertainment should be included does not play any role for him. About the
informativeness two respondents said that it is the most important to him.

• Time of transmission : Two respondents said that time of transmission is neces-

sary for them because they doesnt like that someone One interviewee said that if
advertising company will send him some good offer during his personal possible he
would like to buy that product.

• Personalization : All respondents were agreeing at this point that personalization

should be based on users attribute. it would highly increase the popularity of
mobile advertisement.

• Consumer control, permission and privacy : One interviewee said that consumer
control, permission and privacy are same point that is also discussed

• in (pop up) emails matter. M-advertising companies should not use popup mes-
sages strategy and people dont like to give permission that kind of messages be-
cause it disturbs the privacy of the customers and and one of them was saying
Chapter 5. Data Presentation 44

that mobile phone is a very personal device, so in advertising, factors like con-
sumer control, permission and privacy should be take care by the companies.

5.3.2 Asian female

• Content(Entertainment, Informativeness, Irritation,Credibility) : All Asian female

respondents said that informativeness, avoiding irritation and credibility are very
advertising content, whether last one does not think entertainment as important
factor in advertising content.

• Time of transmission : During the interview all respondents were strongly agree at
this point that there should be a specific time for m-advertising. One interviewee
said that its schedule should be in the receivers hand, other interviewee said that
during her personal activities she doesnt like to receive phone call; but at specific
time she may like to receive advertising.

• Personalization : All selected female respondents were also agreeing at this point
that personalization is a very important phone companies can gain more attention
of customer and can raise the popularity of mobile advertising, because people like
customized or personalized service.

• Consumer control, permission and privacy : Two of the respondents explain that
these three points are the most significant factors that must be mobile advertising
can be successful only, if companies take permission before advertisements sending,
if the customers have control over it and if companies maintain the privacy about
customer data.

5.3.3 European male

• Content(Entertainment, Informativeness, Irritation,Credibility) : One of the re-

spondents says, he likes those advertisements that provide some entertainment like
cartoons people are very busy, so dont have much time to spend on such things.
They think one advertisement must over it should be easy to understand. But our
first respondent was also agreed on the point that credibility and informativeness
are also two important factors of an advertisement.

• Time of transmission : This is a very important issue to one of the respondents.

He thinks the people who works somewhere ’are always busy, for them the ad-
vertisement transmission time is very important some possibilities by which one
person can get such advertisement in his or her free time like in weekends. and
Chapter 5. Data Presentation 45

when they are out of class they open it. So time factor is not very important issue
for them.

• Personalization : Three of our respondents give positive response about personal-

ization. They think every people like to provide personalized advertisement it will
be better for both the customer and the company.

• Consumer control, permission and privacy : All the respondents strongly agreed
on this point. They say that, sometimes many companies send there remains no
control over these advertisements without deleting those, which make customer
irritated. They also added, companies must keep in mind that they are using such
a device for sending advertisement which is extremely personal. So they must
handle with care.

5.3.4 European female

• Content(Entertainment, Informativeness, Irritation,Credibility) : Two of the re-

spondents think that the main issue of an advertisement is to provide information
to the provided in a clear way, means it should not miss guide people. It is also
necessary to present the information in attractive manner, thats why credibility
is another important factor which they consider. Both of them have neutral feel-
ings about entertainment. But our third respondent thinks entertainment is also
necessary with informativeness and credibility.

• Time of transmission : All of the respondents say that transmission time is not so
important factor for them. students can select time for getting such advertisements
when they after classes or any preferred time.

• Personalization : Three of the respondents believe that every one like personalized
products or services. companies must give their attention on each and every cus-
tomer desire separately. This application c an make the customers happy, which
is very important for a company, they say.

• Consumer control, permission and privacy : As the all other respondents these
three also agreed that customer control, permission and privacy are marketing so,
companies must treat every customer according to their desire separately. Before
sending some one advertising in their mobile phone a company must ask permis-
sion, if a customer permitted then company, and all the customer should have the
control on whether they want to get more advertisements phones.
Chapter 6

Data Analysis

The data that we have collected for our research will be analyzed in this chapter. First
we will analyze the data of each case against the frame of reference. After that, each
case will be compared with the other cases.

6.1 Within-case analysis

In this part we will compare our collected data with the frame of reference that is
presented in chapter three. And the data will be analyzed here in order of research
questions.

6.1.1 R. Q. 1. Applications of mobile advertising.

6.1.1.1 Asian Male

• Mobile couponing : Dickinger et al., (2004) identified that mobile couponing as a

useful way of mobile advertising and it is companies should adopt it; even they
never received a coupon on their mobile but they have knowledge about manual
coupon and on behalf of this they were agreed with Dickinger et al., (2003) theory.

• Information services : According to Dickinger et al., (2003, 2004), mobile adver-

tising is also a good source of information services. Here all Asian male think as
same as Dickinger (2003) et al., more over they added mobile advertising is fast,
attractive and easy in information delivering .

• Mobile CRM : Dickinger et al., (2004) also states that m-advertising is very useful
for establishing strong customer perfect knowledge about customers needs and

46
Chapter 6. Data Analysis 47

wants are necessary for companies while providing mobile advertisements. But
third one was not fully satisfied.

• Branding : The theory of Dickinger et al., (2004), Kavassalis and Spyropoulou,

(2003) refer that mobile advertising is highly applicable for creating brand aware-
ness and the firms are now using greater degree of m- advertising than other direct
marketing channels. All male were satisfied with this theory and explain it that
companies can adopt m-advertising for creating brand image.

• Entertainment : The all interviewees were agreed that, at present mobile has
become a good source of entertainment. theory, that is entertainment services
increase customer loyalty and m-advertising are a good source of companies should
care about customers choice and should try to know what customers want as
entertainment service.

• Product launch : According to Dickinger et al., (2004) mobile advertising provides

supports to product launch, especially be clear that product launching message
reaches at the right destination. Third one said that SMS facility best way is TV,
internet.

• Location based services : Dickinger et al., (2004), Yonus et al., (2003) say that
location based services are highly significant for and said mobile advertising is
good because it can provides benefit on time by different ways.

6.1.1.2 Asian Female

• Mobile couponing : Dickinger et al., (2005) identified mobile couponing as a useful

way of mobile advertising and it is gaining couponing. They introduce some points
about mobile couponing, such as people receives lots of SMS in their mobile phone,
so there remains possibility of miss management, and if bar code doesnt work on
time r problem. But at the end of result their overall thoughts were, they can use
it if these problems will remove.

• Information services : Dickinger et al., (2004, 2005), state that mobile advertising
is also a good source of information services. try to prove it that information
services through mobile phone are good by proving some examples.

• Mobile CRM : One respondent was agreeing with Dickinger et al., (2005) that m-
advertising is very useful for establishing One highlighted the shortage of message
character. Third interviewee was explaining that bundle So she was not satisfied
in this manner.
Chapter 6. Data Analysis 48

• Branding : Dickinger et al., (2004), explain that mobile advertising is highly ap-
plicable for creating brand awareness All three females pass their comments in
positive manner that was supporting the voice of Dickinger et al., (2004) research.

• Entertainment : According to Dickinger et al., (2004), entertainment services

increase customer loyalty and m-advertising facility in mobile phone but one in-
terviewee was not fully satisfied.

• Product launch : Dickinger et al., (2004) state that mobile advertising provides
supports to product launch, especially for advertising of product launch, but other
one said that sometimes mobile configuration can be a problem for m-advertising.

• Location based services : Dickinger et al., (2004), Yonus et al., (2003) say that
location based services are highly significant for in users hands, when they need
it they activate otherwise deactivate. Other one said she would like it but ignore
such advertisings.

6.1.1.3 European Male

• Mobile couponing : According to Dickinger et al., (2005), mobile couponing is

a very popular application of mobile think it is more convenient than the paper
coupons. But our third respondent is not agreeing with the purpose rather than
general purpose.

• Information services : The theory of Dickinger et al., (2004) says that mobile
advertising is a good source of information short volume of information provided
via m-advertising can mislead people. And two other respondent are provide the
desired information of people. Moreover, one respondent is hopeful about the
incoming technologies, he thinks new technologies can make these types of appli-
cations more prominent.

• Mobile CRM : The first respondent thinks that m-advertising can be helpful in
developing customer relationship, when that particular store, if he is getting m-ads
about that product always, then he or she may like it. But two other respondents
do not see any relation between mobile advertising and CRM , while Dickinger et
al., (2005), refers that m-ads is very useful for building strong customer relation-
ship.

• Branding : Dickinger et al., (2004), state that firms are now applying m-ads in a
high extent than other direct

• marketing channels, as m-ads are highly applicable for brand awareness creation.
Two of the respondents comply with the author but another one is not agree with
Chapter 6. Data Analysis 49

this theory. He thinks sending m-ads can sometimes create negative impression
about a company.

• Entertainment : As refereed by Dickinger et al., (2004), all three respondents say

that m-ads those provide downloading new updates can give people a release in
their monotonous life.

• Product launch : By complying with the author Dickinger et al., (2004), all three
respondents say m-ads can provide good support while launching a new product
or service.

• Location based services : According to Dickinger et al., (2004), Yonus et al., (2003),
for providing location based services m-ads are location based m-advertisings
should be provided to the users when they need it, not other time. Means if lo-
cation based information like nearest hotels, restaurants, offers in shopping malls
and so on.

6.1.1.4 European Female

• Mobile couponing : As refereed by Dickinger et al., (2005), mobile couponing as

a very useful way of mobile advertising is mobile couponing rather than paper
coupons as a person doesnt need to carry any extra paper with them for or paper.

• Information services : According to Dickinger et al., (2004, 2005), m-advertisings

can be considered as good source of information. provided by internet. Another
respondent thinks that it provides enough information and she is more she prefers
other media for advertising rather than mobile phone.

• Mobile CRM : Dickinger et al., (2005) states that m-advertising is very useful for
establishing strong customer connection. While the other respondent is partially
agreed with the theory and she gives one real life example of Lindex, a store that
provides m-advertising to her mobile phone.

• Branding : As Dickinger et al., (2004) says, for creating brand awareness m-ads
are highly applicable at present market only. Otherwise it will not work for any
of the respondents.

• Entertainment : According to Dickinger et al., (2004), m-advertising is a good

source of entertainment, thus companies are m-advertisements that offer music
downloading, games, and news. But the other respondent doesnt want games as
entertainment, but prefers music and news provided via m-advertisements.
Chapter 6. Data Analysis 50

• Product launch : As stated by Dickinger et al., (2004), m-advertising can provide

good support to product launch, to get some idea about any new product or service
that is going to be launched. People may become interested and go to visit that
particular product or service.

• Location based services : Dickinger et al., (2004), Yonus et al., (2003) refereed
m-advertising is highly applicable in location a planned tour people may not need
this type of services. But two other respondents comply with the theory and say
this type of services can be useful for people when they go in a new place.

6.1.2 Research question 3: Success Factors of Mobile advertising.

6.1.2.1 Asian male

• Content(Entertainment, Informativeness, Irritation,Credibility) : According to

Dickinger et al., (2004), Yonos et al., (2003) and Ducoffe (1996), Varsheney and
Veter (2003), credibility, avoiding irritation are important factors those must be
considered by a company while sending advertising content play important role,
so companies should take care of these factors.

• Time of transmission : Dickinger et al., (2004) said that, while delivering m-

advertising, transmission time is very important to avoid customer annoyance.
After collecting the answers from three male respondents it was found that the
importance of message with right time transmission that customer want.

• Personalization : According to Dickinger et al., (2004), and Barwise et al., (2002),

mobile phone is a very personal device, respondents were agreeing that personal-
ization is a need of mobile users and m-advertising should be according to their
choice.

• Consumer control, permission and privacy : Barwise et al., (2002) and Petty
(2000) and Haghirian et al., (2004) state that customer control, and the company
can be benefited by these factors. One respondent said that consumer control,
permission mobile world and other two interviewees were agreed with him.

6.1.2.2 Asian female

• Content(Entertainment, Informativeness, Irritation,Credibility) : Dickinger et al.,

(2004), Yonos et al., (2003) and Ducoffe (1996), Varsheney and Vetter (2003) and
Pavlou credibility, avoiding irritation are important factors and those factors must
be considered by a company content are really necessary. But two respondents
Chapter 6. Data Analysis 51

were supporting much the factor informativeness of m-advertising and one was
showing interest in entertainment.

• Time of transmission : Dickinger et al., (2004), while delivering m-advertising,

transmission time is very important to avoid control, then people can receive mobile
advertisings in desired time.

• Personalization : Dickinger et al., (2004), and Barwise et al., (2002), state that,
mobile phone is a very personal device, female respondents were agreed at this
point and said that people always prefer to receive things according to their inter-
est. Thus personalization can increase the success of mobile advertising.

• Consumer control, permission and privacy : As stated by Barwise et al., (2002)

and Petty (2000) and Dickinger et al., (2004) customer control, and the company
can be benefited by these factors. All three respondents said that these three
points are the basic need of mobile users for the success of mobile advertising.

6.1.2.3 European male

• Content(Entertainment, Informativeness, Irritation,Credibility) : As stated in the

frame of reference that there are some important factors that can affect the content
(1996), informativeness (Varsheney et al., 2003, and Pavlou and Stwart (2002),
irritation and Credibility important than entertainment, but it is also important
to consider whether the advertisement is

• irritating or not. While one of our respondent is considering entertainment as

important as credibility and informativeness.

• Time of transmission : According to Dickinger et al., (2004), while delivering

m-advertising, transmission time is very important dont agree. But all of them
suggest that there should be a way of selecting preferable time of receiving such
advertisements via mobile phone.

• Personalization : Dickinger et al., (2004), and Barwise et al., (2002), state as

mobile phone is a very personal device, Three of the respondents greatly appreciate
this matter, they thinks this type of personalized m-ads will come up with good
result for both the customer and the company.

• Consumer control, permission and privacy : As stated by Barwise et al., (2002) and
Petty (2000) and Dickinger et al., (2004) customer control, and the company can
be benefited by these factors. All respondents are strongly agreed on this theory.
before sending m-advertisement, otherwise that can have a negative output.
Chapter 6. Data Analysis 52

6.1.2.4 European female

• Content(Entertainment, Informativeness, Irritation,Credibility) : According to

Dickinger et al., (2004), Yonus et al., (2003) and Ducoffe (1996), Varsheney and
Vetter (2003), and Pavlou and Stewart (2002), Stewart and Pavlou et al., (2002), in
a content of mobile advertising entertainment, informativeness, credibility, avoid-
ing irritation are important consider informativeness is the most important factor
here, but the information should be provided a avoiding irritation. But they are
partially agreed with entertainment. While the other respondent think entertain-
ment is also necessary with the other factors.

• Time of transmission : As referred by Dickinger et al., (2004, 2005) m-advertising

transmission time is also included in success as author. But they also prefer the
option of selecting the desired time of receiving advertisements.

• Personalization : Barwise et al., (2002) and Dickinger et al., (2004), consider

personalization as a crucial factor for mobile mobile advertising a company can
make its customer happy which is highly important for business.

• Consumer control, permission and privacy : According to Barwise et al., (2002)

and Petty (2000), both the customer and the company can be benefited stopping
of more advertisement receiving is another important factor for m-advertising. All
three mobile advertisement may not succeed as mobile phone is very personal
device.

6.2 Cross-case analysis

In this part we will compare data of each case against other. At first we will present our
research question one then present research question three. After comparison between
two cases we will draw a summary of comparison of each research question.

6.2.1 Cross case analysis of Research question 1.

R.Q.1. Applications of mobile advertising.

Key:

• “+” Shows that the respondent is agreed about the variable with the theory that
is presented in frame of reference. This is a situation of full agreement.
Chapter 6. Data Analysis 53

Table 6.1: Cross case analysis of Research question 1

Variables case one case two

Male Female Male Female
R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12
1.Mobile + + + +/- +/- +/- + + - + +/- +
couponing
2.Information + + + +/- +/- +/- - + + +/- +/- -
services
3.Mobile CRM + + - + +/- - +/- - - + - -
4.Branding + + + + + + + +/- - +/- +/- +/-
5.Entertainment + + + + + +/- + + + + + +
6.Product + +/- - + + +/- + + + + + +
launch
7.Location + + + +/- + +/- +/- +/- +/- - + +
based services

• “-” Shows that the respondent is not agreed about the variable with the theory
that is presented in frame of reference. This is a situation of full disagreement.

• “+/-” Shows that the respondent is supporting the theory to some extent but not
fully. This is a situation of partial agreement.

• Case one presents responces of Asian interviewee.

• Case two presents responces of European interviewee.

6.2.1.1 Cross case analysis of male and female respondents within case one

The above table of cross case analysis presents significant differences as well as sim-
ilarities among the male and female respondents of case one. This table shows that
all three male respondents are highly agreed on the applications of mobile couponing,
information services, branding, entertainment, product launch and location based ser-
vices. But all female respondents are strongly agreed only on application of branding.
Three female respondents are partially supporting mobile couponing and information
services. Application of entertainment and product launch are strongly supported by
two female respondents, and one female is partially agreed on these two applications.
Location based services are partially supported by two female respondents and another
female is supported this application strongly. Two male respondents are strongly agreed
about mobile CRM and one male is disagreed on this application. But among the female
respondents, one is strongly agreed, one is disagreed and one is partially supporting this
application.
Chapter 6. Data Analysis 54

6.2.1.2 Cross case analysis of male and female respondents within case two

Analysis of case two also presents some similarities and differences among the male and
female respondents. All the male as well as all female respondents are strongly agreed on
the application of entertainment and product launch. Application of mobile couponing
is supported highly by two male and two female respondents, but one male is opposing
this application and one female is partially supporting the same application. Applica-
tion of information services is opposed by one male and one female respondent, while
two male are supporting this application strongly and two female are supporting the
same application partially. Two male as well as two female respondents couldnt find
any relation between mobile CRM and mobile advertising, but one female is supporting
the application strongly and another male respondent is partially agreed on this appli-
cation. Three female respondents are partially agreed on the application of branding,
whereas one male is strongly supporting, one is partially supporting and another male is
opposing this application. Location based services are strongly supported by two female
respondents and one is opposing this application, but all three male respondents are
supporting this application partially.

6.2.1.3 Cross case analysis of case one and case two

While doing the cross case analysis of research question one we find so many differences
as well as similarities also. From the table above we see, the respondents of case one
most prefer the application of m-advertising for branding, while only one respondent
of case two is agreeing on this point, four of them are partially agreeing and one is
denying this application. The respondents of case two prefer most the application of
entertainment and product launch, and the most respondents of case one is also agreeing
on entertainment, only one respondent is partially agree on this application. All the
respondents of case one and two like the music downloading among all entertainment
services. While talking about product launch, three respondents are agreeing, two are
agreeing partially and one has negative response from case one. Mobile couponing
gets more preference among the respondents of case two than case one. But in case
two we also get one negative comment on mobile couponing, while in case one, we get
three positive response and three neutral responses. In case of informativeness we get
two negative comment from case two, those respondents think advertising via internet
and other media is more informative than mobile advertising. From case one we get
three positive and three partially agreeing comments. We also get two positive and two
neutral comments from case two on this application. Most respondents of case two show
negative response about mobile CRM, while in case one three responses are positive,
two are negative and two are agreeing partially. About location based services four
Chapter 6. Data Analysis 55

respondents of case one think it will be a good application and two of them have neutral
response. In case two three respondents think this application may work, while two are
saying it will work and last respondent is not interested about this application.

6.2.2 Cross case analysis of Research question 3.

R.Q.3. Success factors of m- advertising.

Table 6.2: Cross case analysis of Research question 3

Variables Case one Case two

Male Female Male Female
R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12
1.Content: + + +/- + +/- + + - - +/- +/- +/-
Entertainment
Informativeness + + - + + + + + + + + +
Irritation + + + + + + +/- + + + + +/-
Credibility + + + + + + + + + + + +
2.Time of + + +/- + + + + - - +/- +/- +/-
transmission
3.Personalization + + + + + + + + + + + +
4.Consumer + + + + + + + + + + + +
control, per-
mission and
privacy:

Key:

• “+” Shows that the respondent is agreed about the variable with the theory that
is presented in frame of reference. This is a situation of full agreement.

• “-” Shows that the respondent is not agreed about the variable with the theory
that is presented in frame of reference. This is a situation of full disagreement.

• “+/-” Shows that the respondent is supporting the theory to some extent but not
fully. This is a situation of partial agreement.

• Case one presents responces of Asian interviewee.

• Case two presents responces of European interviewee.

Chapter 6. Data Analysis 56

6.2.2.1 Cross case analysis of male and female respondents within case one

The above table shows that irritation and credibility of a mobile advertising content
are considered as highly important to the all male and female respondents. Informa-
tiveness of content is strongly supported by three female respondents, whereas two male
respondents are supporting this variable strongly and one male is opposing this variable.
Three female respondents regarded the variable time of transmission as important, but
two male respondents believe this application is essential and one male is partially sup-
porting this variable. All the respondents of case one, male as well as female, believe
personalization and consumer control, permission and privacy are extremely significant
for mobile advertising.

6.2.2.2 Cross case analysis of male and female respondents within case two

Credibility and informativeness of a mobile advertising content are vastly significant

for all respondents of case two. The entertainment of content is supported strongly
by only one male respondent, other two male are opposing this variable, but three
female respondents are supporting this variable partially. Two male as well as two
female respondents consider irritation of content is important, whereas one male and
one female is partially supporting the importance of this variable. About the time of
transmission, three female respondents are partially agreed, but two male are opposing
the importance of this variable and another male is supporting this variable partially.
Personalization and consumer permission, control and privacy are extremely important
to all respondents of case two. More over all the respondents believe without these last
two variables mobile advertising can never be successful.

6.2.2.3 Cross case analysis of case one and case two

From the table above we can see there are some differences between case one and case
two. Case one is showing more positive attitude than case two. For example while
talking about content of m-advertising most of all respondent are considering entertain-
ment, informativeness, irritation and credibility are important factors. Only two of the
respondents have partial agreement about entertainment and one ha is partial about the
point irritation. More over only one respondent is saying that internet is better than
mobile advertising, while considering informativeness. But in our second case we find,
informativeness and credibility are the most important factor in m-advertising content.
And the second important thing is irritation and some are negative, some are neutral
and one positive response about we get about entertainment. In the point transmission
Chapter 6. Data Analysis 57

time five people are considering it as important and another one is thinking it partially
important in case one. But in case two we find three people partially agree, two is dis-
agreeing totally and only one is giving positive response on this point. While considering
our last two points personalization and consumer control, permission and privacy, all
the respondents of both cases consider these points highly important.
Chapter 7

Conclusion and Implications

In this chapter we will present the answer of our research questions. Then we will provide
conclusions based on the previous theory and our analyzed data. And we will also include
implications for companies, for theory and for future research.

7.1 Conclusion

In this part of the study we will draw conclusion of our research questions on the basis
of our various findings during data analysis. We will try to find the reasons among the
similarities and differences between our two cases.

7.1.1 How can applications of mobile advertising be described?

The use of mobile advertising application is not very much common in present period but
we can see in cross case analysis, the level of respondents interest. By selecting the most
applicable theories as our frame of reference and by analyzing empirical data we find
out that some applications are highly preferable and some are relatively less preferable
to customer, we also get some suggestions provided by our respondents. Those are:

• By analyzing our empirical data of mobile couponing we find that most of the
respondents prefer negative response. So, mobile couponing can be a useful appli-
cation of mobile advertising.

• About application of mobile advertising as information service our respondents

say that due to the less bandwidth five respondents are partially agree on this
application. They think due to these king the application is good enough and

58
Chapter 7. Conclusion and Implications 59

two more is disagreeing on this application. So, companies should And the new
technologies can help in solving the existing problems.

• Most of the respondent could not find the connection between mobile advertise-
ment and customer customer relationship. But if any customer gives permission
or the m-advertising support any customer interest, then a company can send m
advertisements to those customers.

• While looking at case one all the respondents like mobile advertising for creating
brand awareness. So, m-advertising can be used for creating brand awareness.

• Well almost every person like mobile entertainment for example: they like to use
this device as a m-advertising application for advertising companies and after this
application they can get very good result.

• Here is better result in product launch advertisement through mobile phone.

Mostly respondent and according to respondent result we can easily understand
that this application is applicable with plus result.

• In location based service, most of the respondents have positive answer, while only
a few have neutral response. So, we can say this will a good application of mobile
advertising. can make someone disturb some time. Rather there should be one
particular calling number, by using which shopping mall, or information about
nearest hotel or restaurant and so on.

Figure 7.1: Overview of mobile advertising applications.

Form the above diagram of mobile advertising application we get the view that about
60% of the respondents are appreciating mobile advertising application, while about 27%
is partially agree about these applications and only about 13% is disagree with these
applications. So, we can conclude that the popularity of mobile advertising applications
Chapter 7. Conclusion and Implications 60

is increasing day by day. And hopefully the technological innovation will increase the
popularity of mobile advertising.

7.1.2 How can the available technologies used in mobile devices be

described?

In our study we have used documentation for this research question which is presented
in our literature review chapter and we also include technological review for this research
question. As we mentioned in our frame of reference that we have selected some tech-
nologies those enables mobile advertising. Among those SMS, MMS and Bluetooth are
most common technologies present in market. Here we will talk about those technologies
which can make mobile advertising more efficient. Those are:

• WAP : This technology enables wireless users to use internet content and infor-
mation system via infotainment as news, location based service, weather forecasts
and so on.

• i-Mode : This technology enables the users to send email or message that contain
up to 500 This service includes email, downloading ring tones, games, news updates
and so on.

• 3G : This technology is called digital super highway which mean a common dig-
ital foundation 5000 characters for email or messages and this offers bit rates of
144Kbps to several Mbps. 3G downloads from their handsets, capable of special
ring tones, games, music, TV, cameras and also voice access and send files, receive
and send emails up to 5000 characteristics.

• 4G : This is the next generation technology of 3G network. This will allow higher
bit rate than entertainment services, mobile financial applications, proactive ser-
vice management and mobile auctions introduce digital multimedia broad casting,
multi cast process that means audio video services in motion in more user centric
and highly personalized manner.

• NFC : This stands for Near Field Communication. This technology will support
various applications as mobile payment, mobile advertising, and ticketing, peer to
peer data exchange and so on.

As we find from our first research question that customers have problem with the slow in-
ternet connection via mobile phone, problems with higher bandwidth connection, higher
bit rate in data transfer, enabling it takes time to download files, pictures, they also
Chapter 7. Conclusion and Implications 61

have limited characteristics problems. So, these technologies can solve all their more
characterized data transfer and so on.

7.1.3 How can the success factors of m- advertising be described?

After analyzing our empirical data we have found some differences with the theory and
also some suggestion from the respondents. From our analyzed data we find:

• Customers consider two factors as most important among all the factors provided
by theory. Those are: personalization and customer control, permission and pri-
vacy. The entire respondents were strongly agreeing on these two factors. They
say all people like personalized product as this type of products support present.
So, people will prefer those services or products that support their interest, on
which people will have control over, which respect customer opinion.

• While talking about content of mobile advertising, most respondents consider in-
formativeness, respondents a mobile advertising content must be precise, short,
concentrated on their focus, easy to understand and attractive also.

• Most of the respondents of case one are considering this factor as important while
only one person in case that there should be some option by which people can
select their preferable time of getting such advertisement. They think this system
can increase the popularity of mobile advertising.

7.1.4 Overall conclusion of research purpose

This study finds a modified picture of frame of reference (Figure: 7.2). This modified
figure of mobile advertising is presented bellow:

This study finds following changes those can be made to the frame of reference:

• Interconnection among the three components of mobile advertising.

• Enabling technologies are the main facilitator of mobile advertising, thus it has
the biggest circle than other two components.

• The enabling technologies are influencing both the m-ad applications and m-ad
success factors, and for this the circles of m-ad applications and m-ad success
factors are presented within the circle of enabling technologies.

• m-ad applications and m-ad success factors are equally important in mobile ad-
vertising, thus both of the components have equivalent circle.
Chapter 7. Conclusion and Implications 62

Figure 7.2: Modified frame of reference of mobile advertising.

Interconnection among the three components of mobile advertising: m-ad application,

m-advertising success factors and m-advertising enabling technology has been found by
this study. Among these three components enabling technologies are the most impor-
tant and work as main facilitator of mobile advertising. And without technology mobile
advertising is not possible, thus it is influencing the two other components m-ad ap-
plications and m-ad success factors. Moreover, the more the technologies will become
stronger or capable, it will provide more support to m-ad applications and m-ad success
factors; and by this mobile advertising can be presented more efficiently to customers.
This study also finds that m-ad applications and m-ad success factors are equally im-
portant in mobile advertising. Without m-ad success factors (especially personalization,
customer permission, control and privacy) mobile advertising applications cannot be
successful. So, for the better utilization of mobile advertising in B2C marketing com-
panies must consider m-ad success factors with high magnitude for the success of m-ad
applications; and it should be remembered that the whole process of m-advertising is
completely dependent on enabling technologies.

7.2 Implication

Here is implication for the various fields where this study can be applicable. These are
implications for companies, theory and future research.
Chapter 7. Conclusion and Implications 63

7.2.1 Implications for companies

While conducting this research we come to know about the likings and disliking of
customer, we also come to know which factors are more demanding to people for making
mobile advertising successful. We think if the companies concentrate on these factors
they can have a good result. Those factors are:

• Companies must be concern about customer data; they should protect privacy of
customer.

• Customers should have control over receiving or stop receiving mobile advertise-
ments.

• Before sending any advertising companies should confirm whether the advertising
support his or her interest, more over companies should try to provide personalized
advertisings.

• Advertising content must be short, precise, concentrated, focused and easy to

understand.

• According to our study, mobile advertising can be applied for couponing, for cre-
ating brand awareness, as entertainment provider, in location based services, while
launching new product or service and also for building customer relationship.

• As customer suggested there should be some way of selecting preferable time of

receiving mobile advertising.

• There should be some way of getting location based mobile advertising who need
that service not to provide all the people.

7.2.2 Implications for theory

We have selected some theories that suits best for our research from the literature review
chapter. These selected theories we present in our frame of reference. But after collecting
and analyzing our empirical data we find on some points customers are not agreeing with
the theory. Those points are listed below:

• While talking about the different applications of mobile advertising our respon-
dents were not fully agreed interrelated, so we find a way of making customer
relationship via mobile advertising while answering our possible to deliver person-
alized advertisement via mobile phone, then CRM can be build.
Chapter 7. Conclusion and Implications 64

• As contradicting the theory of research question three, respondents are saying

entertainment within the content of a mobile advertising and transmission time of
advertising is not as important to them as the author is saying.

7.2.3 Implications for future research

Due to the short period of time this study has selected a short sample size. But while
doing this research various interesting points have been found which can be considered
for future research. Those points are:

• A research can be done with the same topic but considering a large number of
data and with more time involved in it.

• More variation in data can also be included in future research like: age, gender.

• As the technology is changing day by day and the customer demand is changing
also. So, what the customer wants with the change in new technology is there any
barriers in adopting new technologies like: social barrier, cultural barrier and so
on, these can be investigated in future research.

• Customers also have some problem with the screen size of mobile phone, as it is
small. So, how this problem can be minimized or eliminated can be another topic
of future work.

Another point that is found by this study is, all people are not using same mobile phone
set and all mobile sets dont support same feature. So, in future is it possible to provide
same service in all types of mobile phone sets; it can be a very interesting topic for future
research.
Appendix A

Interview Guide

Name:

Age:

Nationality:

e-mail address:

R.Q.1 How can applications of mobile advertising be described?

1. What do you think about mobile couponing sending by different companies? Why
do you think so?

2. How much you consider mobile advertising as information service?

3. Do you think that by providing m- advertisement any company can establish a strong
relationship with the customer? Why?

4. Do you think that by sending m-advertisement any brand or company can gain
customer attention? Why?

5. Can the entertainment services provided via mobile phones (like: games, horoscope,
music, etc) increase customer loyalty? How?

6. While launching a new product or service in market if a company sends m-advertising

to customers about that particular product or service, then what type of feedback the
company will get? Why do you think so?

7. Many companies are now providing various location based services via mobile phones,
till example: information about the nearest hotels or restaurant, sometimes information
even about all the special offers in a particular shopping mall or store, while you are

65
Appendix A. Interview Guide 66

walking in front of that store or shopping mall. As a customer what is your opinion
about these types of services?

RQ 3: How can the success factors of m- advertising be described?

1. What do you think about the content of m-advertising? Which factors you think
important in content of advertising, for example:

• Entertainment

• Information

• Credibility

• Irritation

Why you think so?

2. Do you think message transmission time is an important factor? Why do you think
so?

3. What is your opinion about personalized advertising?

4. Do you think customer permission, privacy is important in m-advertising? Why?

Appendix B

List of Respondents

Asian Male:

• Naveen Kumar, [email protected]

• M.Azam Khan, [email protected]

• Moola Santosh Narshina Parthab, [email protected]

Asian Female:

• Wei Guan, [email protected]

• Nowshir Fatima, [email protected]

• Shilpa Agarwal, [email protected]

European male:

• Lundqvist Anders, [email protected]

• Nevosad Lukas, [email protected]

• Ali Nawaz, [email protected]

European female:

• Elin Chrunak, [email protected]

• Maria, [email protected]

• Anna Carin, [email protected]

67
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