Mobile Marketing: The Challenges of the New Direct Marketing Channel and the Need for Automatic Targeting and Optimization Tools

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Author(s): Giovanni Giuffrida (Universita’ di Catania, Italy), Diego Reforgiato (University of Maryland, USA), Catarina Sismeiro (Imperial College London, England)and Giuseppe Tribulato (Neodata Group s.r.l., Italy)
Copyright: 2011
Pages: 23
Source title: Knowledge Discovery Practices and Emerging Applications of Data Mining: Trends and New Domains
Source Author(s)/Editor(s): A.V. Senthil Kumar (CMS College of Science and Commerce, India)
DOI: 10.4018/978-1-60960-067-9.ch008

Keywords: Data Mining and Databases / Information Science Reference / Knowledge Discovery / Library & Information Science

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Abstract

In most developed countries competition among mobile phone operators is now focused on switching customers away from competitors with extremely discounted telephony rates. This fierce competitive environment is the result of a saturated market with small or inexistent growth and has caused operators to rely increasingly on Value-Added Services (VAS) for revenue growth. Though mobile phone operators have thousands of different services available to offer to their customers, the contact opportunities to offer these services are limited. In this context, statistical methods and data mining tools can play an important role to optimize content delivery. In this chapter the authors describe novel methods now available to mobile phone operators to optimize targeting and improve profitability from VAS offers.

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