Mobile Marketing: The Imminent Predominance of the Smartphone

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Author(s): Alpana M. Desai (University of Alaska Anchorage, USA)and Edward Forrest (University of Alaska Anchorage, USA)
Copyright: 2013
Pages: 19
Source title: E-Marketing in Developed and Developing Countries: Emerging Practices
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK and Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-3954-6.ch007

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

We are living in a world wherein there soon will be more mobile phone subscriptions than people. In 2000 there were less than a billion mobile subscriptions worldwide. Today, there are more than 6 billion. Accordingly, it is predicted by the World Bank that mobile subscription “will soon exceed that of the human population…as it is common in many countries for one person to own multiple SIM cards” (Rosen, 2012). The socio-economic effect of this rapid and expansive diffusion of mobile communication is being experienced more than understood. The focus of this chapter is to examine the emerging character of smartphone usage from both the user and marketing practitioner’s perspective. Specifically, from the consumer perspective, profiles of smartphone ownership and use patterns will be delineated. From the marketer’s and business practitioner’s perspectives, strategic and tactical marketing applications of smartphone technologies will be documented. In addition, speculation on the near future impact of emerging mobile technologies on consumer and practitioner applications will be addressed. The chapter concludes with analysis and discussion of the current state of mobile analytics and mobile measurement. Mobile analytics and mobile measurement have not evolved as rapidly as the proliferation of mobile devices. Measurement and analysis of data generated from mobile usage remains in its nascent state due to the technological challenges of multiple operating systems, devices, and carriers as well as the lack of standards for technology and advertising specifications.

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