Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Case Studies in Mobile Business

Case Studies in Mobile Business
View Sample PDF
Author(s): Marco Garito (Digital Business, Italy)
Copyright: 2009
Pages: 10
Source title: Handbook of Research in Mobile Business, Second Edition: Technical, Methodological and Social Perspectives
Source Author(s)/Editor(s): Bhuvan Unhelkar (University of Western Sydney, Australia)
DOI: 10.4018/978-1-60566-156-8.ch052


View Case Studies in Mobile Business on the publisher's website for pricing and purchasing information.


Th first part of this chapter deals with various mobile business applications and initiatives taken from real-life companies of which successfully implemented their go-to-market strategy in the wireless world. The structure of this chapter can be summarized into three main areas. At the beginning, the current market situation for mobile environment is described through highlighting how decreasing revenue is forcing companies to quickly innovate their offering to cope with highly intensive competition, justifying such an assumption with the flexible and open value chain. The second part is covering the Lateral Marketing approach in its main points under a theoretical point of view. Eventually, some examples of mobile applications and services are provided to reinforce the validity and need of Lateral Marketing to build reliable and durable growth.

Related Content

Lekha Kunju Pillai Laxman. © 2021. 25 pages.
Nofie Iman. © 2021. 20 pages.
Chukiat Chaiboonsri, Satawat Wannapan. © 2021. 16 pages.
Chai-Lee Goi. © 2021. 17 pages.
Hasrini Sari, Dedy Chandra Haludin, Tota Simatupang, Budhi Prihartono. © 2021. 19 pages.
Tulus Tambunan. © 2021. 20 pages.
Muhammad Basorudin, Khalilur Rahman, Nadra Yudelsa Ratu, Easbi Ikhsan, Wida Siddhikara Perwitasari. © 2021. 15 pages.
Body Bottom