Professional Documents
Culture Documents
Roman Friedrich
Florian Grne
Klaus Hlbling
Michael Peterson
The Rise of
Mobile Marketing
New Opportunities
for Consumer
Companies and
Mobile Operators
Contact Information
Berlin
Florian Grne
Senior Associate
+49-30-88705-844
florian.groene@booz.com
Dsseldorf
Roman Friedrich
Partner
+49-211-3890-165
roman.friedrich@booz.com
Munich
Michael Peterson
Partner
+49-89-54525-640
michael.peterson@booz.com
Vienna
Klaus Hlbling
Partner
+43-1-518-22-907
klaus.hoelbling@booz.com
EXECUTIVE
SUMMARY
A Powerful
New Platform
Reaching
the Segment
of One
Exhibit 1:
Major Channels Potential to Reach Customers
I. Access
Mobile
TV, Radio,
Print
V. Transactions
II. Insight
Catalogue,
Direct Mail
PC-based
Internet
Retail
IV. Emotions
III. Dialogue
location, and social and communication patterns. Most important, interaction within the business or social
environment can occur immediately
through the multimedia capabilities of
a mobile phone.
By creating a relevant user experience,
mobile devices give consumers more
of what they want while providing
marketers with a powerful platform
for multitiered, next-generation
marketing campaigns. Because it can
literally put a product or service in a
prime prospects hands, the mobile
platform is a channel that can immediately enhance a brands value. It
adds immediacy, relevance, timeliness,
access, and unique customer insight.
And, with those advantages, it offers
marketers new opportunities to boost
(and measure) their return on marketing investments.
The
Parameters
of Mobile
Branding
Cutting-Edge
Mobile
Opportunities
An offering has to be
convincingly superior to make
customers change familiar habits.
C
an the program reach sufficient
scale to realize the expected benefits?
W
ill the branded experience be
strong enough to get word-of-mouth
and viral community endorsement
The Feasibility
of Mobile
Exhibit 2:
The Evolution of Mobile Operators Business Models
Equipment
& Device
Manufacturing
Network
Operation
Enabling
Technology
Application
Application
Development Service
Provision
& Hosting
Content
Development
Original
Equipment
Manufacturer
Customer
Care
& Billing
Sales
& Marketing
Customer
Proposition
& Branding
Portal
Service
Increasing Customer
Segmentation
Increasing Differentiation
of Offerings
Channel Enablers
Mobile Virtual Network Enablers
Application Developers
Managed Service System Providers
Multimedia and Advertising Agencies
Branded
Mobile Channel
Increasing Specialization
Along Value Chain
Decreasing Entry
Barriers and
Capital Expenditure
Requirements
Brand-centricity
2007
10
The Time
Has Come
11
12
Resources
Olaf Acker, Florian Grne, and Klaus Hlbling, Beyond the
Mass Mailing, Booz & Company, March 2008: www.booz.com/
global/home/what_we_think/reports_and_white_papers/icdisplay/41901862
Christopher Vollmer, Always On: Advertising, Marketing,
and Media in an Era of Consumer Control, McGraw-Hill, 2008:
www.businessfuture.com/fbs/alwayson/26655293
13
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2008 Booz & Company Inc.
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