The march of mobile marketing: New chances for consumer companies, new opportunities for mobile operators

Journal of Advertising Research

Volumn 49, Issue 1, 2009, Pages 54-61

  Friedrich, Roman ^a   Gröne, Florian ^a   Hölbling, Klaus ^a   Peterson, Michael ^a  

^a BOOZ ALLEN HAMILTON   (United States)

Author keywords

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Indexed keywords

EID: 67651162325     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849909090096     Document Type: Article

References (9)

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2. Darling, Andrew. "Mobile Starts to Pay Its Way." Marketing, May 9, 2007.
3. Global Telecoms Business. "Global Push for New Virtual Network Brands: Mobile Network Operators Are Increasingly Open to Allowing Access to Their Networks to Virtual Operators," July 2006.
4. Harada, Hiroshi, Mikio Hasegawa, Shuzo Kato, Homare Murakami, and Yoshitoshi Murata. "Architecture and Business Model of Open Heterogeneous Mobile Network." Innovations in NGN: Future Network and Services, 2008, Faculty of Software and Information Science, Iwate Prefectural University, May 2008.
5. Jaspers, Ferdinand, Willem Hulsink, and Jules Theeuwes. "Entry and Innovation in Maturing Markets: Virtual Operators in Mobile Telecommunications. " Technology Analysis & Strategic Management, March 2007.
6. Lee, Sangwon, Sylvia M. Chan-Olmsted, and Hsiao-Hui Ho. "The Emergence of Mobile Virtual Network Operators (MVNOs): An Examination of the Business Strategy in the Global MVNO Market." International Journal of Media Management, January 2008.
7. Loeffler, Martin. "The Rise of the MVNE." Telecommunications International, April 2006.
8. Thomas, Kim. "Ten Mobile Telecom Operators Expected to Choose Surprising Customer-Winning Strategies." Polish News Bulletin, July 31, 2007.
9. Vollmer, Christopher. Always On: Advertising, Marketing, and Media in an Era of Consumer Control. New York: McGraw-Hill, 2008: [URL: www.businessfuture.com/fbs/alwayson/26655293].