Mobile marketing: an analysis of key success factors and the European value chain

Abstract

Among the different wireless services, the Mobile Marketing segment is not well explored
\nyet, especially in its relationship with the other traditional marketing channels and players.
\nNew business models that go over the traditional marketing supply chain need to be explored
\nand defined, together with a wide technology analysis for monitoring the emerging handsets
\nand mobile technologies in general. This paper is an attempt of analyzing the landscape of the
\nEuropean Mobile Marketing activities, identifying the extended structure of the value chain,
\nand defining the critical success factors in order to lead the value chain.