Another effective tool for marketers<\/p>\n
Mahendra Gautama, Contributor, Jakarta<\/p>\n
In the 1920s, when John Logie Baird first demonstrated
\ntelevision and video cassette, he was fully aware that his
\ninvention would have a great impact on both the media and
\nentertainment world. What he probably did not realize was that
\none day television could be turned into a powerful medium for
\nmarketing.<\/p>\n
Similarly, Vint Cerf and other pioneers of the Internet in the
\n1970s might not have realized that the e-mail they had created
\nwould soon be used as one of the effective and efficient
\nmarketing tools.<\/p>\n
A study of voice and wireless commerce conducted by The Kelsey
\nGroup and ConStat Incorporated further confirmed that wireless
\nphones would indeed join newspapers, radio and television as a
\nsponsored delivery medium for information, shopping and
\nentertainment services. Hence, Mobile marketing (M-marketing) was
\nborn.<\/p>\n
M-marketing has been made possible by one of the sophisticated
\ntechnologies in telecommunication: the Global System for Mobile
\nCommunication (GSM) along with its Short Message Service (SMS),
\nwhich today are phenomenal successes in the telecommunications
\nindustry.<\/p>\n
The SMS was the first medium used by major corporations for
\ntheir M-marketing. The McDonald restaurant-chain, for example,
\nused it in 2001 by introducing its McSMS program in Italy,
\nEngland and Sweden. The result was impressive, as in just ten
\nweeks McDonald acquired 220,000 new customers.<\/p>\n
However, marketers soon became dissatisfied with SMS, as one
\nof its shortcomings was the limited number of words that could be
\nsent. So, it was not surprising that the arrival of General
\nPacket Radio System (GPRS) was enthusiastically welcomed.<\/p>\n
By using the GPRS technology users are constantly connected
\nand only pay for the amount of data they send. GPRS, also known
\nas 2.5 Generation, also enables much faster data transfer -- 115
\nkilobytes per second -- which is 10 times quicker than the
\nconventional GSM.<\/p>\n
The GPRS has certainly opened up newer horizons in M-
\nmarketing, as it has greatly improved the quality of messages
\nfrom text only to picture messages, enhanced messages (text plus
\nsound, pictures and various text formatting enhancements) as well
\nas multimedia messaging (rich multiple media formats comprising
\nvideo, audio plus text etc.).<\/p>\n
The key technologies underlying these new applications and the
\nnewer innovative services that will emerge in the not-too-distant
\nfuture are EMS (Enhanced Messaging System) and MMS (Multimedia
\nMessaging System).<\/p>\n
Naturally, compared with the conventional text message, the
\nEMS and MMS technologies make the messages more emotional,
\ninteractive and measurable. The messages, next to building
\nawareness, makes it possible for continued dialogue for customer
\nretention. With the broader bandwidth of GPRS, it is also
\npossible for marketers to apply a totally integrated marketing
\ncommunications, which means consistency of advertising messages
\nin all kinds of media, including those sent to their customers'
\nmobile phones.<\/p>\n
Realizing the potentials of GPRS in M-marketing, major
\nmanufacturers of cell phones have also enhanced their products
\nwith the entire up-to-date compatible features.<\/p>\n
Apart from all the latest technology in telecommunications,
\nall the GPRS, EMS and MMS will not mean much if marketers do not
\nunderstand consumers' attitudes and behavior related to M-
\nmarketing.<\/p>\n
A relevant survey conducted by Nokia in 2002, titled \"M-
\nmarketing: An end-user perspective\", revealed what goes on in the
\nconsumers' minds, called the 4 C's. These were: Choice -- to be
\nable to decide whether or not to receive messages; Control -- to
\nbe able to bypass sales messages easily; Customization -- to be
\nable to tailor the types of message received; and CQuid pro quo
\n-- to get something beneficial in return, namely reduced prices
\nfor products and services offered.<\/p>\n
So far, history has proven that marketing is behind the
\nsuccess of various communications and entertainment media, like
\nradio, television and the Internet. Likewise, the emergence of
\nGPRS, along with its highly enhanced messaging, offers tremendous
\nopportunities for M-marketing.<\/p>",
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