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 yet, especially in its relationship with the other traditional marketing channels and players. New business models that go over the traditional marketing supply chain need to be explored and defined, together with a wide technology analysis for monitoring the emerging handsets and mobile technologies in general. This paper is an attempt at analysing the landscape of the European mobile marketing activities, identifying the extended structure of the value chain and defining the critical success factors in order to lead the value chain.