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a boss. An additional advantage is that of instant access or ‘always-on’; here there is no

need to dial up a wireless connection. Table 3.2 provides a summary of the mobile or

wireless Internet access proposition. There are considerable advantages in comparison to

PC-based Internet access, but it is currently limited by the display limitations such as

small screen size and limited graphics.

Technology convergence

Technology convergenceis an important phenomenon as digital marketers consider how

they can evolve their propositions for consumers. As you know, today a mobile phone is

not just a phone, it is likely also a text messaging system, music playing system, e-mail

reading platform, camera, personal organiser, Internet access device and Global Positioning

System (GPS). Of course, just because a technology is possible does not mean it is widely

used. So, for marketers, it is important to assess new technologies and support them once

they reach critical mass, or if there is a niche which can be exploited. For example, Mintel

reported in 2005 that the downloadable content for ringtones and games is now a $1 bil-

lion market in the UK. Many users now use phones or PDAs for accessing e-mails, so it is

important that marketers ensure their messages are received on these devices.

SMS messaging

In addition to offering voice calls and data transfer, mobile phones have increasingly

been used for e-mail and Short Message Service (SMS), commonly known as ‘texting’

(Figure 3.7). SMS is, of course, a simple form of e-mail that enables messages to be trans-

ferred between mobile phones.

Texting has proved useful for business in some niche applications. For example, banks

now notify customers when they approach an overdraft and provide weekly statements

using SMS. Text has also been used by consumer brands to market their products, partic-

ularly to a younger audience as the case studies at text agency Flytxt (www.flytxt.com)

and Text.It, the organisation promoting text messaging (www.text.it), show. Texting can

also be used in supply chain management applications for notifying managers of prob-

lems or deliveries.

TECHNOLOGICAL FACTORS

Technology
convergence
A trend in which
different hardware
devices such as TVs,
computers and phones
merge and have similar
functions.

Short Message
Service (SMS)
The formal name for
text messaging.

Table 3.2Summary of mobile or wireless Internet access consumer proposition

Element of proposition Evaluation

Not fixed location The user is freed from the need to access via the desktop, making

access possible when commuting, for example

Location-based services Mobiles can be used to give geographically based services, e.g. an

offer in a particular shopping centre. Future mobiles will have global

positioning services integrated

Instant access/convenience The latest GPRS and 3G services are always on, avoiding the need

for lengthy connection (see section on alternative digital technologies)

Privacy Mobiles are more private than desktop access, making them

more suitable for social use or for certain activities such as an alert

service for looking for a new job

Personalisation As with PC access, personal information and services can be

requested by the user, although these often need to be set up via

PC access

Security In the future mobile may become a form of wallet, but thefts of

mobiles make this a source of concern