3G “ad” Work - 3G’S BREAKTHROUGH WITH MOBILE ADVERTISING
نویسندگان
چکیده
Mobile advertising was early identified as an application for mobile data. Up to today the involved players, the mobile telecommunications companies and the advertising industry are looking for innovative concepts and new revenue streams. It therefore is not obvious why current mobile advertising and marketing approaches are lacking the predicted success. Taking the German market as object for analysis, the paper discusses the current problems of the mentioned industries and points out some shortcomings of the business models and approaches currently in use. For mobile advertising as the common field of activity the paper provides a solution approach based on the Situation Concept and states how successful mobile advertising could take place.
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