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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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A conceptualisa�on of the Mobile Marke�ng Ecosystem
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Courtesy of the Mobile Marke�ng Associa�on
Dealing with Fragmenta�on and being strategic
The mobile marke�ng space, like other aspects of the complex mobile ecosystem is very fragmented.
There are a lot of players. Perhaps one is good at building WAP sites, another is good at media
planning and another at content delivery etc. It is clear that there are some great solu�ons providers
as indicated by the various contributors to this report but not everyone does everything that well.
The mobile market at this point as a lot of poten�al but is s�ll rela�vely small. Whatever a travel
brand wants to achieve, whether it be crea�ng a personalised dialogue with customers or ge�ng
the customers to purchase from them they are s�ll going to have to go to a number of different
providers; one to do billing, one to do messaging, one to do their site and so forth. Tying it all together
some�mes feels like a bit of a pain. When some travel companies feel like they are only just ge�ng
their online marke�ng strategy right, it is natural that many feel rather daunted when trying to knit
all the different pieces together to ensure that their par�cular mobile marke�ng campaign is in line
with their business objec�ves. Do not despair! There are companies out there that can assist you to
develop a coherent mobile strategy and to take some of the hard work out of assembling the puzzle.
Yeah but why now, can’t the travel industry just wait for a few years?
There is a lot of scope in mobile marke�ng for the travel industry. Par�cularly, when over 10 million
people in the UK alone are regularly making use of the mobile internet, the sta�s�cs for the rest of
the world are just as impressive.
Things will really start to move forward in terms of growing the mobile marke�ng space when
more people buy smartphones, pass them on to their kids, the kids access various social media
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