Applications of mobile products and services in traditional businesses
Virtual tr
etc.—it is possible to design tr
aining: with the new functions on devices—camer
aining progr
a, audio, sensors,
text messages, video, photographs, etc.
ams that include conversations,
6.3.2. Successful cases in m-learning
Accenture
are adapted to the specific needs of each organization. These are based on small
240
is developing m-learning training solutions for its customers that
inter
progr
activ
am for the courses undertak
e capsules that are complemented b
en.
y a management and monitoring
emplo
Telefónica Móviles España
241
has made an m-learning system available to its
This giv
yees who do not ha
es them access to tr
ve a computer at home or who do not work with a PC.
to manage these users’ tr
agement System, which managers will be able to use to manage their teams’
aining,
aining courses adapted for mobile devices. In order
Telefónica has implemented the adapted Man-
training needs, to plan activities, etc.
6.4. Marketing goes mobile
Ov
a new mark
er 60% of the F
nesses (see Figure 39). Mobile devices are shaping up to be a new channel for
eting channel will ha
TF experts felt that the opportunit
ve a high or very high impact on tr
y to use mobile devices as
aditional busi-
forging a closer relationship with the user
number of potential customers, but is also a direct and inter
, which does not only increase the
a connection time of over 10 hours a day per person, penetr
activ
ation lev
e channel, with
90% and with the capacity to make secure payments.
els of over
Mobile mark
new opportunities. According to a study conducted b
eting is in its infancy, and has a long wa
y the Online Publishing As
y to go before it can offer
sociation, 40% of br
-
this figure will increase to 89% in 2008
ands have already used marketing on mobile devices and
240
ticipated growth it is necessary to take into account sev
242
. However, in order to achiev
eral barriers that are re
e this an
-
-
http://www
Accenture:
.accenture.com/.
stricting its dev
241
plications and devices, and to ha
elopment. On the supply side, it is necessary to standardize ap-
http://www
Movistar:
.movistar.es/.
ators and advertising companies. As regards demand, it is essential to be spar
ve increased cooperation between mobile oper-
242
ing with advertising messages so that they are not seen as a violation of privacy
-
.
F
you are in control.
The Netsize Guide. Mobile 2.0,
ebruary 2008.
Netsize. Paris,
According to a study conducted b
243
marketing y publicidad móvil. El
I Estudio de inversión en
tion
financial and telecommunications sectors, although an increasing number of sec
243
, the most active sectors in Spain in the use of mobile mark
y Accenture and the Mobile Marketing Associa
eting are the
-
MMA. Madrid, October 9, 2008 /
sector en cifras. Accenture and
Barcelona, October 10, 2008.
tors are dev
-
tors (see Figure 45).
eloping mobile marketing plans, such as the services and food sec-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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