Mobile Media and Communications COM 597 Kelly McIvor January 7, 2009

Class Objective Understand the mobile ecosystem Recognize and understand the key elements of a mobile media plan.

Kelly McIvor MCDM 01/07/09 Contents Key Players Key Terms Mobile in this context –Consumer-targeted –Mobile Phone Handsets –U.S.

Key Players –Wireless Carriers (e.g., AT&T, Verizon, Sprint, T- Mobile) –Retailers Carrier stores/kiosks “Big Box” (Not usually) manufacturers –MVNOs/Resellers Boost TracFone Virgin Mobile –FCC –CTIA

Key Players –Device Manufacturers Nokia Motorola Apple –Content Providers (e.g. Warner Music, ESPN) –Mobile Application Developers (software programming/engineering) –Delivery Gateways (enforce MMA rules) –Technology Providers –MMA –Neustar

Key Terms –Mobile Browse – the equivalent of Internet browse, only it’s on the user’s cell phone rather than the user’s personal computer. –WAP – Wireless Application Protocol. The programming standard that allows cell phones to access internet sites. –WAP Deck – A collection of WAP pages –Smart Phone – an Internet-capable cell phone, with features similar to that of a personal computer. (e.g., Blackberry phones, iPhone) –SMS – Short Message Service (i.e. text messaging) –MMS – Multi-Media Messaging Service Definitions from Mobile Marketing Association at and Cellular Telecommunications and Internet Association (CTIA) at

Key Terms –Download – Content that is stored on the device. –Unicast Streaming – Multi-media content (typically) that is not stored on the device and u –Broadcast/Multicast – Multi-media streaming to any available device. –Shortcode – a cross-carrier number used for transmitting and receiving SMS and MMS. Definitions from Mobile Marketing Association at and Cellular Telecommunications and Internet Association (CTIA) at

-2G -3G (mobile, GSM, CDMA) -WiFi (unlicensed, short range, fixed) -WiMAX (licensed, mid-range, fixed) -LTE Key Terms

Kelly McIvor MCDM 01/07/09 -Device Creation and Disposal (ch 5) -Mobile Advertising (ch 9) -Mobile Impact on Society and Culture (ch 3, 4) -Mobile Communication's role in Crime (ch 6, 12) and Crime-Stopping -Mobile Entertainment (ch 7) Special Topics

Kelly McIvor MCDM 01/07/09 What’s Hot In Wireless The NPD Group: Nearly Half of Mobile Phone Users Eschew Multimedia Features and Use Handsets Solely to Make Calls Source:

Kelly McIvor MCDM 01/07/09 What’s Hot In Wireless 45 percent of U.S. mobile phone users prefer to use their mobile phones to make calls, and not for other available multimedia features. Just 34 percent of mobile phone users know that their current phone’s memory can be expanded 28 percent know that they can watch videos 12 percent know they can access the Internet Nearly a quarter (23 percent) were not sure if their phone included GPS

Kelly McIvor MCDM 01/07/09 What’s Hot In Wireless The NPD Group: iPhone 3G Leads U.S. Consumer Mobile Phone Purchases in the Third Quarter of 2008 (Overall consumer mobile phone purchases declined 15 percent year-over-year) Source:

Kelly McIvor MCDM 01/07/09 What’s Hot In Wireless According to The NPD Group, Apple’s iPhone 3G surpassed the Motorola RAZR as the leading handset purchased by adult consumers in the U.S. in the third quarter (Q3) of RAZR had been ranked by NPD as the top-selling consumer handset for the past 12 quarters.

Kelly McIvor MCDM 01/07/09 What’s Hot In Wireless 83 percent of phones purchased were Bluetooth enabled 68 percent of phones purchased in Q3 were music enabled 43 percent of handset buyers cited the need for a camera 36 percent noted the ability to send and receive text messages 30 percent of handsets were sold with (QWERTY keyboards) in Q3 2008