1. 1 Ravi Vatrapu vatrapu@cbs.dk Online Advertising: Wireless Networks Kent, R., Lynch, P., & Srinivasan, S. (2005). Going Mobile: Marketing and Advertising on Wireless Networks Around the World. Chapter 08 of Online Consumer Psychology. Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://ietherpad.com/7y3drhMCnq Thursday, 07-Apr-2011 EB22: Online Marketing: Lecture 34 Auditorium 4, ITU, Copenhagen, Denmark

2. Socio-Technical Paradigms  Mobile Computing  Ubiquitous Computing  Tabs  Pads  Boards 2

3. Some issues  Technology Adoption Rates  Barriers  Usage Trends  Buy on the Fly?  Location Information 3

4. Mobile Marketing  Ubiquitous Access  Real-Time Location Data  Multi-Purpose Devices  Asymmetry of Input/Output Rates  Limited Creative Power and Sensory Input  Metered Pricing for Information Packets/Time  My System  Individual Ownership 4

5. Mobile Advertising  Who Makes the Register Ring?  Opt-In Receptivity  Call Off the Dogs  Do Not Just Count Clicks  Data Control & Location-Based Messages 5

6. Discussion 6 http://www.w3.org/TR/mobile-bp/ http://advertising.nokia.com/case-studies/coke