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© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

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Presentation on theme: "© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved."— Presentation transcript:

1 © 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

2 INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 14 The Future -- Wireless and Convergence

3 Internet Marketing: Integrating Online and Offline Strategies 3 © 2008 Thomson, a part of the Thomson Corporation. Wireless and Converged Devices Are Undergoing the Process Of Adoption and Diffusion. More Rapidly in Europe, Asia and Pacific Rim Less Rapidly in the United States But US Accelerating

4 Internet Marketing: Integrating Online and Offline Strategies 4 © 2008 Thomson, a part of the Thomson Corporation. CONVERGED MULTIMEDIA http://www.livescribe.com/ http://adage.com/brightcove/lineup.php?lineup=1266084202

5 Internet Marketing: Integrating Online and Offline Strategies 5 © 2008 Thomson, a part of the Thomson Corporation. CONSUMER ADOPTION PROCESS

6 Internet Marketing: Integrating Online and Offline Strategies 6 © 2008 Thomson, a part of the Thomson Corporation. DIFFUSION OF INNOVATIONS

7 Internet Marketing: Integrating Online and Offline Strategies 7 © 2008 Thomson, a part of the Thomson Corporation. PRODUCT FACTORS THAT AFFECT DIFFUSION OF INNOVATIONS Relative Advantage Compatibility Complexity Divisibility Communicability

8 Internet Marketing: Integrating Online and Offline Strategies 8 © 2008 Thomson, a part of the Thomson Corporation. GLOBAL INNOVATION Pace of Innovation Accelerating Across Product Types and National Boundaries Requires Collaboration Across Scientific and Technical Disciplines Concept of Intellectual Property Needs to Evolve From Hoarded Possession to Shared Asset

9 Internet Marketing: Integrating Online and Offline Strategies 9 © 2008 Thomson, a part of the Thomson Corporation. THE PACE OF INNOVATION IS INCREASING

10 Internet Marketing: Integrating Online and Offline Strategies 10 © 2008 Thomson, a part of the Thomson Corporation. O’REILLY–INNOVATION=OPEN SOURCE Open Source Software Open Platforms Open Mobile Devices, Content Services http://arstechnica.com/news.ars/post/20080725-tim-oreilly-internet-innovation-requires-an-open-web.html Including Apps

11 Internet Marketing: Integrating Online and Offline Strategies 11 © 2008 Thomson, a part of the Thomson Corporation. Pervasive Computing  Ubiquitous Computing Wireless Internet  Wireless Advertising, Mobile Marketing Digital Convergence  Devices, Media INNOVATIVE TECHNOLOGIES

12 Internet Marketing: Integrating Online and Offline Strategies 12 © 2008 Thomson, a part of the Thomson Corporation. MEDIA CONVERGENCE IS HUGE http://adage.com/brightcove/lineup.php?lineup=1266084202

13 Internet Marketing: Integrating Online and Offline Strategies 13 © 2008 Thomson, a part of the Thomson Corporation. The Wireless Web

14 Internet Marketing: Integrating Online and Offline Strategies 14 © 2008 Thomson, a part of the Thomson Corporation. What is Meant By Pervasive/Ubiquitous Computing? What Are The Implications Of A Pervasive Computing Environment?

15 Internet Marketing: Integrating Online and Offline Strategies 15 © 2008 Thomson, a part of the Thomson Corporation. CHARACTERISTICS OF PERVASIVE COMPUTING In All Areas of Daily Life Variety of Wired and Wireless Devices Chips Embedded in Everyday Articles Access to the Network Any Time, From Any Place Devices Communicate With One Another (M2M)

16 Internet Marketing: Integrating Online and Offline Strategies 16 © 2008 Thomson, a part of the Thomson Corporation.

17 Internet Marketing: Integrating Online and Offline Strategies 17 © 2008 Thomson, a part of the Thomson Corporation. SPEEDPASS RFID-BASED PAYMENT SYSTEM

18 Internet Marketing: Integrating Online and Offline Strategies 18 © 2008 Thomson, a part of the Thomson Corporation. “ HELLO, IT’S YOUR PARKING METER CALLING”

19 Internet Marketing: Integrating Online and Offline Strategies 19 © 2008 Thomson, a part of the Thomson Corporation.

20 Internet Marketing: Integrating Online and Offline Strategies 20 © 2008 Thomson, a part of the Thomson Corporation. SMART BUILDINGS http://www.dukenews.duke.edu/2007/11/smarthome.html

21 Internet Marketing: Integrating Online and Offline Strategies 21 © 2008 Thomson, a part of the Thomson Corporation.

22 Internet Marketing: Integrating Online and Offline Strategies 22 © 2008 Thomson, a part of the Thomson Corporation. 6a’s OF PERVASIVE COMPUTING A uthorized A ccess A nyone A ny Time A nywhere A ny Internet-Enabled Device

23 Internet Marketing: Integrating Online and Offline Strategies 23 © 2008 Thomson, a part of the Thomson Corporation. LOCATION-BASED http://www.nytimes.com/2009/12/07/technology/internet/07cities.html?_r=1&ref=technology http://www.youtube.com/watch?v=Q-Oq-9enE-k

24 Internet Marketing: Integrating Online and Offline Strategies 24 © 2008 Thomson, a part of the Thomson Corporation. MULTIMEDIA

25 Internet Marketing: Integrating Online and Offline Strategies 25 © 2008 Thomson, a part of the Thomson Corporation. SUPERBOWL MOBILE TIE-INS (2009) Each week throughout the NFL’s 17-week regular season, any Sprint customer who uses NFL Mobile Live will be automatically entered for a chance to win two tickets to the NFL’s biggest game. NFL’s SprintNFL Mobile Live http://www.mobilemarketer.com/cms/news/messaging/1618.html

26 Internet Marketing: Integrating Online and Offline Strategies 26 © 2008 Thomson, a part of the Thomson Corporation. 2010—MORE SOCIAL NETS?

27 Internet Marketing: Integrating Online and Offline Strategies 27 © 2008 Thomson, a part of the Thomson Corporation. AD AGE ADVICE Capitalize on Pregame Buzz Build in Viral Buy Smart Search Terms Real-Time (Twitter, etc.) Good Call to Action EXECUTE! http://adage.com/digital/article?article_id=140896

28 Internet Marketing: Integrating Online and Offline Strategies 28 © 2008 Thomson, a part of the Thomson Corporation. 1G  Analog Devices 2G  Digital; Voice/Data; 14.4 kbps 2.5G  Enhancement of E-Mail & Internet Access 3G  Speed Eventually Equivalent to Broadband EVOLUTIONARY STAGES OF WIRELESS

29 Internet Marketing: Integrating Online and Offline Strategies 29 © 2008 Thomson, a part of the Thomson Corporation. REASONS FOR DIFFERENCES Early/Satisfactory Adoption Of Wired Internet Lack Of Land-Line Infrastructure Compact, High Population Coverage Cultural Orientation Toward Electronics Greater Standardization Of Wireless Political Barriers To Wireless Licenses

30 Internet Marketing: Integrating Online and Offline Strategies 30 © 2008 Thomson, a part of the Thomson Corporation. WIRELESS STANDARDS CDMA (Code Division Multiple Access) TDMA (Time Division Multiple Access) GSM (Global Standard for Mobil Communications)  Europe i-Mode  Japan Wi-Fi (802.xx) US

31 Internet Marketing: Integrating Online and Offline Strategies 31 © 2008 Thomson, a part of the Thomson Corporation. NIELSEN MOBILE http://www.nielsenmobile.com/index.html 258.9 wireless lines in US 57% remember seeing ads

32 Internet Marketing: Integrating Online and Offline Strategies 32 © 2008 Thomson, a part of the Thomson Corporation. UK MOBILE INTERNET GROWTH 8X GREATER THAN PC-BASED INTERNET GROWTH http://www.nielsenmobile.com/html/press%20releases/MobileInternetGrowth.html

33 Internet Marketing: Integrating Online and Offline Strategies 33 © 2008 Thomson, a part of the Thomson Corporation. 2.9 M RECEIVED OBAMA VP TEXT MESSAGE

34 Internet Marketing: Integrating Online and Offline Strategies 34 © 2008 Thomson, a part of the Thomson Corporation. DISPLAY ADVERTISING NOT PRIMARY http://www.marketingcharts.com/direct/mobile- advertising-spending-to-surpass-65-billion-in- 2012-4097/

35 Internet Marketing: Integrating Online and Offline Strategies 35 © 2008 Thomson, a part of the Thomson Corporation. TESCO MOBILE http://www.tesco.com/mobilenetwork/

36 Internet Marketing: Integrating Online and Offline Strategies 36 © 2008 Thomson, a part of the Thomson Corporation. SMARTPHONES CHANGE MOBILE USE

37 Internet Marketing: Integrating Online and Offline Strategies 37 © 2008 Thomson, a part of the Thomson Corporation. US MOBILE USERS -- ACTIVITIES

38 Internet Marketing: Integrating Online and Offline Strategies 38 © 2008 Thomson, a part of the Thomson Corporation. US MOBILE USERS - SITES

39 Internet Marketing: Integrating Online and Offline Strategies 39 © 2008 Thomson, a part of the Thomson Corporation. US MOBILE USERS - CONTENT

40 Internet Marketing: Integrating Online and Offline Strategies 40 © 2008 Thomson, a part of the Thomson Corporation. GLOBAL MOBILE USERS - CONTENT

41 Internet Marketing: Integrating Online and Offline Strategies 41 © 2008 Thomson, a part of the Thomson Corporation. SNAPPLE’s CELL PHONE PROMOTION Figure 14-5

42 Internet Marketing: Integrating Online and Offline Strategies 42 © 2008 Thomson, a part of the Thomson Corporation. McDONALD’S MOBILE TEST Figure 14-5

43 Internet Marketing: Integrating Online and Offline Strategies 43 © 2008 Thomson, a part of the Thomson Corporation. VODAPHONE’S MOBILE PRODUCT Figure 14-6

44 Internet Marketing: Integrating Online and Offline Strategies 44 © 2008 Thomson, a part of the Thomson Corporation. WIRELESS GOING MAINSTREAM Podcasts are Attracting Sponsors More Recently  Blogs are Attracting Advertising

45 Internet Marketing: Integrating Online and Offline Strategies 45 © 2008 Thomson, a part of the Thomson Corporation. TRANSACTIONS IN AUSTRALIA Figure 14-7

46 Internet Marketing: Integrating Online and Offline Strategies 46 © 2008 Thomson, a part of the Thomson Corporation. BARRIERS TO MOBILE USE

47 Internet Marketing: Integrating Online and Offline Strategies 47 © 2008 Thomson, a part of the Thomson Corporation. BARRIERS TO MOBILE USE

48 Internet Marketing: Integrating Online and Offline Strategies 48 © 2008 Thomson, a part of the Thomson Corporation. STRATEGIC DRIVERS OF WIRELESS Context  Localization, Personalization Time Sensitivity High Value Voice Activation One-Click Payment Security Privacy Expanded Permission Marketing NOT ADVERTISING

49 Internet Marketing: Integrating Online and Offline Strategies 49 © 2008 Thomson, a part of the Thomson Corporation. BUT...ADVERTISING INCREASING http://blog.admob.com/2009/11/1 7/new-interactive-video-ad-units- for-iphone/

50 Internet Marketing: Integrating Online and Offline Strategies 50 © 2008 Thomson, a part of the Thomson Corporation. INDUSTRY SELF REGULATION Choice Control Customization Consideration Constraints Confidentiality Code of Conduct http://www.mmaglobal.co.uk/documents/mma_code_of_conduct_nov_05.pdf

51 Internet Marketing: Integrating Online and Offline Strategies 51 © 2008 Thomson, a part of the Thomson Corporation. Digital Convergence – Devices and Media

52 Internet Marketing: Integrating Online and Offline Strategies 52 © 2008 Thomson, a part of the Thomson Corporation. What Do We Mean By Digital Convergence?

53 Internet Marketing: Integrating Online and Offline Strategies 53 © 2008 Thomson, a part of the Thomson Corporation. A DEFINITION “the Power of Digital Media To Combine Voice, Video, Data, Text and Money In New Applications, Devices and Networks” Syracuse University Convergence Center

54 Internet Marketing: Integrating Online and Offline Strategies 54 © 2008 Thomson, a part of the Thomson Corporation. CONVERGED DEVICES Individual Cell Phones  GPS, E911, Camera, Bluetooth PDA + Tablet PCs Game Players Touch Screen Household Wireless Added To Appliances TVs Many Other Devices Connected to Internet

55 Internet Marketing: Integrating Online and Offline Strategies 55 © 2008 Thomson, a part of the Thomson Corporation. CONVERGED PRODUCT ANNOUNCEMENT

56 Internet Marketing: Integrating Online and Offline Strategies 56 © 2008 Thomson, a part of the Thomson Corporation. CONVERGED MEDIA Television Programming, Movies on PCs Video Available on All Wireless Devices  Streaming Provides Access Satellite Radio Offers Choice, Access Broadcast and Print Media Go Electronic The List Will Continue To Grow

57 Internet Marketing: Integrating Online and Offline Strategies 57 © 2008 Thomson, a part of the Thomson Corporation. DEVICES, MEDIA OPEN PLATFORMS http://blogs.howstuffworks.com/2009/10/19/the-new-andriod-enough-to-take-on-the-iphone/ http://www.youtube.com/watch?v=opZ69P-0Jbc&feature=player_embedded

58 Internet Marketing: Integrating Online and Offline Strategies 58 © 2008 Thomson, a part of the Thomson Corporation. The Common Theme is The Network, Not the Device.

59 Internet Marketing: Integrating Online and Offline Strategies 59 © 2008 Thomson, a part of the Thomson Corporation. SUMMARY Adoption Of Technological Innovations  Process, Diffusion, Product Factors Pervasive Computing, Wireless Internet And Digital Convergence Are Innovative Pervasive Computing  6 a’s  Different Standards, Infrastructure, And Cultural Issues  Differential Growth Rates Important Applications, B2C, B2B  Cell Phones, iPods, Other Devices Digital Convergence Is Beginning To Occur  Devices, Media Strategic Drivers Of/Barriers To Wireless  Marketers Proceed With Care

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