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Chapter Addresses the Escalating Dominance of the Mobile Phone

Mobile Marketing: The Smartphone Takeover

By IGI Global on Jul 22, 2013
E-Marketing in Developed and Developing Countries: Emerging Practices
According to Business Insider, there will soon be one smartphone for every five people in the world. In other words, by the end of this year, there will be 1.4 billion smartphones in use around the globe.

In 1997, Ericsson first coined the term "Smart Phone" with its GS 88 Communicator "Penelope," a prototype that was never officially released to the public. In the more recent years, smartphones have advanced with text messaging, Internet and email capabilities, not to mention the multitude of apps available to users. Smartphones have changed life as we know it. In response to this advancement, businesses and marketers are challenged to grasp and utilize the new concepts and opportunities created by the smartphone. Developing a strategy for this evolving technology can be intimidating.

The chapter "Mobile Marketing: The Imminent Predominance of the Smartphone," written by Alpana M. Desai and Edward Forrest of the University of Alaska Anchorage, evaluates the socio-economic effect of this rapid and expansive diffusion of mobile communication. The introduction of the chapter states:

"When assessing the most current e-marketing tools, trends, and practices emerging in developed and developing countries, none is more prominent than mobile communications. [...] Currently, the most significant development of the mobile phone revolution is the diffusion of the smartphone."

The focus of this chapter is to examine the emerging character of smartphone usage from both the user and marketing practitioner’s perspective. Specifically, from the consumer perspective, profiles of smartphone ownership and use patterns will be delineated. From the marketer’s and business practitioner’s perspectives, strategic and tactical marketing applications of smartphone technologies will be documented. In addition, speculation on the near future impact of emerging mobile technologies on consumer and practitioner applications will be addressed. The chapter concludes with analysis and discussion of the current state of mobile analytics and mobile measurement. Mobile analytics and mobile measurement have not evolved as rapidly as the proliferation of mobile devices.

Featured in the book E-Marketing in Developed and Developing Countries: Emerging Practices, this chapter aims to create a deeper understanding of the policies and practices that are involved in a successful e-marketing environment. For more information on the integration of technology around the world, also view the IGI Global Topic Collection E-Adoption in Developing Countries, a bundle of 16 essential resources highlighting innovations and approaches towards the implementation of technologies and web applications in developing countries.
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