What is Mobile Marketing?
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In less than 12 months, the Apple App Store has revolutionized the global mobile industry. It has helped usher in a new wave of applications and services which, combined with the greater availability of open mobile networks, lower mobile data costs and the wider variety of Smartphones, has helped create a new type mobile communications experience…one dominated by a new generation of content, entertainment and social networking.

In the case of PCCW to use mobile marketing:

Objectives:
The marketing team at PCCW 0060 IDD wanted to leverage the mobile channel as a low cost communications method for improving customer retention rates aimed specifically at:

What is Location Based Services?
Location Based Services (LBS) marketing uses the location of a mobile user to deliver information specific to their geography. The location of the mobile phone can be identfied through any mobile connection, e.g. SMS, WAP/ Mobile Web, voice calling or GPS where installed.
It is permission-based, so mobile users must make a request for a location service before their position can be identified. With the exception of GPS, the location is gathered from the nearest base stations, identifying the mobile users anywhere from 20-100 metres, which depends …

Introduction
IKEA is one of the largest home furnishings retailers worldwide, with more than 275 stores in 36 countries; they launched a mobile loyalty program to build a database of consumers interested in receiving discounts from the home furnishings retailer in 2008.

Marketing Objective
Engage loyal IKEA customers with mobile coupons redeemable at stores.