Mobile Integration

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Introduction

Mobile Internet is one of the most progressive and exciting channels for businesses and consumers. The benefits of having a window into the online world from anywhere are endless, but it’s integration that opens up new doors

Success depends on which channels are used, and their interoperability in one’s total marketing mix. This final installment of the Mobile 101 series is all about delivering content beyond your current audience, streamlining systems and taking a location based business on the road by closing the gap between mobile and traditional connectivity.

Key Terms and Concepts

2D barcodes      A scannable barcode which can be read by certain mobile applications (by taking a photo of the barcode) and convey information such as URL etc.
3G   Third Generation of mobile communications systems. 3G networks enable network operators to offer users a wider range of more advanced services while achieving greater network capacity.
API    Stands for Application Programming Interface. The resource of protocols and languages used for developing compatible applications.
Basic Phone    Any line of entry level mobile phone.
Bluetooth        A short distance wireless transfer protocol for connecting devices.
Browser   An application used to access and navigate through the Internet.
CGM   
Stands for Consumer Generated Media. Another term for Social Media.
Device Detection    The automated process of sorting traffic depending on the device used for access.
GeoTag   When content is tagged with the physical location at which it was created or uploaded.
GPS   Stands for Global Positioning System. Satellite-based positioning technology that allows a GPS receiver to calculate its position anywhere on earth with great accuracy.
LBS    Stands for Location Based Services.
Middleware    Software which communicates between two processors.
PPC    Stands for Pay Per Click ads. The sponsored results for products or services on SERPs. These ads are only paid for when they are clicked, not when they are displayed.
Segmentation   Used to filter visitors into distinct characterised groups to analyse visits.
SEO    Also known as Natural Search, Search Engine Optimisation is about building or tweaking a website to increase the Search Engine ranking, and ultimately the amount of traffic to it from search engines.
Smartphone    These handsets have advanced capabilities and allow users to add applications to their phones. They usually have a QWERTY keypad and include 3G and Wifi capabilities.
SMS    Stands for Short Message Service. Electronic messages sent on wireless network.
Social Media   The media that is published, created and shared by individuals on the Internet, such as blogs, images and video.
Social Network    In the online sense, this refers to a type of website model where individual members become part of a broader virtual community.
Tracking    Measuring the effectiveness of a campaign by collecting and evaluating statistics.
Traffic    This refers to the visitors that spend time on a website.
USSD    Stands for Unstructured Supplementary Service Data. Works on all existing GSM phones. Provides session-based communication, enabling a variety of applications.
VoIP       Also known as IP Telephony, VoIP stands for Voiceover Internet Protocol. Allows for telecommunication over the Internet. Skype and Fring are popular examples of VoIP software.
WAP        Stands for Wireless Application Protocol. A technical set of communication standards for the way wireless devices (like cell phones) connect with the Internet.
Wifi      The wireless technology which is the current standard protocol for networking and connecting to the Internet.

Mobile platforms can be used for

  • Catching and releasing information
  • Billing and commerce
  • Polls and surveys
  • Management and processes (e.g. overseeing supply chains)
  • Customer Relationship Management
  • Competitions
  • Ticketing and voucher issue

Some of the technologies at hand include

  • Multimedia capabilities and Consumer Generated Media
  • Advanced browsers
  • RFID chips for unique device specificity
  • Bluetooth
  • GPS and geotagging for Location Based Services (LBS)
  • Barcode decryption software and other visual communication  

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