The Wireless Way of Russian Marketing
Click here to load reader
-
Upload
peter-nevostruev -
Category
Education
-
view
328 -
download
2
Transcript of The Wireless Way of Russian Marketing
![Page 1: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/1.jpg)
The Wireless Way of Russian Marketing
Larisa Danchenok, PhD, professor, MESI (Moscow, Russia)
Peter Nevostruev, PhD, MESI (Moscow, Russia)
France, Paris, 22 January 2011
![Page 2: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/2.jpg)
Russia Today
Mobile phone active users
70 000 000
Source: MobiMark Agency, Sept. 2010
Internet active users
75 000 000
Source: TNS Web Index, Sept. 2010
![Page 3: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/3.jpg)
Wireless Marketing
Activities and programs helps to promote products, services or companies, based on the use of wireless transmission of information and communication using the principle of "one-on-one."
![Page 4: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/4.jpg)
Key Elements of Wireless Marketing
Devices
Internet Access
Applications
![Page 5: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/5.jpg)
Krusell Rating (06.2010)
1. Apple iPhone 42. Nokia 3720 Classic3. Apple iPad4. HTC HD25. Nokia E526. HTC Wildfire7. Samsung S8500 Wave8. HTC Desire9. Nokia 6700 Classic10.Apple iPhone 3G
Source:Covers Retail Audit, 50 countries
![Page 6: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/6.jpg)
![Page 7: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/7.jpg)
Android Is The Highest GrowthOperation System
IQ2009 IQ2010
Devices, (000)
Market Share, %
Devices, (000)
Market Share, % Grows, %
Symbian OS 17825,3 48,8 24069,8 44,3 -4,5
Research in Motion (BlackBerry) 7533,6 20,6 10552,6 19,4 -1,2
iPhone OS 3848,1 10,5 8359,7 15,4 4,9
Android 575,3 1,6 5214,7 9,6 8
Microsoft Windows Mobile 3738,7 10,2 3706 6,8 -3,4
Linux (OpenMoko и др.) 2540,5 7 1993,9 3,7 -3,3
Other OS (Palm webOS. etc.) 445,9 1,3 404,8 0,8 -0,5
Total 36507,4 100 54301,4 100
![Page 8: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/8.jpg)
Wireless Internet Technologies
3G HSPA+
Mobile WiMAX LTE
![Page 9: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/9.jpg)
Place of Mobile Apps
![Page 10: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/10.jpg)
![Page 11: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/11.jpg)
Summary
1. Structure of marketing costs changes in favor of Wireless Marketing
2. SMS is not a main channel3. Apps-oriented market4. The growth of the WM organization cost5. The growth of interaction between consumer
and company6. Reduction of front-office`s burden for company
![Page 12: The Wireless Way of Russian Marketing](https://reader038.fdocuments.us/reader038/viewer/2022100507/557f0a9ad8b42a01678b45fa/html5/thumbnails/12.jpg)
Thank you for you attention!Larisa DanchenokPh.D. ProfessorMoscow State University of Economics Statistics and Informatics (Moscow, Russia)[email protected]
Peter NevostruevPh.D.Moscow State University of Economics Statistics and Informatics (Moscow, Russia)[email protected]