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Mobile Branding via UMTS: Markenaufbau und -pflege im Mobilfunknetzwerk der dritten Generation

Mobile Branding via UMTS: Markenaufbau und -pflege im Mobilfunknetzwerk der dritten Generation

          
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About the Book

Inhaltsangabe: Problemstellung: Durch den Ende der 90er Jahre boomenden Mobilfunkmarkt und die daraus resultierende Änderung im Handynutzungsverhalten wird dem UMTS-Netzwerk eine ebenso bedeutende Rolle zuteil wie analog seinerzeit dem Internet. Besaßen noch 1999 ungefähr 280 von 1000 Deutschen ein Handy, so waren es 2002 schon ca. 720 und 2003 sogar über 780 Personen. Mit den aktuellen Zahlen aus dem Jahr 2004 rangiert Deutschland mit 856 von 1000 Handynutzern auf Platz 14 im internationalen Vergleich. Angesichts dieser Zahlen lässt sich auch global gesehen ein enormes Wachstum erkennen, das den Mobilfunkmarkt seit seinem Bestehen auszeichnet. Die Evolution des Handynutzungsverhaltens begründet sich durch dieses gewaltige Marktwachstum. Handys werden heute im Gegensatz zu früher mehr für private Zwecke genutzt. Längst dient das Handy nicht mehr nur zum Telefonieren, der Versand von Textnachrichten und Bildern, das Downloaden von Spielen, Bildern und Klingeltönen werden heute schon als Standardfunktionen jedes mobilen Endgerätes angesehen. UMTS lässt durch seine wesentlich höhere Datenübertragungsrate und die gegebene Interaktivität eine Vielzahl erstmaliger Applikationen zu, die auf Handys der neuen Generation implementiert werden können. Dadurch wird es eine interaktive Kommunikationsplattform mit einer beträchtlichen Empfängerzahl sein. Anders als bei den Medien Internet und Fernsehen werden die Nutzer gezielt auswählbar und rund um die Uhr erreichbar sein. Diesen Vorzug nutzen erste Unternehmen, die mobile Funktionen und Applikationen entwickeln und vermarkten. Sie haben bereits Marken aufgebaut, diese M-Brands bilden die Vorreiter in der neuen mobilen Markenwelt und nutzen den First-Mover-Advantage. Wie damals im Internet etablierten sich schon vor dessen Blütezeit neue elektronische Marken und erst daraufhin entstanden in unglaublicher Geschwindigkeit neue E-Brands. Das technische Potenzial ist viel versprechend, die kommunikativen Möglichkeiten sind vi


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Product Details
  • ISBN-13: 9783838689906
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 140 gr
  • ISBN-10: 3838689909
  • Publisher Date: 04 Sep 2005
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Markenaufbau und -pflege im Mobilfunknetzwerk der dritten Generation
  • Width: 148 mm


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