“The Significance of Nokia and Other Mobile Marketing Approaches For Customers and Suppliers: a Literature Review” |
In this review mobile device shopping, consumers' use ofmobile devices while shopping, is assumed to be an extension of consumers'shopping behaviors developed on internet connected desktop and laptop computers(PC). The purpose is to describe existing knowledge on how mobile marketing canincrease value for consumers and retailers, enabling more precise research anddevelopment of managerial concepts and tools, providing both managers andacademics with increased understanding of mobile marketing and it's outcomevalue for retailers. Mobile marketing, which involves two- or multi-waycommunication and promotion of an offer between a firm and its customers usingthe mobile, a term that refers to the mobile medium, device, channel, ortechnology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailingfrom one based on consumers entering the retailing environment to retailersentering the consumer’s environment through anytime, anywhere mobile devices.We propose a conceptual framework that comprises three key entities, theconsumer, the mobile, and the retailer. The framework addresses key relatedissues such as mobile consumer activities, mobile consumer segments, mobileadoption enablers and inhibitors, key mobile properties, key retailer mobile marketingactivities and competition. We also address successful retailer mobilemarketing strategies, identify the customer-related and organizationalchallenges on this topic, and outline future research scenarios and avenuesrelated to these issues. This research studies the marketing strategies of Nokia,a high technology company in a developing country India. The study attempts to checkthe role of marketing activities in success of Nokia in India. Afterstudying the past of the company and the history of Indian mobile industry,Nokia’s marketing strategies are examined through secondary resources. Then to check the effect on the consumers,semi-structured interviews of a few mobile phone dealers in India aretaken. Here, interviews as a tool of qualitative research is adopted to createa deep understanding of the customers perceptions. To get a generalized view,mobile phone dealers are interviewed as they deal with many consumers and cangive the opinion of the market as a whole. The findings advised that consumers preferred Nokia overall other brands due to features of the phone. Features such as userfriendliness, rough and tough body, long life etc were believed to be thereasons of success. Though the marketing strategies have been aggressive, theywere not the reasons for high market share of the company.