White Papers & Articles
Industry Anatomy of the United States Mobile Marketing Value Chain
April 2004, Michael Becker, Jot Sharpe, Kevin Silveira
This article reviews the anatomy of the Mobile
Marketing Value Chain and the industry players involved in the sponsorship, planning,
design, execution and analysis of mobile marketing campaigns. It does not attempt
to review the optimization of the Mobile Marketing Value chain, but rather focuses
on the first stage of Value Chain Analysis, that being the identification of
the key value chain segments.
Mobile Marketing Gets Kickstart
January 2004, Michael Becker
A review on the entrance of mobile marketing in to the United States, the
three key impediments to mobile marketing in the United States that have
been overcome, and the value of addressing the Generation Y segment.
The Challenge of Defining Marketing
December 2003, Michael Becker, Silicon Valley American Marketing Association
Winter '04 Newsletter
A review on the challenges the role of marketing faces within an
Breaking Through the Mobile Threshold:
A Look at the Future of Mobile Marketing in the United States
October 2003, Michael Becker
A new era in marketing, mobile marketing, is rapidly coming to United States
shores. While U.S. marketers still have time to prepare for the coming
of this yet nascent channel, they should be begin their preparations now,
and learn how to address their customers in this intimate one on one space.
This article begins the discussion on mobile marketing and highlights key
issues that marketers need to consider to take advantage of this channel.
View of High-Tech Around the World
June 2003, Michael Becker
Companies achieve success by delivering value to their customers on
an ongoing basis. In years passed, High-tech companies attempted
to deliver value through a technology differentiation strategy,
which is rapidly loosing value. With the advent of standards, the
execution of high-tech solutions is becoming commodities worldwide,
both on the side of hardware and software. Success in high-tech
is now being driven through architectural innovations and adherence
to marketing best practices.