White Papers & Articles

Industry Anatomy of the United States Mobile Marketing Value Chain
April 2004, Michael Becker, Jot Sharpe, Kevin Silveira

Abstract
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

Abstract
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

Abstract
A review on the challenges the role of marketing faces within an organization.

Breaking Through the Mobile Threshold:
A Look at the Future of Mobile Marketing in the United States
October 2003, Michael Becker

Abstract
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.

A Marketer's View of High-Tech Around the World
June 2003, Michael Becker

Abstract
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.