INTERACTIVE WIRELESS MARKETING MANAGEMENT- A STUDY OF A SERVICE WIRELESS APPLICATION SERVICE PROVIDER

Prof(Dr) Yashpal Singh Bist(Prof Management studies) & Navjyoti Singh Negi (Assistant Prof Management studies) & Dr Charu Agarwal(Associate Prof Computer Science) DAAS College of Mgt & Technology .Dehradun. Email:dihmindia@yahoo.com

ABSTRACT 50,000 people sign up for wireless services every day 1. The global mobile devices with the ability to connect to the Internet has surpassed the fixed-line desktop computers now its . Used for everything from voice conversations and messaging to the most complex of business processes, wireless technology is raising the bar as companies in every industry realize they must wireless-enable their existing services to remain competitive. It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million users. The Internet took four years to reach 50 million people. In less than nine months, a social networking site called Facebook added 100 million users 2. Its understood there is huge potential, and huge potential risks. One-way communications with advertising, press releases, labels, annual reports, and traditional print media is going the way of the dinosaur. We no longer just listen. Audiences are not static. We now engage in an interactive conversation. The evolution to interactive wireless marketing is challenging to many companies who lack the technical and financial resources to implement the technology. In addition to the initial financial outlay, development constraints range from disparate end-user device types to wireless integration with legacy back office systems, not to mention future required maintenance and support. This paper discusses how a service Wireless Application Service Provide the Synergex wireless application solution can help an organization increase revenue channels by extending your existing and/or new enterprise applications to new markets and opportunities.

Keywords: Interactive Wireless marketing, Ecommerce , Mcommerce, CRM, ERP, Interactive Wireless ADVERTISEMENT
SYNERGEX WIRELESS APPLICATION PROVIDER A BRIEF INTRODUCTION

Synergex International Corp 3., is a leader in vertical market business and Internet applications, Synergex has extensive experience in legacy application integration, and remains committed to further building out its network of product, service, and partnership offerings to serve middle market companies in the areas of advanced application
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integration, anywhere/anytime technologies, and professional services. Its corporate charter is to become a principal provider of Internet solutions for the small-to-middle enterprise (SME) market, helping them compete successfully against larger companies by transforming their businesses to incorporate integrated e-business processes. "We remain committed to extending our product, service, and partnership offerings," says David Dickson, Senior Vice President for Synergex. "The middle market continues to remain under-served, but as a full service Business Solutions Provider (BSP), we can deliver value by integrating existing vertical business applications with advanced technologies such as , wireless and voice capabilities the recent version called as Synergy/DE includes a full suite of advanced cross-platform software tools for Windows, UNIX, and OpenVMS, including Professional Series development tools, xf Series for distributed applications, and Connectivity Series for Synergy DBMS and relational database connections. Developers today seek tools such as the Synergy Development Environment (Synergy/DE) that allow them to productively build complete business application suites, seamlessly integrate with third-party applications and data, and efficiently deploy into distributed With minimal start-up cost, Synergex can wireless-enable an organization in as little as 10 days. Through partnerships with wireless tool vendors, carriers and Wireless Application Service Providers, Synergex combines the latest wireless industry tools with best practices in wireless development. Synergex mobile solutions can be tailored to target specific functions, such as: MCRM - Mobile Customer Relationship Management: Provides up-to-the minute reviews and updates of client information, opportunities, products, and contact information. MERP - Mobile Enterprise Resource Planning: Provides real-time access to procurement, financials, and supply chain. M Logistics - Provides instant access and updates for warehousing, inventory, field service, transport, and delivery information. MTime & Expense - Provides entry and inquiry of time reporting, online reservations, travel and/or living expenses. MView - An ideal wireless business application that converges CRM, ERP, and logistics into one coherent view of the enterprise. Synergex mobile solutions are being used globally to name a few are Pepsico, Hyatt Vacation Club, Hilton Grand Vacation Club hotel, AT&T, master card and the list is endless, according to one business house We use Synergy/DE when we need a heavy2

duty, powerful backbone. Most of our customers are very high volume. For instance, one of the largest companies in England, an energy company that distributes coal door-to-door, processes 5,000 orders a day for more than 500,000 customers. They depend of Synergy/DE to operate without any down time 4. Mervyn.Erskine -ICS Computing Limited The Wireless Interactive marketing opportunities are directly derived from interactions among businesses, supply chain partners, and consumers. The implementation of synergy seamlessly provides Integration of Ecomm, Mcomm, Sales ,Advertisement and marketing this brings with it a renaissance of advertising, sales and marketing functions as it presents an opportunity to get close to the customers to bring the customers inside the company, to explore new product ideas and pretest then against real customers. Advertising and marketing are both a means to finance the infrastructure and powerful tool for Wireless Interactive marketing . It is conceivable that in the future every human being with access to any mobile computing device will interact with companies. The future of marketing will be definitely WIRELESS INTERACTIVE MARKETING. Misunderstanding about the nature of marketing in electronic markets are rampart many think that online marketing is equivalent to publishing a world wide web page with product information that shoppers can browse them.Recently a large numbers of companies had announced that their attempt at online marketing were not successful VERMONT TEDDY BEAR company went online on 1994, it got 13000 visitor in the 1st hours but six months later it went offline 5 as customers were not purchasing and the company is now operating in a traditional manner. Other companies have made virtual shopping malls but they complain they are not getting better business.However on closer examination it was seen that these companies lacked a clear marketing strategy for electronic market place, probably the digital display of product info was not good, the web page failed to motivate buyers The New Age Of WIRELESS interactive Marketing Wireless Interactive marketing has transformed the entire concept of traditional marketing there has been a sea change in business roles of small business, retailers manufacturers and media companies for discussion purpose, let us differentiate these changing rules into 4 areas: 1)Retailers V/s Manufacturers 2)TARGET and micro marketing 3)Small business V/s large business

4)Regulatory & legal implication of cyber space marketing. Retailers V/s Manufacturers The roles of retailers and manufactures are fast reversing in .Ecomm/M Comm . Now days, retailers have an advantage over manufactures as they can measure customer response very fast. Now we have point of sale POS scanning systems, which immediately records each sale in a central database-using scanner that reads the barcode of each product, so that retailers no longer have to wait for a periodic investing check to find out what they need to record. Advantage of interactive wireless marketing: a) In the field of MARKET RESEARCH & CUSTOMER PROSPECTING The conventional methods of collecting data were very costly and time consuming, however in the information based marketing it is a fraction of cost. In the coming future companies will pay people to visit their site and watch their advertisement and fill feedback form. This helps in collecting information about customers preference etc. b)MARKET PRESENCE Market presence can be intelligently choreographed thru promotion, people shopping for a particular product can at a touch of button compare prices, see product info, discounts simultaneously and thus decide. c)INFORMATION BASED PRODUCT Pricing and priority, there are two important marketing related issues, online customers have to pay for both products and services. There are certain information products, which can be purchased from Ecomm/M Comm only for ex (i) E-Books (ii) Info database (iii) Electronic catalogs (iv) Electronic tutorials TARGET & MICRO MARKETING In the new era of Wireless Interactive marketing , technology has put target and micro marketing within the reach of the small business. Computers have armed micro marketers with more knowledge, not only about their own business but also about the customers to develop and exploit fertile markets. The traditional mass marketers treated the entire population as homogenous whereas micro marketers have identified certain potential segments and are doing booming business. For Eg Donnelleys Electronic Services began electronically collecting in depth reader information, which included demographics, farming crops, types of livestock etc. Now it prints 8000 different editions of the Farm Journal each month 6.

SMALL / LARGE BUSINESS The main difference between small business and large business remains access to national and international markets for advertising purpose. Now days the advertising cost for international advertising is very high for eg. the 2011 Super Bowl commercials cost around $3 million dollars for a 30 second spot 7 smaller companies cannot pay this, but in the world of Wireless Interactive marketing Internet this cost is very low .The Goggle advt campaign can be kick started with a INR Of Rs 3000 only and whats more you can choose the geographical areas and also further which territories you want to display them, Yet another example is advertising in social networking site s for ex the product is based for youth then we can target the face book audience at extremely cost . REGULATORY & LEGAL IMPLICATIONS The rules for regulating cyberspace marketing and advertising are not very strict. People can order drugs like viagra online, pornographic materials can be downloaded and viewed by any one (even though there is age limit of 18 years), prostitution is being openly solicitude , there are ESCORT services directory, complete with nude photographs, contact No. Charges and everything. Companies of tobacco and liquor are marketing their product via Internet. In 1987 Philip Morris a leading cigarette company asked volunteers to fill in a online questionnaires, 2 million smokers responded and were awarded 2 packs of cigarette as free of cost, the net result was that half million smokers started using its brands8. Terrorists have promoted certain sites and they operate as their voice piece, certain sites provide information regarding mailing of drugs and weapons etc. INTERACTIVE WIRELESS ADVERTISING :WHY THE CURIOSITY ? Regardless of the turmoil and uncertainty, the genie is out of the bottle due to lack of single govt. control and effective regulating policy, the wireless media has become a vast canvas for putting/displaying advertisement. There are certain schools of thought who do not want advertisement to be allowed such freely in the wireless world since no authentic government control is present but there are some good reasons for advertising on the Internet. (a) It conveys much needed information which can be viewed at your own free time, people can check out the exterior and interiors of cars , zoom in and out ,rotate it and so on very interactively (b)It generates significant revenue. at extremely low costs with global reach

(c)Active or push based advertisement:It is hard to resist the temptation to send unsolicited advertising via electronic mail since we can approach millions of email address at a push of buttons, leads are available for sale on the open market so we can purchase them and pursue them. In this type of advertising the advertising is inherently intrusive and even invasive for eg. The TV advt you see are unwanted by many people. In this type of marketing we can send (A)Junk email both (i)Direct: The direct email are targeted to particulars audiences or potential customers, it has a high probability of generating good business. And (ii)Unsolicited advertising.: Whereas unsolicited emails are purely junk email and are very intrusive. People get irritated and may respond by flaming ,in a famous case NETCOM had to cancel the service of Laurence center and Siegel immigration as they were sending letters of junk mail9. (flaming means sending hate mails of 1 mb -10 mb to damage senders mailbox) (d)BROADCAST ADVERTISING: This is similar to your TV advertisement, the popup advertisement you see on your screen are broadcast method and if by mobile phones we use bulk sms service

NATURE OF MARKETTING IN WIRELESS MARKETING ENVIRONMENT10 MASS MARKTING DIRECT MARKETING INTERACTIVE MARKETING

1)Distribution channel

broadcast & print media, consumer is Postal service(letters etc) The internet, the passive consumer is passive consumer is active

2) Market High_volume(food, Targeted goods strategy( sample product) beer, home products) cards, travel, subscriptions)

(credit Targeted audience(services & autos, all types of product information)

3)Enabling technology

DTP & Storyboard

Database tools

&

statistical Information servers, browsers, BBS, etc

client

4) Authors marketing material

of Ad agencies

Ad agencies companies

& Companies and consumers

5) Expected sales

volume Volume sales

Bounded sales, data for Data for analysis, customer analysis relationships, new product

CHANGING TRENDS IN MARKETTING & GOALS OF INTERACTIVE WIRELESS MARKETING

Interactive Wireless marketing is forcing companies to rethink the existing ways of doing target marketing (isolating & focusing on a segment of the population ),relationship marketing (building & sustaining a long term relationship with existing and potential customers ) & even event marketing (setting up a virtual booth where interested people visit and come).In traditional /Conventional marketing research shows that 25 % of revenue is used in printing and postage whereas if integrative marketing via E COMM cuts these expenses and delivers better results ,the interactive multimedia catalog and websites give the same look and feel as a shopping mall, users find moving images more appealing. There is no time restraint to view the product ,the E COMM/MCOMM Portals are open 24 Hrs,365 days a year . 1) Providing useful information: it is accomplished thru improved publishing tools that provide ready access to a voluminous amount of product information including descriptive information from sellers(price, features, availability and rating information from third parties regarding performance, reliability etc. The publishing aspect of WWW offers a solution to the availability problem.web pages are designed, TO ACHIEVE THIS research and retrieval tools such as : (a) SEARCH ENGINES (b) ELECTRONIC DIRECTORIES AND CATALOGS (c) INFORMATION FILTERING S/W LIKE FIREWALLS ETC (d) WIDE AREA INFO SERVICES (WAIS) (e) SOFTBOTS,WANDERERS,SPIDERS 2) shopping can be done from home itself , this saves time ,money and effort . 3) No price hassles, prices and discounts are displayed. 4) Prompt delivery done 5) The buyers can compare several brand prices simultaneously, There are several companies which provide information of various products so that people can compare and decide, one such company is "COMP-U-CARD shopping services " whose annual revenues is above $ 850 million ,according to CEO -Walter Forbes (Fortune, April 18,1994) "We stock nothing but we sell everything11" 6) Increased management and organizational applications: With increased globalization, companies need to be quick and efficient in doing international business , they are moving towards paperless operation to reduce trading costs and facilitate the adoption of

new business processes. one often targeted business process is inventory management, Ecomm projects seek to reduce the cost of inventory management by 90 %. 7) JUST IN TIME (JIT) : The JIT manufacturing was introduced by Japanese TOYOTA it focused on 2 principles :(1) Eliminating of waste (2) Empowering workers The first principle refers to the elimination of all waste that is Time, Materials, Labor,& Equipment in the production cycle. The JIT purchasing is an integral part of JIT , it has received considerable attention in the B2B Scenario, it allows a manufacturer to incorporate its supplies effort towards eliminating waste in the upstream portion of the manufacturing cycle.JIT purchasing focuses on the reduction of inventories thru out the logistical systems of the manufacturing firms involved and provides a careful audit of the production process.B2B helps in closely monitoring, all stages of production and works in close collaboration between supplies and customers . 8) QUICK RESPONSE RETAILING(QRT): Consider the frustrating scene that a large dept. store manager would have if all his inventory, purchasing and selling is done manually. It is estimated that in the soft goods industry alone, excess inventories, inadequate information and related deficiencies alone resulted in lost sales of more than 25 Billion$ in 1994. QRT is a technique in E COMM in which QR provides a flexible response to product ordering and lowers costly inventory levels. QR retailing focuses on market responsiveness while maintaining low levels of stock. It creates a closed loop encompassing the retailers, vendor and consumer chain and as consumer makes purchases the vendor automatically orders new one. We have BCR at the POS terminal counter. One of the famous eg of QR SYSTEM was implemented in 1980 by WAL-MART,WAL-MART invested half billion dollar in computer and satellite communication network, BCR system, scanner, POS terminals etc. This resulted in an explosive growth which catapulted the company to Nu 1 in US retail business. The inventory restocking reduced from 6 weeks to 36 Hrs, WAL-MART could make accurate decision regarding sales and purchase of any particular item.

9) WORK GROUP COLLABORATION APPLICATIONS For work group applications, Interactive Wireless marketing represents the holy grail of connectivity, a ubiquitous internetwork that enables easy and in expensive connection of various organizational segments to improve communications and information sharing among employees and analyze competitive data in real time. Interactive Wireless marketing MANAGEMENT also facilitates sales force automation by enabling sales

people to carry products and reference information in one particular device. We have video conferencing webcam, Emails etc which reduce the cost of travel etc. HOW BUSINESS GETS A BOOST USING Interactive Wireless marketing MANAGEMENT CONCEPT: given below are the techniques used for successful wireless marketing management 1) ELECTRONIC WHITE PAGES: Its similar to the telephone white pages, the electronic white pages provides services from a static listing of email address to directory assistance. It contains information like phone nu .fax nu , photographs, mailing address, job description etc.X.500 project has been developed to keep track of individual electronic mail address on the internet. 2) ELECTRONIC YELLOW PAGES: These are similar to your printed yellow pages, but these are online directory databases which are continuously updated. We have (a)BASIC YELLOW PAGES (b)BUSINESS DIRECTORIES (c)STATE BUSINESS DIRECTORIES (d)MANUFACTURER DIRECTORIES (e)BIG BUSINESS DIRECTORIES (f)WWW DIRECTORIES 3)INTERACTIVE PRODUCT CATALOG: We have interactive screen menus for eg we can browse thru virtual mall, open any product .we even have special H/W which will release perfume which we click on the net. Take for ex the electronic brochure of Cox and Kings . 4) VIRTUAL REALITY AND CONSUMER EXPERIENCE: We have been developing browsers to navigate thru 3D scenes. we are able to walk thru corridors of museum using HMD devices. We even have AVATARS12 in the chat rooms which have a visual of the character with which you may interact before buying any product. THE OTHER UGLY SIDE OF INTERACTIVE WIRELESS MARKETING: a)Online business b2c websites claims(false claims ex weight loss herbs etc) b)ONLINE networking MARKETTING sites (frauds by online sale sites) c) A new phenomenon in the advertising world of internet is called fake advertising. a video shows a compact car of a German manufacturer driven by a man wearing a traditional Palestinian scarf. He parks the car in front of a street caf and activates a belt containing explosives. The guests of the caf do not even realise this as no noise or other effect of the explosion reach the outside of the car. The spot finishes with a scroll outlining the model of the car (a Volkswagen) and displaying the slogan Small but tough. The German car manufacturer had nothing to do with this spot 13. Imagine if it

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would have been used to damage some other car manufacturers reputation .The legal complications would be too high d) Many virtual marketing sites have become venues for trade and exchange of goods for money exchange of virtual goods for real money. Most people in the audience would be familiar with the trading that goes on in Second Life14. With more than 7 million registered users (and 30 to 40k residents on-line at any one time), several hundred thousand real $ change hands every day. (1$ = 270 Linden Dollars) and thats OK: if people want to part with their money in order to own a piece of virtual land . there are other sites like www.girlsense.com which lure kids to part with their money so as to buy items for their virtual room (girlsense.com) or to gain access to wardrobes of celebrities (stardoll.com) or to drink a virtual milk-shake (TeenSecondLife). These websites simply transfer money from the mobile phones of these kids without the parents knowing about it. Such companies should use better mechanism like credit cards payment etc where parents will therefore automatically know. TOOLS FOR WIRELEESS MARKETTING MNGT: 1)Mobile phones: Michael O'Hara, CMO of the GSMA told delegates at Management World 2011 in Dublin on may24 ,2011 With connections today in excess of 5 billion, O'Hara said the Association believed that some 10 times that number could be reached by 202015. 2)SMS Services: Research by ABI Research, which released a study on Mobile Messaging Services, is saying that over seven trillion SMS messages will be sent in 2011. Thats worldwide, from about 4.2 billion mobile subscriptions. ABI says SMS is being increasingly regarded as something of a commodity by users, due to falling delivery costs and high competition16. 3)Internet service: Given below is a table showing the penetration of internet globally as on 31st march 201117 World Regions Africa Asia Europe Middle East Internet Users Internet Dec.31, 2000 Latest Data 4,514,400 114,304,000 105,096,093 3,284,800 118,609,620 922,329,554 476,213,935 68,553,666 Users Penetration (% Population) 11.4 % 23.8 % 58.3 % 31.7 % Growth 2000-2011 2,527.4 % 706.9 % 353.1 % 1,987.0 %

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North America 108,096,800 Latin America / 18,068,919 Carib. Oceania Australia WORLD TOTAL 3)Emails: Email: / 7,620,480

272,066,000 215,939,400

78.3 % 36.2 %

151.7 % 1,037.4 %

21,293,830

60.1 %

179.4 %

360,985,492

2,095,006,005

30.2 %

480.4 %

According to international data centre as in on year 2011 the number of emails sent each day far exceeds 2.25 billion18,this fact is further corroborated by VeriSign (the exclusive registry for .com and .net domains) which estimates that there are about 2.25 billion email queries per day. According to Econsultancy survey in early 2011, 72% of respondents answered that Return-of-Investment (ROI) of their email marketing campaigns is excellent or really good19. Also 39.4% of marketing industry executives called Email Marketing the most powerful advertising channel for their business20 According to survey organized by BtoB Magazine21 in January 2011, 63% of respondents would like to increase spending on email marketing in 2011, and 29% of respondents are going to try keeping spend constant. And the most interesting fact is according to 2011 Digital Marketing Outlook Survey from the Society of Digital Agencies, 70% of brand marketers planned to make investments in email marketing niche in 201122. Conclusion and findings: Interactive wireless market is ready to rock. With the sales prediction of $963 billion by 2013, business thru wireless methods have become one of the most promising business models for marketers. As per the latest report by Goldman Sachs, the global E-Commerce market will witness the growth rate of 19.4% by end of 2013. Only in the U.S., Goldman is predicting 12.4% growth rate during next three years to reach $235.3 billion in online

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retail sales22. However, Europe, apparently, is the most promising market with the maximum contribution The major impact on wireless business activity will be recorded due to explosive growth of Internet accessibility across the globe and revolution in mobile handset market. People are fascinated towards smart phones and social media. The price and technology war in mobile domain has made smart phones much more capable and affordable for people. Similarly, the extensive and intelligent interconnectivity among people through social media & social networking is also helping as an effective marketing channel for ECommerce business. Imran Khan, a managing director of Goldman Sachs, Historically, getting a customer in the store was half the battle for a retailer. Mobile apps turn this dynamic on its head by giving more power to the shopper, even in-store. Global international businesses face a variety of challenges in building and operating successful international Web sites. The Key to all global initiatives, however, is an internationally savvy technology partner: Business houses should ensure that their eCommerce/mcommerce solutions are robust ,flexible and user friendly to handle the ever evolving global demands. Business houses evaluating global vendors will need to assess solution providers ability to handle translated, localized content effectively as well as their ability to support additional localization in areas such as currency conversion and payments, an extremely good example is the Localized version of JD Edwards operating in India which takes into factors Indian currency, etc.

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BIBLOGRAPHY

m-trilogix.com/seminars/business_training/roi/
U

http://econsultancy.com/blog/4402-20+-more-mind-blowing-social-media-statistics

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http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1492251/

http://superbowlcommercials.tv/1071.html kalakota, advt & mkt in internet , frontiers of e comm8th edition 2002, page 477

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http://www.tmforum.org/TuesdayMay242011/10730/home.html?linkid=45597 http://www.webpronews.com/report-7-trillion-sms-messages-will-be-sent-in-2011-12 17 www.internetworldstats.com 18 www.idc.com 19 www.econsultancy.com/uk/reports/email-census 20 www.datranmediasurvey2010.com 21 http://www.emarketer.com/Article.aspx?R=1008196&AspxAutoDetectCookieSupport=1 22 http://www.massmailsoftware.com/blog/2011/03/email-marketing-statistics-2011-why-emailmarketing-is-better-than-seo/

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REPORTS REFERRED
1) SYNERGEX,"WIRELESS ENABLING THE ENTERPRISE"THE WIRELESS CHALLENGES" 2002, 2) Waidner,Michael,Electronische Marke und Elecktronischer Geld,Seminar on cryptography & security issues,IBM,Zurich,Sept,1997 3) Didar singh,Alwyn,"E COMM: Some implications for firms and workers in developing countries "Education & outreach programme, International Institute for labour studies,Geneva,2000 REFERENCE E- BOOKS AND TEXT BOOKS 1) Norman sadeh,M COMMERCE ,2005 2) Matt Haigh, MOBILE MARKETTING ,2005 3) Kim M Bayne, MARKETTING WITHOUT WIRES ,2005 4) Paul Ma, MOBILE COMMERCE ,2005 WEBSITES REFERRED 1) www.businessmobile.com 2) www.fierce wireless.com 3) www.mobilecommercestrategy.com 4) www.mobile.commerce.net 5) www.ebay.in 6) www.easyauctioning.co.uk 7) www.thehightechinvestor.com 8)www.mozat.com/en/m2u/m2u-marketing.htm

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