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Diary of Fun Marketing twenty-four (2010) 111 – 120 www.elsevier.com/locate/intmar

Cellular Marketing in the Retailing Environment: Current Ideas and Foreseeable future Research Avenues Venkatesh Shankar, a, ⁎ Alladi Venkatesh, b Charles Hofacker c & Prasad Naik m a

Mays Business College, Texas A& M University, USA n University of California, Irvine, USA c Florida Condition University, USA d College or university of Cal, Davis, USA

Abstract Cellular marketing, which involves two- or multi-way communication and campaign of an offer between a good and its buyers using the mobile phone, a term that refers to the portable medium, gadget, channel, or technology, is growing in importance in the retailing environment. It includes the potential to modify the paradigm of retailing from one based upon consumers getting into the selling environment to retailers entering the card holder's environment through anytime, everywhere mobile devices. We propose a conceptual platform that contains three important entities: the customer, the mobile phone, and the merchant. The platform addresses crucial related issues such as mobile phone consumer actions, mobile customer segments, mobile phone adoption enablers and inhibitors, key mobile properties, essential retailer mobile phone marketing actions and competition. We also address successful retailer mobile phone marketing strategies, discover the customer-related and organizational challenges about this topic, and outline future exploration scenarios and avenues relevant to these issues. © 2010 Immediate Marketing Educational Foundation, Inc. Published by simply Elsevier Inc. All legal rights reserved. Keywords: Mobile marketing; Retailing; Interactivity; Wireless; Approach; Marketing communications

Introduction Mobile devices are becoming ubiquitous. There is an exploding market worldwide in the use of portable electronic interaction devices, such as mobile phones, digital music players, and hand held Internet access devices. As the quantity of such gadgets is multiplying, subscriptions to services provided through the product are broadening. 1 The amount of such subscriptions worldwide grew at a compounded gross annual rate of 24% from 2000 to 2008 with the number of mobile phone subscribers achieving 4 billion in 12 , 2008 (International Telecommunications Union 2008). The large number of adopters of these devices and of the related services indicates an increasing mass market for mobile electronic interaction and promotion, an rising mobile way of living, a popular funnel for providing mobile digital ⁎ Related author. Email-based address: [email protected] tamu. edu (V. Shankar). 1 See Bolton and Saxena-Iyer (2009) for a in depth review of active services, Super berry et 's. (2010) intended for details on improvising with interactive services, Pagani (2004) intended for details on media service, and Kleijnen ou al. (2004) for information on wireless companies.

services, and a mass market to get executing mobile transactions. Connection to this target audience can be delivered in the form of text, audio, or video. Buyers cannot just receive info from businesses but likewise initiate relationships, actively sending requests or perhaps information to firms. two To reveal these characteristics, we undertake Shankar and Balasubramanian's (2009) definition of mobile phone marketing while " the two-way or perhaps multi-way interaction and promo of an present between a firm and its consumers using a mobile medium, device or technology. ” Portable marketing is starting to become increasingly essential in selling. Due to the time-sensitive and location-sensitive nature from the mobile channel and equipment, mobile marketing has the probability of change the paradigm of selling. 3 The conventional model of retailing is based on buyers entering the retailing environment, making area the primary supply of competitive benefit. Mobile marketing is turning this paradigm on two For expositional ease, we use the term, consumer, and customer, alternately, throughout the daily news. 3 Observe Shankar and Balasubramanian (2009) for a...

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