Masterarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Steinbeis-Hochschule Berlin (SMI Berlin), Veranstaltung: Executive Medien MBA, Sprache: Deutsch, Abstract: The mobile market is developing from pure voice telephony to a 'transport commodity' to transfer convergent data and content. In the future, voice telephony will only be part of a multitude of revenue models in the mobile sector. In this connection, mobile portals are gaining more and more importance. On one hand, they promise to be an additional source of income in the era of media convergence for providers, publishers, and con-tent providers. On the other hand, demand is growing for new advertising options from the advertising industry. Advertising in particular has recognised that mobile messages are more targeted and can be addressed almost without any wasted coverage.
Cross-media advertising platforms are being sought above all, such as this one: Audi advertised the Q7 in a French magazine. A mobile code was integrated in the adver-tisement with which the user could load the emotionally charged advertising film about the Audi Q7 on a mobile phone. As a side effect, Audi was able to collect mobile tele-phone numbers of potential customers through profiling those who have an affinity for the brand.
According to a study by the Marketing-Börse, 31.6% of all surveyed companies already use mobile marketing and 37.5% want to increase their activities in the mobile market-ing sector even more. And, this was mainly to the detriment of advertising banners in the Internet (17%). So far, all stakeholders in the market held back with portals in the special interest area of 'Cars'. The reason for this is too high fees for data transfer by the providers. Mobile phone manufacturer Nokia, which is making a massive push into the content sector, reports of a downright user boycott of using mobile route planners. Nokia strategist Michael Warm says: 'Users load their routes on their mobile phones in the Internet free of charge and then start the navigation, rather than navigating online for Euro 1.99.' Manager of autobild.de, Raoul Hess, sees the same problem. He sees the same readiness to pay for mobile portals as there is for the classical Internet: 'Be-sides for games and ringtones, users are not prepared to pay.'
