Mobile Marketing 101 Fundamentals in mobile marketing implementation.
FYP Presentation 2003-2004 Mobile Marketing Management System CHA2 Mobile Commerce Applications II...
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![Page 1: FYP Presentation 2003-2004 Mobile Marketing Management System CHA2 Mobile Commerce Applications II Mobile Marketing Management System Presented by Cheng.](https://reader030.fdocuments.net/reader030/viewer/2022032516/56649c4e5503460f948f44d9/html5/thumbnails/1.jpg)
FYP Presentation 2003-2004
CHA2Mobile Commerce Applications II
Mobile Marketing Mobile Marketing Management SystemManagement System
Presented by
Cheng Mei Yi, Maggie
Fong Pui Yee, Momoko
Lo Wai Keung, Ken
Advised by
Prof. Samuel T. ChansonProf. Samuel T. Chanson
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OverviewOverview Introduction Results Conclusion Q&A
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IntroductionIntroduction Background
– Popularity of SMS– Inefficiency of traditional marketing techniques (mainly
not tailor-made for individual customers) Motivation
– Apply mobile technologies on commercial usage– Solve existing problems in marketing
Objective– Effective mobile marketing solutions– Efficient management system
Challenges– Stable and extendable system– Interactive with fast response time
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System DesignSystem Design System Architecture
– Three-tier Model
Data-Storage TierApplication-Server TierClient Tier
SMS gateway
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System Design Components
– Central management system (CMS)– User interfaces– Mobile services
Mobile Services
Central Management System
User Interfaces
Gateway Database
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Central Management System Central Management System (CMS)(CMS)
Database Interface– Handle network connection to database– Retrieve/Store data from/to database
SMS Processor– Direct SMS between SMS gateway and mobile services
Message Log System– Log incoming/outgoing SMS to database
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User InterfacesUser Interfaces Management System Interface
– Manage merchants’ information, coupon and promotion details– Set up SMS game questions – Review member behavior and usage statistics
Merchant Interface– Review the company profile– View query message statistics– Monitor popularity of published coupons
Customer Interface– Do registration– Download mobile coupons via SMS or MMS
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Mobile ServicesMobile Services Functions
– Interactive merchant query– Interactive product query– SMS game– Mobile coupon– Promotion broadcast
Purposes– Cater customers’ interests– Facilitate delivery of promotional material
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Mobile service -Mobile service -Interactive merchant queryInteractive merchant query
Purpose– Allow customers to query the location and telephone
number of a merchant via SMS
Design – Location-sensitive – Multiple outlets supported– Coupled with latest promotion
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Mobile service -Mobile service -Interactive product queryInteractive product query
Purpose– Allow customers to locate outlets which selling a specific
product
Design– Location-sensitive – Multiple interactive SMS messaging supported
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Mobile service -Mobile service -SMS gameSMS game
Purpose– Provide merchants to set up SMS games to customers for
promotion purpose
Design– Sending question, performing lucky draw and publishing
results– Acting on schedule automatically– Selecting targeted receivers according to gender, age
group and interest
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Mobile service -Mobile service -Mobile couponMobile coupon
Purpose– Allow merchants to create mobile coupons for members to
use
Design– Support SMS/MMS coupons– Allow mobile coupons to be downloaded from web– Use WAP phone to redeem
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Valid Coupon
Invalid Coupon
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Mobile service -Mobile service -Promotion broadcastPromotion broadcast
Purpose– Broadcast promotion information to customers
Design– Sending promotions on given schedule – Selecting targeted receivers according to gender, age
group, interest, location and income level
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Conclusion Achievements
– Apply mobile technologies in Marketing– Promote everywhere– Employ Customer Relation Management (CRM)
Possible Future Extension– Automatic location searching
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Thank you!
Q&A