Mobile Media and Communications

COM 597

Kelly McIvor

January 7, 2009

Class Objective

• Understand the mobile ecosystem

• Recognize and understand the key elements of a mobile media plan.

Kelly McIvor MCDM 01/07/09

Contents

• Key Players

• Key Terms

• Mobile in this context– Consumer-targeted– Mobile Phone Handsets– U.S.

Key Players– Wireless Carriers (e.g., AT&T, Verizon, Sprint, T-

Mobile)– Retailers

• Carrier stores/kiosks• “Big Box” • (Not usually) manufacturers

– MVNOs/Resellers• Boost• TracFone• Virgin Mobile

– FCC– CTIA

Key Players– Device Manufacturers

• Nokia• Motorola• Apple

– Content Providers (e.g. Warner Music, ESPN)– Mobile Application Developers (software

programming/engineering)– Delivery Gateways (enforce MMA rules)– Technology Providers– MMA– Neustar

Key Terms– Mobile Browse – the equivalent of Internet browse, only

it’s on the user’s cell phone rather than the user’s personal computer.

– WAP – Wireless Application Protocol. The programming standard that allows cell phones to access internet sites.

– WAP Deck – A collection of WAP pages

– Smart Phone – an Internet-capable cell phone, with features similar to that of a personal computer. (e.g., Blackberry phones, iPhone)

– SMS – Short Message Service (i.e. text messaging)

– MMS – Multi-Media Messaging Service

Definitions from Mobile Marketing Association at http://www.mmaglobal.com/glossary.pdf and Cellular Telecommunications and Internet Association (CTIA) at http://www.ctia.org.

Key Terms

– Download – Content that is stored on the device.

– Unicast Streaming – Multi-media content (typically) that is not stored on the device and u

– Broadcast/Multicast – Multi-media streaming to any available device.

– Shortcode – a cross-carrier number used for transmitting and receiving SMS and MMS.

Definitions from Mobile Marketing Association at http://www.mmaglobal.com/glossary.pdf and Cellular Telecommunications and Internet Association (CTIA) at http://www.ctia.org.

- 2G- 3G (mobile, GSM, CDMA)

- WiFi (unlicensed, short range, fixed)

- WiMAX (licensed, mid-range, fixed)

- LTE2.5G 3G 4G

EDGE284Kb/136Kb

EVDO 386Kb/286Kb

WiMAX5Mb/2.6Mb

3.5G

LTE 50+Mb

UMTS700Kb/500Kb

WiFi3.8Mb/1.6Mb

HSDPA3.6Mb/1.2Mb

Key Terms

Kelly McIvor MCDM 01/07/09

- Device Creation and Disposal (ch 5)- Mobile Advertising (ch 9)- Mobile Impact on Society and Culture (ch 3,

4)- Mobile Communication's role in Crime (ch 6,

12) and Crime-Stopping- Mobile Entertainment (ch 7)

Special Topics

Kelly McIvor MCDM 01/07/09

What’s Hot In Wireless

• The NPD Group: Nearly Half of Mobile Phone Users Eschew Multimedia Features and Use Handsets Solely to Make Calls

Source: http://www.npd.com/press/releases/press_090106.html

Kelly McIvor MCDM 01/07/09

What’s Hot In Wireless

• 45 percent of U.S. mobile phone users prefer to use their mobile phones to make calls, and not for other available multimedia features.

• Just 34 percent of mobile phone users know that their current phone’s memory can be expanded

• 28 percent know that they can watch videos • 12 percent know they can access the Internet • Nearly a quarter (23 percent) were not sure if their

phone included GPS

Kelly McIvor MCDM 01/07/09

What’s Hot In Wireless

The NPD Group: iPhone 3G Leads U.S. Consumer Mobile Phone Purchases in the Third Quarter of 2008

(Overall consumer mobile phone purchases declined 15 percent year-over-year)

Source: http://www.npd.com/press/releases/press_081110.html

Kelly McIvor MCDM 01/07/09

What’s Hot In Wireless

According to The NPD Group, Apple’s iPhone 3G surpassed the Motorola RAZR as the leading handset purchased by adult consumers in the U.S. in the third quarter (Q3) of 2008. RAZR had been ranked by NPD as the top-selling consumer handset for the past 12 quarters.

Kelly McIvor MCDM 01/07/09

What’s Hot In Wireless

• 83 percent of phones purchased were Bluetooth enabled

• 68 percent of phones purchased in Q3 were music enabled

• 43 percent of handset buyers cited the need for a camera

• 36 percent noted the ability to send and receive text messages

• 30 percent of handsets were sold with (QWERTY keyboards) in Q3 2008