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Use of QR code for promotion of film 28 Days Later
Figure 3.22
Source: www.giagia.co.uk/?cat=63, created by www.giagia.co.uk/?page_id=2 blog
Short code 5 Rewarding with offers for brand engagement.Valuable content on mobiles can be offered via
5-digit numbers combined SMS, for example free ringtones, wallpaper, Java games or credits can be offered to
with text that can be used
by advertisers or consumers via text.
broadcasters to 6 Short codes. Short codes are easy to remember: 5-digit numbers combined with text that
encourage consumers to
register their interest. They can be used by advertisers or broadcasters to encourage consumers to register their
are typically followed up interest. A similar approach is Quick Response (QR) code which is a kind of barcode
by an automated text published in newspapers or billboards which can be scanned by a mobile phone camera
message from the
advertiser with the option and then linked directly through to a web site. It does require specific software. Figure 3.22
to opt-in to further shows an example.
information by e-mail or to
link through to a WAP site. 7 Offering paid for WAP services and content. Any service such as a ringtone delivered by
WAP can be invoked from a text message. For example, Parker’s Car Guides now prints ad
Quick Response text ‘go parkers’ to 89080 (a short code) for quick access to the Parker’s WAP site which
(QR) code
A QR code is a two- provides car prices on-the-go, at £1 for 10 minutes.
dimensional matrix bar
code. QR codes were SMS messaging has recently been augmented by Picture Messaging or Multimedia Messaging
invented in Japan where Services (MMS). While volumes have been relatively low initially, the overlap between text
they are a popular type of
two dimensional code messaging and e-mail marketing will decrease as there are more handsets with larger screens.
used for direct response. The integration of SMS alerts with social networks has proved popular, as the box shows.
Box 3.12 Social networking sites turn to mobile
Much social networking is already completed via mobiles, despite the relative imma-
turity of social networks.
Mark Donovan, senior analyst at M:Metrics, says:
Nearly every online social networking site has added the ability to connect to these
communities with a mobile phone, allowing people to access profiles and share
content while they’re on the go. With the mobile phone playing a central role in