The Wireless Way of Russian Marketing

Larisa Danchenok, PhD, professor, MESI (Moscow, Russia)

Peter Nevostruev, PhD, MESI (Moscow, Russia)

France, Paris, 22 January 2011

Russia Today

Mobile phone active users

70 000 000

Source: MobiMark Agency, Sept. 2010

Internet active users

75 000 000

Source: TNS Web Index, Sept. 2010

Wireless Marketing

Activities and programs helps to promote products, services or companies, based on the use of wireless transmission of information and communication using the principle of "one-on-one."

Key Elements of Wireless Marketing

Devices

Internet Access

Applications

Krusell Rating (06.2010)

1. Apple iPhone 42. Nokia 3720 Classic3. Apple iPad4. HTC HD25. Nokia E526. HTC Wildfire7. Samsung S8500 Wave8. HTC Desire9. Nokia 6700 Classic10.Apple iPhone 3G

Source:Covers Retail Audit, 50 countries

Android Is The Highest GrowthOperation System

IQ2009 IQ2010

Devices, (000)

Market Share, %

Devices, (000)

Market Share, % Grows, %

Symbian OS 17825,3 48,8 24069,8 44,3 -4,5

Research in Motion (BlackBerry) 7533,6 20,6 10552,6 19,4 -1,2

iPhone OS 3848,1 10,5 8359,7 15,4 4,9

Android 575,3 1,6 5214,7 9,6 8

Microsoft Windows Mobile 3738,7 10,2 3706 6,8 -3,4

Linux (OpenMoko и др.) 2540,5 7 1993,9 3,7 -3,3

Other OS (Palm webOS. etc.) 445,9 1,3 404,8 0,8 -0,5

Total 36507,4 100 54301,4 100

Wireless Internet Technologies

3G HSPA+

Mobile WiMAX LTE

Place of Mobile Apps

Summary

1. Structure of marketing costs changes in favor of Wireless Marketing

2. SMS is not a main channel3. Apps-oriented market4. The growth of the WM organization cost5. The growth of interaction between consumer

and company6. Reduction of front-office`s burden for company

Thank you for you attention!Larisa DanchenokPh.D. ProfessorMoscow State University of Economics Statistics and Informatics (Moscow, Russia)Ldanchenok@mesi.ru

Peter NevostruevPh.D.Moscow State University of Economics Statistics and Informatics (Moscow, Russia)Pnevostruev@mesi.ru