Volumen 6 del Libro Blanco Mobile Marketing 2007 IAB

7/30/2019 Volumen 6 del Libro Blanco Mobile Marketing 2007 IAB

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="8+ Hccgsn h Db}gpbg} cnb `hbmh hbcfh mgsmg gi k|di="0+ Wbd|gpshidhcdb mg ihs cnkwbdchcdnbgs k|digs

="3+ Cnb|gpagbcdh gb}pg pgmgs mg }gcbninah k|di t pgmgs DZ

="=+ Khmwphcdb mgi kgpchmn? }hpdlhs zihbhs mg k|digs

="7+ Zgpsnbhidhcdb mg ih cnkwbdchcdb? agninchidhcdb

7" Khpcn Igahi? Awh mg ihs @wgbhs Zpc}dchs

7"8+@hsg mg mh}ns mg Wswhpdns

7"8"8+ Hixwdigp @@MM h }gpcgpns7"8"0+ Cpghcdb mg @@MM zpnzdhs?

7"8"0"8+ Pgcnadmh mg mh}ns zgpsnbhigs

7"8"0"0+ Hccgsn h mh}ns znp cwgb}h mg }gpcgpns

7"8"0"3+ Cgsdb mg mh}ns zgpsnbhigs

7"8"3+ Wsn mg mh}ns mg inchidhcdb


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:" Nòg}d|n mg Gi Id`pn @ihbcn mg Khpeg}dba gb K|digs

DH@ Szhdb) ih hsncdhcdb xwg pgzpgsgb}h h ks mgi 47' mgi sgc}np

zwìdcd}hpdn db}gphc}d|n gszhni) ihbh hi kgpchmn gi \D \niwkgb

mg sws Cwhmgpbns mg Cnkwbdchcdb Db}gphc}d|h? gi Id`pn @ihbcn

mgi Khpeg}dba gb k|digs &}hk`db iihkhmn kn`dig khpeg}dba$"

Gs}g zpntgc}n sg gbkhpch mgb}pn mg ins nòg}d|ns xwg }dgbg DH@ mg

lnkgb}hp g dkzwishp gi mgshppniin mgi khpeg}dba t ih zwìdcdmhm

db}gphc}d|h"

H }ph|s mgi Apwzn mg ]ph`hon mg DH@ Szhdb) fh sdmn znsdìg gih+

`nphp gs}g ID@PN @IHBCN) xwg zpg}gbmg cnbsnidmhpsg cnkn wb

mncwkgb}n pglgpgb}g mg cnbswi}h) mdpdadmn h cwhixwdgp zpnlgsdnbhit hbwbcdhb}g db}gpgshmn gb cnbncgp ins `gbgldcdns t |gb}hohs mgi

chbhi k|di cnkn zih}hlnpkh zwìdcd}hpdh" Gb i) gi igc}np gbcnb+

}php wbh mgscpdzcdb mg }nmns ins hszgc}ns pgihcdnbhmns cnb ihs

chkzhhs mg khpeg}dba t zwìdcdmhm pghidhmhs gb gi k|di) cnb

gi ldb mg hcihphp cwgs}dnbgs h |gcgs cnblwshs mg`dmn h ih bn|gmhm

mgi kgmdn"

Mgsmg DH@ Szhdb) xwgpgkns mhp bwgs}pn ks sdbcgpn haphmgcd+kdgb}n h }nmns hxwgiins xwg cnb sw dbgs}dkhìg }ph`hon t hzntn

fhb fgcfn znsdìg sw gmdcdb? @npoh Khpdbhs) Mdpgc}np Agbgphi mg

@nwbadnpbn Khpeg}dba Sgp|dcgs+KHKD &qqq"khkd"cnk"gs$

Ohdkg Hawii) Mdpgc}np D%M mg Kgmdh|gs} Apnwz &qqq"skad`g+

pdh"gs$) Khpd`gi Anbig) Mdpgc}nph mg Cwgb}hs Ginadh+

Cnbswzgpkdsn) &qqq"cnbswzgpkdsn"cnk$) Ons Kdawgi Hsgbon)

mgshppniihmnp }gcbniadcn mg _gm Mdad}hi &qqq"gmmdad}hi"gs$

Hbagi Lgpbhbmg Bg`n} t Haws}b mg Mdgan) Mdpgc}npgs mgZgpkdssdnb Khpeg}dba mg Hmidbe &qqq"hmidbe"bg}$) Sdv}n Hpdhs)

zpgsdmgb}g mg ih KKH &qqq"kkhszhdb"cnk$ g Dsh`gi Chs}pn)

Mdpgc}nph mg Cnkwbdch+cdb mg ih KKH) Hb}b Kpxwg

=


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Chhmhs) Agpgb}g Cnkgpcdhi mg Nphbag t Agnpadbh Pdl d

Mnkgbgcf) Pgsznbsh`ig mg Cnkwbdchcdb Gv}gpbh mg ]gkzns 08

&qqq"}gkzns08"gs$"

DH@+Szhdb mh hsdkdskn ihs aphcdhs h Hw}ncnb}pni) CnbldhbhNbidbg t Pdgs}ph H`nahmns) znp gi hsgsnphkdgb}n zpgs}hmn zhph gi

hzhp}hmn igahi mgi id`pn"

Gszgphkns xwg }gbads gb cwgb}h GI ID@PN @IHBCN mgi KHP+

EG]DBA GB K\DIGS cnkn Mncwkgb}n pglgpgb}g mg cnbswi}h

zhph sni|gb}hp cwhixwdgp mwmh xwg ns zwgmh swpadp h ih fnph mg

zihbdldchp chkzhhs gb k|digs"

8" Db}pnmwccdb

8"8+Xw gs gi Khpeg}dba gb K|digs

Gi k|di sg fh cnb|gp}dmn gb zncn gszhcdn mg }dgkzn gb gi kgmdn

cnb khtnp cn`gp}wph t zgbg}phcdb mgi kgpchmn) cnbcpg}hkgb+

}g wb 14' &3 Nih GAK 0::


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kd}g ih db}gphccdb gb}pg gi cidgb}g t ih khpch t gs}hìgcg wb

bwg|n chbhi mg cnkwbdchcdb lcdi mg w}didhp zhph ins wswhpdns"

Gb ihs chkzhhs mg ldmgidhcdb) th gvds}g wbh pgihcdb gb}pg ih

khpch t gi cidgb}g) t mgshppniihp gs}h pgihcdb bn gs }hb db}pwsd|n

cnkn cpghpih mgsmg cgpn5 znp gs}g kn}d|n) sd ihs chkzhhs mgsh+

ppniihb cnppgc}hkgb}g ih pgihcdb mg ih khpch cnb ins cidgb}gs)s}ns gs}hpb ks mdszwgs}ns h gb}php gb ih cnkwbdchcdb"

Ins nòg}d|ns zhph ins xwg sg swgig w}didhp gi Khpeg}dba K|di

snb?

Dbcpgkgb}hp ih dkhagb mg wbh khpch t sws |gb}hs?

Mdpdadp }pldcn hi zwb}n mg |gb}h"

Agbgphp zpnkncdnbgs mg zpwg`h mg zpnmwc}n" Dbcgb}d|hp ih pgzg}dcdb mg cnkzph mgi zpnmwc}n"

Pghidhp chkzhhs mg cnkwbdchcdb mdpgc}h t zgpsnbhidhmh h

}ph|s mgi hixwdigp mg ids}hs gv}gpbhs h wswhpdns xwg fhb snidcd}h+

mn dblnpkhcdb cnkgpcdhi sn`pg zpnmwc}ns) sgp|dcdns n zpnkncdn+

bgs"

Ldmgidhp hi cnbswkdmnp ldbhi"

8"0+Chphc}gps}dchs mdlgpgbcdhigs mgi Khpeg}dba gb k|digs? |gb+}hohs

+Wbd|gpshidmhm

Gi k|di sg fh cnb|gp}dmn gb wb kgmdn chsd wbd|gpshi) cnb wbh

zgbg}phcdb xwg pnh gi 6:' mg ih znìhcdb khtnp mg 8= hns

&Lwgb}g? GAK 3 Nih 0::


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kgmdcdb mgi pg}npbn mg ihs db|gpsdnbgs gb mds}db}ns zwb}ns mgi

zpncgsn mg cnbsgcwcdb mg wb cidgb}g &cns}g znp dkzhc}n) cns}g

znp pgszwgs}h) cns}g znp cnb|gpsdb$ cnbncdgbmn ins pgswi}hmns

mg lnpkh pzdmh) zpgcdsh t cnbcpg}h"

+Db}gphc}d|dmhm

Gi k|di gs gi kgmdn db}gphc}d|n znp gvcgigbcdh) zwgs}n xwg ih

zpnzdh mgldbdcdb mgi kdskn gs ih mg wbh fgpphkdgb}h mg db}gphc+

cdb" Ih cnbgvdb mg mnìg sgb}dmn gs}hìgcdmh gb}pg wswhpdns n

gb}pg cnkzhhs t wswhpdns lhcdid}h ih gvzin}hcdb mg }cbdchs

|dphigs mg cnkwbdchcdb t ih agbgphcdb mg `hsgs mg mh}ns cnb

dblnpkhcdnbgs pgcnadmhs h zhp}dp mgi zgpkdsn mgi wswhpdn"

+Db}gaphcdb

Gi k|di gs w}didhmn znp dbmd|dmwns xwg) hmgks) snb hwmdgbcdhs

mg }nmh wbh `h}gph mg n}pns kgmdns mdad}higs t bn mdad}higs" Mdcfh

mwzidchcdb lhcdid}h ih db}gaphcdb mgi k|di gb gi kdv mg kgmdns

mg cwhixwdgp cnkwbdchcdb? bn gs ks xwg n}ph |h mg hccgsn hi

cnbswkdmnp) wbh |h ks zpvdkh t zgpsnbhidhìg &ih chzhcdmhm

mg sgakgb}hcdb mgi k|di iigah fhs}h ih dbmd|dmwhidhcdb sd hssg mgsgh$ mg fhcgp iigahp ins kdskns kgbshogs &dbciwsn ihs kds+

khs cpgh}d|dmhmgs) wbh |g xwg ih chzhcdmhm mg }phbskdsdb mg

lnpkh}ns kwi}dkgmdh gxwd|hig h in xwg cnbncgkns cnkn }gig|d+

sdb$ xwg h }ph|s mg n}pns kgmdns) sin xwg cnb ihs |gb}hohs mg

ih mdad}hidhcdb &db}gphccdb t cnb}pni) cnkn hch`hkns mg dbmd+

chp$" Gb mgldbd}d|h) gs wb kgmdn sgigc}d|n) w`dcwn t zgpsnbhidh+

ìg? sg zwgmg gscnagp gi }hpag}) mgldbdp ih fnph mg ih cnkwbdchcdb

g dbmd|dmwhidhp gi kgbshog t sdgkzpg iigahp hi cidgb}g"

+Cpgh}d|n) dbbn|hmnp) gldch t mg `hon cns}g

Gi k|di sg chphc}gpdh znp sgp wb kgmdn cpgh}d|n) dbbn|hmnp t

gldch cnb ins bwg|ns h|hbcgs }gcbniadcns? Qhz Zwsf) KKS t

Oh|h hkzih ihs znsd`didmhmgs cpgh}d|hs"

Hmgks }dgbg wb `hon cns}g znp dkzhc}n pgszgc}n h n}pns kgmdns

cnb|gbcdnbhigs mg khpeg}dba mdpgc}n) sdgbmn dbciwsn hw}n+cns}g+hìg cnb SKS Zpgkdwk"


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8"3+ Mh}ns mg Kgpchmn t zgbg}phcdb

Sgab HG]DC &qqq"hg}dc"gs$ gb gi 0::< sg iig| h ch`n gb Gszhh

ih |gb}h mg ks mg 0: kdiinbgs mg }gpkdbhigs) in xwg swznbg wb

87' ks xwg gb 0::7" Gi 47' mg ins gxwdzns cnb cninp t chzhcd+

mhm kwi}dkgmdh t gi 6=' cnb ckhph mg ln}ns" Ins }gpkdbhigs cnbzhb}hiih gb ìhbcn t bgapn t sdb sgp|dcdn mg mh}ns h }ph|s mg

AZPS n d+knmg fhb mgshzhpgcdmn chsd mgi kgpchmn" Ins wswhpdns

gs}b chk`dhbmn mg k|di chmh 0: kgsgs" Gi 43' mg ins }gpkdbh+

igs k|digs snb cnkzh}dìgs cnb ih }gcbninah Qhz) ks mgi 13'

dbcnpznph ìwg}nn}f t gi =:' }hpog}h mg kgknpdh"

Ih zgbg}phcdb mgi k|di gb ih sncdgmhm gszhnih gs mgi 4


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Znp gogkzin) gb gi cwhmpn hmowb}n zpncgmgb}g mg ih mgcihphcdb

mg gb}pg|ds}hmns &mnbmg mgcihphb xw zdgbshb xwg znsgg sw k|di

t xw w}didhb$ ins sgp|dcdns SKS mg dblnpkhcdb snb mgcihphmns

znp wb =3' mg wswhpdns) zgpn w}didhmns znp gi 8:' &hzgbhs wb

07'$) kdgb}phs ih ckhph mg ln}ns hzhpgcg gb gi 07' mg ins wswh+

pdns mg k|digs zgpn gs w}didhmh znp gi 87' mg ins kdskns &wb


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Znp n}pn ihmn) wbh igc}wph cnkgpcdhi mg gs}h g|niwcdb gs ih znsd+

`didmhm mg sgakgb}hp g dmgb}dldchp md|gpsns }dzns mg wswhpdns mg

k|di) }nmns giins kwt h}phc}d|ns mgsmg gi zwb}n mg |ds}h cnkgp+

cdhi t zw`idcd}hpdn t chmh wbn cnb wbhs chphc}gps}dchs sncdnmg+

knapldchs gszgcldchs xwg) cnb }nmh sgawpdmhm) }hk`db mgpd|h+

pb gb wbns zh}pnbgs mg cnbswkn zpnzdns) kn}d|n znp gi cwhi sw|hinp zw`idcd}hpdn t cnkgpcdhi mgsmg gs}h zgpszgc}d|h kgpgcg sgp

gszgcdhikgb}g pgsghmn"

8"7 Fd}ns mg ih }giglnbh k|di gb Gszhh

8460? cnkdgbn mg ih gvzin}hcdb cnkgpcdhi mg ih }giglnbh k|digb Gszhh"

844:? sg gkzdghb h cnkgpcdhidhp }gpkdbhigs ks `hph}ns t

zgxwgns) in xwg dkzwish ih znzwihpdhcdb mg ih }giglnbh k|di"

844=? id`gphidhcdb mg ih }giglnbh k|di) cnbcgmdbmnsg mns

cnbcgsdnbgs hmkdbds}ph}d|hs cnb }gcbninah ASK h ]giglbdch

K|digs t h Hdp}gi K|di"

8444? 8: kdiinbgs mg cidgb}gs mg }giglnbh k|di"

8444? gb}ph HKGBH t sg agbgphidh gi wsn mg ins SKS"0:::? sg hmowmdchb cwh}pn idcgbcdhs zhph nlpgcgp }giglnbh k|di

mg }gpcgph agbgphcdb cnb gi gs}bmhp WK]S &Wbd|gpshi Kn`dig

Ins gszhnigs t gi wsn mgi k|di"

G|niwcdb znp gmhmgs

Kgbshogs mg }gv}n =7)7


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]gigcnkkwbdch}dnbs Sts}gk$) wbh h chmh wbh mg ihs cnbcgsdnbh+

pdhs mg sgp|dcdns ASK n MCS+86::) t wbh cwhp}h h wb cnbsnpcdn

mgbnkdbhmn Vlgph" Bn n`s}hb}g) znp chwsh mg zpn`igkhs }gcbn+

iadcns) ih zpgs}hcdb mg sgp|dcdns h|hbhmns mg 3A bn gs wbh pgh+

idmhm gb Gszhh fhs}h 0::3"

0::8? Hdp}gi zhsh h sgp \nmhlnbg"0::7? sg zpnmwcg ih |gb}h mg Pg}g|dsdb K|di h ih lphbcgsh

Nphbag"

0::


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cnkzhh inq cns} mg }giglnbh k|di) zhph fhcgpsg wb fwgcn

gb gi kgpchmn gszhni"

Gi ihbhkdgb}n cnkgpcdhi }w|n iwahp gi 8 mg mdcdgk`pg mg 0::< gb

ihs knmhidmhmgs mg cnb}ph}n t zpgzhan" Hc}whikgb}g }dgbg cn`gp+

}wph cnb pgm 3A zpnzdh gb ncfn cdwmhmgs &Khmpdm) @hpcginbh)@di`hn) \higbcdh) Sg|diih) Kihah) Cmd t Zhikh mg Khiinpch$ t

gs} }ph`hohbmn zhph nlpgcgp sgp|dcdn cnb sw zpnzdh dblphgs}pwc}w+

ph gb n}phs sdg}g cdwmhmgs ks"

0"8"0 Bwg|ns owahmnpgs gb gi kgpchmn

]pgcg cnkzhhs) gb}pg ihs xwg ldawphb Gi Cnp}g Dbais) Chppglnwp)

Gwsehi}gi) mdsznbgb th mg ih idcgbcdh H0 xwg igs fh`did}h zhph ihzpgs}hcdb mgi sgp|dcdn mg }giglnbh k|di gb chidmhm mg nzgphmnp

k|di |dp}whi &NK\$"

Ins mgbnkdbhmns nzgphmnpgs k|digs |dp}whigs &gb hmgihb}g)

NK\s$ snb db}gpkgmdhpdns xwg nlpgcgb sgp|dcdns mg }giglnbh

k|di h sws cidgb}gs h }ph|s mg ihs pgmgs mg ihs nzgphmnphs gvds+

}gb}gs" Sg }ph}h mg wbh ldawph xwg th gvds}g gb }giglnbh ldoh t xwg

gb gi hccgsn h Db}gpbg} sg kh}gpdhidh gb gi DSZ xwg w}didh hccgsndbmdpgc}n hi `wcig mg h`nbhmn) t xwg zgpkd}dph hwkgb}hp ih cnk+

zg}gbcdh t mgshppniihp bwg|ns kgpchmns"

Sg zpg| xwg gi ihbhkdgb}n cnkgpcdhi mg NK\s hznp}g khtnp

mdbhkdskn t mdlgpgbcdhcdb gb cwhb}n h ih nlgp}h mdsznbdìg zhph

ins cnbswkdmnpgs t zpgs}hmnpgs mg sgp|dcdns" Znp n}pn ihmn) ih

znsdìg gb}phmh mg nzgphmnpgs gszgcdhidhmns fhp ks lcdi ih

sgakgb}hcdb mgi zìdcn hi xwg zwgmgb dp mgs}dbhmhs ihs chkzh+hs mg k+khpeg}dba" Ins bwg|n nzgphmnpgs xwg th fhb gb}phmn

gb gi kgpchmn snb? Chppglnp) GI Cnp}g Dbais) Gwseh}gi) ]fg

Zfnbg Fnwsg t Th"cnk"

Chppglnwp?

Chppglnwp sg fh hidhmn cnb Nphbag zhph cnb|gp}dpsg gb nzgphmnp

k|di |dp}whi) sdgbmn ih zpdkgph gkzpgsh mg mds}pd`wcdb xwgnlpgcg gs}g sgp|dcdn gb Gszhh"

80


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8=

0"0" Cnkwbdchcdnbgs xwg sg zwgmgb gs}h`igcgp cnb ihs mdlgpgb+

}gs }gcbninahs mg pgm

Sg fhb dmn mgshppniihbmn zpn}ncnins &gs}bmhpgs mg cnkwbdch+

cdb$ xwg zgpkd}gb gi gb|n mg dblnpkhcdb h }ph|s mg ihs mds+

}db}hs }gcbninahs"

Ins zpn}ncnins |hb) mgsmg gi cnbncdmn sks xwg zgpkd}g gi gb|n

mg 8


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Volumen 6 del Libro Blanco Mobile Marketing 2007 IAB

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