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)[email protected]
Peter NevostruevPh.D.Moscow State University of Economics Statistics and Informatics (Moscow, Russia)[email protected]
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