Title: Business model scenarios in mobile advertising

Authors: Hanna Komulainen, Tuija Mainela, Jaakko Sinisalo, Jaana Tahtinen, Pauliina Ulkuniemi

Addresses: Department of Marketing, University of Oulu, P.O. Box 4600, Oulu FIN-90014, Finland. ' Department of Marketing, University of Oulu, P.O. Box 4600, Oulu FIN-90014, Finland. ' Department of Marketing, University of Oulu, P.O. Box 4600, Oulu FIN-90014, Finland. ' Department of Marketing, University of Oulu, P.O. Box 4600, Oulu FIN-90014, Finland. ' Department of Marketing, University of Oulu,P.O. Box 4600, Oulu FIN-90014, Finland

Abstract: In connection with advances in wireless technology, mobile advertising (m-advertising) has been identified one of the most promising potential business areas. Even though it offers revenue-generating opportunities for a number of different actors, the possibilities have not been utilised or studied. The purpose of this paper is to explore what kind of business network could evolve around a novel m-advertising service. Using a scenario planning method, this study suggests four network models, each describing three elements, for example, the mobile service, the roles of the actors and the value-creating exchanges between them. This study also evaluates the scenarios by discussing their value creation potential.

Keywords: mobile advertising; m-advertising; network business modelling; advertising business; software business; scenario building; mobile communications; wireless technology; network models; value creation; internet advertising; mobile services.

DOI: 10.1504/IJIMA.2006.010739

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.3, pp.254 - 270

Published online: 28 Aug 2006 *

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