Title: Customer Relationship Management aspects of Media-on-Demand and its affects on mobile communication

Authors: Alan D. Smith

Addresses: Department of Management and Marketing, Robert Morris University, Pittsburgh, PA 15219 3099, USA

Abstract: With the advent of high-speed and large volume-data transfer, media has shifted from being strictly a product to become a service. Media-on-Demand (MoD) is a service provided to consumers that allows an individual to access any form of audio or video more efficiently than ever before. With this new technology, a new challenge comes to the Customer Relationship Management (CRM) process, such as determining the potential customers and the demand their service. This article will explore the key aspects of the success of MoD in relation to CRM, both in a conceptual way and through empirical examination of well-educated and technologically savvy potential and active consumers of these services. We will use the four factors most important to customers: programming, cost, ease-of-use and availability of service, especially through mobile communication technologies. Along with these aspects, we will also explore MoD|s affect on the existing entertainment market.

Keywords: customer behaviour; customer relationship management; CRM; education-on-demand; EoD; empirical; media-on-demand; MoD; strategy; video-on-demand; VoD; mobile communications.

DOI: 10.1504/IJMC.2009.022441

International Journal of Mobile Communications, 2009 Vol.7 No.2, pp.178 - 212

Published online: 05 Jan 2009 *

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