Supporting Marketing Practices: Mobile Network Operators' Value Added Services Changing the Way of Doing Business

Abstract

The concept of mobile communication has been rapidly changing all over the world and the Global System for Mobile communication (GSM) business has been evolving from voice services to value added services (VAS). The rapid growth in mobile technology enables Mobile Network Operators (MNOs) to provide a wide range of VAS to their corporate customers and these VAS change and transform companies' way of doing business. The purpose of this chapter is to analyze the corporate VAS of a MNO, which has gained global acceptance and recognition, as a case study in order to understand how the mobile communication changes the companies' way of doing business. The key supporting mobile technologies, services and solutions, which are provided by the case company to its corporate customers, are reviewed in order to comprehend the mobile technologies, practices, and devices that support mobile business (m-business) and mobile marketing (m-marketing) applications.