Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

Chapter 2: Understanding the Wireless World

In this chapter we will look at the different types of companies that make up and profit from the wireless world. We'll then take a look at the different technologies and systems in place in the wireless world, in order to give you the basic understanding to make the most of the rest of this book.

There are several types of companies that operate in the wireless world, and the number is growing as the industry expands. All these companies are important parts of the overall structure, and all of them generate revenue from it; they range from the behemoth network operators down to the ring-tone and content aggregators. As the mobile industry has now turned from a specialized technology market to a mass consumer market, practically any company can enter the wireless world; the question that needs to be asked is, how can a company best profit from the range of services on offer?

The Main Players in the Wireless World

  1. Phone users. These are the end-users who use all the services, whether they are aware of it or not. They are the grass roots of the wireless world.

  2. Network operators. Network operators are the overlords of the wireless world; without network operators there would be no networks. Each country has a number of competing network operators (see Appendix A). The main network operators in the world are Vodafone, Orange, T-Mobile, O2, 3 Hutchison Telecom and NTT DoCoMo. Operators route messages, bill phone users and collect revenue...

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