Mobile technologies in service marketing: new opportunities and challenges

. It is shown that the marketing services of service enterprises to ensure competitiveness need to constantly monitor the development of mobile technologies and devices.




Associate Professor, St. Petersburg State University of Economics,

candidate of economic sciences

Keywords: mobile technologies, marketing, services, innovation, internet, promotion

UDC 338.46 BBK 65.05

In recent years, mobile technologies have become widespread. As a rule, the term “mobile technologies” refers to dynamically developing technologies of mobile communication and data transmission between subscribers, the location of which is changing. Gartner defines mobility, understood as the active use of smartphones, as the main trend that will affect the entire information and communication technology market [1].

With the development of mobile devices for delivering information to the consumer (tablet computers, smartphones, etc.), new service markets appear, serious changes are taking place in on-line trade, and the processes of interaction between suppliers and consumers are fundamentally changing.

In these conditions, in order to ensure the competitiveness of the enterprise, special attention should be paid to the development of information and communication technologies, mobile means and methods of work in a rapidly changing information space. The influence of mobile technologies must be taken into account when developing marketing strategies, innovative development programs. Here a special role is assigned to the heads of marketing services. It is they who, based on the analysis of innovative developments, must determine the needs for the application of mobile solutions in the business processes of interaction with customers, employees, suppliers and consumers.

At the same time, the peculiarities of the formation of a new business environment, changes in marketing activities under the influence of mobile technologies have not been sufficiently studied. The prospects for the development of new markets are not always taken into account in the formation of marketing programs and planning of marketing activities. The conceptual foundations and tools for marketing interaction in a mobile environment require some refinement and innovative development.

Therefore, the purpose of this work is to analyze the role of mobile technologies in the changing business environment of service enterprises, to determine the main trends and directions of development of the mobile services market, to prepare recommendations for improving marketing strategies under the influence of mobile technologies.

Currently, a large number of different studies of the mobile services market are being carried out in Russia and abroad. The lack of a single methodological base, the difference in research purposes, and the rapid changes in the market lead to the fact that it is rather difficult to compare data from various sources. At the same time, it is possible to highlight the main directions of the impact of mobile technologies on the service sector.

To do this, we will conduct a comparative analysis of data on the development of the market for mobile devices and technologies, given in the studies of leading Russian and foreign companies.

According to a study by analytical company Canals, in 2011, smartphone manufacturers shipped 487.7 million devices, which is 63% more than a year earlier. At the same time, the personal computer market grew by only 15% over the year, which ensured deliveries during this period of 414.6 million devices. At the same time, the growth of the personal computer market was provided by tablet computers, which should also be classified as mobile devices. Their deliveries grew by 274.2% over the year. In total, the share of tablets in the computer market in 2011 was 15%. As a result, by the end of 2011, the number of smartphones shipped in the world for the first time exceeded the supply of personal computers, even taking into account tablets [2].

According to Cisco Systems, by 2016 the number of active mobile Internet devices in the world will reach 10 billion, that is, it will exceed the world’s population, which, according to the UN forecast, will reach 7.3 billion people by that time. They will generate traffic of 10.8 exabytes (10.8 billion gigabytes) per month. Mainly mobile traffic will be generated by smartphones, laptops and other portable electronics [3]. As a result, the volume of mobile online traffic in the world by 2016 will exceed the same indicator of stationary devices three times. According to Cisco’s forecast, mobile traffic from cloud content services will grow 28 times by 2016 compared to 2011. Watching movies and other video content in streaming mode from the “cloud” will take a while

Let us briefly characterize the prospects for the application of these technologies and their impact on the service sector and marketing activities.

Technologies for creating services that depend on the current location of a mobile device (Location-based services – LBS), which took first place among key mobile technologies, allow taking into account both the coordinates and personal data of the smartphone owner, his gender, age, profession, preferences, hobbies, etc. other. Such technologies, allowing to determine and take into account the location of the client, open up new possibilities for organizing marketing campaigns, targeted at a specific consumer.

Standing in this list in second place technologies of access to social networks are continuously expanding the functions of collecting and processing various information using mobile devices.

Ranked in third place, mobile search technologies not only expand the possibilities of simple text search on the Internet, but also allow visual and voice searches for necessary information. Therefore, when developing advertising messages, it is necessary to take into account innovative algorithms and technologies for the operation of video, sound and text search engines.

Technologies are being developed for mobile devices that provide processes for the selection and purchase of goods and services in the virtual space. Based on them, software products (applications) are created that allow you to purchase goods from photographs, compare its cost in various stores by photographing the barcode of the goods.