Networks, Telecommunications, and Wireless Computing

Networks, Telecommunications, and Wireless Computing

Businesses around the world are moving to network infrastructure solutions that allow greater choice in how they go to market-solutions with global reach. (Baltzan & Phillips, 2009, p. 239)

For the Broadway café to move into the 21st century it should include latest technologies in marketing and make significant efforts to include mobile marketing strategies.

Companies worldwide are going mobile to increase productivity, speed delivery to market, and reduce operating costs. (Baltzan & Phillips, 2009)

To gain the competitive advantage, more and more retailers are turning to mobile application to enhance worker productivity, operational efficiencies, and anytime, anywhere customer service (Baltzan & Phillips, 2009, pages 248,249)

The newest channel for direct marketing is mobile direct marketing. It is a communication channel that provides marketers and consumers with opportunities for much greater interaction and individualization. (Kondo, Shen & Shahriar, 2008)

The Mobile phone is a highly used and reachable medium; this makes it a potential channel to reach to the prospective consumers. Today everyone owns smartphones to 4G handsets. Broadway café plans to introduce M coupons to its customers.

Mobile coupons are digital coupons sent to a mobile device such as a mobile phone, smart phone, or personal digital assistant. They can carry messages including text, pictures, audio, and, more recently, even videos. The consumer receives the coupon on the mobile device and stores it there until he or she decides to redeem it. (Astrid & Mirella, 2008)

Major brands are shifting from basic SMS marketing to more sophisticated multimedia advertising. (Baltzan & Phillips, 2009, p. 247)

Going a step further, considering the characteristics of mobile coupons, they can be made time- and/or location-sensitive. Thus, companies can use time-sensitive coupons to target their customers at times when sales are low due to...