Context of mobile world
Cell phones and tablet computers have become a necessity for many people throughout the world. Today's advanced cell phones are capable of not only receiving and making phone calls, but also storing data, taking pictures, and performing many other functions. Mobile devices are quickly becoming the major aspect of marketing campaigns. Consumers are using their phones for a variety of purposes, from checking emails to logging in to social media. Smart businesses will take advantage of mobile platforms and meet customers. Recent studies show that social media is increasingly going mobile. Of course, this trend is led by social services that develop on mobile platforms, such as Instagram and Foursquare. However, even more traditional social media sites are attracting smartphone users. When consumers want to express their feelings or get in touch with their friends, mobile devices allow them to do so anywhere and are more convenient than logging on to a desktop computer. History
According to Informa, social media on mobile networks were launched as chat services in Japan, Scandinavia, Italy, France and the US from 1999 and evolved into chat rooms and texting community services. By 2004, camera-phones and 3G networks introduced a second generation of platforms primarily for dating services (see Fig 1.1). In 2006/2007 a third generation emerged offering richer services predominantly based on WAP 2.0 and MMS. In 2008 a fourth generation of MSN provides users with a high level of control over their information broadcast via their profiles or active handset services (location awareness, for example).Technologies such as Web 2.0 widgets, Flash Lite, Open Social and the OHA operating system, coupled with advanced social media capture and transfer systems, has delivered a higher level of functionality to MSN. (Informa, 2013) It is probably safe to say that the mobile social media truly came to stage with the introduction of the iPhone in June, 2007. After the iPhone dominated the market, companies such as Gowalla (founded in 2007) and Foursquare (founded in 2009) came to stage. Shortly after that, these were followed by the applications of leading Internet technology companies, including Google Latitude (2009) and Facebook Places (2010). Definition and classification
According to Andreas M. Kaplan, Mobile social media can be defined as “a group of mobile marketing applications that allow the creation and exchange of user-generated content.” Also, mobile social media applications can be categorized into four types, depending on whether the message takes account of the specific location of the user(location-sensitivity) and whether it is received and processed by the user instantaneously or with a time delay (time-sensitivity) (Kaplan, 2011) Location-sensitivity in a broader sense is not new, and location factors have previously been applied in marketing. Today, however, technologies such as GPS make it possible to identify the exact location of a specific mobile device at a specific moment. Similarly, time-sensitivity allows the production and exchange of messages at a specific moment. For example, marketers can offer a coupon only during a specific period at some given locations. “Applications that are neither location- nor time-sensitive can be referred to as slow-timers, and applications that take account of time and place simultaneously as space-timers. Applications that only reflect one of these two dimensions are referred to as either space-locators (location-sensitive but not time-sensitive) or quick-timers (time-sensitive but not location-sensitive).” Based on the discussion above, it is pretty clear that space-timers are the most important type of mobile social marketing applications.
Why people use mobile social media
Before we get to what we want to talk about, we should first lay the theoretical foundation—two roles people engaging in mobile social media play. Like any other type of...
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