The Wireless Future Ch14

Consumer adoption process -  it is when the customer comes in contact with a new product, making them aware of the product then they develop interest  (customer may even evaluate it with other products). When the customer buys that product most likely they will buy that product again or products from that same firm again making them part of the customers life. -  Consumer adoption process explains the customer’s behavior n how customers will adapt to the product n the diffusion of innovations explains the life of a product over time.  Diffusion of innovations – its a communications model that  consists of four elements: the innovation, communication channels, time, and social system within which the innovation is spreading.

Pervasive computing -  the concept implies that a single person has access to myriad computing devices to assist in performing all sorts of daily tasks. (Pervasive computing – technology is becoming part of our daily life, allows individuals to do personal or professional tasks anywhere they want. There are smart phones that connect people with any one n their tasks online or offline. Changes - marketers have to seize the opportunities being given to them as technology evolves and new products and services come out such as RFID.

Context -  providing necessary information when and where the customer needs or wants it (consumer has the power of the content trigger). Localization-location of the user can be identified and information specific to that location can be provided (with the use of GPS, Tracking Devices).  Personalization-  the customer can select not only the type of information desired but also the frequency of information provision (consumer may select specific stocks and specific price levels at which he or she wishes to be notified.) Time sensitive- because screens are small and storage in limited, information must be provided at the time appropriate to the customer, not convenient for the marketer (As a customer passes a store in a shopping mall, they  may be willing to receive a coupon for a purchase in that store, which can be saved or retained on the screen until the customer shows it when checking out the purchase).  High value- The coupon will have to have a reasonable value in order to make it welcome in the wireless context. Voice activation-there are many situations in which it is not safe to use the keyboard (voice activation).  One-click payment mechanisms – a system in which payment is easily n securely authorized n billed to a single account since consumers do not want to  enter their credit card information on mobile keyboards and may be uncomfortable with the idea.  Security- users must be assured that data transmissions are secure, and authentication services must be provided in a way that is suitable for the devices such as smart cards that can be inserted or taken out.  Privacy- providers of content and services will have to be sensitive to download times, lack of storage, and the fact that users are paying for airtime. Expanded permission marketing- marketers will have to extend the concept of permission marketing beyond simple opt-in scenarios. They must find out what kind of information consumers are willing to receive, how often they are willing to receive transmissions, and where they are willing to receive it.