Chapter 14
Wireless future
The consumer adoption process is a generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service. The stages are as follows: Awareness->interest->evaluation->trial->adoption->internalization (harder to do). The diffusion process is a communiation model and as such it consists fo four elements: the innovation, communication channels, time, and social systems within which the innovation is spreading. Diffusion is more of how to get the product/service out there for people to see it and know about it before they can take a part of the consumer adoption process.
Pervasive computing is that one person has access to a lot of computing devices to help them in their daily tasks. People have many ways of getting their task done nowadays. Pervasive computing lets people accomplish personal and professional transactions using portable devices. It is more convenient many tasks possible anytime, anywhere (well, anywhere there is network service). For marketers this is good and bad at the same time. It’s good that information and tasks can be done on the go but this technology has many problems because it is not well-developped yet. In the future transactions will be easier and marketers can get their information accross faster. examples are Las Vegas cell phone at the parking meter and RFID speedpass at Exxonmobil.
Strategic Drivers of wireless adoption
1) context- information when and where customer needs or wants it. Localization-geographic systems, the location of the user. ex on highway/next to store/restaurant consumer can be sent information about attractions in the area/ discount promotions/ specials for that day/discounts. Personalization- can select not only the type of information but also how frequently it is provided. ex specific stocks and price levels at which he/she wants to be notified, also book/music preferences.
2) time sensitive- Coupon that is saved or retained (after passing a store that beamed it) on the screen until checkout at that store.
3) high value- coupon will have reasonable value in order to make it welcome in the wireless context. ex 50% off coupon for a store
4) voice activation-while driving cannot talk on the phone or use the keys so voice activation is good
5) one-click payment mechanism-easy and secured payment that is authorized and billed to a single account. ex amazon.com
6) security-data is secure and authentication services must be provided. ex smart cards that can be inserted and removed to protect information
7) privacy- protecting personal data, providers of content and services will have to be sensitive to downlaod times, lack of stroage, and fact that users are paying for airtime. ex GPS systems should not be abused
expanded permission marketing-extent the concept of permission marketing beyond opt-in. Marketers must figure out what information consumers want to receive, how often, and where. Updated customer database in real-time . ex- newsletters, emails