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Apps in the U-space : From Mobile to Ubiquitous Marketing

Apps in the U-space : From Mobile to Ubiquitous Marketing

Latest PhD Thesis on Apps in the U-space : From Mobile to Ubiquitous Marketing

Research Area:  Mobile Computing

Abstract:

    Smart mobile devices are becoming increasingly essential daily companions. Applications (apps) are the interface through which the consumer can leverage unique capabilities of smart mobile devices to interact with people, other devices and firms via the supporting mobile ecosystem.Smart mobile devices and apps are influencing how competition is defined and changing how firms do business by improving internal processes and increasing flexibility and convenience for customers. Mobile apps and devices enable users to move from a portable and mobile communication and computing environment to that of a ubiquitous communication and computing environment [u-space].
   Discussion in terms of mobile marketing is therefore too limiting, our understanding should be ubiquitous marketing. Six papers explore ubiquitous marketing further.The retail sector provides a contextual setting for paper one and finds that mobile marketing increases value for retailers and consumers. Integration of all retailer / consumer interfaces with mobile marketing to maximize exposure and connectivity between both parties is recommended.Paper two investigates the sources for mobile app ideas in companies and finds that apps developed externally or within the firm with some outside help, were perceived to be more effective.This thesis contributes to a fuller understanding of U-commerce theory. It advances understanding in how apps are making significant changes in how information technology is managed and controlled from an organizational perspective, and how these technology advances can influence consumer interaction.

Name of the Researcher:  John Bredican

Name of the Supervisor(s):  Esmail Salehi-sangari

Year of Completion:  2016

University:  KTH Royal Institute of Technology

Thesis Link:   Home Page Url