Mobile Development › why the mobile phone messages sent to mobile phones will most likely be accessed within minutes of being received. The Mobile Phone is Always On In order to fulfill its primary function - as a telephone - the mobile phone is always on. Messages and services can be sent and acted on at all times of the day. This means marketers need to be even more sensitive with their marketing communications. Not many people would appreciate a short message service (SMS) at four in the morning informing them of a special offer. The Mobile Phone has a Built-In Payment System Figure 6.5 USSD is a secure channel that has made mobile banking an option via basic mobile phones. Source: Mobile Commerce Daily This is perhaps the key feature of the mobile phone and one reason why content for mobile phones in many areas generates as much, if not more revenue, than content tailored for the Internet. Every mobile phone has a built- in payment mechanism - the subscriber identity module (SIM) card. Billing is easily handled through the user’s mobile network. Not only do mobile phones have this built-in payment mechanism, but paying for content and downloads has also been built into the way consumers use their phones. There is less of an expectation that goods and services will be free, although as the mobile app market expands, this is changing. There are also a number of services that turn the mobile phone into a virtual wallet or bank card, bringing banking and payment services to people all around the world. iChannel, a mobile news ticker feed in Japan, generates US$192 million per year in subscriptions for its US$2-a-month service. It has more paying subscribers on this single service than all online newspapers in the world combined. Similar cases can be made for games, music, and other mobile content.148
Mobile Development › why the mobile phone messages sent to mobile phones will most likely be accessed within minutes of being received. The Mobile Phone is Always On In order to fulfill its primary function - as a telephone - the mobile phone is always on. Messages and services can be sent and acted on at all times of the day. This means marketers need to be even more sensitive with their marketing communications. Not many people would appreciate a short message service (SMS) at four in the morning informing them of a special offer. The Mobile Phone has a Built-In Payment System Figure 6.5 USSD is a secure channel that has made mobile banking an option via basic mobile phones. Source: Mobile Commerce Daily This is perhaps the key feature of the mobile phone and one reason why content for mobile phones in many areas generates as much, if not more revenue, than content tailored for the Internet. Every mobile phone has a built- in payment mechanism - the subscriber identity module (SIM) card. Billing is easily handled through the user’s mobile network. Not only do mobile phones have this built-in payment mechanism, but paying for content and downloads has also been built into the way consumers use their phones. There is less of an expectation that goods and services will be free, although as the mobile app market expands, this is changing. There are also a number of services that turn the mobile phone into a virtual wallet or bank card, bringing banking and payment services to people all around the world. iChannel, a mobile news ticker feed in Japan, generates US$192 million per year in subscriptions for its US$2-a-month service. It has more paying subscribers on this single service than all online newspapers in the world combined. Similar cases can be made for games, music, and other mobile content.148
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