Effect of Mobile Marketing on Youngsters The Indian Telecomm Telecommunications unications network with 110.01 million connections connections is the fifth largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world and reresents uni!ue oortunities for ".#. comanies in the stagnant global scenario. The total subscriber base, which has grown by $0% in &00', is e(ected to reach &'0 million million in &00). According According to *roadband *roadband +olicy &00$, o-ernment o-ernment of India aims at million broadband connections and 1/ million internet connections by &00). The wireless subscriber base has umed from .2 million in &00$ to 2&.') million in 3Y&00$4 &00'. In the last years, two out of e-ery three new telehone subscribers were wireless subscribers. 5onse!uently, wireless now accounts for '$.2% of the total telehone subscriber base, as comared to only $0% in &00. 6ireless subscriber growth is e(ected to byass &.' million new subscribers er month by &00) &00).. The wire wirele less ss tech techno nolo logi gies es curr curren entl tly y in use use are are lob lobal al #yst #ystem em for for Mo Mobi bile le 5ommunications 7#M8 and 5ode 9i-ision Multile Access 759MA8. There are rimarily #M and ' 59MA oerators ro-iding mobile ser-ices in 1 telecom circles and $ metro cities, co-ering &000 towns across the country. :India has one of the biggest telecom markets in the world. It has more #M subscribers than fi(ed4lin subscribers. :Total telecom subscribers ;$$.0) million 7August &008 :Teledensity ;$&.&) er cent 7August &008 :Addition of mobile subscribers 7
./01 :Telecom e!uiment market 7&00/;08 ;"#> &$. billion&, :?andset market 7&00/408 ;"#> './& billion&, :E(ected mobile mobi le subscriber base 7&018 7& 018 ;About ))1 million. Objectives of the Study
There has been an honest attemt to@ •
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To check the awareness of the mobile marketing on the youngsters
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To know the reference reference of eole eole towards towards mobile mobile marketi marketing ng on the youngsters youngsters •
To check the reliability of mobile marketing on the youngsters •
#amling frame@ all indi-iduals between 1/ years to ' years. #amling unit@ all indi-iduals between 1/ years to ' years . #amle sie@ 100 resondents #amling method@ non4robabilistic con-enience samling
Overall Findings Those customers who like to resond mobile ad-ertising are mainly for recharging schemes and other -alue added ser-ices. Many of them less like to get callBsms from the aarel stores and from the hotels and restaurants. Many eole like to resond to ad-ertisement and also like to urchase by analying the features and schemes that are ro-ided so when the ser-ice is customied it becomes more useful to customers♦ +eole not rely on the #M# because they think that there is always some conditions aly which they do not disclose♦ Maority of resondents ha-e not registered in the 9C9 7do not disturb ser-ice8. The one of main reason is that they are not aware about that and also it makes no difference to them whether ad-ertisement comes or not.♦ Many resondents are not using enabled mobile hone because the ser-ice is not launched in "
retailers e(ect to benefit from these mobile marketing tools. According to literature sur-ey about consumers attitudes toward mobile marketing, Tsang et al., 7&00$8 found that consumers generally had negati-e attitudes toward mobile ad-ertising unless they ha-e secifically consented to recei-e the mobile ad-ertising messages. ‟
*auer et al., 7&00'8 found that consumers de-eloed a ositi-e attitude toward mobile marketing if mobile marketing messages were creati-ely designed, entertained and ro-ed a high information -alue. *ecker 7&00'8 indicated that mobile marketing adotion and accetance was on the rise. E-en though it is too early to say whether mobile commerce and mobile marketing ser-ices are acceted or not in Turkey, the findings of the research conducted Turkish mobile hone users suggest that mobile hone users ha-e ositi-e attitudes towards mobile marketing tools e(cet for mobile shoing. To come to the oint, the mobile hone is raidly becoming a ractical direct marketing channel. There are some factors laying a role in imro-ing and increasing mobile commerce. *esides mobile ser-ice !uality, *auer et al., 7&00'8 emhasies that entertainment -alue, information -alue and ad-ertising content communication are some of the strongest dri-ers of the accetance of the mobile hone as a marketing tool. Moreo-er, one of the ways to con-ince mobile hone users of the benefits of mobile commerce is the rice of roducts and ser-ices. ne of the imlications of this sur-ey suggests that otential mobile commerce users ha-e rice sensiti-ity, and that the lower rice turns out 0 to be the most critical factor that moti-ates mobile hone users adotion of mobile commerce. ‟
