Business Models in the Emerging Context of Mobile Advertising

Hanna Komulainen · Tuija Mainela · Jaakko Sinisalo · Jaana Tähtinen · Pauliina Ulkuniemi

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Marketing and Advertising Strategies Digital Marketing and Social Media Digital Platforms and Economics

Abstract

Advances in wireless technology have changed the business environment significantly, and mobile business has potential to grow to be one of the most important industries in the world (Ling 2003). Mobile advertising, i.e. advertising using mobile devices as communication vehicle, can be seen as one of the most important and promising applications of mobile services (Varshney and Vetter 2002).

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2001Value creation in E‐business 2002The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin-off companies 1998Business Models for Electronic Markets 1989No business is an island: The network concept of business strategy 2003The business model concept: theoretical underpinnings and empirical illustrations 2000Internet Business Models and Strategies 2002Mobility and markets: emerging outlines of m-commerce 2005Internet business models and strategies

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2007Benefits and challenges of new mobile service development in R&D network

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