Business model scenarios in mobile advertising
by Hanna Komulainen, Tuija Mainela, Jaakko Sinisalo, Jaana Tahtinen, Pauliina Ulkuniemi
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 3, 2006

Abstract: In connection with advances in wireless technology, mobile advertising (m-advertising) has been identified one of the most promising potential business areas. Even though it offers revenue-generating opportunities for a number of different actors, the possibilities have not been utilised or studied. The purpose of this paper is to explore what kind of business network could evolve around a novel m-advertising service. Using a scenario planning method, this study suggests four network models, each describing three elements, for example, the mobile service, the roles of the actors and the value-creating exchanges between them. This study also evaluates the scenarios by discussing their value creation potential.

Online publication date: Mon, 28-Aug-2006

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