a report on mobile marketing and its prospects in bangladesh
Post on 04-Apr-2018
220 Views
Preview:
TRANSCRIPT
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
1/52
A Report on Mobile Marketing and Its Prospects
in Bangladesh
Coures: Project Work
Course code: BUS 498
Prepared for:
Sharmin Akhter
Lecturer
Department of Business Administration
East West University
Prepared by:
Vezen Tahari
ID:2008-2-10-022
Date of Submission: August 12, 2012
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
2/52
Letter of Transmittal
August 12, 2012
Sharmin Akhter
Department of Business Administration
East West University
Plot A/2, Jahurul Islam City, Aftabnagar
Dhaka, Bangladesh
Subject: Submission of Project Paper on mobile marketing and Its Prospects in Bangladesh
Dear Madam,
It is my great pleasure that I have the opportunity to submit a report on M-marketing and Its
Prospects in Bangladesh to you. I have completed my Project Work from 27 June 2012 to 12
August 2012.
For this purpose, I have worked on the theoretical aspects of m-marketing or m-marketing as
well as gone through the websites those are currently working in Bangladesh at present and a
very few journals related to m-marketing of Bangladesh. I had to rely on the information given
by the users or customers of the services provided by those websites.
I tried my best to put meticulous effort for the preparation of this report. Any shortcomings or
flaw may arise as I am very much novice in this aspect. I will wholeheartedly welcome any
clarification and suggestion about any view and conception disseminated in my report.
Thanking you for your kind supervision.
Sincerely yours,
..
Vezen Tahari
ID# 2008-2-10-022
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
3/52
Acknowledgment
My special thanks goes to Sharmin Akther, Honorable instructor for my Project Work (BUS-
498), whose utmost effort in providing me the necessary guidance helped me complete the
assigned task turned into reality. I would like to thank her for considering the unavoidable
circumstances I had to undergo. Perhaps it would not be possible for me to revive if his kindness
were not there. Her advice and guidance helped me think of the layout of the big task I did. Her
generous help was always there whenever I needed any help. The task has been ended well only
because of her generous consideration for everything.
I am grateful to my friend Sohag Saha and Shamim Istiaq whose sweet cooperation helped me
lot, and at last but never the least I am grateful to the Almighty Allah for allowing me to come up
with a complete Project Work (BUS-498).
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
4/52
Contents
1. Introduction............................................................................................................................................... 2
1.1. Origin of the project report ........................................................................................................... 2
1.2. Objective of the Report ................................................................................................................. 2
1.3 Scope of the Report....................................................................................................................... 3
1.4 Research Methodology ................................................................................................................. 3
1.5 Limitations .................................................................................................................................... 3
2. Theoretical Background ............................................................................................................................ 4
2.1 M-commerce & M-marketing ............................................................................................................. 4
2.2 History of m-marketing....................................................................................................................... 5
2.3 Media of m-marketing ........................................................................................................................ 6
2.3.1 Mobile marketing via SMS Marketing ........................................................................................ 6
2.3.2 Mobile marketing via MMS ......................................................................................................... 6
2.3.3 In-game mobile marketing ........................................................................................................... 7
2.3.4 Mobile web marketing ................................................................................................................. 7
2.3.5 Mobile marketing via QR codes .................................................................................................. 7
2.3.6 Mobile marketing via Bluetooth .................................................................................................. 7
2.3.7 Mobile marketing via Infrared ..................................................................................................... 8
2.4 Benefit of M-marketing ...................................................................................................................... 8
2.5 Pros and cons of M-marketing............................................................................................................ 9
2.5.1 Pros of mobile marketing ............................................................................................................. 9
2.5.2 Cons of mobile marketing.......................................................................................................... 11
2. Analysis and Findings ......................................................................................................................... 12
2.1 Demographic information ................................................................................................................. 12
2.2 Phase 1 (Exploratory) ....................................................................................................................... 16
2.3 Phase 2 (Descriptive) ........................................................................................................................ 16
1.1 Data Collection from Secondary Sources ................................................................................... 17
1.2 Data Collection from Primary Sources ....................................................................................... 17
1.3 Scaling Techniques ..................................................................................................................... 17
1.4 Questionnaire Development & Pretesting................................................................................... 17
1.5 Sampling technique..................................................................................................................... 18
4. The Areas of M-commerce in Bangladesh ............................................................................................. 30
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
5/52
4.1 Mobile Financial Services................................................................................................................. 31
4.2 Mobile Payments .............................................................................................................................. 31
4.3 Information Search............................................................................................................................ 32
4.4 Mobile Banking ................................................................................................................................ 32
4.5 Mobile Advertising ........................................................................................................................... 33
4.6 Mobile Entertainment ....................................................................................................................... 34
4.7 Mobile Gaming ................................................................................................................................. 34
4.8 Mobile Music .................................................................................................................................... 35
4.9 Mobile Shopping............................................................................................................................... 35
4.10 Mobile Retailing ............................................................................................................................. 35
4.11 Mobile Ticketing............................................................................................................................. 36
5. M-marketing in Bangladesh: Status, Potential and Constraints .............................................................. 37
5.1 Potential market for more advanced m-commerce ........................................................................... 37
5.2 Government Legislation.................................................................................................................... 38
5.3 Infrastructure: Status and Issues ....................................................................................................... 38
5.4 Governance ....................................................................................................................................... 38
5.5 Major Constraints to M-marketing ................................................................................................... 39
6. Recommendations................................................................................................................................... 39
6.1 Introduction of Advance payment system ........................................................................................ 39
6.2 Mobile Auctions................................................................................................................................ 39
6.3 Third generation (3G) Technology ................................................................................................... 40
7. Conclusion .............................................................................................................................................. 41
8. Bibliography .......................................................................................................................................... 42
9. Appendix................................................................................................................................................. 44
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
6/52
1
Executive Summary
This is the era of Information and Communication Technology. The prime concern of this
decade of electronic revolution is to establish and ensure a better way of management,
communication and development with the use of information and information oriented services
based on computer and information technology. Crossing the boundary of personal computations
and communications, the uses of digital media for greater levels of management has been
initialized early in the century. Electronic Marketing or m-marketing may simply be considered
as an extension of this trade. With the enhanced facilities of technology for providing smart and
easy living, M-marketing has become a prime demand in the world for ensuring better and
quicker product marketing, wider and comprehensive representation, stable and competitivepricing throughout the various sectors of business and marketing including other e-services.
Mobile marketing or mobile marketing is the extension of m-marketing which works within a
mobile device using a mobile network infrastructure. M-marketing is an emerging technology
and like m-marketing it has numerous issues and concerns. This Project will try to identify the
concerns in regards of the implementation of m-marketing in a developing country. The research
is conducted using both the primary and the secondary sources. Primary data are collected by
using online questionnaires from different stakeholders of m-marketing or m-marketing in
Bangladesh. Collected data are analyzed with the help of standard statistical tools and the results
are produced with appropriate tables and graphs. The secondary data are collected through the
widespread literature reviews and online sources which are taken from books, journals,
conference articles, reports and newspapers. The result indicates some constructive findings
regarding the implementation challenges of mobile marketing within Bangladesh. A set of
recommendations are given to make the implementation process easy
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
7/52
2
1. Introduction
M-marketing or Mobile Marketing refers to wireless electronic marketing used for conducting
marketing or business through a handy device like cellular phone or Personal Digital Assistant
(PDAs). In other words it is the ability to conduct marketing using a mobile device, such as a
mobile phone, a Personal digital assistant (PDA), a Smartphone, or other emerging mobile
equipment such as dashpot mobile devices It is the next generation wireless m-marketing that
needs no wire and plug-in devices. Mobile marketing is usually called as 'm-Marketing' in which
user can do any sort of transaction including buying and selling of the goods, asking any
services, transferring the ownership or rights, transacting and transferring the money by
accessing wireless internet service on the mobile handset itself. The next generation of marketingwould most probably be mobile marketing or m-marketing. Presuming its wide potential reach
all major mobile handset manufacturing companies are making WAP enabled smart phones and
providing the maximum wireless internet and web facilities covering personal, official and
marketing requirement to pave the way of m-marketing that would later be very fruitful for them.
1.1.Origin of the project report
This study and the resulting report was conducted and submitted as a project requirement (BUS
498) course .The report was authorized by Sharmin Akther, project instructor of my course, and
lecturer, Department of Business Administration, East West University.
1.2.Objective of the Report
Broad Objective
The main objective of this report is to get the practical insight about m-marketing and to find out
the problems and prospect in Bangladesh.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
8/52
3
Specific Objective
To identify the SWOT analysis of m-marketing industry To find out bottlenecks and recommend solutions to them
1.3 Scope of the Report
E marketing websites and the relative fields were the scope of the study
1.4 Research Methodology
The research is basically both exploratory and conclusive in nature. In the first place, an analysisof the e marketing services and fields are undertaken. Secondly, a session with different
consumers of the services was held. Based on the data given by them, analysis was done. Finally
with the help of secondary data, the report is completed.
Primary data
1. Information on website
2. Interview with users
Secondary Data
1. Articles published on internet
2. Journals
1.5 Limitations
Time constraints were one of the most important factors that imposed restrictions onconducting the study extensively.
Scarcity of Secondary Data Limitation of Scope was another important point that was faced during execution of the
study.
Privacy or reluctance to disclose confidential data was another important problem.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
9/52
4
2. Theoretical Background
2.1 M-commerce & M-marketing
Mobile Commerce refers to wireless electronic commerce used for conducting commerce or
business through a handy device like cellular phone or Personal Digital Assistant (PDAs). It is
also said that it is the next generation wireless e-commerce that needs no wire and plug-in
devices. Mobile commerce is usually called as 'm-Commerce' in which user can do any sort of
transaction including buying and selling of the goods, asking any services, transferring the
ownership or rights, transacting and transferring the money by accessing wireless internet service
on the mobile handset itself.
Mobile marketing can refer to one of two categories of interest. First, and relatively new, is
meant to describe marketing on or with a mobile device, such as a cell phone using SMS
Marketing. (This is an example of horizontal telecommunication convergence). Second, and a
more traditional definition, is meant to describe marketing in a moving fashion - for example -
technology road shows or moving billboards. Although there are various definitions for the
concept of mobile marketing, no commonly accepted definition exists. One definition comes
from marketing professor Andreas Kaplan who defines mobile marketing as "any marketing
activity conducted through a ubiquitous network to which consumers are constantly connected
using a personal mobile device". Within this definition, Kaplan uses two variables, i.e. the degree
of consumer knowledge and the trigger of communication, to differentiate between four types of
mobile marketing applications: Strangers, Victims, Groupies, and Patrons.
Mobile marketing can also be defined as the use of the mobile medium as a means of marketing
communicationor distribution of any kind of promotional or advertising messages to customer
through wireless networks. More specific definition is the following: using interactive wireless
media to provide customers with time and location sensitive, personalized information that
promotes goods, services and ideas, thereby generating value for all stakeholders".
Mobile marketing is commonly known as wireless marketing. However wireless is not
necessarily mobile. For instance, a consumers communications with a Web site from a desktop
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
10/52
5
computer at home, with signals carried over a wireless local area network (WLAN) or over a
satellite network, would qualify as wireless but not mobile communications.
The next generation of commerce would most probably be mobile commerce or m-commerce.
Presuming its wide potential reach all major mobile handset manufacturing companies are
making WAP enabled smart phones and providing the maximum wireless internet and web
facilities covering personal, official and commerce requirement to pave the way of m-commerce
that would later be very fruitful for them.
2.2 History of m-marketing
M-marketing was intuitive in 1997 when the first two mobile-phones enabled Coca-Cola vending
machines were installed in the Helsinki in Finland. The machine was capable of accepting
payment via SMS text messages. The first mobile phone-based banking service was launched in
1997 by Merita Bank of Finland, also using SMS. The following year in 1998, the first sales of
digital content as downloads to mobile phones were made possible when the first commercial
downloadable ringtones were launched in Finland by Radio linja currently known as Elisa Oyj.
The next stage of m-marketing was proceeding by two major national commercial platforms for
mobile marketing launched in 1999: Smart Money (http://smart.com.ph/money/) in the
Philippines, and NTT DoCoMo's i-Mode Internet service in Japan. I-Mode offered are
evolutionary revenue-sharing plan where NTT DoCoMo kept 9 percent of the fee users paid for
content, and returned 91 percent to the content possessor.
M-marketing-related services then stretched rapidly in early 2000. Norway launched mobile
parking payments. Austria offered train ticketing via mobile device. Japan offered mobile
purchases of airline tickets. M-marketing mount up quickly after the first university short course
to discuss mobile marketing was held at the University of Oxford in 2003, with Tomi Ahonen
and Steve Jones lecturing. As of 2008, UCL Computer Science and Peter J. Bentley
demonstrated the potential for medical applications on mobile devices. PDAs and cellular phones
have become so popular that many businesses are beginning to use mobile marketing as a more
efficient way to communicate with their customers. In order to exploit the potential mobile
marketing market, mobile phone manufacturers such as Nokia, Ericsson, Motorola, and
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
11/52
6
Qualcomm are working with carriers such as AT&T Wireless and Sprint to develop WAP-
enabled Smartphone. Smartphone offer fax, e-mail, and phone capabilities. In recent times, brick
and mortar business owners, and big-box retailers in particular, have made an effort to take
advantage of mobile marketing by utilizing a number of mobile capabilities such as location
based services, barcode scanning, and push notifications to improve the customer experience of
shopping in physical stores. By creating what is referred to as a 'bricks & clicks' environment,
physical retailers can allow customers to access the common benefits of shopping online (such as
product reviews, information, and coupons) while stills hopping in the physical store. This
is seen as a bridge between the gaps created by m-marketing and in-store shopping, and is being
utilized by physical retailers as a way to compete with the lower prices typically seen through
online retailers.
2.3 Media of m-marketing
Marketing can be done through the following media:
2.3.1 Mobile marketing via SMS Marketing
Over the past few years SMS Marketing has become a legitimate advertising channel in some
parts of the world. This is because unlike email over the public internet, the carriers who police
their own networks have set guidelines and best practices for the mobile media industry
(including mobile advertising). Mobile marketing via SMS has expanded rapidly in Europe and
Asia as a new channel to reach the consumer.
2.3.2 Mobile marketing via MMS
Almost all new phones (including smart phones) produced with a color screen are capable of
sending and receiving standard MMS message. Brands are able to both send
(mobile terminated) and receive (mobile originated) rich content through MMS
A2P (application-to-person) mobile networks to mobile subscribers. MMS mobile
marketing can contain a timed slideshow of images, text, audio and video. This
mobile content is delivered via MMS (Multimedia Message Service).
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
12/52
7
2.3.3 In-game mobile marketing
Brands are now delivering promotional messages
within mobile games or sponsoring entire games to drive
consumer engagement. This is known as mobile adver gaming
or Ad-funded mobile game.
2.3.4 Mobile web marketing
Advertising on web pages specifically meant for access by mobile devices is also an option.
Google, Yahoo, and other major mobile content providers have been selling advertising
placement on their properties for years already as
of the time of this writing.
Advertising on web pages specifically meant for
access by mobile devices is also an option.
Google, Yahoo, and other major mobile content
providers have been selling advertising placement
on their properties for years already as of the time
of this writing.
2.3.5 Mobile marketing via QR codes
Paralleling the rise in smart phone adoption, QR codes have become much more prevalent in
marketing pieces both on and offline. Acting
as a visual hyper-link to a page, QR codes
make it easy to jump someone to a mobile
optimized offer page and as such, represent a
very powerful tool for initiating consumer
engagement at the time.
2.3.6 Mobile marketing via Bluetooth
Most of these businesses offer "hotspot" systems which consist of some kind of content-
management system with a Bluetooth distribution function.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
13/52
8
2.3.7 Mobile marketing via Infrared
Infrared is the oldest and most limited form of mobile Marketing. Infrared has a very limited
range (~ approx. 10 cm - 1meter) and could never really establish itself as a leading Mobile
Marketing technology.
2.4 Benefit of M-marketing
Mobile marketing is an excellent way for you to connect to your intended audience in an
effective manner every time. There are several benefits to using this time of marketing and you
may not realize the potential it creates for your business. Finding that all important target
moment when it will strike the individual just right is the difference between effective
advertising and a waste of your advertising dollar. Here are some things to consider about mobile
marketing. One of the many benefits that mobile marketing works well for is the simple fact that
it is personal in nature. Consider the fact that instead of advertising on a huge billboard and
hoping that those that drive by will see it, you are giving personal attention to the individual.
Instead of hoping that the channels don't get changed when your commercial comes on, send it
right to the individual and know that when they glance at their phone, they already have your
message. This personal touch is quite powerful. Another option is the immediacy of mobile
marketing. You don't have to wait for them to act as many times they have the ability to click
through the message to obtain information about your product or service right then. One of the
hardest tasks in marketing is getting the message out and then making it stick. This method
works well as the action can be taken immediately. That gets you immediate results for your
advertising. With hundreds of products coming online each day, it is hard to make one product or
one service stand out against the rest. With mobile marketing, the audience you are targeting gets
your message about who you are, what your business is and about what products are availableimmediately and they can then act on it. Mobile marketing is fast becoming the most successful
type of marketing. Look for it to continue to grow as the world becomes even more mobile
advanced.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
14/52
9
2.5 Pros and cons of M-marketing
There was a time when e-Marketing was very much the thing for all marketers. Offering various
benefits, it had practically changed the face of conventional marketing and the way companies
viewed this aspect of business. Now, with the further advent of advanced mobile devices
bringing in a lot more connectivity, Mobile Marketing is going far beyond e-Marketing.
Mobile marketing gives the user far more advantages, such as lower cost, customization, easy
tracking and so on, thereby reducing manpower and yet giving the entrepreneur better business
benefits and profits.
2.5.1 Pros of mobile marketing
Instant results
Users always carry their mobile phones with them. Most of the time, the user has his mobile
phone on as well, which means, he or she receives the message at the very moment it is sent.
Even if it is in standby mode, the message is received as soon as the user turns on his mobile
device. Hence, mobile marketing techniques are always almost instant.
Easy to work with
Drawing out content for mobile devices, whether it is text, images or video is simpler and less
expensive as compared with the same for desktops or laptops.
The mobile medium also makes easier to issue promotions and marketing incentive services to
the user. Further, the user can keep the virtual information with him and carry it around till the
time he needs to use it.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
15/52
10
Convenient to useSince the screen size of a mobile phone is small, it limits the scope of content that can be
displayed. This makes it convenient for the creators of the content, who can keep it basic and
simple. Also, simpler content will adapt itself better to various mobile platforms.
Direct marketing
The mobile platform interacts directly with users on their mobile phones. This allows for
personalized interaction to a large extent. Using this benefit, marketers can even start a direct
dialogue with the user, getting instant feedback via SMS.
Tracking user response
User response can be tracked almost instantaneously. This helps the mobile marketer better
understand and analyze user behavior, thus improving their own standards of service.
Huge viral potential
Since mobile content can be easily shared among users, mobile marketing can have huge viralbenefits. Users invariably share good information and offers with their friends and family, so
companies get a lot more exposure with no extra effort.
Mass communication made easySince a lot more people own mobile phones than desktops or laptops, mobile marketing helps the
marketer reach a far wider and diverse audience, especially in the more remote regions of the
world. Mobile marketing also gives the entrepreneur the advantage of geo-location and sending
location-specific messages to users, using GPS and Bluetooth technology.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
16/52
11
Niche not highly concentratedMobile marketing is still only being explored, so the niche is still comfortable for any new
marketer. This means that he stands a better chance of success with his mobile marketing efforts.
Micro blogging benefitsMobile users are increasingly using micro blogging platforms like Twitter from their mobile
phones. This micro blogging feature can be very highly beneficial to the marketer.
Mobile paymentThe latest mobile payment facility is very convenient for the users today. Here, users are offered
a secure online payment environment, which works via advanced mobile Web systems. This
means that the user does not need to cough up physical currency each time he wants to make a
mobile purchase or pay a bill online.
2.5.2 Cons of mobile marketing
Platforms too diverse
Mobile devices do not have any particular standard, as compared to PCs and laptops. Mobile
phones come in many shapes and sizes, so screen size is never constant. Besides, mobile
platforms vastly differ from each other, using different OS and browsers. Hence creating one
campaign for all of them can get difficult.
Privacy issues
Mobile marketers need to understand and respect the fact that users would like their privacy
online. So they should only indulge in promotional activity if they have the users permission for
it.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
17/52
12
Navigation on a mobile phone
The mobile phone usually comes with a small screen and no mouse. This means that navigation
on a mobile phone may get difficult for the user, even if it has a touch screen. In such a case,
most ads may go untouched, as the user may find it too tedious to look in detail through each one
of them.
2. Analysis and Findings
2.1 Demographic information
Gender (Male vs. Female):
In this survey I have collected data from 50 respondents. In this respondents major
portion are male and around 72% is their ratio.
Gender Respondent
Male 36
Female 14
72%
28%
Gender
Male
Female
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
18/52
13
Age Group:
In this survey the major part of respondents are from the age level 18-22 and
this is around 70%.My reports respondents were basically young and middle
aged person thats why60+ Age group is nil.
Age Group Respondent
0-18 1
18-22 35
22-26 9
26-30 5
Over 30 0
Educational Level:
As this report is showing major portion of my respondent are undergraduate so this
will affect the overall market scenario. This reflects that at present time educated
2%
70%
18%
10%
0%
Age Group
0-18
18-22
22-26
26-30
Over 30
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
19/52
14
persons are taking the decision to mobile marketing tools. So they look
carefully all the attributes of Mobile marketing.
Education level Respondent
SSC 0
HSC 2
Undergraduate 47
Postgraduate 1
Family monthly income
The family monthly income highly influences the using decision of m-marketing
tools. As this income will show the purchasing pattern of customer that are they
looking for updated technology.
0% 4%
94%
2%
Education level
SSC
HSC
Undergraduate
Postgraduate
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
20/52
15
Family Monthly income Respondent
1000015000 0
15000-25000 0
25000-35000 2
35000- 45000 15
45000-60000 30
60000+ 3
Profession
This report surveys the respondents of Students. This pie chart shows my analysis,
and more overdue to respondent limitation I had to consider student to this survey.
Profession Respondent
Business person 0
Public Worker 0
Private Worker 3
Student 46
Other 1
0%0%4%
30%
60%
6%
Family Monthly Income
1000015000
15000-25000
25000-35000
35000- 45000
45000-60000
60000+
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
21/52
16
The entire research has been approached in two different phases. At the first phase the
exploration of the customers usage decision factors has been accomplished and later the second
phase the customers rating in those areas for influence of various advertising tools on Mobile
Marketing and Its Prospects in Bangladesh has been tested.
2.2 Phase 1 (Exploratory)
At this phase, we collected qualitative data through surveys and those data are expected to help
figure out the factors that are to be served in order to build customers perception of specifically
influence of various advertising tools on Mobile Marketing.
2.3 Phase 2 (Descriptive)
The results of the first phase have worked as the ground work of this phase. The factors figured
out in the earlier phase have been used as the criteria of evaluating the customers usage
decision. Survey method will be used to obtain quantitative information; mostly online survey to
obtain data from a large sample within short time duration.
0% 6%
92%
2%
Profession
Business person
Public Worker
Private Worker
Student
Other
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
22/52
17
Information Needed
To conduct this research, we need to find out what factors are affecting the influence Mobile
Marketing. As the secondary information, we need to read articles & user reviews of Mobile
Marketing as an upgraded service providing solution from the internet, while as a primary
information we will directly communicate with the users/customers who are exposed with any
sort of mobile Marketing.
1.1 Data Collection from Secondary SourcesFor the secondary data collection, the major source is internet.
1.2 Data Collection from Primary SourcesFor the primary data collection, the main source is our valued respondents.
1.3 Scaling TechniquesAmong the different scaling techniques, we have used one of the most commonly used itemized
rating scales that are Likert Scale, for conducting our research. Our main questions from the
questionnaire are consisting of this Likert scales.
1.4 Questionnaire Development & PretestingAt the beginning stage, to find out the factors that influence various advertising tools of Mobile
Marketing, we made 4 structured questionnaires containing several variables related to Mobile
Marketing attractiveness and asked the respondent to rank the variables. Then, by conducting an
exploratory research with the questionnaire, we have found out six most important factors related
to the attractiveness of Mobile Marketing.
After this, using a 7 point Likert scale we made 45 more questionnaires for the testing survey and
gathered respondents feedback. After adjusting the feedbacks we finally made our final
questionnaire. A total of 28 questions were included in the final questionnaire. In ourquestionnaire we have also included some demographic questions to find out the respondents
age, family income, gender and occupation. A copy of the questionnaire is attached in the
appendix part of the report.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
23/52
18
1.5 Sampling techniqueWe have used convenient sampling technique lying under the non-probability sampling
techniques.
h. Fieldwork Field work of our group complied a total of 7 days including the weekdays &
weekends which consists of the printing the questionnaire, finding and talking to respondents,
taking the surveys, collecting the questionnaires back and rechecking whether any answers are
being missed in the questionnaire.
Reliability Test:Reliability test for measuring Dependent variable using 10 items
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Dep1 33.4375 22.097 .485 .684
Dep2 33.4125 22.904 .265 .713
Dep3 33.8250 21.842 .311 .709
Dep4 33.5250 20.936 .578 .667
Reliability Statistics
Cronbach'sAlpha N of Items
.718 4
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
24/52
19
Interpretation
The reliability test of dependent variable for the four variables has been done from the reliability
analysis. Here, the overall alpha is .718, which means that all the independent variables have an
internal consistency of 71.8% among each other which is almost 72%. Again individually from
the column "Cronbach's Alpha if Item Deleted", we can see that if we delete any of the items
there will not be increase in the consistency. So, we kept all the variables and did not delete
anyone.
Reliability test for measuring independent variables [Mobile Advertising]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Mob_Ad1 11.2125 3.056 .442 .697
Mob_Ad2 11.0375 3.454 .539 .600
Mob_Ad3 11.2875 3.904 .589 .595
Reliability Statistics
Cronbach's
Alpha
N of
Items
.700 3
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
25/52
20
Interpretation
For the reliability test of the independent variable Mobile Advertising, three dimensions have
been pulled out from the reliability analysis. We can see that alpha is 0.700 which means that all
the dimensions have an internal consistency of 70.00% among each other. It is very much
dependable for the internal consistency. Again individually from the column "Cronbach's Alpha
if Item Deleted " we can see that, alpha value does not increase much if any question or item is
deleted. So, we kept all of the items.
Reliability test for measuring independent variables [Mobile Banking]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Mob_bn1 11.3500 3.370 .312 .577
Mob_bn2 11.0625 3.629 .332 .562
Mob_bn3 11.1125 2.658 .565 .366
Reliability Statistics
Cronbach's
Alpha
N of
Items
.598 3
Interpretation
For the reliability test of the independent variable Mobile Banking, three dimensions have been
pulled out from the reliability analysis. We can see that alpha is 0.598 which means that all the
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
26/52
21
dimensions have an internal consistency of 59.80% among each other. It is very much
dependable for the internal consistency. Again individually from the column "Cronbach's Alpha
if Item Deleted" we can see that, alpha value does not increase much if any question or item is
deleted. So, we kept all of the items.
Reliability test for measuring independent variables [Mobile Ticketing]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Mob_tic1 10.9125 2.866 .306 .280
Mob_tic2 10.7750 3.316 .167 .429
Mob_tic3 11.0625 2.794 .309 .274
Reliability Statistics
Cronbach's
Alpha
N of
Items
.426 3
Interpretation
For the reliability test of the independent variable Mobile Ticketing, three dimensions have been
pulled out from the reliability analysis. We can see that alpha is 0.426 which means that all the
dimensions have an internal consistency of 42.60% among each other. It is not very dependable
for the internal consistency. Again individually from the column "Cronbach's Alpha if Item
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
27/52
22
Deleted" we can see that, alpha value does not increase much if any question or item is deleted.
So, we kept all of the items.
Reliability test for measuring independent variables [Bill Pay]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Bil_pay1 17.8750 11.478 .227 .718
Bil_pay2 17.8250 10.526 .549 .624
Bil_pay3 17.7875 10.347 .424 .655
Reliability Statistics
Cronbach'sAlpha
N ofItems
.695 3
Interpretation
For the reliability test of the independent variable bill pay, three dimensions have been pulled out
from the reliability analysis. We can see that alpha is 0.695 which means that all the dimensions
have an internal consistency of 69.50% among each other. It is very much dependable for the
internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted" we
can see that, alpha value does not increase much if any question or item is deleted. So, we kept
all of the items.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
28/52
23
Reliability test for measuring independent variables [Fund Transfer]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Fund_trn1 14.2125 6.220 .417 .447
Fund_trn2 14.2250 7.113 .156 .574
Fund_trn3 14.5750 5.134 .359 .469
Reliability Statistics
Cronbach's
Alpha
N of
Items
.551 3
Interpretation
For the reliability test of the independent variable Fund Transfer, three dimensions have been
pulled out from the reliability analysis. We can see that alpha is 0.551 which means that all the
dimensions have an internal consistency of 55.10% among each other. It is very much
dependable for the internal consistency. Again individually from the column "Cronbach's Alpha
if Item Deleted" we can see that, alpha value does not increase much if any question or item is
deleted. So, we kept all of the items.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
29/52
24
Reliability test for measuring independent variables [Buy-Sell]
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item
Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if
Item
Deleted
Buy_sel1 10.7250 3.645 .199 .549
Buy_sel2 10.8000 3.352 .485 .336
Buy_sel3 10.7500 2.949 .375 .392
Reliability Statistics
Cronbach's
Alpha
N of
Items
.524 3
Interpretation
For the reliability test of the independent variable Buy-Sell, three dimensions have been pulled
out from the reliability analysis. We can see that alpha is 0.524 which means that all the
dimensions have an internal consistency of 52.40% among each other. It is very much
dependable for the internal consistency. Again individually from the column "Cronbach's Alpha
if Item Deleted" we can see that, alpha value does not increase much if any question or item is
deleted. So, we kept all of the items.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
30/52
25
Regression Analysis:
Before conducting the regression analysis, we have identified mean values for the consistent
items of the dependent and independent variables. After doing this, we have conducted the
regression analysis by taking the mean values of the dependent variable and six independent
variables. After conducting the regression analysis, the result that we have found is provided
below-
Model Summary
Mode
l R R Square
Adjusted
R Square
Std. Error
of the
Estimate
1 .799(a) .638 .598 .32393
a Predictors: (Constant), Mob_Ad, Mob_bn, Mob_tic, Bil_pay, Fund_trn, Buy_sel,
We can see here that the value of the R square is 0.638 which means the independent variables
that we have selected can explain the dependent variable by 63.8%. So we can say that theindependent variables (Mobile Advertising, Mobile Banking, Mobile Ticketing, Bill Pay,
Fund Transfer, Buy-Sell) has a good explaining ability to explain the dependent variable
(factors influencing customer perception about Mobile Marketing) because the value is quite
high. This result means that there may be other variables which can also explain the dependent
variable. So, further research can be made to identify those variables.
Regression Equation:
Mod
el
Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1 Constant) .042 .381 .110 .913
Mob_Ad .230 .083 .273 2.760 .007
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
31/52
26
Mob_bn .031 .075 .050 .416 .679
Mob_tic .249 .088 .272 2.824 .006
Bil_pay .218 .096 .232 2.271 .026
Fund_trn .079 .091 .096 .864 .391
Buy_sel -.021 .080 -.024 -.263 .793
Y = .042+ .273X1 + .050X2 + .272X3 + .232X4 + .096X5 - .024X6
Here, Y = Customer usage decision of M marketing
X1 =Mobile Advertising
X2 =Mobile Banking
X3 =Mobile Ticketing
X4 =Bill Pay
X5 = Fund Transfer
X6 =Buy-Sell
Hypothesis Testing:Here we are going to test the hypothesis of our selected eight independent variables.
1. H0:Mobile Advertising does not influence customer perception about Mobile MarketingH1: Mobile Advertising influences customer perception about Mobile Marketing.
Independent Variables Standardized Regression
Coefficient ( )
P
Mobile Advertising .273 .007
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
32/52
27
The table above shows that speed has a positive relation to the (= 0.273) customer perception
about Mobile Marketing. But, we can see that the P value [0.007] is lower than alpha value 0.05.
So, H1 is accepted and H0 is rejected. And that is, Mobile Advertising influences customer
perception about Mobile Marketing
.
2. H0: Mobile Banking dose not influences customer perception about Mobile Marketing.H1: Mobile Banking influences customer perception about Mobile Marketing.
The table above shows that Mobile Banking has a positive relation to the (= 0.050) customer
perception about Mobile Marketing. But, we can see that the P value is [0.679] and is higher than
alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is,Mobile Banking dose not
influences consumer purchase decision.
3. H0: Mobile Ticketing dose not influence customer perception about Mobile Marketing.H1: Mobile Ticketing customer perception about Mobile Marketing.
Independent Variables Standardized Regression
Coefficient ( )
P
Mobile Banking .050 .679
Independent Variables Standardized Regression
Coefficient ( )
P
Mobile Ticketing .272 .006
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
33/52
28
The table above shows that Mobile Ticketing has a positive relation to the (= 0.272) customer
perception about Mobile Marketing. But, we can see that the P value [0.006] is lower than alpha
value 0.05. So, H1 is accepted and H0 is rejected. And that is, Mobile Ticketing influences the
customer perception about Mobile Marketing
.
4. H0: Bill Pay does not influence customer perception about Mobile Marketing.H1: Bill Pay influences customer perception about Mobile Marketing.
The table above shows that Bill Pay has a positive relation to the (= 0.232) customer perception
about Mobile Marketing. But, we can see that the P value [0.026] is lower than alpha value 0.05.
So, H1 is accepted and H0 is rejected. And that is, Bill Pay influences consumer purchase
decision.
5. H0:Fund Transfer does not influence customer perception about Mobile MarketingH1: Fund Transfer influences customer perception about Mobile Marketing.
The table above shows that Fund Transfer has a positive relation to the (= 0.096) customer
perception about Mobile Marketing. But, we can see that the P value is [0.391]and is higher than
Independent Variables Standardized Regression
Coefficient ( )
P
Bill Pay .232 .026
Independent Variables Standardized Regression
Coefficient ( )
P
Fund Transfer .096 .391
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
34/52
29
alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is, Fund Transfer does not
influence consumer purchase decision.
6. H0: Buy-Sell does not influence customer perception about Mobile Marketing.H1: Buy-Sell influence customer perception about Mobile Marketing.
The table above shows that Buy-Sell has a negative relation to the (= -.024) customer
perception about Mobile Marketing. But, we can see that the P value is [0.793]and is higher than
alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is, Buy-Sell does not
influence consumer purchase decision.
ResultsIn our study we have found out factors which affect customer perception about Mobile
Marketing. Through an exploratory research the factors we have found are- Mobile Advertising,
Mobile Banking, Mobile Ticketing, Bill Pay, Fund Transfer, Buy-Sell.
Here, the R2 value is .638, which states that the independent variables can explain the dependent
variable so well. There must be some other factors which also effects usage decision of customer
perception about Mobile Marketing.
After running the regression analysis we have found out that Mobile Advertising, Mobile
Ticketing and Bill Pay have a significant positive effect on the customer perception about MobileMarketing. Other than Mobile Banking and all the factors also have positive effect on usage
customer perception about Mobile Marketing but they are not significant.
Independent Variables Standardized Regression
Coefficient ( )
P
Buy-Sell -.024 .793
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
35/52
30
LimitationsAs we have selected the convenience sample for conducting our research and its already has
some argument so that we think we may have overlooked some potential respondent who might
have given us the more accurate answer.
The R2 (.638), is suggest that there are other such factors which can also influence customer
perception about Mobile Marketing. Further study should include other factors except those we
consider here. Moreover, among six factors only three factors have been accepted as significant.
So, further research should conduct an exploratory research to identify other factors other than
these that influence people perception about Mobile Marketing.
4. The Areas of M-commerce in Bangladesh
Mobile devices are widely accepted due to the convenience and it will evolve into personal
trusted devices which pack users identity, purchasing power and benefiting various aspects
of their daily lives. It plays an important role for users in order to facilitate the vision of an
intelligent ambience, by collecting and communicating various personal habits and preferences,
and enabling their environments to sense and react. Wireless communications and services areenabled by the convergence of two technologies, the Internet and wireless technology such as
mobile phones and personal digital assistant. And today's mobile devices fulfill this need for
real-time information and communication independent of the users location. A user can connect
to the Internet wherever and whenever they want since the mobile Internet has unique strengths
over the stationary Internet. Abundant information has indicated the proliferation of wireless
Internet via mobile devices which is creating unparalleled opportunities for m-commerce to
leverage the benefits of mobility. It allows consumers and businesses to build connectivity by
transcending time and place, increasing accessibility, and expanding their
social and business networks. Therefore, the proponents claim that the m-commerce will surpass
e-commerce in growth and scale because of the enhanced mobile internet attributes.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
36/52
31
4.1 Mobile Financial Services
The rapid pace adoption of next-generation mobile handsets has created opportunities for new
and innovative mobile services. One of the most promising, while still marginally adopted, are
mobile financial services. The wide penetration and personal nature of mobile phones, the
overall stability of mobile communication technologies, and the positive experiences with m-
commerce payments have made mobile solutions applicable for a variety of financial services.
Today, almost every telecom company in Bangladesh introduced mobile payments system.
Mainly mobile are used to pay for popular mobile content and services since there are few
alternative payment solutions available. More generally, security and convenience have been
suggested as the key drivers for the growth of m-commerce. Personal mobile devices are
effective in identifying the payer and confirming the transaction. Despite the claims
of insecurity, the users seem to be willing to use quite simple mechanisms. Lots of transaction is
being introduced by Bangladeshi Telecom Company, such as the money transfer from mobile to
mobile, bill payment, Banglalink money transfer from abroad to Bangladesh, etc.
4.2 Mobile Payments
Mobile payments are expected to become one of the most important applications in m-
commerce. M-commerce involves m-payment, which is defined as the process of two parties
exchanging financial value using a mobile device in return for goods or services. Therefore, a
widespread use of mobile phone has emerged a number of payment schemes which allow the
payment or goods/services from the mobile device. Micro-payments can be implemented when a
user make a toll call equal to the cost of it paying via wireless vending service. Another way of
micro-payment is to buy prepaid numbers from a service provider, bank or credit card company
and transfer the payment. Remote mobile micro payments enable purchases of mobile content
and services such as news, games, tickets, and location-based services. Almost every telecom
company in Bangladesh introduced this Mobile payment system. GrameenPhone introduced
Electricity bill Payment, Gas bill payment, BD Railway E-ticket, Etc.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
37/52
32
4.3 Information Search
After the bursting of dotcom bubble, e-commerce has gone downwards to hell. But the evolution
of mobile commerce has again worked as ambrosia for them. A separate sector has been evolved
to exercise on this field for the IT experts. The webmasters have skillfully exploited this new
area of IT-enabled commerce. In the IT field, mobile commerce has been used massively to
deliver financial news, stock updates, sports figures
and traffic updates and many more onto a single
handheld device mobile'. Almost Every company has
this information search facilities. News alerts,
Different seasonal Festival alerts, such as Ramadan
timing, Namaz schedule, sports alerts or
information, social networking alerts, etc.
4.4 Mobile Banking
Mobile banking services are valued by users because of the inherent time and place
independence, and the overall effort-saving qualities. Mobile banking services enable users to
receive information on their account balances via SMS. The new WAP and Java- enabled mobile
phones using General Packet Radio Service
(GPRS) support a wider variety of banking
services such as fund transfers between accounts,
stock trading, and confirmation of direct
payments via the phones micro browser. The
mobile services are typically modified versionsof the Internet banking services of the particular
bank and the architectures are backed by several
banking industry consortiums. Mobile Bank
Service Provider Several banks have introduced
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
38/52
33
successful mobile financial services for smart phone users. Some bank provides users with a
wireless banking application, which is built using the same back-office infrastructure as its
Internet bank. City Bank has started their mobile banking system in order to provide advanced
customer service.
4.5 Mobile Advertising
Mobile advertising is a very important class of m-commerce; it augments location information
with personalization and delivers the obtained history ofusers purchases habits. Advertising on
mobile devices has large potential due to the very personal and intimate nature of the devices and
high targeting possibilities. By keeping track ofusers purchasing habits and current location, atargeted advertising campaign can be performed. Messages can be sent to all users who are
currently in a certain area (identified by advertisers or even by users) or to certain users in all
locations. Depending on interests and personality types of individual users, advertisers could
decide whether a push or pull form of advertising is more suitable. Most users did not mind
being pushed for mobile location-aware services information, as long as they really needed
the information. A location-aware or location-based service is a service where a users behavior
is mostly driven by location information. And proximity-triggered mobile advertising is a special
case of location-based notification services. Notification services are user-driven, e.g. getting a
notification when a set of conditions is met. On the other hand, advertising is typically not user-
driven, i.e. the recipient does not request or pull the advertisements from a server, but they are
pushed to him/her instead. These services utilize a users location to provide location-aware
content including information on restaurants, devices, users, and products. When a mobile user
enters an area, the list of services and location information can be provided based on current
preferences or the history of choices. For instance, one user might be interested in knowing the
availability and waiting time at one or more restaurants close to his/her current location
(pull).Another user might like to be informed when one of his/her friend is located in the same
general area (push).Mobile Advertising Service Provider such as Airtel, GP, Teletalk are doing
this kind of advertisement. Companies itself new product & service promotions, government
promotions, NGO promotions etc. are been advertised widely in Bangladesh. To create a uniform
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
39/52
34
set of guidelines for wide scale use of mobile advertising, the Advertising Association and
Marketing Association merged together.
4.6 Mobile Entertainment
Mobile entertainment (m-entertainment) is concerned with providing amusing and enjoyable
services for users via wireless technology to mobile devices. Most people make some form
of traditional pure entertainment part of their daily lives, bringing these forms of content to
mobile devices is an appealing notion. Mobile entertainment is a Business-to-Consumer service
which is done during leisure time. Mobile Entertainment Services and Games (B2C) are
applications providing entertainment services to users on a per event or subscription basis. These
include video- on-demand, audio-on-demand, and interactive games. These companies offer
songs, caller tune service, videos, animations, love quotes, jokes, etc.
4.7 Mobile Gaming
Mobile devices offer the opportunity to play games nearly everywhere. Moreover, networked
games allow individual players to interact with other people and to participate in a larger gaming
world, which also provides for new business opportunities. Advances in mobile computing and
wireless communication technology enable the creation of games with appealing graphics and
game play on a variety of mobile devices ranging from smart-phones to PDAs and other
portable computing devices. Therefore, the popularity of mobile games played on portable
handsets is increasing and the huge possibilities for growth in this area are already being taken
seriously by traditional mobile telecommunications handset vendors. Device makers are
designing GSM handsets with hardware and user interfaces specifically designed for gaming as
exemplified by Nokia with their recent N-gage device. In essence these new devices offer
players the ability to play head to head with their friends or any other players at any time and in
any place.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
40/52
35
4.8 Mobile Music
A key advantage of mobile music is having users phone and music player in the same small
device. Nokia has developed many mobile phones with integrated technologies to play music,
either from a digital music player or an FM stereo radio. A user can hear Stereo FM radio, tune
in to visual radio to see the screen of mobile device, listen music as well as to download digital
music tracks in AAC format. Instead of carrying a MP3player a user can carry a mobile phone as
a substitute. Mobile music has become an important area of digital services for customer
convenience and their convenience is considered as a key. Nokia have together developed mobile
music service for mobile device users, where they can purchase digital music in a protected file
format. The music bought from the online music store is downloaded to the users computer and
then transferred to the device. Apple as well provides the same service through its I-store.
4.9 Mobile Shopping
Mobile extends users ability to make transactions across time and location and creates new
transaction opportunities. It is important to note that only a part of the purchasing process is
conducted with the mobile terminal. The basic point is that user needs to know what he/she
wants in advance of making a mobile purchase. Moving forward, it seems most likely that a
shopping list might be created with a web interface, which may then be executed from a mobile.
At the current stage of technological development the customer must ideally be faced with a one-
button purchase experience for mobile shopping. The purchase suggestions will often be based
on the users past behavior patterns. Cell bazaar is a live example introduced by
Grameenphone to begin this sort of M-commerce.
4.10 Mobile Retailing
Mobile retailing is an interesting m-commerce application to use a Smartphone to order pizza
from a delivery service; this might be even more appealing than ordering the pizza via internet,
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
41/52
36
because it takes a long time to boot the PC or a PC might not be available. M-commerce
combined with location identification creates new value, for example, when ordering a taxi or a
pizza the vendor can automatically know where the service is to be delivered. However, there
will be a large space for e-retailers to become m-retailers, when the personalization and location
issues are well addressed. Books, CDs and groceries are often items, which the user knows well
and where he needs just a tool to make a purchase. The purchase will be made when the user has
spare time, independently of the shop opening hours and physical location. Lots of retail shops
give different seasonal gift if the consumer possesses a certain telecom line, even order from
some precise telecom subscriber give special discount.
4.11 Mobile Ticketing
Mobile electronic purchase or reservation of tickets is one of the most compelling proposed
services, because ticket reservation/purchasing are hardly a pleasant expertise today. Either one
has to go in person to a ticket booth, or has to call an agency or the outlet. It is clearly more
convenient to select and book tickets directly from the mobile device, because often the decision
to purchase is made while outside or on the move among friends. Grameenphone E-ticket in
Bangladesh railway is a start of this kind of M-commerce. Banglalink is also offering the
ticketing service now.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
42/52
37
5. M-marketing in Bangladesh: Status, Potential and Constraints
5.1 Potential market for more advanced m-commerce
Every day the use of mobile subscriber and the use of mobile services are increasing. Bangladesh
has been already proved a great potential market for mobile telecom service. As a result a huge
growth has been seen in last few years in m-commerce. But there are yet now lots of section in
m-commerce which can be flourished. The introduction of 3G technology will take Bangladeshi
Telecom Company to a new stage and by which lots of innovative new and existing technology
can be introduced. More deeper, new user friendly technology and cheap m-commerce can
certainly help the whole country economy and life style to improve. The two things which will
help to accelerate this M-commerce are Customer Trust in M-commerce And the Security
Challenge in M-commerce. Wireless network is a common trouble in Bangladesh that often
causes customers suffering during communication. But there are some mobile service providers
who have cover the whole network system around Bangladesh and therefore wireless network
problem is reducing now. Here the companies should create a positive sense about this
technology and as far as possible safe and reliable transaction. This will help the M-commerce to
boost up to a new stage. Sending SMS and getting instant deduction from her mobile is
acceptable but buying products and divulging her credit card details with in a wireless
environment is rather risky secure transaction environment is a common phobia in Bangladesh to
adopt the m- commerce properly. The government infrastructure is really lousy due to the high
rate of corruption. Therefore, the adoption rate of a utility bill payment with mobile device is still
at a slow pace. So the service provider has to gain the trust of general users that the transaction
environment with a mobile device is secure then there would be a possibility of advanced m-
commerce adoption in Bangladesh.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
43/52
38
5.2 Government Legislation
For m-marketing to M-marketing in Bangladesh: Status, Potential and Constraints develop
requires an enabling environment that would ensure easy and quick movement of inputs as well
as goods and services within the country and cross border trade. However, m-marketing related
copyright protection is not covered in the new IPR. According to the Evidence Act, 1881, a
physical signature is necessary to make any contract legal. This makes electronic contracts void
under Bangladeshi law. Contract Law in Bangladesh is governed by the Contract Act 1872.
Cross border contracts are legal, but a physical signature is necessary to validate the contract.
Legislation that legalizes digital certificates, electronic contracts, also needs to be enacted to
promote m-marketing.
5.3 Infrastructure: Status and Issues
Internet services are directly dependent on the telecommunication infrastructure of the country.
The Bangladeshi telecommunication sector is characterized by poor level of penetration, high
cost to access and a lengthy waiting period. Recent inclusion of 3G (3
rd
generation telecomservice) creates a prospect of m-marketing.
5.4 Governance
Bangladesh has an intractable problem of poor governance. M-marketing and FDI are likely to
reinforce each others presence and growth. Acceptance and successful application of m-
marketing e would enhance the business environment, sending signals to foreign investors that it
is becoming easier to do business in Bangladesh.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
44/52
39
5.5 Major Constraints to M-marketing
This paper highlights various constraints to marketing and trade in general and m-marketing in
particular-
Mobile devices possess limitations(i.e. memory and battery life) Network operation cost is relatively high Data transmitted in wireless is vulnerable Problem with wireless network(i.e. bandwidth, connection stability) Limited display size Lack of secure transaction environment
These are the problems impede the progress of m-marketing in Bangladesh.
6. Recommendations
6.1 Introduction of Advance payment system
From paying any restaurant bill to almost all utility bills, PayMate allows mobile subscribers to
make payments for merchant services using their cell phones. It is connected to merchants and
banks to enable transactions. Whats more it does not require any additional software or SIM
upgrade to process transactions.
6.2 Mobile Auctions
It includes applications that allow users to buy or sell certain items using multicast support of
wireless infrastructure. These applications require that group membership not be adversely
affected by brief wireless disconnection or intermittent connectivity as observed in many
wireless networks of today.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
45/52
40
6.3 Third generation (3G) Technology
This Application services include wide-area wireless voice telephone, mobile Internet access,
video calls and mobile TV, all in a mobile environment. Through this technology Indias telecom
companies introduce lots of m-commerce and almost every service is being dependent through
this technology.
Other M-commerce Services
Online Buying
Online Shopping
Advanced Mobile Financial Services
Micro-payments
Macro-payments
Advanced Mobile Banking
Fund Transfers between accounts
Stock Trading
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
46/52
41
7. Conclusion
According to the analysis of the websites and the literature review it can very easily conclude
that in less than a decade Bangladesh has achieved a lot in m-commerce industry. The
information of the websites is very recent on the contrary the literatures found are of back in 3
years or more than that. The recent pictures of m-commerce industry is noticeably different from
that was at that time.
Despite being a member of third world country the m-commerce industry has improved a lot
here. There are some more websites working in the country at present which are not mentioned
in the report. And the most positive thing is now every renowned organization is trying to have a
virtual space by which at least the interested individuals can get some pictures about the
organization.
The Internet came late to Bangladesh with connectivity in 1996. In the last few years it has
grown dramatically, although obviously from a very low base. With an estimated user base of
around 500,000 in early 2006, and now in 2011 it has come to 5,501,609. There is reason behind
this boost up and it is the revolution in telecom industry. Over the last two to three years, the
number of mobile subscribers in Bangladesh has been more than doubling on an annual basis.
However, it blessed the e-commerce industry too. Investors are now a bit more assured that they
have potential to reach to the mass people.
To sum up, it can be said that the beginning already has been started; now it needs a strong
backup which will support the progress smoothly, guide it with proper regulations, and protect it
from all jeopardy. We hope the progress of the m-commerce will soon turn into e-commerce for
Bangladesh and it will bring the positive output in log run.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
47/52
42
8. Bibliography
1. Leppniemi, Matti, Mobile marketing communications in consumer markets, Faculty ofEconomics and Business Administration, Department of Marketing, University of Oulu,
2008, p. 21,retrieved on 17.07.2012.
2. MMA Updates Definition of Mobile Marketing, Mobile Marketing Association. Nov 18,2009,retrieved on 17.07.2012.
3. Leppniemi, Matti, Mobile marketing communications in consumer markets, Faculty ofEconomics and Business Administration, Department of Marketing, University of Oulu,
2008, p. 50.retrieved on 17.07.2012.
4. EITO,2002.EuropeanInformationTechnologyObservatory2002,Edition10,WorldWideWeb:http://www.eito.com, retrieved on17.07.2012.
5. EITO,2004.EuropeanInformationTechnologyObservatory2004,Eurobit,FrankfurtamMain.6. Tiwari,R.,Buse,S.andHerstatt,C.,2006.CustomerontheMove
StrategicImplicationsofMobileBankingforBanksandFinancialEnterprisesin, CEC/EEE200
6,ProceedingsofThe8thIEEE InternationalConference on E-Commerce
Technology(CEC/EEE06), San Francisco,pp. 522-529.
7. Buse,S.,2002.DerMobileErfolgErgebnisseeinerempirischenUntersuchunginausgewhltenBranchen, inKeuper, F. (Eds.):Electronic Businessund Mobile Business, pp. 91-117, Gabler, Wiesbaden.
8. UNCTAD,2004.E-CommerceandDevelopmentReport2004,UnitedNationsConferenceonTrade and
Development, New York, NY (a.o.).
9. Hohenberg,H.E.andRufera,S.,2004,DasMobiltelefonalsGeldbrsederZukunft-ChancenundPotentialedesMobilePayment(M-
Payment),indermarkt:ZeitschriftfrAbsatzwirtschaftundMarketing,Vol. 43,No. 168,
2004/1, pp. 33-40,Vienna.
10. Kalakota,R. and Robinson, M., 2002,M-business: The Raceto Mobility, McGraw-Hill,New York.
11. Fischer,I.2003,ZurBeobachtungderEntwicklungdesE-Commerce,inWirtschaftundStatistik,No.4,2003, pp. 318-318,Wiesbaden.
http://www.eito.com/http://www.eito.com/ -
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
48/52
43
12. Mesenbourg, T. L., 2001, Measuring Electronic Business.Web:http://www.census.gov/econ/estats/papers/msrebus.pdf,r etrieved
on,17.07.2012.
13. OECD(2002):MeasuringtheInternetEconomy2002.OrganisationforEconomicCo-operationandDevelopment,Web:
http://www.oecd.org/dataoecd/16/14/1835738.pdf,retrieved on, 17.07.2012.
14. Zhang,J.J.etal.,2004,DrivingForcesform-commerceSuccess,inShaw,M.J.(Ed.):E-BusinessManagement:IntegrationofWebTechnologieswithBusinessModels.pp.51-
76,Kluwer,Norwell- Massachusetts.
15. Veijalainen, J. et al., 2003, On Requirements for Mobile Commerce, Web:http://www.esan.edu.pe/paginas/PDF/15veijalamenyotros.pdf,r etrieved on,17.07.2012.
16. Mller-Veerse, F., 2000, Mobile Commerce Report, World Wide Web:http://www.dad.be/library/pdf/durlacher1.pdf,r etrieved on 17.07.2012.
17. UNCTAD,2002,E-CommerceandDevelopmentReport2002,UnitedNationsConferenceonTrade and
Development, New York, NY (a.o.).
18. Khodawandi,D.,Pousttchi,K.andWiedemann,D.G.,2003,AkzeptanzmobilerBezahlverfahrenin Deutschland, inPousttchi, K. and Turowski, K. (Eds.): Mobile Commerce-
Anwendungen undPerspektiven,Augsburg 2003,pp.42-57.19. Wirtz,B.W.,2001,ElectronicBusiness.2.Edition,Gabler,Wiesbaden.
http://www.census.gov/econ/estats/papers/msrebus.pdfhttp://www.esan.edu.pe/paginas/PDF/15veijalamenyotros.pdfhttp://www.dad.be/library/pdf/durlacher1.pdfhttp://www.dad.be/library/pdf/durlacher1.pdfhttp://www.esan.edu.pe/paginas/PDF/15veijalamenyotros.pdfhttp://www.census.gov/econ/estats/papers/msrebus.pdf -
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
49/52
44
9. Appendix
Project Questionnaire
On
Mobile Marketing and Its Prospects in Bangladesh
Research conducting by
Md. Maruf Hassan 2008-2-10-126
Department Of Business Administration
Servey conducting by:
Vezen Tahari
2008-2-10-022
Department Of Business Administration
Please turn the page and continue
I am the students of Department of Business Administration of East West University. For the
purpose of my course requirement, the following questions are designed to find out the
Mobile Marketing and Its Prospects in Bangladesh. This survey is being conducted only for
my academic purpose. The provided information will be kept confidential and will be
demolished after the finishing of the work. Your cooperation will be highly appreciated.
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
50/52
45
Part A
I. Do you use Mobile Phone? (If yes continue further)A) Yes
B) No
II. Please put your level of agreement with the following statements in any range from 1-7 scale; where 1stands for strongly disagree & 7 stands for strongly agree.
No
Factors Strongly
Agree
(7)
Agree
(6)
Agree
Somewhat
(5)
Neutral
(4)
Disagree
Somewhat
(3)
Disagree
(2)
Strongly
Disagree
(1)
1 I think Mobile marketing is
growing in Bangladesh
7 6 5 4 3 2 1
2 Mobile marketing made the
life easier for users
7 6 5 4 3 2 1
3 I think mobile marketing have
good prospect in Bangladesh
7 6 5 4 3 2 1
4 Mobile marketing brought
new dimension in marketing
7 6 5 4 3 2 1
5 I have heard about mobile
advertising
7 6 5 4 3 2 1
6 I get mobile advertise by sms 7 6 5 4 3 2 1
7 I think mobile advertise is
effective way for marketing
7 6 5 4 3 2 1
8 I know about mobile banking 7 6 5 4 3 2 1
9 I prefer mobile banking than
regular banking
7 6 5 4 3 2 1
10 Mobile banking is easy to use 7 6 5 4 3 2 1
11 I know about mobile ticketing 7 6 5 4 3 2 1
12 I use mobile ticketing for 7 6 5 4 3 2 1
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
51/52
46
Part B
III. What is your Gender?A. Male
B. Female
IV.
In what age group are you?
A. Under 18
B. 18-22
C. 22-26
D. 26-30
E. Over 30
purchasing tickets
13 I want mobile ticketing for all
kind of ticketing service
7 6 5 4 3 2 1
14 I am happy with traditional
bill pay system
7 6 5 4 3 2 1
15 I use mobile bill pay service
for payment of my utility bill
7 6 5 4 3 2 1
16 I want Mobile bill pay service
for all kind of bill payment
7 6 5 4 3 2 1
17 I use mobile for fund transfer 7 6 5 4 3 2 1
18 Mobile fund transfer is easy to
use
7 6 5 4 3 2 1
19 Mobile fund transfer should be
available for everyone
7 6 5 4 3 2 1
20 Mobile buy-sell is easy to use 7 6 5 4 3 2 1
21 I use mobile for buy-sell
purpose
7 6 5 4 3 2 1
22 Mobile buy-sell is easier than
regular buy-sell system
7 6 5 4 3 2 1
-
7/30/2019 A Report on Mobile Marketing and Its Prospects in Bangladesh
52/52
V. What is your level of education?A. Primary
B. SSC
C. HSCD. Undergraduate
E. Postgraduate
VI. What is your family monthly income?
A. 1000015000B. 15000-25000C. 25000-35000D. 35000- 45000E. 45000-60000F. 60000+
VII. In terms of your occupation, how would you characterize yourself?A. Business person
B. Public Worker
C. Private Worker
D. Student
E. Other [please specify]
Thank you for your time and cooperation.
top related