Case Code : CLMM070
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
3GSM World Congress, Indian film industry, Bollywood, GSM, mobile entertainment market, Nokia, strategy, new media channel, mobile marketing, SMS marketing
1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The mobile phone has emerged as the 'fourth screen' as this device comes with advanced technology that enables Internet browsing, distribution of audio-visual content, etc. This has attracted the attention of mobile entertainment companies, mobile handset companies as well as advertisers.
Since early 2000s, analysts felt that the mobile phone had emerged as the 'fourth screen' as these devices came with advanced technology that enabled Internet browsing, distribution of audio-visual content such as mobisodes, and even short movies specially created for mobile phone users. This was expected to have a huge impact on the global mobile phone market (estimated at US$ 23 billion in 2007) as well as the media industry, they said...
Case Studies on Related Topics
1. Rovion's InPerson Technology: Changing the Face of Online Advertising
2. Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing Strategy
3. Harnessing the Power of Online Social Communities for Branding and Market Development
4. SMS Advertising