Inhaltsangabe: Abstract: The main objective of this research was to find
out and demonstrate how companies can manage to maintain and increase
their customer's loyalty with the help of Customer Relationship
Management in today's wireless world. Due to the growing convergence of
the Internet and the mobile phone, competition between companies is
considerably increasing. In order to further keep their stake in the
market, companies are forced to improve the relations to their customers
by using new business technologies enabling them to differentiate
themselves from the competition in offering personalized services
especially tailored to their customers' needs. This thesis will
concentrate on the opportunities that Customer Relationship Management
offers in the wireless world. Mobile applications and instruments that
enable companies to create more loyalty among their customers will be
pointed out while special focus is laid on SMS-Marketing. A few examples
of companies who have been successfully applying wireless marketing will
be given. Furthermore, part of this thesis was to carry out an online
survey during which a number of people were interviewed about their
experience with mobile services and their willingness to accept wireless
marketing. The survey results provided a basis upon which the acceptance
of possible marketing strategies, designed to increase customer loyalty,
could be judged. Inhaltsverzeichnis: Table of Contents: AbbreviationsIII
FiguresIV 1.Introduction1 1.1Problem statement2 1.2Limitation of
research topic3 1.3Research procedure4 2.M-Business: „Anywhere Anytime
Access"5 2.1Definition of M-Business5 2.2Mobile network technology6
2.2.1GSM6 2.2.2GPRS7 2.2.3HSCSD8 2.2.4UMTS8 2.3Service technology9
2.3.1WAP9 2.3.2Bluetooth10 2.3.3Short Messaging Service (SMS)11 2.4iMode
as an alternative to WAP11 2.5Mobile payment solutions14 2.5.1Paybox14
2.5.2Mobilpay16 2.5.3Payitmobile solution17 3.Mobile Customer
Relationship Managemen
