Mobile Marketing as CSCW: A Locales Framework Analysis
Speaker: Dennis Lee, ITEE
When: 2006-03-21 11:00:00
Venue: 78-420
Host: Dr Ralf Muhlberger
Abstract:The introduction of mobile phones has prompted many companies to
consider the mobile channel as an alternative marketing tool when
they design and implement their marketing strategies. Many
traditional marketing channels like television, newspaper and
billboards are currently being complemented with the use of mobile
marketing. However, work on what makes mobile marketing effective,
and how to utilize this new channel for marketing efforts, is
lacking in the research literature and there have been many teething
problems in the mobile telecommunication networks and standards.
Researchers from the related disciplines are beginning to look into
this phenomenon. Although each of the disciplines pursues its own
objectives concretely, there is still a gap in the current
literature that explores mobile marketing from a holistic
perspective. Computer Supported Collaborative Work (CSCW) and
Interaction Design (ID) specifically study technology interventions
in different contexts to support, and at times enable, human-human
or human-computer interactions. This seems a good area from which to
undertake a holistic study. The Locales Framework will be applied to
a case scenario and a number of traditional marketing studies as a
research tool to analyze how mobile marketing can be aided in the
development for designing and implementing marketing materials based
on the given context. The findings of applying the Local Framework
in this domain, and the research tools within the Locales Framework,
will be used to extend the Locale Framework as an interaction design
method.
Biography:(biography unavailable)
Type: Ph.D confirmation
Contact:Dr Ralf Muhlberger, seminar host (ralf@itee.uq.edu.au)
or Guido Governatori (ITEE seminar co-ordinator)
(guido@itee.uq.edu.au)