Dietmar Georg Wiedemann

Mobile word-of-mouth – A grounded theory of mobile viral marketing

Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. Although there is some evidence on the usefulness of mobile viral marketing from the marketers’ perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. The purpose of this research is to better understand the motivations behind a consumers decision to engage in mobile viral marketing strategies. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This result helps researchers and marketers to better understand the critical components of mobile viral marketing strategies and prepares the ground for further research in this emerging field.

Proposing a comprehensive framework for analysis and engineering of mobile payment business models

Although in the era of third generation (3G) mobile networks technical hurdles are minor, the continuing failure of mobile payments (m-payments) withstands the endorsement by customers and service providers. A major reason is the uncommonly high interdependency of technical, human and market factors which have to be regarded and orchestrated cohesively to solve the problem. In this paper, we apply Business Model Ontology in order to develop an m-payment business model framework based on the results of a precedent multi case study analysis of 27 m-payment procedures. The framework is depicted with a system of morphological boxes and the interrelations between the associated characteristics. Representing any m-payment business model along with its market setting and influencing decisions as instantiations, the resulting framework enables researchers and practitioners for comprehensive analysis of existing and future models and provides a helpful tool for m-payment business model engineering.

Analyzing the Elements of the Business Model for Mobile Payment Service Provision

In this paper, we use literature review and multi case study analysis in order to identify and analyze different elements of a mobile payment business model. The result is a set of six partial models:: market model, value proposition model, implementation model, capital model, distribution and communication model, and threat model. These models allow for categorization of any given mobile payment business model and, based on this, structured comparison of different business models. Moreover, the set may also support mobile payment service providers in defining and evaluating business models.

Handbook of Research on Mobile Marketing Management

The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing practices. Through offering more than 25 insightful articles by international experts, this reference is a critical resource for advertisers, researchers, and academicians.

Relativer Vorteil bei mobilen Bezahlverfahren — mobiles Bezahlen aus Sicht der Diffusionstheorie

Eine wichtige Vorraussetzung fur den betriebswirtschaftlichen Erfolg von Mobile Commerce Angeboten im Business-to-Consumer Bereich ist die Verfugbarkeit breit akzeptierter mobiler Bezahlverfahren. Der Beitrag betrachtet mobiles Bezahlen aus dem Blickwinkel der Diffusionstheorie und untersucht, welche relativen Vorteile prinzipiell bei der Nutzung von mobilen Bezahlverfahren entstehen konnen.

Mobile Viral Marketing

Gerade in Zeiten zunehmender Reizuberflutung und steigender Reaktanz gegenuber traditionellen Werbeformen gewinnen innovative Marketinginstrumente, wie Mobile Viral Marketing, verstarkt an Bedeutung. Ziel des vorliegenden Beitrages ist es, den State of the Art des Mobile Viral Marketing zu analysieren. Der Beitrag stellt zunachst Mobile Viral Marketing in Form eines strukturellen Beschreibungsmodells unter Verwendung der morphologischen Methode vor. Anschliesend werden der Stand der Forschung sowie der Entwicklungstand in der Praxis gezeigt. Der Beitrag endet mit einem Fazit und zeigt mogliche kunftige Forschungsfelder auf.

Abrechnung mobiler Dienste im Mobile-Payment-Referenzmodell

The purpose of the paper is to analyze mobile payments in the mobile commerce scenario. Therefore, we first classify the mobile payment in the mobile commerce scenario by explaining general offer models, charging concepts, and intermediaries. Second, we describe the mobile payment reference model, especially, the mobile payment reference organization model and different mobile payment standard types. Finally, we conclude our findings.