12Snap (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing

Published 01 Jan 2002
Reference 5068
Topic Marketing
Region Europe
Summary

This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.

Teaching objectives

Understand how mobile marketing campaigns can be conducted and the underlying technologies which enable them Gain insights on a more aggregate level into how mobile applications can change marketing and advertising methods Understand the entrepreneurial evolution (in terms of business strategy and business model) of a mobile marketing service provider

Keywords
  • M-commerce
  • Mobile commerce
  • Mobile retailing
  • Mobile marketing
  • Mobile advertising
  • B2C
  • B2B
  • IT based entrepreneurship. AR2002
  • AR0203
  • RD1102