The case study along with its teaching note provides students with an overview of the mobile marketing industry. After working through the case, students will be able to: Understand YOC’s evolution into a complete mobile service provider; Understand the company’s service portfolio and its underlying technologies; and Discuss YOC’s competitive environment and its strategic positioning.
The case is intended for: Use in Marketing classes: The instructor should emphasize how mobile marketing helps companies to increase sales and awareness of products. Use in Strategic Management courses: The case illustrates how companies can mobilise the marketing and sales activities of their value chain. Use in the context of International Business: The teacher should highlight YOC?s European-wide expansion. Use in Electronic and Mobile Commerce classes: The instructor should point out the advantages of mobile devices over traditional fixed-line communication.
- Mobile e-Commerce/Mobile e-Business
- Mobile Marketing
- International Business
- Strategic Management
- Information Systems/MGMT of IT