YOC AG: Integrating the Mobile Phone into the Marketing Mix

Published 30 May 2008
Reference 5464
Topic Marketing
Industry E-Commerce
Region Europe
Summary

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.

Teaching objectives

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.

Keywords
  • Mobile e-Commerce/Mobile e-Business
  • e-Commerce/e-Business
  • Mobile Marketing
  • Marketing
  • International Business
  • Strategic Management
  • Entrepreneurship
  • Information Systems/MGMT of IT
  • AR2008
  • AR0708
  • RD0508