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Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere

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  • Anonymous

    Posted July 22, 2001

    Don't Disconnect from Wireless Opportunities!

    Just when you were starting to get comfortable with using the Internet as part of your business model, along comes wireless electronic communications to complicate matters! Much of what you learned about working with the Internet will not work with wireless electronic connections. For example, the amount of information the a screen holds is tiny. Also, a cellular telephone message can be more intrusive. Those who receive the messages can more easily be overwhelmed. And on the problems go. Before you start to think that all of this will be something that others will have to deal with, think again! Wireless connectivity already reaches tens of millions of people in Europe, Japan, and the United States. The numbers will swell to hundreds of millions of people within five years. So, wireless communications for business will expand faster than the Internet did. Are you ready? Probably not. This excellent book explains the likely shape of the new technologies, the practical problems that businesses will have, and how customers and consumers will probably react to the kinds of offerings that people routinely make on the Internet. In many cases, the reaction will be negative. Do you really want to get a discount offer for life insurance while traveling on a highway trying to make a plane? Although no one knows what forms of business will work best on wireless devices (cellular telephones, personal digital assistants, and devices yet to be designed), whenever these are created there will be a tidal wave of opportunity for the early innovators that will make dot-com mania look small by comparison. This book won't answer that question either, but it will help you avoid making many of the worst mistakes as you conceptualize, design, test, and implement. Clearly, business-to-business applications will work pretty well. Adding information to mobility will usually make it easier to do your job. On the other hand, it will be harder for business people to get away from serving their clients . . . unless they provide great ways for the clients to serve themselves. The dicey part comes with consumers. Imagine getting hundreds of e-mails daily on your cellular phone, trying to sell you something you don't want, each one of which costs you money. The cellular carriers can make a bundle, but consumers will be steaming! Clearly, the solution will be all kinds of more elaborate permission marketing that give consumers more flexibility about receiving and responding to communications. Etiquette and consideration will become more important, as will ease of interaction. Anyone who works in a business or uses a cellular telephone will find this book valuable. Read it now to reap the best of the immediate future, or weep as you are victimized by these changes! The wireless business model is about to land like a 8000 pound gorilla on your wireless device! After you finish this book, I suggest that you think about what tasks you can do better with wireless communications than in any other way . . . and how to make those communications pleasant and welcome for you and the recipients! Get straight to the point that the hearer or viewer greatly cares about! Donald Mitchell, co-author of The Irresistible Growth Enterprise and The 2,000 Percent Solution

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