Technological and Cultural aspects of the use of Mobile Marketing Evidence from Cyprus

Mobile marketing (M-marketing) has recently started to emerge as a potential marketing communication tool. Handheld or mobile devices - one of the most promising related technologies - are increasingly used as powerful promotional techniques. It can be argued that enhanced communication and information delivery, enabled by mobile technologies, have facilitated the work of marketers and businessmen. Even though these new technologies offer new opportunities in some markets they may not easily be deployed due to cultural, technological and implementation problems. This study aims to analyse the technological environment and the social perceptions in relation to mobile marketing in Cyprus and discuss the potential of using this technology in this market. Cyprus is interesting for a study of this kind because even though on the one hand it has had a relatively developed communication technology environment for a number of years, its business environment with regards to communications has been regulated and the population has been historically relatively reluctant to adopt new forms of marketing communications. Highlighting the challenges in introducing new technology in this field can thus provide useful insights that can relate to other contexts. The research methodology consists of both qualitative and quantitative methods of data collection and analysis. For the technological side of the paper literature reviews of theoretical material related to mobile technologies, mobile marketing and customer services was complemented by interviews with key informants in telecommunication companies and analysis of the situation in Cyprus. For the analysis of consumer attitudes, focus groups analysis was followed a survey of 600 questionnaires. This research indicated that a) successful implementation of m-marketing depends on the reliability and further contribution of 2.5-3G services in the area of mobile marketing b) Cypriot consumers' acceptance of mobile communications is significant but can be further enhanced and c) there could be potential business opportunities for Cypriot marketers/businessmen in the area of mobile services and applications.