Objectives of knowledge management

Mobile marketing
Marketing to encourage 
consumer engagement 
when they’re using mobile 
phones (particularly 
smartphones) or tablet 
devices.
 Location- based 
marketing
Location or proximity- 
based marketing is 
mobile marketing based 
on the GPS built into 
phones or based on 
interaction with other 
local digital devices.
The main mobile platforms are:
6 
Mobile operating system and browser. There are mobile browsers which are closely 
integrated with the operating system.
7 
 Mobile- based apps. Apps are proprietary to the mobile operating system, whether Apple 
iOS, Google Android, RIM or Windows. A big decision is whether to deliver content and 
experience through a browser and/or a specific app which provides an improved experience.
With the growth in mobile platform usage by consumers it becomes important to assess 
whether companies are gaining similar levels of business from consumers using mobile plat-
forms as from desktop platforms. Table 3.3 shows how companies can assess this using the 
approach to strategy development from Chapter 5.
The benefits that mobile or wireless connections offer to their users are ubiquity (can be accessed 
from anywhere), reachability (their users can be reached when not in their normal location) and 
convenience (it is not necessary to have access to a power supply or fixed- line connection). They 
Trends update
Mobile usage
Mobile usage was forecast to overtake desktop usage in 2014. Find out the latest 
statistics on mobile and app usage at: http://bit.ly/smartmobilestats.
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Part 1
Introduction
Table 3.2
Five common challenges of creating a mobile web presence