Proyecto final de Grado: Publicidad móvil: estudio de prefactibilidad para el desarrollo de un nuevo modelo de negocios en la Argentina
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2011
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"A pesar del gran desarrollo que ha tenido el mercado de la telefonía móvil en la Argentina, aún restan infinidad de oportunidades por explotar. Una de éstas es la publicidad móvil. A pesar de los esfuerzos por parte de las operadoras móviles en imponer al celular como un medio de comunicación publicitario, muy poco se ha logrado.
El presente trabajo busca ofrecer un modelo de negocios alternativo e innovador a fin de poder capitalizar dicha oportunidad. El modelo propuesto es el de un operador móvil virtual (OMV) enfocado en la publicidad.
El modelo de negocios de los OMV enfocados en la publicidad se caracteriza por brindar determinados beneficios gratuitos a sus clientes a cambio de que ellos reciban publicidad en su celular. De tal manera, en vez de recibir ingresos por parte de los clientes, lo hace a través de las empresas que contratan sus servicios para llegar a su base de clientes.
La relevancia del presente trabajo se centra en el estudio de prefactibilidad del establecimiento de una empresa de dichas características en Argentina".
"Despite Argentina's mobile pone market maturity, there are plenty of opportunities to be explioted. Mobile advertising is clearly one of them. In spite of the efforts made by mobile operators, the mobile phone couldn't be established as a clar option for advertisers. This paper seeks to offer an alternative and innovative business model in order to capitalize these opportunity. The proposed model is an adfunded mobile virtual network operator (MVNO). The business model of adfunded MVNOs is characterized by providing free benefits to certain customers and in exchange they receive advertising on their phone. Thus, instead of the company creating revenue from their customers, it does so through the companies who contract its advertising services. This paper focuses on the feasibility study of establishing a company of such characteristics in Argentina".
"Despite Argentina's mobile pone market maturity, there are plenty of opportunities to be explioted. Mobile advertising is clearly one of them. In spite of the efforts made by mobile operators, the mobile phone couldn't be established as a clar option for advertisers. This paper seeks to offer an alternative and innovative business model in order to capitalize these opportunity. The proposed model is an adfunded mobile virtual network operator (MVNO). The business model of adfunded MVNOs is characterized by providing free benefits to certain customers and in exchange they receive advertising on their phone. Thus, instead of the company creating revenue from their customers, it does so through the companies who contract its advertising services. This paper focuses on the feasibility study of establishing a company of such characteristics in Argentina".
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TELEFONO CELULAR, PUBLICIDAD