The Mobile Phone’s Emergence as The ‘Fourth Screen’
Price: 200
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Details
Case Code:
CLMM070
Case Length:
2
Period:
Pub Date:
2009
Teaching Note:
NO
Price (Rs):
200
Organization:
Not Applicable
Industry:
Home Appliances & Consumer Products
Country:
Global
Themes:
Digital Marketing
Abstract
The mobile phone has emerged as the ‘fourth screen’ as this device comes with advanced technology that enables Internet browsing, distribution of audio-visual content, etc. This has attracted the attention of mobile entertainment companies, mobile handset companies as well as advertisers.
Learning Objectives
The case is structured to achieve the following Learning Objectives:
- 0
Keywords
3GSM World Congress, Indian film industry, Bollywood, GSM, mobile entertainment market, Nokia, strategy, new media channel, mobile marketing, SMS marketing