February 3rd 2008
Analysing the effectiveness of a site is crucial in analysing the strategy and then revising it if necessary to overcome problems. If clear, quantifiable objectives were set, then the evaluation process is facilitated, because it can be easily established whether the objectives were met or not. In general terms, the measurement process can be summarized as follows: Continue Reading »
February 3rd 2008
Genie was launched in 2001 as the world’s first exclusively online mobile service. Genie’s 1J K mobile service operates on the BT Cellnet network and is therefore now part of 02. BT Cellnet is one of the largest UK mobile networks, with over 8 million customers, and offers 99 per cent coverage of the UK population. Genie is the UK’s leading mobile Internet company, with over 3 million registered users of the Genie Internet portal. It provides free text messaging and free access to WAP. The mobile Internet is the technology that allows users to view information, play games and manage personal email via a WAP phone. WAP stands for Wireless Application Protocol and is the worldwide standard enabling WAP mobile phones to access the Mobile Internet. Genie Mobile Internet provides a number of services available on WAP phones: Continue Reading »
February 3rd 2008
For ‘clicks and mortar’ companies, one of the key debates about Internet strategy concerns the implications for organizational structure. The question is whether it should be ‘a detailed strategy that is part of the broader strategic marketing planning process . . . or a separate strategy for a company for which the Internet is a significant communications or sales channel’ . Continue Reading »
