Why Read This
The enterprise mobility arena is heating up as companies are implementing various mobile networks, supporting multiple mobile devices, and deploying a wide range of information- and task-oriented applications. Purchasing decision-makers for these enterprise mobility products and services include IT and telecom personnel as well as business unit executives. These mobility purchasing decision-makers use a variety of traditional and digital media sources to inform their decision-making process. Traditional sources of information such as word of mouth and business publications continue to be critical sources of information; however, the importance of new digital media channels such as online communities, blogs, and podcasts is rising. Mobile vendor and service provider marketing executives must evaluate their marketing mix allocation to ensure that they effectively reach mobile purchasing decision-makers through these traditional and new digital media channels.