From B2c Mobile Retailing to B2b Mobile Marketing Essay Preview: From B2c Mobile Retailing to B2b Mobile Marketing Report this essay 12Snap* (Germany, UK, Italy)From B2C Mobile Retailing to B2B Mobile MarketingIn year 1999 when the world was looked upon for having an e-commerce boom, 12Snap a B2C mobile retailing company underwent a transformation to B2B mobile marketing company. This was fueled by the idea that e-commerce is a new trend which a lot of companies tried to buy. Andreas muller, the chief strategy officer at 12snap, proposed this business idea to the executives of Mannesmann, a German mobile telecommunication firm. Mannesmann along with Siemens, Nokia, Cisco, gave 2.5 million euro of venture capital to the company 12snap.12snap started with an idea of mobile auctioning and underwent a makeover to shift its business model towards “media model”. During the same period, the company witnessed a corporate restructuring while laying of 20 employees from the purchasing, operation and marketing functions.Andreas Muller wanted to increase the company’s attractiveness which basically means targeting different customer segments. For now, to achieve this, his strategy was to know the following thematic zones, High-tech, party, style, love passion zones.Anyways company soon realized that its difficult to attract new customers without marketing their product and services. Also, 12snap decided to brand itself through mass marketing like TV commercials. The value chain of mobile marketing consists of the following activities: Concept development, Application development, Access & selection of the customer base, production & implementation and reporting & data mining.For them to be successful they took some critical factors into consideration such as Interactivity, Entertainment, emotions and incentive; without them mobile marketing would have been a mere Jingle.
