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(More customer reviews)Wireless Rules challenges the reader to consider the marketing and customer service strategies and applications of wireless connectivity. The authors demonstrate that, while relying on the backbone of the Internet, wireless commerce will permeate the consumer's life to a far greater degree than the Internet ever has. Newell and Newell-Lemon rely upon the theme that wireless commerce is "the world of anytime, anywhere."
As the authors reviewed the technologies behind wireless Internet access, it became clear that while significant technological advances have been made in the area, there are still a number of hurdles to overcome, including security, hardware limitations and legal enforceability of wireless transactions.
Wireless Rules touches on the important topic of wireless etiquette, which could also be described as using wireless technology to reach the customer without offending them or overburdening them. Rules, either formal or informal, will have to be adopted to facilitate wireless commerce, particularly advertising. The authors propose five "wireless location-based marketing rules."
Wireless Rules discusses, at length, the marketing and customer service possibilities of wireless technology. By virtue of a location-based connection to the consumer, marketing efforts can be tailored to that customer's physical surroundings and likely needs. This pervasiveness can also lead to technology being misapplied. For example, a customer may not respond positively to advertisements for life insurance while they are waiting for a delayed airline flight. The true power behind wireless commerce is its ability to provide marketing and response contemporaneously with the needs and desires of the consumer. Correct utilization, or rather the avoidance of incorrect utilization, of that ability will be critical.
Though the authors' information is now two years old, Wireless Rules demonstrates the sizeable lead that international firms and customers have in wireless technology over the United States market.
The premise of Wireless Rules is that wireless technology is coming and will have a tremendous impact on the relationship between business and consumers. The underlying rhetorical question is "Are you ready?"
I am involved in many aspects of the commercial and retail banking industry. The banking industry has explored the implications of wireless technology on its customer relationships. The paramount concern to the industry is the security aspects of wireless transmissions and transactions. Virtually all of the date that a financial institution could impart to the customer is subject to numerous state and federal laws regarding secrecy and confidentiality. Banks are concerned with the potential liability if customer data were intercepted and misused.
Coupled with security concerns are concerns for the necessity and profitability of wireless banking. A recent report by Celent Communications shows that bank customers demand for wireless banking services has significantly waned. Accordingly, financial institutions have decreased spending on wireless technology.
The banking industry has, to a degree, developed wireless capabilities. However, the availability of that technology will be limited until the marketplace demands it and the security issues can be solved.
Wireless Rules discusses the emerging application of wireless technology on financial institutions and their customers. Despite a spirited defense of the need for banks to go wireless, the premise relied upon by the authors, "[t]he customers (should) rule", has proven out the caution of the industry to exploit wireless technology.
The authors provide an interesting discussion of the difficulties arising out of establishing a payment system for the consummation of wireless transactions. This discussion is reminiscent of the challenges faced when the payment systems for stored value or "smart" cards was were established.
The message of Wireless Rules will resonate for the near future. As time passes, though, technology will develop and adapt to the needs of the marketplace. Unforeseen developments, whether economic, political or scientific, will continue to shape the development of wireless technology. I do not foresee Wireless Rules, at least in its current format, being a significant piece of marketing literature in five years.
That said, Wireless Rules does provide a contemporary insight into the commercial possibilities and potential pit falls of wireless technology facing American business. I would recommend this book to managers faced with long term strategic planning. IT professionals will find it self-gratifying, however I believe the practical significance of Wireless Rules is limited.
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In 2001 the nuber of firms engaging in e-commerce is expected to sky rocket from 600,000 to 2.5 million with more than half a billion people expected to be using some kind of wireless device by 2003. As these conditions foster a revolution in wireless communications, companies are finding new ways to lead the charge in around-the-clock, one-to-one communication with their customers. This text outlines a paradigm for marketing: m-marketing, incorporating mobile, wireless, e-commerce and customer communication. This wireless world opens the doors for opportunities - and risks - for marketing professionals. While computer giants like Microsoft, Sun, and Oracle develop programs for wireless devices, marketers must learn to jump ahead of the curve in order to remain competitive. The authors explain how challenging new telecom technologies will impact CRM and what marketers can do to keep customers for life by developing succesful CRM projects in a wireless world. This study helps marketing professionals reach their customers in a way that simple CRM or database marketing cannot.The authors go beyond strategic frameworks and share new ways to offer customer-centric listen-and-learn techniques in today's have-it-now culture of wireless communication. Complete with case studies and action steps readers learn how to improve customer loyalty with individualized messages, how to make the most of B2B opportunities and how to tackle privacy issues.
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