The Wireless Way of Russian Marketing

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The document discusses wireless marketing trends in Russia. It shows that the number of mobile phone and internet users in Russia has grown substantially. Key aspects of wireless marketing include mobile applications and devices, as well as internet access. The growth of Android as an operating system is highlighted. Emerging wireless internet technologies that enable new forms of mobile marketing are also outlined. In summary, (1) marketing costs are shifting more to wireless strategies; (2) SMS is no longer the main mobile channel; and (3) the market is becoming more oriented around mobile applications.

Education Technology Business

The Wireless Way of Russian
Marketing

Larisa Danchenok, PhD, professor, MESI
(Moscow, Russia)

Peter Nevostruev, PhD, MESI (Moscow,
Russia)

France, Paris, 22 January 2011

Russia Today
Mobile phone Internet
active users active users

70 000 000 75 000 000

Source: MobiMark Agency, Sept. 2010 Source: TNS Web Index, Sept. 2010

Wireless Marketing
Activities and programs helps to promote
products, services or companies, based on
the use of wireless transmission of
information and communication using the
principle of "one-on-one."

Key Elements of Wireless Marketing

Applications Devices

Internet Access

Krusell Rating (06.2010)
1. Apple iPhone 4
2. Nokia 3720 Classic
3. Apple iPad
4. HTC HD2
5. Nokia E52
6. HTC Wildfire
7. Samsung S8500 Wave
8. HTC Desire
9. Nokia 6700 Classic Source:
10.Apple iPhone 3G Covers Retail Audit,
50 countries

Android Is The Highest Growth
Operation System
IQ2009 IQ2010
Market
Devices, Market Devices, Share,
(000) Share, % (000) % Grows, %
Symbian OS 17825,3 48,8 24069,8 44,3 -4,5
Research in Motion (BlackBerry) 7533,6 20,6 10552,6 19,4 -1,2
iPhone OS 3848,1 10,5 8359,7 15,4 4,9
Android 575,3 1,6 5214,7 9,6 8
Microsoft Windows Mobile 3738,7 10,2 3706 6,8 -3,4
Linux (OpenMoko и др.) 2540,5 7 1993,9 3,7 -3,3

Other OS (Palm webOS. etc.) 445,9 1,3 404,8 0,8 -0,5
Total 36507,4 100 54301,4 100

Wireless Internet Technologies

3G HSPA+

Mobile
LTE
WiMAX

Summary
1. Structure of marketing costs changes in favor of
Wireless Marketing
2. SMS is not a main channel
3. Apps-oriented market
4. The growth of the WM organization cost
5. The growth of interaction between consumer
and company
6. Reduction of front-office`s burden for company

Thank you for you attention!
Larisa Danchenok
Ph.D. Professor
Moscow State University of Economics Statistics and Informatics (Moscow,
Russia)
Ldanchenok@mesi.ru

Peter Nevostruev
Ph.D.
Moscow State University of Economics Statistics and Informatics (Moscow,
Russia)
Pnevostruev@mesi.ru

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