Editing Mobile Solutions (section)

==IV. Technology Assessment ==


'''a.	Internal and External analysis of the technology'''


Mobile solutions play a big role in the development of mobile technology not just here in the Philippines, but also in the global perspective. A closer look into the internal and external factors of this technology will help people to analyze its potentials in the present society using SWOT analysis, where the strengths and opportunities comprise the internal ones, and the opportunities and threats as the externals. The main objective of mobile solution companies is to provide solutions and develop platforms for mobile technology in the country, to be used by its clients, mostly big companies, for its various promotions. To be able to achieve this objective, the SWOT analysis will be used.

	First, the strength of this technology is its popularity to some of the big companies here in the Philippines, such as ABS-CBN and GMA networks, and Smart and Globe telecommunication companies. Nowadays, people normally receive text promos indicating that you can subscribe to ringing tones or multimedia messages. Companies such as Xurpas Inc. and Fluxion Inc. handle these kinds of promotions, for they function as “forwarders” of MMS contents to the millions of subscribers. They are essentially helping the telecom companies to encourage people to subscribe to their respective networks. In addition to this, these mobile solution companies are the ones handling different promos of other companies wherein the texters will join the promo and they can win prizes from it. 

	Second, the main weakness of mobile solutions is that companies handling these should 
always come up with an innovative way of targeting subscribers since using the same old technique on future mobile platforms will not be as persuasive as with an innovative one. Also, it can be pointed out that with the growing scope of mobile communications that the society, especially the Filipino society, is experiencing as of now, the companies may not have full control of all the subscribers due to circumstances such as ‘flooding’ of text messaging services, and technical difficulties.

	Third, there are many opportunities waiting for this technology, because it hasn’t been in the industry for a long time, and there are many improvements that can be done to provide better service to its clients, and indirectly, to the consumers. Currently, Xurpas has ties with Fluxion and Starfish Mobile, its branch in the African Continent.It means that it expands to many countries in the world, and teaming up together to perform efficiently. There are numerous platforms to be developed and not yet implemented, which means that it is only the beginning of the blossoming of this industry.

	Lastly, threats can affect the mobile solutions technology. Since it hasn’t been around in the business world, it hasn’t yet established its position in the industry. Mobile solution companies should be aware of the entry of more competitors, which may affect their demand for clients. The developers should continue to improve and research on possible new platforms and software to be used for its clients, and to be distributed to mobile subscribers.


'''b. Alternatives and Substitutes to Mobile Solutions'''


	These mobile solutions, aside from providing mobile phone services, are arguably one of the most modern forms of advertising and brand promotion at present. They utilize some of the latest forms of technology from Java and GPRS for applications (e.g. games) to MMS and polyphonic ring tones for media sharing. Indeed, some companies that would want to go “interactive” might as well use Mobile Solutions in order to connect with more people who use mobile phone technology, as well as promoting their product or brand. Moreover, in 2006, the Philippines had a number of mobile phone subscribers equal to 40% of the total population during that time. (http://www.pinoysites.org/jcm/item/24/) Because of this, it can be concluded that promotion through mobile phones is really advantageous. On the other hand, not everyone in the country is availing with these forms of mobile applications, probably because they are not aware of them, or it may also be because they find it complicated or strenuous or often times expensive to avail for such. That is why instead of promoting through creating their own mobile games and services (e.g. Club Zed, myGlobe, ABSi), they resort to other mobile solutions so that they would cut risks by forwarding these promo messages to other mobile solutions to handle the advertisements and depend on them for the promotion of their name or products.

Since mobile solutions are not that familiar to most users, not every mobile phone subscribers avail to the services being provided by these mobile solution companies. Also, Filipinos are still accustomed to brick and mortar businesses, thus, these mobile solutions are not yet widely used. A possible alternative to the use of pure mobile solutions is by integrating this to some of the brick and mortar businesses to promote through mobile phones and at the same time being utilized by consumers. For example, instead texting to download their favorite MMS ring tones and videos, users can opt to use texting to buy certain CDs and DVDs of their favorite songs and videos. Another example is by using mobile phone solutions for delivery services. McDonald's at one time used mobile phone solutions to accommodate delivery through text messages; hence, they can provide service through mobile phone solutions and promote their product and service to the mobile users at the same time.

In the case of providing services, a possible alternative to mobile phone solutions is the traditional form of servicing, or as mentioned earlier, the brick and mortar form of business. The latter is less efficient, since the user must go to the store to transact business with a company. However, this is still widely used and is more popular than the services provided by mobile phone solutions. Also, other forms of electronic services are increasingly used by consumers such as transactions through the internet. Through these, some costs are omitted such as the cost of text messaging or downloading videos and music (although the legality of most of these services is questioned). In addition, this alternative provides services not only within the country but with other countries as well, since provisions through mobile phone solutions are generally applicable to a certain country, whereas provisions through the Internet are applicable globally.
	
These are some of the possible alternatives to mobile phone solutions, with their respective advantages and disadvantages. In the end, it is up to the company to decide which suits to their goals and their target customers, weighing the pros and cons of the following alternatives and their provisions.


'''c. Feasibility and Justification of application'''


	There was a time, not so long ago, when mobile phones were regarded as executive toys. Now mobile communications are within the reach of most of the world’s population. As society becomes more mobile, consumers and professionals are demanding the same capabilities on the go that they are used to having in their homes and offices. Instead of creating one-size-fits-all solutions, companies must acknowledge and address systematically the on-the-go needs of different customer segments.

With the continuous emergence of the use of telecommunication tools by most of the people around the world, mobile applications has been a profitable business to venture in. U.S enterprise spending on wireless business solutions has shown impressive growth in the past. The market for mobile office is expected to grow from $462 million in 2003 to $2,700 million by the end of 2008. While basic, high-speed coverage could be provided by all, quality partnership programs and a clear understanding of the requirements of various business segments is likely to assume greater significance as the differentiating factors. Companies such as Nextel Communications have demonstrated that business customers are the most profitable, and this realization has caught on with other mobile operators that are now increasingly focusing on the lucrative enterprise segment. 

	Mobile business applications encompass various fields like mobile marketing. It is indeed very much appropriate especially in this time of growing numbers of cell phone users not only in the First World countries but globally as well.Among various mobile applications, the most feasible and noticeable is the mobile advertising. Mobile advertising is defined as the paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers where such communication is delivered to a mobile phone or other mobile device. Examples of mobile advertising would include: WAP Banner ads, mobile search advertising, mobile video bumpers, interstitial ads in on device portals.

	According to Alec Andronikov, CEO of MoVoxx, short messaging service (SMS) has the broadest reach of any mobile advertising medium, making it an ideal way to initiate interactive media communication with consumer. While there are other mobile marketing tools out there, they don't have the reach of SMS and don't work with all carriers and all handsets. The SMS medium elicits high audience response rates because of the lack of media clutter. Thus, in many ways, SMS is more effective; the consumer is receiving opt-in offers without a lot of other distractions, unlike search, where consumers are presented with multiple offers with every query. He considered it as a key for a better way to engage consumers in a targeted, exclusive, opt-in, and medium with flexible reach. And just last September 2008, 5 million Americans responded to an SMS campaign provided by MoVoxx.

	Researches done by Nielsen Company show that 77% of US mobile subscribers used SMS during 2007. They also released figures showing that the typical U.S. mobile subscriber now sends and receives more SMS text messages than they do mobile telephone calls. As of second quarter of 2008, a typical U.S. mobile subscriber sends or receives 357 text messages per month, compared to placing or receiving 204 phone calls. Though the number of calls has remained relatively steady, the number of text messages is up 450% from just two years prior.

In the Philippines, mobile business application is apparently more promising as the Philippines is being dubbed as the “Texting Capital of the World”. It is estimated that around 200 million text messages a day are sent in the country. Thus many companies are taking advantage of this by promoting their own products and services through SMS. One of the firms who pioneered mobile advertising is Xurpas Inc. It is the firm behind the various marketing promotions various known companies in the Asia and in Africa. Some of its projects include McDONALD's Text Delivery, NESTLE Nonstop Ice Cream Sure Win, SNICKERS Mad Summer, Heinz UFC Ketchup Pamilyunaryo promotion while in South Africa, Xurpas main projects are the 3BEE and Sprite Thirst Challenge. 3BEE was South Africa’s first-ever mobile technology-based television loyalty campaign.

Mobile advertising shows a very great potential for being a successful business venture for two main reasons. First is that there is big reach in text messaging, and audiences are already opted-in. Taking a step back, SMS is also the most commonly used mobile technology (besides voice), and because virtually all mobile phones can send and receive text messages, SMS advertising messages reach the widest possible audience. And lastly, getting started with mobile advertising is not hard; it requires little legwork. With built-in audiences provided by carriers and text message ad networks, marketers simply need to choose who they want to target and go for it.


'''d. Suggested Application of Technology in the Philippine Setting'''


The breakthroughs brought about by mobile solutions, made possible by the extensive enhancement of mobile technology, has surpassed various limitations and has enabled almost everyone to take access on diverse significant matters and agenda including those that are personal, as well as those that are business-related. Consequently, mobile solutions have cultivated the continuous massive detonation and revolution of mobile technology and communication. Both on micro and macro level, mobile solutions has been occupying an exceptional role on this contemporary society.

Mobile solutions may have distinctive applications within a specific kind of society.  The appliance may primarily depend on the existing needs and relevance to the activities of users, providers and the other different parties involved in the transmission and utilization of mobile technology.

In the Philippines, mobile solutions have made outstanding impacts on the various activities of Filipinos as a consequent effect of the ever increasing number of mobile phone users. Large mobile phone network servicing companies like Globe and Smart are intensive user of mobile solutions. These companies offer various text promos and services to subscribers through the assistance of companies like Xurpas Inc. and Fluxion Inc. Mobile solutions generally grants network providers with absolutely essential business advantages. Subsequently, subscribers of Globe and Smart are able enjoy a wide variety of mobile applications that can make communication and personal and business transactions much more convenient and efficient. Among the applications that are offered by the network providers are MMS and internet connection. Moreover, network providers also offer direct further mobile solutions pertaining to payment solutions. For instance, businesses and other mobile users can now receive and transfer payments through mobile solutions. With mobile solutions, the world literally comes through an individual’s hand. 

In addition, mobile solutions have also been used extensively in advertising, marketing and any other specific form of promotions.  This is further exemplified by the services provided by television networks like ABS-CBN and GMA. These networks to get reach of the mobile phone users through text messages that are most relevant to them. 

Other forms of mobile solutions are also provided through enhanced mobile messaging services. The most prominent of this kind in the Philippines is Chikka Asia Inc. Mobile solutions of this kinds includes applications and systems that are designed for different kinds of mobile carriers around the world. Locally, Chikka has been popular because of the cost-efficiency of sending SMS that it offers. Filipinos can effectively benefit through the free sending of SMS to other Chikka users and mobile phone users within the country or even abroad. 

Generally, mobile solutions cover a vast fraction of the applications that the Filipinos are using through mobile phones. Particular applications of the existing design of these mobiles solutions may further improve the state of technology in the Philippines. For instance, the effectiveness of mobile solutions in the area of marketing and advertising may generate various other competitive business advantages. This in turn can expand the possibilities for Philippine businesses to tie-up with other international companies. Mobile solutions may also promote a greater efficiency in banking and financing. Mobiles solutions may offer proficient resources for public and private clients like government agencies and banks. 

Basically, mobile solutions expand the chances for further growth and advancement of private and public companies and the state of technology in the country. They also promote cost-effective transactions among mobile phone users and service providers particularly suited for a continually developing country like the Philippines.