Evaluation Framework for a Mobile Marketing Application in 3rd Generation Networks

: Testing of a software application serves the accomplishment of two dis tinct objectives: ensuring functionality and end-user acceptance. However, with an increasing desire for mobility by the society, a new context is influencing applica tion design, programming and testing. Even though methods for designing and im plementing PC-based software can be applied to mobile applications and services, testing and evaluation methods do not take the specific characteristics of mobile usage into account. Acceptance and usability issues are especially important for mobile marketing applications, since they should create a positive feedback and added value for the user. Therefore, we suggest an evaluation framework for mobile marketing applications using the newly developed application "V-Card" as an example. V-Card enhances mobile messaging by allowing users to adapt pre produced multimedia content in a personal way with text, sound and pictures. The marketing aspect is introduced by ...

• Type: Conference
• Year: 2004
• Where: WMC
• Authors: Franz Lehner, Eva-Maria Sperger, Holger Nösekabel
• Keywords: Added Value, Dis Tinct Objectives, ECommerce, Mobile Marketing Applications, WMC 2004