Advertising Efforts as a Tool for Competition in the Market “Struggle” of Mobile Operators (First Quatrain)

• Main Author: A. N. Tsatsulin
• Format: Article
• Language: English
• Published: North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration 2019-06-01
• Series: Управленческое консультирование
• Subjects: mobile commerce; mobile operator; digital economy; advertising message; mobile gadgets; marketing; advertising wars; internet environment; game theory; the net profit model
• Online Access: https://www.acjournal.ru/jour/article/view/1081
• ISSN: 1726-1139; 1816-8590

Modern mobile commerce enterprises of any format and dimension, due to their flexibility and technological efficiency, are able to adapt to the changing environmental conditions and form new areas of activity in accordance with the challenges of the time. Mobile commerce is a continuation of e-commerce, the transfer of e-commerce into the most diverse mobile forms. Forms of the implementation of mobile commerce and its innovative mobile communication technologies allow you to transfer the information flow to mobile gadgets of users of the latest generations, giving them complete freedom in their movements in space. The article discusses the objects of mobile commerce, provides a classification and analysis of market activities of subjects of mobile commerce. National peculiarities of entrepreneurship in the mobile commerce market of Russia are revealed. The author concentrated in the first part of the article on building a model of revenue from advertising activity of market players of mobile communication.