Wednesday, August 6, 2008

ecosystem marketing

Sometimes I think the metaphor of ecosystems is taken a little too far. Marketing itself has everything to do with the complete lack of ecosystemic thinking that permeates our entire culture. One look at the figure should raise alarm bells : the arrows depict flows in strange and non-cyclic ways. What happens at the points where the fire and water arrows collide? Save the planet from marketing! We are doomed.
The Mobile Marketing Ecosystem is comprised of 4 interconnecting strategic spheres–Product & Services (brands, content owners and marketing agencies), Applications (discrete application providers and mobile ASPs), Connection (aggregators and wireless operators), and Media and Retail (media properties, “brick ‘n’ mortar” and virtual retail stores). Various enablers provide the foundation for each particular sphere. Players within these spheres work in concert to deliver a rich experience to consumers. The Mobile Channel Value Chain is the path by which the actual mobile communication and interactivity takes place between the Product & Services Sphere and mobile subscribers (consumers), however, consumer demand must first be established. To create this demand, products, services, events, and content programs are promoted through the Media and Retail Sphere’s various traditional channels.

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