Wireless Internet is considered as a new revenue source to overcome the decrease of average revenue per user in the mobile phone industry. But, wireless internet has complex value chain and many market players. There are many differences in the wireless internet business compared to that of mobile phone. Entry barriers to this business are relatively low and economies of scale are emphasized. Customer's subscription itself is very important and customer's expectation to service offered is homogeneous in the mobile phone business. On the other hand, customer's evolution process in using wireless internet is existing and expectation to service is heterogeneous in the wireless internet.
This study found that the service providers of wireless internet have to put an emphasis on marketing focus in cultivation of customers and to work out a personalized marketing strategy focused on variety of customers, complexity of value chain and individuality.
This study also found that the key factors for success in the mobile internet marketing could be categorized into 4P's mix such as product-contents, place-convenience, price-cost to customer and promotion-communication. The wireless internet service providers have to produce user friendly interface and personalized contents through minimizing navigation costs, profiling of customer's log data and participating customers in the shaping process of contents. Various value based pricing system is important to realize personalization marketing. To set up an effective communication channel and ubiquitous distribution channel is one of the key factors for success for wireless internet marketing.
