A Report on Mobile Marketing and Its Prospects in Bangladesh

Coures: Project Work Course code: BUS 498

Prepared for: Sharmin Akhter Lecturer Department of Business Administration East West University

Prepared by: Vezen Tahari ID:2008-2-10-022

Date of Submission: August 12, 2012

Letter of Transmittal
August 12, 2012 Sharmin Akhter Department of Business Administration East West University Plot A/2, Jahurul Islam City, Aftabnagar Dhaka, Bangladesh Subject: Submission of Project Paper on mobile marketing and Its Prospects in Bangladesh Dear Madam, It is my great pleasure that I have the opportunity to submit a report on M-marketing and Its Prospects in Bangladesh to you. I have completed my Project Work from 27 June 2012 to 12 August 2012. For this purpose, I have worked on the theoretical aspects of m-marketing or m-marketing as well as gone through the websites those are currently working in Bangladesh at present and a very few journals related to m-marketing of Bangladesh. I had to rely on the information given by the users or customers of the services provided by those websites. I tried my best to put meticulous effort for the preparation of this report. Any shortcomings or flaw may arise as I am very much novice in this aspect. I will wholeheartedly welcome any clarification and suggestion about any view and conception disseminated in my report. Thanking you for your kind supervision. Sincerely yours, .. Vezen Tahari ID# 2008-2-10-022

Acknowledgment
My special thanks goes to Sharmin Akther, Honorable instructor for my Project Work (BUS498), whose utmost effort in providing me the necessary guidance helped me complete the assigned task turned into reality. I would like to thank her for considering the unavoidable circumstances I had to undergo. Perhaps it would not be possible for me to revive if his kindness were not there. Her advice and guidance helped me think of the layout of the big task I did. Her generous help was always there whenever I needed any help. The task has been ended well only because of her generous consideration for everything. I am grateful to my friend Sohag Saha and Shamim Istiaq whose sweet cooperation helped me lot, and at last but never the least I am grateful to the Almighty Allah for allowing me to come up with a complete Project Work (BUS-498).

Contents
1. Introduction ............................................................................................................................................... 2 1.1. 1.2. 1.3 1.4 1.5 Origin of the project report ........................................................................................................... 2 Objective of the Report ................................................................................................................. 2 Scope of the Report ....................................................................................................................... 3 Research Methodology ................................................................................................................. 3 Limitations .................................................................................................................................... 3

2. Theoretical Background ............................................................................................................................ 4 2.1 M-commerce & M-marketing ............................................................................................................. 4 2.2 History of m-marketing....................................................................................................................... 5 2.3 Media of m-marketing ........................................................................................................................ 6 2.3.1 Mobile marketing via SMS Marketing ........................................................................................ 6 2.3.2 Mobile marketing via MMS ......................................................................................................... 6 2.3.3 In-game mobile marketing ........................................................................................................... 7 2.3.4 Mobile web marketing ................................................................................................................. 7 2.3.5 Mobile marketing via QR codes .................................................................................................. 7 2.3.6 Mobile marketing via Bluetooth .................................................................................................. 7 2.3.7 Mobile marketing via Infrared ..................................................................................................... 8 2.4 Benefit of M-marketing ...................................................................................................................... 8 2.5 Pros and cons of M-marketing ............................................................................................................ 9 2.5.1 Pros of mobile marketing ............................................................................................................. 9 2.5.2 Cons of mobile marketing .......................................................................................................... 11 2. Analysis and Findings ......................................................................................................................... 12 2.1 Demographic information ................................................................................................................. 12 2.2 Phase 1 (Exploratory) ....................................................................................................................... 16 2.3 Phase 2 (Descriptive) ........................................................................................................................ 16 1.1 1.2 1.3 1.4 1.5 Data Collection from Secondary Sources ................................................................................... 17 Data Collection from Primary Sources ....................................................................................... 17 Scaling Techniques ..................................................................................................................... 17 Questionnaire Development & Pretesting................................................................................... 17 Sampling technique ..................................................................................................................... 18

4. The Areas of M-commerce in Bangladesh ............................................................................................. 30

4.1 Mobile Financial Services................................................................................................................. 31 4.2 Mobile Payments .............................................................................................................................. 31 4.3 Information Search............................................................................................................................ 32 4.4 Mobile Banking ................................................................................................................................ 32 4.5 Mobile Advertising ........................................................................................................................... 33 4.6 Mobile Entertainment ....................................................................................................................... 34 4.7 Mobile Gaming ................................................................................................................................. 34 4.8 Mobile Music .................................................................................................................................... 35 4.9 Mobile Shopping............................................................................................................................... 35 4.10 Mobile Retailing ............................................................................................................................. 35 4.11 Mobile Ticketing............................................................................................................................. 36 5. M-marketing in Bangladesh: Status, Potential and Constraints .............................................................. 37 5.1 Potential market for more advanced m-commerce ........................................................................... 37 5.2 Government Legislation.................................................................................................................... 38 5.3 Infrastructure: Status and Issues ....................................................................................................... 38 5.4 Governance ....................................................................................................................................... 38 5.5 Major Constraints to M-marketing ................................................................................................... 39 6. Recommendations ................................................................................................................................... 39 6.1 Introduction of Advance payment system ........................................................................................ 39 6.2 Mobile Auctions................................................................................................................................ 39 6.3 Third generation (3G) Technology ................................................................................................... 40 7. Conclusion .............................................................................................................................................. 41 8. Bibliography .......................................................................................................................................... 42 9. Appendix ................................................................................................................................................. 44

Executive Summary
This is the era of Information and Communication Technology. The prime concern of this decade of electronic revolution is to establish and ensure a better way of management, communication and development with the use of information and information oriented services based on computer and information technology. Crossing the boundary of personal computations and communications, the uses of digital media for greater levels of management has been initialized early in the century. Electronic Marketing or m-marketing may simply be considered as an extension of this trade. With the enhanced facilities of technology for providing smart and easy living, M-marketing has become a prime demand in the world for ensuring better and quicker product marketing, wider and comprehensive representation, stable and competitive pricing throughout the various sectors of business and marketing including other e-services.

Mobile marketing or mobile marketing is the extension of m-marketing which works within a mobile device using a mobile network infrastructure. M-marketing is an emerging technology and like m-marketing it has numerous issues and concerns. This Project will try to identify the concerns in regards of the implementation of m-marketing in a developing country. The research is conducted using both the primary and the secondary sources. Primary data are collected by using online questionnaires from different stakeholders of m-marketing or m-marketing in Bangladesh. Collected data are analyzed with the help of standard statistical tools and the results are produced with appropriate tables and graphs. The secondary data are collected through the widespread literature reviews and online sources which are taken from books, journals, conference articles, reports and newspapers. The result indicates some constructive findings regarding the implementation challenges of mobile marketing within Bangladesh. A set of recommendations are given to make the implementation process easy

1. Introduction

M-marketing or Mobile Marketing refers to wireless electronic marketing used for conducting marketing or business through a handy device like cellular phone or Personal Digital Assistant (PDAs). In other words it is the ability to conduct marketing using a mobile device, such as a mobile phone, a Personal digital assistant (PDA), a Smartphone, or other emerging mobile equipment such as dashpot mobile devices It is the next generation wireless m-marketing that needs no wire and plug-in devices. Mobile marketing is usually called as 'm-Marketing' in which user can do any sort of transaction including buying and selling of the goods, asking any services, transferring the ownership or rights, transacting and transferring the money by accessing wireless internet service on the mobile handset itself. The next generation of marketing would most probably be mobile marketing or m-marketing. Presuming its wide potential reach all major mobile handset manufacturing companies are making WAP enabled smart phones and providing the maximum wireless internet and web facilities covering personal, official and marketing requirement to pave the way of m-marketing that would later be very fruitful for them.

1.1.Origin of the project report

This study and the resulting report was conducted and submitted as a project requirement (BUS 498) course .The report was authorized by Sharmin Akther, project instructor of my course, and lecturer, Department of Business Administration, East West University.

1.2.Objective of the Report

Broad Objective The main objective of this report is to get the practical insight about m-marketing and to find out the problems and prospect in Bangladesh.

Specific Objective To identify the SWOT analysis of m-marketing industry To find out bottlenecks and recommend solutions to them

1.3

Scope of the Report

E marketing websites and the relative fields were the scope of the study

1.4

Research Methodology

The research is basically both exploratory and conclusive in nature. In the first place, an analysis of the e marketing services and fields are undertaken. Secondly, a session with different consumers of the services was held. Based on the data given by them, analysis was done. Finally with the help of secondary data, the report is completed. Primary data 1. Information on website 2. Interview with users Secondary Data 1. Articles published on internet 2. Journals

1.5

Limitations

Time constraints were one of the most important factors that imposed restrictions on conducting the study extensively. Scarcity of Secondary Data Limitation of Scope was another important point that was faced during execution of the study. Privacy or reluctance to disclose confidential data was another important problem.

2. Theoretical Background
2.1 M-commerce & M-marketing
Mobile Commerce refers to wireless electronic commerce used for conducting commerce or business through a handy device like cellular phone or Personal Digital Assistant (PDAs). It is also said that it is the next generation wireless e-commerce that needs no wire and plug-in devices. Mobile commerce is usually called as 'm-Commerce' in which user can do any sort of transaction including buying and selling of the goods, asking any services, transferring the ownership or rights, transacting and transferring the money by accessing wireless internet service on the mobile handset itself. Mobile marketing can refer to one of two categories of interest. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone using SMS Marketing. (This is an example of horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example technology road shows or moving billboards. Although there are various definitions for the concept of mobile marketing, no commonly accepted definition exists. One definition comes from marketing professor Andreas Kaplan who defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device". Within this definition, Kaplan uses two variables, i.e. the degree of consumer knowledge and the trigger of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons. Mobile marketing can also be defined as the use of the mobile medium as a means of marketing communication or distribution of any kind of promotional or advertising messages to customer through wireless networks. More specific definition is the following: using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders". Mobile marketing is commonly known as wireless marketing. However wireless is not necessarily mobile. For instance, a consumers communications with a Web site from a desktop

computer at home, with signals carried over a wireless local area network (WLAN) or over a satellite network, would qualify as wireless but not mobile communications. The next generation of commerce would most probably be mobile commerce or m-commerce. Presuming its wide potential reach all major mobile handset manufacturing companies are making WAP enabled smart phones and providing the maximum wireless internet and web facilities covering personal, official and commerce requirement to pave the way of m-commerce that would later be very fruitful for them.

2.2 History of m-marketing

M-marketing was intuitive in 1997 when the first two mobile-phones enabled Coca-Cola vending machines were installed in the Helsinki in Finland. The machine was capable of accepting payment via SMS text messages. The first mobile phone-based banking service was launched in 1997 by Merita Bank of Finland, also using SMS. The following year in 1998, the first sales of digital content as downloads to mobile phones were made possible when the first commercial downloadable ringtones were launched in Finland by Radio linja currently known as Elisa Oyj. The next stage of m-marketing was proceeding by two major national commercial platforms for mobile marketing launched in 1999: Smart Money (http://smart.com.ph/money/) in the Philippines, and NTT DoCoMo's i-Mode Internet service in Japan. I-Mode offered are evolutionary revenue-sharing plan where NTT DoCoMo kept 9 percent of the fee users paid for content, and returned 91 percent to the content possessor.

M-marketing-related services then stretched rapidly in early 2000. Norway launched mobile parking payments. Austria offered train ticketing via mobile device. Japan offered mobile purchases of airline tickets. M-marketing mount up quickly after the first university short course to discuss mobile marketing was held at the University of Oxford in 2003, with Tomi Ahonen and Steve Jones lecturing. As of 2008, UCL Computer Science and Peter J. Bentley demonstrated the potential for medical applications on mobile devices. PDAs and cellular phones have become so popular that many businesses are beginning to use mobile marketing as a more efficient way to communicate with their customers. In order to exploit the potential mobile marketing market, mobile phone manufacturers such as Nokia, Ericsson, Motorola, and

Qualcomm are working with carriers such as AT&T Wireless and Sprint to develop WAPenabled Smartphone. Smartphone offer fax, e-mail, and phone capabilities. In recent times, brick and mortar business owners, and big-box retailers in particular, have made an effort to take advantage of mobile marketing by utilizing a number of mobile capabilities such as location based services, barcode scanning, and push notifications to improve the customer experience of shopping in physical stores. By creating what is referred to as a 'bricks & clicks' environment, physical retailers can allow customers to access the common benefits of shopping online (such as product reviews, information, and coupons) while stills hopping in the physical store. This is seen as a bridge between the gaps created by m-marketing and in-store shopping, and is being utilized by physical retailers as a way to compete with the lower prices typically seen through online retailers.

2.3 Media of m-marketing

Marketing can be done through the following media: 2.3.1 Mobile marketing via SMS Marketing Over the past few years SMS Marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. 2.3.2 Mobile marketing via MMS Almost all new phones (including smart phones) produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service).

2.3.3 In-game mobile marketing Brands are now delivering promotional messages

within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile adver gaming or Ad-funded mobile game. 2.3.4 Mobile web marketing Advertising on web pages specifically meant for access by mobile devices is also an option. Google, Yahoo, and other major mobile content providers have been selling advertising placement on their properties for years already as of the time of this writing. Advertising on web pages specifically meant for access by mobile devices is also an option. Google, Yahoo, and other major mobile content providers have been selling advertising placement on their properties for years already as of the time of this writing. 2.3.5 Mobile marketing via QR codes Paralleling the rise in smart phone adoption, QR codes have become much more prevalent in marketing pieces both on and offline. Acting as a visual hyper-link to a page, QR codes make it easy to jump someone to a mobile optimized offer page and as such, represent a very powerful tool for initiating consumer engagement at the time. 2.3.6 Mobile marketing via Bluetooth Most of these businesses offer "hotspot" systems which consist of some kind of contentmanagement system with a Bluetooth distribution function.

2.3.7 Mobile marketing via Infrared Infrared is the oldest and most limited form of mobile Marketing. Infrared has a very limited range (~ approx. 10 cm - 1meter) and could never really establish itself as a leading Mobile Marketing technology.

2.4 Benefit of M-marketing

Mobile marketing is an excellent way for you to connect to your intended audience in an effective manner every time. There are several benefits to using this time of marketing and you may not realize the potential it creates for your business. Finding that all important target moment when it will strike the individual just right is the difference between effective advertising and a waste of your advertising dollar. Here are some things to consider about mobile marketing. One of the many benefits that mobile marketing works well for is the simple fact that it is personal in nature. Consider the fact that instead of advertising on a huge billboard and hoping that those that drive by will see it, you are giving personal attention to the individual. Instead of hoping that the channels don't get changed when your commercial comes on, send it right to the individual and know that when they glance at their phone, they already have your message. This personal touch is quite powerful. Another option is the immediacy of mobile marketing. You don't have to wait for them to act as many times they have the ability to click through the message to obtain information about your product or service right then. One of the hardest tasks in marketing is getting the message out and then making it stick. This method works well as the action can be taken immediately. That gets you immediate results for your advertising. With hundreds of products coming online each day, it is hard to make one product or one service stand out against the rest. With mobile marketing, the audience you are targeting gets your message about who you are, what your business is and about what products are available immediately and they can then act on it. Mobile marketing is fast becoming the most successful type of marketing. Look for it to continue to grow as the world becomes even more mobile advanced.

2.5 Pros and cons of M-marketing

There was a time when e-Marketing was very much the thing for all marketers. Offering various benefits, it had practically changed the face of conventional marketing and the way companies viewed this aspect of business. Now, with the further advent of advanced mobile devices bringing in a lot more connectivity, Mobile Marketing is going far beyond e-Marketing. Mobile marketing gives the user far more advantages, such as lower cost, customization, easy tracking and so on, thereby reducing manpower and yet giving the entrepreneur better business benefits and profits. 2.5.1 Pros of mobile marketing

Instant results

Users always carry their mobile phones with them. Most of the time, the user has his mobile phone on as well, which means, he or she receives the message at the very moment it is sent. Even if it is in standby mode, the message is received as soon as the user turns on his mobile device. Hence, mobile marketing techniques are always almost instant.

Easy to work with

Drawing out content for mobile devices, whether it is text, images or video is simpler and less expensive as compared with the same for desktops or laptops. The mobile medium also makes easier to issue promotions and marketing incentive services to the user. Further, the user can keep the virtual information with him and carry it around till the time he needs to use it.

Convenient to use

Since the screen size of a mobile phone is small, it limits the scope of content that can be displayed. This makes it convenient for the creators of the content, who can keep it basic and simple. Also, simpler content will adapt itself better to various mobile platforms.

Direct marketing

The mobile platform interacts directly with users on their mobile phones. This allows for personalized interaction to a large extent. Using this benefit, marketers can even start a direct dialogue with the user, getting instant feedback via SMS.

Tracking user response

User response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyze user behavior, thus improving their own standards of service.

Huge viral potential

Since mobile content can be easily shared among users, mobile marketing can have huge viral benefits. Users invariably share good information and offers with their friends and family, so companies get a lot more exposure with no extra effort. Mass communication made easy

Since a lot more people own mobile phones than desktops or laptops, mobile marketing helps the marketer reach a far wider and diverse audience, especially in the more remote regions of the world. Mobile marketing also gives the entrepreneur the advantage of geo-location and sending location-specific messages to users, using GPS and Bluetooth technology.

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Niche not highly concentrated

Mobile marketing is still only being explored, so the niche is still comfortable for any new marketer. This means that he stands a better chance of success with his mobile marketing efforts. Micro blogging benefits

Mobile users are increasingly using micro blogging platforms like Twitter from their mobile phones. This micro blogging feature can be very highly beneficial to the marketer. Mobile payment

The latest mobile payment facility is very convenient for the users today. Here, users are offered a secure online payment environment, which works via advanced mobile Web systems. This means that the user does not need to cough up physical currency each time he wants to make a mobile purchase or pay a bill online. 2.5.2 Cons of mobile marketing

Platforms too diverse

Mobile devices do not have any particular standard, as compared to PCs and laptops. Mobile phones come in many shapes and sizes, so screen size is never constant. Besides, mobile platforms vastly differ from each other, using different OS and browsers. Hence creating one campaign for all of them can get difficult.

Privacy issues

Mobile marketers need to understand and respect the fact that users would like their privacy online. So they should only indulge in promotional activity if they have the users permission for it.

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Navigation on a mobile phone

The mobile phone usually comes with a small screen and no mouse. This means that navigation on a mobile phone may get difficult for the user, even if it has a touch screen. In such a case, most ads may go untouched, as the user may find it too tedious to look in detail through each one of them.

2. Analysis and Findings

2.1 Demographic information

Gender (Male vs. Female): In this survey I have collected data from 50 respondents. In this respondents major portion are male and around 72% is their ratio.

Gender Male Female

Respondent 36 14

Gender
28%

Male
72%

Female

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Age Group:

In this survey the major part of respondents are from the age level 18-22 and this is around 70%.My reports respondents were basically young and middle aged person thats why60+ Age group is nil.

Age Group 0-18 18-22 22-26 26-30 Over 30

Respondent 1 35 9 5 0

Age Group
0% 2% 10% 18%
0-18 18-22 22-26

70%

26-30 Over 30

Educational Level:

As this report is showing major portion of my respondent are under graduate so this will affect the overall market scenario. This reflects that at present time educated

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persons are taking the decision to mobile marketing t ools . So they look carefully all the attributes of Mobile marketing.

Education level SSC HSC Undergraduate Postgraduate

Respondent 0 2 47 1

Education level
2%
0% 4%

SSC HSC Undergraduate

94%

Postgraduate

Family monthly income

The family monthly income highly influences the using decision of m-marketing tools. As this income will show the purchasing pattern of customer that are they looking for updated technology.

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Family Monthly income 10000 15000 15000-25000 25000-35000 35000- 45000 45000-60000 60000+

Respondent 0 0 2 15 30 3

Family Monthly Income

6% 0% 0% 4%
10000 15000

30% 60%

15000-25000 25000-35000 35000- 45000 45000-60000

60000+

Profession

This report surveys the respondents of Students. This pie chart shows my analysis, and more overdue to respondent limitation I had to consider student to this survey.

Profession Business person Public Worker Private Worker Student Other

Respondent 0 0 3 46 1

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Profession
2% 0% 6%
Business person
Public Worker Private Worker

92%

Student
Other

The entire research has been approached in two different phases. At the first phase the exploration of the customers usage decision factors has been accomplished and later the second phase the customers rating in those areas for influence of various advertising tools on Mobile Marketing and Its Prospects in Bangladesh has been tested.

2.2 Phase 1 (Exploratory)

At this phase, we collected qualitative data through surveys and those data are expected to help figure out the factors that are to be served in order to build customers perception of specifically influence of various advertising tools on Mobile Marketing.

2.3 Phase 2 (Descriptive)

The results of the first phase have worked as the ground work of this phase. The factors figured out in the earlier phase have been used as the criteria of evaluating the customers usage decision. Survey method will be used to obtain quantitative information; mostly online survey to obtain data from a large sample within short time duration.

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Information Needed

To conduct this research, we need to find out what factors are affecting the influence Mobile Marketing. As the secondary information, we need to read articles & user reviews of Mobile Marketing as an upgraded service providing solution from the internet, while as a primary information we will directly communicate with the users/customers who are exposed with any sort of mobile Marketing. 1.1 Data Collection from Secondary Sources

For the secondary data collection, the major source is internet. 1.2 Data Collection from Primary Sources

For the primary data collection, the main source is our valued respondents. 1.3 Scaling Techniques

Among the different scaling techniques, we have used one of the most commonly used itemized rating scales that are Likert Scale, for conducting our research. Our main questions from the questionnaire are consisting of this Likert scales. 1.4 Questionnaire Development & Pretesting

At the beginning stage, to find out the factors that influence various advertising tools of Mobile Marketing, we made 4 structured questionnaires containing several variables related to Mobile Marketing attractiveness and asked the respondent to rank the variables. Then, by conducting an exploratory research with the questionnaire, we have found out six most important factors related to the attractiveness of Mobile Marketing. After this, using a 7 point Likert scale we made 45 more questionnaires for the testing survey and gathered respondents feedback. After adjusting the feedbacks we finally made our final questionnaire. A total of 28 questions were included in the final questionnaire. In our questionnaire we have also included some demographic questions to find out the respondents age, family income, gender and occupation. A copy of the questionnaire is attached in the appendix part of the report.

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1.5

Sampling technique

We have used convenient sampling technique lying under the non-probability sampling techniques. h. Fieldwork Field work of our group complied a total of 7 days including the weekdays & weekends which consists of the printing the questionnaire, finding and talking to respondents, taking the surveys, collecting the questionnaires back and rechecking whether any answers are being missed in the questionnaire.

Reliability Test:

Reliability test for measuring Dependent variable using 10 items

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Dep1 Dep2 Dep3 Dep4

33.4375 33.4125 33.8250 33.5250

22.097 22.904 21.842 20.936

.485 .265 .311 .578

.684 .713 .709 .667

Reliability Statistics

Cronbach's Alpha .718 N of Items 4

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Interpretation The reliability test of dependent variable for the four variables has been done from the reliability analysis. Here, the overall alpha is .718, which means that all the independent variables have an internal consistency of 71.8% among each other which is almost 72%. Again individually from the column "Cronbach's Alpha if Item Deleted", we can see that if we delete any of the items there will not be increase in the consistency. So, we kept all the variables and did not delete anyone.

Reliability test for measuring independent variables [Mobile Advertising] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Mob_Ad1 Mob_Ad2 Mob_Ad3

11.2125 11.0375 11.2875

3.056 3.454 3.904

.442 .539 .589

.697 .600 .595

Reliability Statistics

Cronbach's Alpha .700

N of Items 3

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Interpretation For the reliability test of the independent variable Mobile Advertising, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.700 which means that all the dimensions have an internal consistency of 70.00% among each other. It is very much dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted " we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items.

Reliability test for measuring independent variables [Mobile Banking] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Mob_bn1 Mob_bn2 Mob_bn3

11.3500 11.0625 11.1125

3.370 3.629 2.658

.312 .332 .565

.577 .562 .366

Reliability Statistics

Cronbach's Alpha .598 Interpretation

N of Items 3

For the reliability test of the independent variable Mobile Banking, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.598 which means that all the

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dimensions have an internal consistency of 59.80% among each other. It is very much dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted" we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items.

Reliability test for measuring independent variables [Mobile Ticketing] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Mob_tic1 Mob_tic2 Mob_tic3

10.9125 10.7750 11.0625

2.866 3.316 2.794

.306 .167 .309

.280 .429 .274

Reliability Statistics

Cronbach's Alpha .426

N of Items 3

Interpretation For the reliability test of the independent variable Mobile Ticketing, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.426 which means that all the dimensions have an internal consistency of 42.60% among each other. It is not very dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item

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Deleted" we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items. Reliability test for measuring independent variables [Bill Pay] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Bil_pay1 Bil_pay2 Bil_pay3

17.8750 17.8250 17.7875

11.478 10.526 10.347

.227 .549 .424

.718 .624 .655

Reliability Statistics

Cronbach's Alpha .695

N of Items 3

Interpretation For the reliability test of the independent variable bill pay, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.695 which means that all the dimensions have an internal consistency of 69.50% among each other. It is very much dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted" we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items.

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Reliability test for measuring independent variables [Fund Transfer] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Fund_trn1 Fund_trn2 Fund_trn3

14.2125 14.2250 14.5750

6.220 7.113 5.134

.417 .156 .359

.447 .574 .469

Reliability Statistics

Cronbach's Alpha .551

N of Items 3

Interpretation For the reliability test of the independent variable Fund Transfer, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.551 which means that all the dimensions have an internal consistency of 55.10% among each other. It is very much dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted" we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items.

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Reliability test for measuring independent variables [Buy-Sell] Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item Deleted

Buy_sel1 Buy_sel2 Buy_sel3

10.7250 10.8000 10.7500

3.645 3.352 2.949

.199 .485 .375

.549 .336 .392

Reliability Statistics

Cronbach's Alpha .524

N of Items 3

Interpretation For the reliability test of the independent variable Buy-Sell, three dimensions have been pulled out from the reliability analysis. We can see that alpha is 0.524 which means that all the dimensions have an internal consistency of 52.40% among each other. It is very much dependable for the internal consistency. Again individually from the column "Cronbach's Alpha if Item Deleted" we can see that, alpha value does not increase much if any question or item is deleted. So, we kept all of the items.

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Regression Analysis: Before conducting the regression analysis, we have identified mean values for the consistent items of the dependent and independent variables. After doing this, we have conducted the regression analysis by taking the mean values of the dependent variable and six independent variables. After conducting the regression analysis, the result that we have found is provided belowModel Summary

Std. Error Mode l 1 R .799(a) Adjusted R Square R Square .638 .598 of the Estimate .32393

a Predictors: (Constant), Mob_Ad, Mob_bn, Mob_tic, Bil_pay, Fund_trn, Buy_sel,

We can see here that the value of the R square is 0.638 which means the independent variables that we have selected can explain the dependent variable by 63.8%. So we can say that the independent variables (Mobile Advertising, Mobile Banking, Mobile Ticketing, Bill Pay, Fund Transfer, Buy-Sell) has a good explaining ability to explain the dependent variable (factors influencing customer perception about Mobile Marketing) because the value is quite high. This result means that there may be other variables which can also explain the dependent variable. So, further research can be made to identify those variables. Regression Equation: Mod el B 1 (Constant) Mob_Ad .042 .230 Std. Error .381 .083 .273 Unstandardized Coefficients Standardized Coefficients Beta .110 2.760 .913 t Sig.

25

.007

Mob_bn Mob_tic Bil_pay Fund_trn Buy_sel

.031 .249 .218 .079 -.021

.075 .088 .096 .091 .080

.050 .272 .232 .096 -.024

.416 2.824 2.271 .864 -.263

.679 .006 .026 .391 .793

Y = .042+ .273X1 + .050X2 + .272X3 + .232X4 + .096X5 - .024X6 Here, Y = Customer usage decision of M marketing X1 = Mobile Advertising X2 = Mobile Banking X3 = Mobile Ticketing X4 = Bill Pay X5 = Fund Transfer X6 = Buy-Sell Hypothesis Testing:

Here we are going to test the hypothesis of our selected eight independent variables. 1. H0:Mobile Advertising does not influence customer perception about Mobile Marketing H1: Mobile Advertising influences customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Mobile Advertising .273 .007 Regression P

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The table above shows that speed has a positive relation to the (= 0.273) customer perception about Mobile Marketing. But, we can see that the P value [0.007] is lower than alpha value 0.05. So, H1 is accepted and H0 is rejected. And that is, Mobile Advertising influences customer perception about Mobile Marketing . 2. H0: Mobile Banking dose not influences customer perception about Mobile Marketing. H1: Mobile Banking influences customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Mobile Banking .050 .679 Regression P

The table above shows that Mobile Banking has a positive relation to the (= 0.050) customer perception about Mobile Marketing. But, we can see that the P value is [0.679] and is higher than alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is, Mobile Banking dose not influences consumer purchase decision.

3. H0: Mobile Ticketing dose not influence customer perception about Mobile Marketing. H1: Mobile Ticketing customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Mobile Ticketing .272 .006 Regression P

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The table above shows that Mobile Ticketing has a positive relation to the (= 0.272) customer perception about Mobile Marketing. But, we can see that the P value [0.006] is lower than alpha value 0.05. So, H1 is accepted and H0 is rejected. And that is, Mobile Ticketing influences the customer perception about Mobile Marketing . 4. H0: Bill Pay does not influence customer perception about Mobile Marketing. H1: Bill Pay influences customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Bill Pay .232 .026 Regression P

The table above shows that Bill Pay has a positive relation to the (= 0.232) customer perception about Mobile Marketing. But, we can see that the P value [0.026] is lower than alpha value 0.05. So, H1 is accepted and H0 is rejected. And that is, Bill Pay influences consumer purchase decision. 5. H0:Fund Transfer does not influence customer perception about Mobile Marketing H1: Fund Transfer influences customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Fund Transfer .096 .391 Regression P

The table above shows that Fund Transfer has a positive relation to the (= 0.096) customer perception about Mobile Marketing. But, we can see that the P value is [0.391]and is higher than

28

alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is, Fund Transfer does not influence consumer purchase decision. 6. H0: Buy-Sell does not influence customer perception about Mobile Marketing. H1: Buy-Sell influence customer perception about Mobile Marketing. Independent Variables Standardized Coefficient () Buy-Sell -.024 .793 Regression P

The table above shows that Buy-Sell has a negative relation to the (= -.024) customer perception about Mobile Marketing. But, we can see that the P value is [0.793]and is higher than alpha value 0.05. So, H0 is accepted and H1 is rejected. And that is, Buy-Sell does not influence consumer purchase decision. Results

In our study we have found out factors which affect customer perception about Mobile Marketing. Through an exploratory research the factors we have found are- Mobile Advertising, Mobile Banking, Mobile Ticketing, Bill Pay, Fund Transfer, Buy-Sell. Here, the R2 value is .638, which states that the independent variables can explain the dependent variable so well. There must be some other factors which also effects usage decision of customer perception about Mobile Marketing. After running the regression analysis we have found out that Mobile Advertising, Mobile Ticketing and Bill Pay have a significant positive effect on the customer perception about Mobile Marketing. Other than Mobile Banking and all the factors also have positive effect on usage customer perception about Mobile Marketing but they are not significant.

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Limitations

As we have selected the convenience sample for conducting our research and its already has some argument so that we think we may have overlooked some potential respondent who might have given us the more accurate answer. The R2 (.638), is suggest that there are other such factors which can also influence customer perception about Mobile Marketing. Further study should include other factors except those we consider here. Moreover, among six factors only three factors have been accepted as significant. So, further research should conduct an exploratory research to identify other factors other than these that influence people perception about Mobile Marketing.

4. The Areas of M-commerce in Bangladesh

Mobile devices are widely accepted due to the convenience and it will evolve into personal trusted devices which pack users identity, purchasing power and benefiting various aspects of their daily lives. It plays an important role for users in order to facilitate the vision of an intelligent ambience, by collecting and communicating various personal habits and preferences, and enabling their environments to sense and react. Wireless communications and services are enabled by the convergence of two technologies, the Internet and wireless technology such as mobile phones and personal digital assistant. And today's mobile devices fulfill this need for real-time information and communication independent of the users location. A user can connect to the Internet wherever and whenever they want since the mobile Internet has unique strengths over the stationary Internet. Abundant information has indicated the proliferation of wireless Internet via mobile devices which is creating unparalleled opportunities for m-commerce to leverage the benefits of mobility. It allows consumers and businesses to build connectivity by transcending time and place, increasing accessibility, and expanding their

social and business networks. Therefore, the proponents claim that the m-commerce will surpass e-commerce in growth and scale because of the enhanced mobile internet attributes.

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4.1 Mobile Financial Services

The rapid pace adoption of next-generation mobile handsets has created opportunities for new and innovative mobile services. One of the most promising, while still marginally adopted, are mobile financial services. The wide penetration and personal nature of mobile phones, the overall stability of mobile communication technologies, and the positive experiences with mcommerce payments have made mobile solutions applicable for a variety of financial services. Today, almost every telecom company in Bangladesh introduced mobile payments system. Mainly mobile are used to pay for popular mobile content and services since there are few alternative payment solutions available. More generally, security and convenience have been suggested as the key drivers for the growth of m-commerce. Personal mobile devices are effective in identifying the payer and confirming the transaction. Despite the claims of insecurity, the users seem to be willing to use quite simple mechanisms. Lots of transaction is being introduced by Bangladeshi Telecom Company, such as the money transfer from mobile to mobile, bill payment, Banglalink money transfer from abroad to Bangladesh, etc.

4.2 Mobile Payments

Mobile payments are expected to become one of the most important applications in mcommerce. M-commerce involves m-payment, which is defined as the process of two parties exchanging financial value using a mobile device in return for goods or services. Therefore, a widespread use of mobile phone has emerged a number of payment schemes which allow the payment or goods/services from the mobile device. Micro-payments can be implemented when a user make a toll call equal to the cost of it paying via wireless vending service. Another way of micro-payment is to buy prepaid numbers from a service provider, bank or credit card company and transfer the payment. Remote mobile micro payments enable purchases of mobile content and services such as news, games, tickets, and location-based services. Almost every telecom company in Bangladesh introduced this Mobile payment system. GrameenPhone introduced Electricity bill Payment, Gas bill payment, BD Railway E-ticket, Etc.

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4.3 Information Search

After the bursting of dotcom bubble, e-commerce has gone downwards to hell. But the evolution of mobile commerce has again worked as ambrosia for them. A separate sector has been evolved to exercise on this field for the IT experts. The webmasters have skillfully exploited this new area of IT-enabled commerce. In the IT field, mobile commerce has been used massively to deliver financial news, stock updates, sports figures and traffic updates and many more onto a single handheld device mobile'. Almost Every company has this information search facilities. News alerts, Different seasonal Festival alerts, such as Ramadan timing, Namaz schedule, sports alerts or

information, social networking alerts, etc.

4.4 Mobile Banking

Mobile banking services are valued by users because of the inherent time and place independence, and the overall effort-saving qualities. Mobile banking services enable users to receive information on their account balances via SMS. The new WAP and Java- enabled mobile phones using General Packet Radio Service (GPRS) support a wider variety of banking services such as fund transfers between accounts, stock trading, and confirmation of direct payments via the phones micro browser. The mobile services are typically modified versions of the Internet banking services of the particular bank and the architectures are backed by several banking industry consortiums. Mobile Bank Service Provider Several banks have introduced

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successful mobile financial services for smart phone users. Some bank provides users with a wireless banking application, which is built using the same back-office infrastructure as its Internet bank. City Bank has started their mobile banking system in order to provide advanced customer service.

4.5 Mobile Advertising

Mobile advertising is a very important class of m-commerce; it augments location information with personalization and delivers the obtained history of users purchases habits. Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. By keeping track of users purchasing habits and current location, a targeted advertising campaign can be performed. Messages can be sent to all users who are currently in a certain area (identified by advertisers or even by users) or to certain users in all locations. Depending on interests and personality types of individual users, advertisers could decide whether a push or pull form of advertising is more suitable. Most users did not mind being pushed for mobile location-aware services information, as long as they really needed the information. A location-aware or location-based service is a service where a users behavior is mostly driven by location information. And proximity-triggered mobile advertising is a special case of location-based notification services. Notification services are user-driven, e.g. getting a notification when a set of conditions is met. On the other hand, advertising is typically not userdriven, i.e. the recipient does not request or pull the advertisements from a server, but they are pushed to him/her instead. These services utilize a users location to provide location-aware content including information on restaurants, devices, users, and products. When a mobile user enters an area, the list of services and location information can be provided based on current preferences or the history of choices. For instance, one user might be interested in knowing the availability and waiting time at one or more restaurants close to his/her current location (pull).Another user might like to be informed when one of his/her friend is located in the same general area (push).Mobile Advertising Service Provider such as Airtel, GP, Teletalk are doing this kind of advertisement. Companies itself new product & service promotions, government promotions, NGO promotions etc. are been advertised widely in Bangladesh. To create a uniform

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set of guidelines for wide scale use of mobile advertising, the Advertising Association and Marketing Association merged together.

4.6 Mobile Entertainment

Mobile entertainment (m-entertainment) is concerned with providing amusing and enjoyable services for users via wireless technology to mobile devices. Most people make some form of traditional pure entertainment part of their daily lives, bringing these forms of content to mobile devices is an appealing notion. Mobile entertainment is a Business-to-Consumer service which is done during leisure time. Mobile Entertainment Services and Games (B2C) are applications providing entertainment services to users on a per event or subscription basis. These include video- on-demand, audio-on-demand, and interactive games. These companies offer songs, caller tune service, videos, animations, love quotes, jokes, etc.

4.7 Mobile Gaming

Mobile devices offer the opportunity to play games nearly everywhere. Moreover, networked games allow individual players to interact with other people and to participate in a larger gaming world, which also provides for new business opportunities. Advances in mobile computing and wireless communication technology enable the creation of games with appealing graphics and game play on a variety of mobile devices ranging from smart-phones to PDAs and other portable computing devices. Therefore, the popularity of mobile games played on portable handsets is increasing and the huge possibilities for growth in this area are already being taken seriously by traditional mobile telecommunications handset vendors. Device makers are designing GSM handsets with hardware and user interfaces specifically designed for gaming as exemplified by Nokia with their recent N-gage device. In essence these new devices offer players the ability to play head to head with their friends or any other players at any time and in any place.

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4.8 Mobile Music

A key advantage of mobile music is having users phone and music player in the same small device. Nokia has developed many mobile phones with integrated technologies to play music, either from a digital music player or an FM stereo radio. A user can hear Stereo FM radio, tune in to visual radio to see the screen of mobile device, listen music as well as to download digital music tracks in AAC format. Instead of carrying a MP3player a user can carry a mobile phone as a substitute. Mobile music has become an important area of digital services for customer convenience and their convenience is considered as a key. Nokia have together developed mobile music service for mobile device users, where they can purchase digital music in a protected file format. The music bought from the online music store is downloaded to the users computer and then transferred to the device. Apple as well provides the same service through its I-store.

4.9 Mobile Shopping

Mobile extends users ability to make transactions across time and location and creates new transaction opportunities. It is important to note that only a part of the purchasing process is conducted with the mobile terminal. The basic point is that user needs to know what he/she wants in advance of making a mobile purchase. Moving forward, it seems most likely that a shopping list might be created with a web interface, which may then be executed from a mobile. At the current stage of technological development the customer must ideally be faced with a onebutton purchase experience for mobile shopping. The purchase suggestions will often be based on the users past behavior patterns. Cell bazaar is a live example introduced by Grameenphone to begin this sort of M-commerce.

4.10 Mobile Retailing

Mobile retailing is an interesting m-commerce application to use a Smartphone to order pizza from a delivery service; this might be even more appealing than ordering the pizza via internet,

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because it takes a long time to boot the PC or a PC might not be available. M-commerce combined with location identification creates new value, for example, when ordering a taxi or a pizza the vendor can automatically know where the service is to be delivered. However, there will be a large space for e-retailers to become m-retailers, when the personalization and location issues are well addressed. Books, CDs and groceries are often items, which the user knows well and where he needs just a tool to make a purchase. The purchase will be made when the user has spare time, independently of the shop opening hours and physical location. Lots of retail shops give different seasonal gift if the consumer possesses a certain telecom line, even order from some precise telecom subscriber give special discount.

4.11 Mobile Ticketing

Mobile electronic purchase or reservation of tickets is one of the most compelling proposed services, because ticket reservation/purchasing are hardly a pleasant expertise today. Either one has to go in person to a ticket booth, or has to call an agency or the outlet. It is clearly more convenient to select and book tickets directly from the mobile device, because often the decision to purchase is made while outside or on the move among friends. Grameenphone E-ticket in Bangladesh railway is a start of this kind of M-commerce. Banglalink is also offering the ticketing service now.

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5. M-marketing in Bangladesh: Status, Potential and Constraints

5.1 Potential market for more advanced m-commerce

Every day the use of mobile subscriber and the use of mobile services are increasing. Bangladesh has been already proved a great potential market for mobile telecom service. As a result a huge growth has been seen in last few years in m-commerce. But there are yet now lots of section in m-commerce which can be flourished. The introduction of 3G technology will take Bangladeshi Telecom Company to a new stage and by which lots of innovative new and existing technology can be introduced. More deeper, new user friendly technology and cheap m-commerce can certainly help the whole country economy and life style to improve. The two things which will help to accelerate this M-commerce are Customer Trust in M-commerce And the Security Challenge in M-commerce. Wireless network is a common trouble in Bangladesh that often causes customers suffering during communication. But there are some mobile service providers who have cover the whole network system around Bangladesh and therefore wireless network problem is reducing now. Here the companies should create a positive sense about this technology and as far as possible safe and reliable transaction. This will help the M-commerce to boost up to a new stage. Sending SMS and getting instant deduction from her mobile is acceptable but buying products and divulging her credit card details with in a wireless environment is rather risky secure transaction environment is a common phobia in Bangladesh to adopt the m- commerce properly. The government infrastructure is really lousy due to the high rate of corruption. Therefore, the adoption rate of a utility bill payment with mobile device is still at a slow pace. So the service provider has to gain the trust of general users that the transaction environment with a mobile device is secure then there would be a possibility of advanced mcommerce adoption in Bangladesh.

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5.2 Government Legislation

For m-marketing to M-marketing in Bangladesh: Status, Potential and Constraints develop requires an enabling environment that would ensure easy and quick movement of inputs as well as goods and services within the country and cross border trade. However, m-marketing related copyright protection is not covered in the new IPR. According to the Evidence Act, 1881, a physical signature is necessary to make any contract legal. This makes electronic contracts void under Bangladeshi law. Contract Law in Bangladesh is governed by the Contract Act 1872. Cross border contracts are legal, but a physical signature is necessary to validate the contract. Legislation that legalizes digital certificates, electronic contracts, also needs to be enacted to promote m-marketing.

5.3 Infrastructure: Status and Issues

Internet services are directly dependent on the telecommunication infrastructure of the country. The Bangladeshi telecommunication sector is characterized by poor level of penetration, high cost to access and a lengthy waiting period. Recent inclusion of 3G (3rd generation telecom service) creates a prospect of m-marketing.

5.4 Governance

Bangladesh has an intractable problem of poor governance. M-marketing and FDI are likely to reinforce each others presence and growth. Acceptance and successful application of m-

marketing e would enhance the business environment, sending signals to foreign investors that it is becoming easier to do business in Bangladesh.

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5.5 Major Constraints to M-marketing

This paper highlights various constraints to marketing and trade in general and m-marketing in particular Mobile devices possess limitations(i.e. memory and battery life) Network operation cost is relatively high Data transmitted in wireless is vulnerable Problem with wireless network(i.e. bandwidth, connection stability) Limited display size Lack of secure transaction environment These are the problems impede the progress of m-marketing in Bangladesh.

6. Recommendations

6.1 Introduction of Advance payment system

From paying any restaurant bill to almost all utility bills, PayMate allows mobile subscribers to make payments for merchant services using their cell phones. It is connected to merchants and banks to enable transactions. Whats more it does not require any additional software or SIM upgrade to process transactions.

6.2 Mobile Auctions

It includes applications that allow users to buy or sell certain items using multicast support of wireless infrastructure. These applications require that group membership not be adversely affected by brief wireless disconnection or intermittent connectivity as observed in many wireless networks of today.

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6.3 Third generation (3G) Technology

This Application services include wide-area wireless voice telephone, mobile Internet access, video calls and mobile TV, all in a mobile environment. Through this technology Indias telecom companies introduce lots of m-commerce and almost every service is being dependent through this technology.

Other M-commerce Services Online Buying Online Shopping Advanced Mobile Financial Services Micro-payments Macro-payments Advanced Mobile Banking Fund Transfers between accounts Stock Trading

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7. Conclusion

According to the analysis of the websites and the literature review it can very easily conclude that in less than a decade Bangladesh has achieved a lot in m-commerce industry. The information of the websites is very recent on the contrary the literatures found are of back in 3 years or more than that. The recent pictures of m-commerce industry is noticeably different from that was at that time. Despite being a member of third world country the m-commerce industry has improved a lot here. There are some more websites working in the country at present which are not mentioned in the report. And the most positive thing is now every renowned organization is trying to have a virtual space by which at least the interested individuals can get some pictures about the organization. The Internet came late to Bangladesh with connectivity in 1996. In the last few years it has grown dramatically, although obviously from a very low base. With an estimated user base of around 500,000 in early 2006, and now in 2011 it has come to 5,501,609. There is reason behind this boost up and it is the revolution in telecom industry. Over the last two to three years, the number of mobile subscribers in Bangladesh has been more than doubling on an annual basis. However, it blessed the e-commerce industry too. Investors are now a bit more assured that they have potential to reach to the mass people. To sum up, it can be said that the beginning already has been started; now it needs a strong backup which will support the progress smoothly, guide it with proper regulations, and protect it from all jeopardy. We hope the progress of the m-commerce will soon turn into e-commerce for Bangladesh and it will bring the positive output in log run.

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8. Bibliography
1. Leppniemi, Matti, Mobile marketing communications in consumer markets, Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 21,retrieved on 17.07.2012. 2. MMA Updates Definition of Mobile Marketing, Mobile Marketing Association. Nov 18, 2009,retrieved on 17.07.2012. 3. Leppniemi, Matti, Mobile marketing communications in consumer markets, Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 50.retrieved on 17.07.2012. 4. EITO,2002.EuropeanInformationTechnologyObservatory2002,Edition10,WorldWideWeb: http://www.eito.com, retrieved on17.07.2012. 5. 6. EITO,2004.EuropeanInformationTechnologyObservatory2004,Eurobit,FrankfurtamMain. Tiwari,R.,Buse,S.andHerstatt,C.,2006.CustomerontheMove StrategicImplicationsofMobileBankingforBanksandFinancialEnterprisesin,CEC/EEE200 6,ProceedingsofThe8thIEEE InternationalConference on E-Commerce Technology(CEC/EEE06), San Francisco,pp. 522-529. 7. Buse,S.,2002.DerMobileErfolg ErgebnisseeinerempirischenUntersuchunginausgewhltenBranchen, inKeuper, F. (Eds.): Electronic Businessund Mobile Business, pp. 91-117, Gabler, Wiesbaden. 8. UNCTAD,2004.ECommerceandDevelopmentReport2004,UnitedNationsConferenceonTrade Development, New York, NY (a.o.). 9. Hohenberg,H.E.andRufera,S.,2004,DasMobiltelefonalsGeldbrsederZukunft-Chancenund PotentialedesMobilePayment(MPayment),indermarkt:ZeitschriftfrAbsatzwirtschaftundMarketing,Vol. 2004/1, pp. 33-40,Vienna. 10. Kalakota,R. and Robinson, M., 2002,M-business: The Raceto Mobility, McGraw-Hill, New York. 11. Fischer,I.2003,ZurBeobachtungderEntwicklungdesECommerce,inWirtschaftundStatistik,No.4,2003, pp. 318-318,Wiesbaden. 43,No. 168, and

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12. Mesenbourg, T.

L.,

2001, Measuring Electronic Business.

Web:http://www.census.gov/econ/estats/papers/msrebus.pdf,retrieved on,17.07.2012. 13. OECD(2002):MeasuringtheInternetEconomy2002.OrganisationforEconomicCooperationandDevelopment,Web: http://www.oecd.org/dataoecd/16/14/1835738.pdf,retrieved on, 17.07.2012. 14. Zhang,J.J.etal.,2004,DrivingForcesform-commerceSuccess,inShaw,M.J.(Ed.):E-Business Management:IntegrationofWebTechnologieswithBusinessModels.pp.5176,Kluwer,Norwell- Massachusetts. 15. Veijalainen, J. et al., 2003, On Requirements for Mobile Commerce, Web:

http://www.esan.edu.pe/paginas/PDF/15veijalamenyotros.pdf,retrieved on,17.07.2012. 16. Mller-Veerse, F., 2000, Mobile Commerce Report, World Wide Web:

http://www.dad.be/library/pdf/durlacher1.pdf,retrieved on 17.07.2012. 17. UNCTAD,2002,ECommerceandDevelopmentReport2002,UnitedNationsConferenceonTrade Development, New York, NY (a.o.). 18. Khodawandi,D.,Pousttchi,K.andWiedemann,D.G.,2003,AkzeptanzmobilerBezahlverfahren in Deutschland, inPousttchi, K. and Turowski, K. (Eds.): Mobile CommerceAnwendungen undPerspektiven,Augsburg 2003,pp.42-57. 19. Wirtz,B.W.,2001,ElectronicBusiness.2.Edition,Gabler,Wiesbaden. and

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9. Appendix

Project Questionnaire On
Mobile Marketing and Its Prospects in Bangladesh

I am the students of Department of Business Administration of East West University. For the purpose of my course requirement, the following questions are designed to find out the Research conducting by
Md. Maruf Hassan 2008-2-10-126

Mobile Marketing and Its Prospects in Bangladesh. This survey is being conducted only for my academic purpose. The provided information will be kept confidential and will be

Department Of after the Administration work. Your cooperation will be highly appreciated. demolished Business finishing of the

Servey conducting by: Vezen Tahari 2008-2-10-022 Department Of Business Administration

Please turn the page and continue

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Part A I. A) B) II. Do you use Mobile Phone? (If yes continue further) Yes No Please put your level of agreement with the following statements in any range from 1-7 scale; where 1 stands for strongly disagree & 7 stands for strongly agree.

Factors No

Strongly Agree (7)

Agree

Agree Somewhat

Neutral

Disagree Somewhat

Disagree

Strongly Disagree

(6) 6

(5) 5

(4) 4

(3) 3

(2) 2

(1) 1

I think Mobile marketing is growing in Bangladesh

Mobile marketing made the life easier for users

I think mobile marketing have good prospect in Bangladesh

Mobile

marketing

brought

new dimension in marketing 5 I have heard about mobile advertising 6 7 I get mobile advertise by sms I think mobile advertise is effective way for marketing 8 9 I know about mobile banking I prefer mobile banking than regular banking 10 11 12 Mobile banking is easy to use I know about mobile ticketing I use mobile ticketing for 7 7 7 6 6 6 5 5 5 4 4 4 3 3 3 2 2 2 1 1 1 7 7 6 6 5 5 4 4 3 3 2 2 1 1 7 7 6 6 5 5 4 4 3 3 2 2 1 1 7 6 5 4 3 2 1

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purchasing tickets 13 I want mobile ticketing for all kind of ticketing service 14 I am happy with traditional bill pay system 15 I use mobile bill pay service for payment of my utility bill 16 I want Mobile bill pay service for all kind of bill payment 17 18 I use mobile for fund transfer Mobile fund transfer is easy to use 19 Mobile fund transfer should be available for everyone 20 21 Mobile buy-sell is easy to use I use mobile for buy-sell purpose 22 Mobile buy-sell is easier than regular buy-sell system 7 6 5 4 3 2 1 7 7 6 6 5 5 4 4 3 3 2 2 1 1 7 6 5 4 3 2 1 7 7 6 6 5 5 4 4 3 3 2 2 1 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1 7 6 5 4 3 2 1

Part B III. A. B. What is your Gender? Male Female

IV. A. B. C. D. E.

In what age group are you? Under 18 18-22 22-26 26-30 Over 30

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V. A. B. C. D. E.

What is your level of education? Primary SSC HSC Undergraduate Postgraduate

VI.

What is your family monthly income? A. 10000 15000 B. 15000-25000 C. 25000-35000 D. 35000- 45000 E. F. 45000-60000 60000+

VII. A. B. C. D. E.

In terms of your occupation, how would you characterize yourself? Business person Public Worker Private Worker Student Other [please specify]

Thank you for your time and cooperation.

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