| Mobile marketing is a quite new phenomenon in the | | | | - To be clear and simple, flexible and comprehensive; |
| sphere of communication. Mobile telephony and | | | | - Capable of handling issues such as promoting |
| technology started getting its momentum since 2000 | | | | competition, encouraging investments, encouraging |
| AD only. In last ten years, it has been advanced in | | | | cost cutting in unnecessary facets of expenditure, |
| giant leaps. Quick shifts in technological aspects have | | | | creating environments conducive to businesses; |
| been changing degree of reaches of mobile | | | | - Protection of consumer privacy; |
| communication, and hence, mobile marketing. | | | | - Avoiding severity of interpretation and application of |
| Emergence of new techniques and methods and their | | | | rules to prevent nipping a promising industry in bud. |
| subsequent mergers has exponentially enhanced the | | | | For the sake of growth of the industry of mobile |
| evolution path of mobile communication and | | | | marketing, consumers' trust is a prerequisite. To get |
| consequently marketing through various channels in | | | | consumers in confidence, consumers' confidence |
| this new medium. | | | | regarding their privacy must be guarded. There are |
| Obviously with the shift in technology, prevailing | | | | four threats to consumers' privacy - |
| legislation seem insufficient. Mobile technology has | | | | - Possibility of exposure of consumers' identity, |
| opened path of marketing through text and | | | | - Determine consumers' location by tracing via |
| multimedia messages, voice calls, Bluetooth and | | | | strength of signal or Geographic Positioning System, |
| Internet. It helped mobile marketing penetrating | | | | - Information theft from consumers' handset or |
| consumers as wide as deep as it has never been. | | | | online database, |
| Also, it has been imposing threats to user's privacy. | | | | - Wooing of unsolicited messages. |
| To guard consumers' right to privacy, legislation's | | | | All of these threats are quite personal. If they are |
| have being framed globally. But these efforts are | | | | not taken care off with utmost sincerity, consumers |
| facing challenges everyday as technology shifts in | | | | may lose confidence in mobile marketing. Legislation's |
| mobile telephony quite fast. | | | | should help service providers to assure protection of |
| Considering the quick shifts in mobile technology, the | | | | consumers' privacy. |
| future legislation's need to be neutral to such | | | | It is now matter of sometime. Once legislation's will |
| changes. At present the objectives of legislation's | | | | come in force, skepticism on mobile marketing may |
| controlling mobile marketing are as follows: | | | | wane away gradually. |