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Proceedings of the 37th Hawaii International Conference on System Sciences - 2004

An Investigation and Conceptual Model of SMS Marketing
Astrid Dickinger, Parissa Haghirian
Vienna University of Economics & Business Administration, International Marketing and
Management Department; {astrid.dickinger, parissa.haghirian}@wu-wien.ac.at
Jamie Murphy, Arno Scharl
University of Western Australia, Business School
{jmurphy, ascharl}@ecel.uwa.edu.au

Abstract
Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message
Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

1. Introduction
They live in the same house but their lives contrast. Like many of her 16-year old friends doted on by parents and grandparents, Ingrid Johnson has time to kill, money to burn, follows trends and loves to shop.
Her dad, Bill Johnson, would kill for free time, pinches pennies, ignores trends and hates to shop. Yet they passionately agree on one thing; they could not survive without their cell phone. The quest for companies is leveraging cell phone technology in order to effectively market to both Ingrid and Bill.
Mobile devices increase consumer communication and challenge companies as to appropriate marketing.

As with most new technologies, mobile usage differs geographically. Unlike the
Internet, where the US led

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