1. The Wireless Way of Russian
Marketing
Larisa Danchenok, PhD, professor, MESI
(Moscow, Russia)
Peter Nevostruev, PhD, MESI (Moscow,
Russia)
France, Paris, 22 January 2011

2. Russia Today
Mobile phone Internet
active users active users
70 000 000 75 000 000
Source: MobiMark Agency, Sept. 2010 Source: TNS Web Index, Sept. 2010

3. Wireless Marketing
Activities and programs helps to promote
products, services or companies, based on
the use of wireless transmission of
information and communication using the
principle of "one-on-one."

4. Key Elements of Wireless Marketing
Applications Devices
Internet Access

5. Krusell Rating (06.2010)
1. Apple iPhone 4
2. Nokia 3720 Classic
3. Apple iPad
4. HTC HD2
5. Nokia E52
6. HTC Wildfire
7. Samsung S8500 Wave
8. HTC Desire
9. Nokia 6700 Classic Source:
10.Apple iPhone 3G Covers Retail Audit,
50 countries

7. Android Is The Highest Growth
Operation System
IQ2009 IQ2010
Market
Devices, Market Devices, Share,
(000) Share, % (000) % Grows, %
Symbian OS 17825,3 48,8 24069,8 44,3 -4,5
Research in Motion (BlackBerry) 7533,6 20,6 10552,6 19,4 -1,2
iPhone OS 3848,1 10,5 8359,7 15,4 4,9
Android 575,3 1,6 5214,7 9,6 8
Microsoft Windows Mobile 3738,7 10,2 3706 6,8 -3,4
Linux (OpenMoko и др.) 2540,5 7 1993,9 3,7 -3,3
Other OS (Palm webOS. etc.) 445,9 1,3 404,8 0,8 -0,5
Total 36507,4 100 54301,4 100

8. Wireless Internet Technologies
3G HSPA+
Mobile
LTE
WiMAX

9. Place of Mobile Apps

11. Summary
1. Structure of marketing costs changes in favor of
Wireless Marketing
2. SMS is not a main channel
3. Apps-oriented market
4. The growth of the WM organization cost
5. The growth of interaction between consumer
and company
6. Reduction of front-office`s burden for company

12. Thank you for you attention!
Larisa Danchenok
Ph.D. Professor
Moscow State University of Economics Statistics and Informatics (Moscow,
Russia)
Ldanchenok@mesi.ru
Peter Nevostruev
Ph.D.
Moscow State University of Economics Statistics and Informatics (Moscow,
Russia)
Pnevostruev@mesi.ru