The role of recommendation agents in relationship marketing for mobile commerce and gaming.

• Main Authors: Muhammad Firdaus Masdar., Low, Kenny Ghim Weng., Luo, Michael Weining.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing; DRNTU::Business::Information technology::Mobile commerce
• Online Access: http://hdl.handle.net/10356/15232
• Institution: Nanyang Technological University

Through the years marketers has adopted more and more sophisticated and effective ways of marketing their products to consumers. Today, relationship marketing is widely recognized as one of the most important aspects of contemporary marketing strategies. The focus has shifted from a one-off transaction to building relationships with consumers. Marketers today are also privileged to be able to make use of the continuous improvements in Internet and mobile technology. They help marketers to understand their consumers better, thus gaining better insights into their preferences. As more business transactions take place wirelessly, there is a growing importance in electronic and mobile commerce. Service providers have turned to intelligent recommendation agents to help them better profile their consumers, recommend preferable products and services, and thus develop two-way relationships with the consumers. This provided marketers a competitive edge over their competitors. In this project, we explore the role in which recommendation agents play in the development and marketing of mobile games. Providing better mobile games is one of the many ways mobile phone developers attract and retain their targeted customers.