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Advertising Challenges in Ubiquitous Media Environments
Halmstad University, School of Information Science, Computer and Electrical Engineering (IDE), Halmstad Embedded and Intelligent Systems Research (EIS), Man and Information technology laboratory (MI-lab).ORCID iD: 0000-0001-9439-0764
Halmstad University, School of Information Science, Computer and Electrical Engineering (IDE), Halmstad Embedded and Intelligent Systems Research (EIS), Man and Information technology laboratory (MI-lab).
2010 (English)In: Handbook of Research on Mobile Marketing Management / [ed] Key Pousttchi, Dietmar G Wiedemann, Hershey, PA: Business Science Reference , 2010, p. 77-93Chapter in book (Other academic)
Abstract [en]

Mobile advertising opportunities have attracted interest from industry and academics as a response to the trend of diffusion of new mobile technology. One industry particularly interested in new advertising opportunities is the newspaper industry. Many media houses envision a future multi-channel media environment supporting device independent, anytime, anywhere publishing, i.e. a Ubiquitous Media Environment (UME). In this paper we explore how ubiquitous advertising challenges the role of media houses. Ubiquitous advertising refers to advertising in a UME, anytime, anywhere and in any device. Based on results from interviews and workshops with advertisers and publishers we discuss how media houses traditional role is challenged. We contribute with an understanding of how media houses can develop their role to succeed with ubiquitous advertising and to m-advertising literature with insights into the dynamics of balancing consumer and advertiser value of ubiquitous advertising.

Place, publisher, year, edition, pages
Hershey, PA: Business Science Reference , 2010. p. 77-93
Series
Advances in e-business research series
Keywords [en]
Mobile advertising, M-advertising, Mobile advertising market, Ubiquitous advertising, Ubiquitous Media Environment, Context, Context adaption
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hh:diva-2799DOI: 10.4018/978-1-60566-074-5.ch005Local ID: 2082/3201ISBN: 9781605660745 ISBN: 1605660744 ISBN: 9781605660752 ISBN: 1605660752 OAI: oai:DiVA.org:hh-2799DiVA, id: diva2:240017
Available from: 2009-08-14 Created: 2009-08-14 Last updated: 2018-03-23Bibliographically approved
In thesis
1. Digital Innovation in the Value Networks of Newspapers
Open this publication in new window or tab >>Digital Innovation in the Value Networks of Newspapers
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

After decades of digital developments, we are now entering a truly digital era. Digital information and communication technology has become a naturally embedded part ofthe designed environment we live in. Most parts of life are today pervaded by digital products and services. Evidence of such immersion can be noted in, for instance, media consumption. This development is gradually shaping and cultivating a media environment that is ubiquitous. Such ubiquity is manifested in media’s constant presence and thechanges in media consumption in the purview of digital innovation. Indeed, digital innovation is not only a shift in technology. It alters existing value networks and calls forrethinking existing value perceptions. While this disruptive change driven by digitizationcan be found in many industries, this thesis focuses on its impact on value networks in thenewspaper industry.The digitization of newspapers started with the introduction of the internet in the 90´sand soon emerged into new media innovations. While these new media innovations have not replaced existing media, they have been disruptive to newspaper value networks. Recently, the emergence of yet another digital innovation is specifically interesting whenstudying changes to value networks of the newspaper industry: the e-paper. This innovation (a screen technology very close to print on paper) exhibits inherent valuesthat make future replacement of print on paper a possibility. It is therefore regarded as avery promising technology in the newspaper industry. This thesis can be positioned at the intersection of the friction between forces to embarkon a new media trajectory and forces to hang on to the established structures andcontrol. The research question addressed in this thesis is: How are value networks of newspapers influenced by digital innovation? Addressing the research question, a multimethod approach was adopted to gain a broad understanding of how digital innovationinfluences value networks of newspapers. Drawing on digital innovation literature, the thesis presents a theoretical perspective with which to understand how digital innovation influences value networks. This perspective is instantiated as a model of value network configuration. The model emphasizes the multi-layered, dynamic, dialectic, and diametrical character of value networks in digital innovation. The model is offered as abasis and analytical tool to further explore value networks in digital innovation. This tool is useful for newspaper stakeholders when entering the digital era.

Place, publisher, year, edition, pages
Göteborg: Göteborgs universitet, 2009. p. 201
Series
Gothenburg studies in informatics, ISSN 1400-741x ; 42
Keywords
digital innovation, value network, value network configuration, ubiquitous media environment, e-paper, e-newspaper, newspaper industry
National Category
Information Systems
Identifiers
urn:nbn:se:hh:diva-14056 (URN)978-91-628-7877-1 (ISBN)
Public defence
2009-09-25, IT universitetet, Hus Patricia, Torg 2 (vån 2), Forskningsgången 6, Göteborg, 13:15 (English)
Available from: 2011-01-11 Created: 2011-01-03 Last updated: 2018-01-12Bibliographically approved

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Åkesson, MariaIhlström Eriksson, Carina

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Citation style
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