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Case
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Reference no. 502-081-1
Subject category: Marketing
Authors: Tawfik Jelassi (INSEAD); Charles Waldman (INSEAD); Albrecht Enders (INSEAD)
Published by: INSEAD
Originally published in: 2002
Version: 06.2015
Revision date: 5-Apr-2016
Length: 24 pages
Data source: Field research
Topics: m-Commerce; Mobile commerce; Mobile retailing; Mobile marketing; Mobile advertising; Business-to-consumer (B2C); Business-to-business (B2B); IT based entrepreneurship
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Abstract

This case analyses the first years of operation of 1 2 Snap, a German start-up to be launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.
Location:
Germany
Industry:
Advertising
Size:
Small
Other setting(s):
2002
Teaching note
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Reference no. 502-081-8
Subject category: Marketing
Authors: Tawfik Jelassi (INSEAD); Charles Waldman (INSEAD); Albrecht Enders (INSEAD)
Published by: INSEAD
Originally published in: 2004
Version: 10.2015
Revision date: 5-Apr-2016
Length: 14 pages
Data source: Field research
View full details

About

Abstract

This case analyses the first years of operation of 1 2 Snap, a German start-up to be launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.

Settings

Location:
Germany
Industry:
Advertising
Size:
Small
Other setting(s):
2002

Related

Teaching note
-
Reference no. 502-081-8
Subject category: Marketing
Authors: Tawfik Jelassi (INSEAD); Charles Waldman (INSEAD); Albrecht Enders (INSEAD)
Published by: INSEAD
Originally published in: 2004
Version: 10.2015
Revision date: 5-Apr-2016
Length: 14 pages
Data source: Field research
View full details