Abstract: 

The introduction of mobile phones has prompted many companies to consider the mobile channel as an alternative marketing tool when they design and implement their marketing strategies. Many traditional marketing channels like television, newspaper and billboards are currently being complemented with the use of mobile marketing. However, work on what makes mobile marketing effective, and how to utilize this new channel for marketing efforts, is lacking in the research literature and there have been many teething problems in the mobile telecommunication networks and standards.

Researchers from the related disciplines are beginning to look into this phenomenon. Although each of the disciplines pursues its own objectives concretely, there is still a gap in the current literature that explores mobile marketing from a holistic perspective. Computer Supported Collaborative Work (CSCW) and Interaction Design (ID) specifically study technology interventions in different contexts to support, and at times enable, human-human or human-computer interactions. This seems a good area from which to undertake a holistic study. The Locales Framework will be applied to a case scenario and a number of traditional marketing studies as a research tool to analyze how mobile marketing can be aided in the development for designing and implementing marketing materials based on the given context. The findings of applying the Local Framework in this domain, and the research tools within the Locales Framework, will be used to extend the Locale Framework as an interaction design method.