Introduction

Chapter 1
INTRODUCTION

Branding of mobility Solutions

Introduction

WIRELESS TELECOMMUNICATION INDUSTRY What is wireless telecommunication? Wireless telecommunications is the transfer of information between two or more points that are not physically connected. Distances can be short, such as a few meters for television remote control, or as far as thousands or even millions of kilometres for deep-space radio communications. It encompasses various types of fixed, mobile, and portable two-way radios, cellular telephones, personal digital assistants (PDAs) and wireless networking. Other examples of wireless technology include GPS units, Garage door openers or garage doors, wireless computer mice , keyboards and headset (audio), headphones, radio receivers, satellite television, broadcast television and cordless telephones. HISTORY OF WIRELESS TELECOMMUNICATION Photophone The world's first wireless telephone conversation occurred in 1880, when Alexander Graham Bell and Charles Sumner Tainter invented and patented the photophone, a telephone that conducted audio conversations wirelessly over modulated light beams (which are narrow projections of electromagnetic waves). In that distant era when utilities did not yet exist to provide electricity, and lasers had not even been conceived of in science fiction, there were no practical applications for their invention, which was highly limited by the availability of both sunlight and good weather. Similar to free space optical communication, the photophone also required a clear line of sight between its transmitter and its receiver. It would be several decades before the photophone's principles found their first practical applications in military communications and later in fibre optic communications.

Branding of mobility Solutions

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Early wireless work David E. Hughes transmitted radio signals over a few hundred yards by means of a clockwork keyed transmitter in 1879. As this was before Maxwell's work was understood, Hughes' contemporaries dismissed his achievement as mere "Induction". In 1885, T. A. Edison used a vibrator magnet for induction transmission. In 1888, Edison deployed a system of signalling on the Lehigh Valley Railroad. In 1891, Edison obtained the wireless patent for this method using inductance (U.S. Patent 465,971). In the history of wireless technology, the demonstration of the theory of electromagnetic waves by Heinrich Hertz in 1888 was important. The theory of electromagnetic waves was predicted from the research of James Clerk Maxwell and Michael Faraday. Hertz demonstrated that electromagnetic waves could be transmitted and caused to travel through space at straight lines and that they were able to be received by an experimental apparatus. The experiments were not followed up by Hertz. Jagadish Chandra Bose around this time developed an early wireless detection device and helped increase the knowledge of millimetre length electromagnetic waves. Practical applications of wireless radio communication and radio remote control technology were implemented by later inventors, such as Nikola Tesla. Radio The term "wireless" came into public use to refer to a radio receiver or transceiver (a dual purpose receiver and transmitter device), establishing its usage in the field of wireless telegraphy early on; now the term is used to describe modern wireless connections such as in cellular networks and wireless broadband Internet. It is also used in a general sense to refer to any type of operation that is implemented without the use of wires, such as "wireless remote control" or "wireless energy transfer", regardless of the specific technology (e.g. radio, infrared, ultrasonic) used. Guglielmo Marconi andKarl Ferdinand Braun were awarded the 1909 Nobel Prize for Physics for their contribution to wireless telegraphy.

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Introduction

APPLICATIONS OF WIRELESS TELECOMMUNICATION Mobile telephones One of the best-known examples of wireless technology is the mobile phone, also known as a cellular phone, with more than 4.6 billion mobile cellular subscriptions worldwide as of the end of 2010. These wireless phones use radio waves to enable their users to make phone calls from many locations worldwide. They can be used within range of the mobile telephone site used to house the equipment required to transmit and receive the radio signals from these instruments. Mobile messaging Proven to be a booming element of the wireless telecommunication platform, mobile messaging is the most convenient and user friendly mode of mobile communication. There are several services which add up to this messaging platform such as Bulk messaging and Mobile marketing. Wireless data communications Wireless data communications are an essential component of mobile computing. The various available technologies differ in local availability, coverage range and performance, and in some circumstances, users must be able to employ multiple connection types and switch between them. To simplify the experience for the user, connection manager software can be used , or a mobile VPN deployed to handle the multiple connections as a secure, single virtual network. Supporting technologies include: Wi-Fi is a wireless local area network that enables portable computing devices to connect easily to the Internet. Standardized as Wi-Fi approaches speeds of some types of wired Ethernet. Wi-Fi has become the de facto standard for access in private homes, within offices, and at public hotspots. Some businesses charge customers a monthly fee for service, while others have begun offering it for free in an effort to increase the sales of their goods.
Branding of mobility Solutions

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Cellular data service offers coverage within a range of 10-15 miles from the nearest cell site. Speeds have increased as technologies have evolved, from earlier technologies such as GSM,CDMA and GPRS, to 3G networks such as WCDMA, EDGE or CDMA2000.

Mobile Satellite Communications may be used where other wireless connections are unavailable, such as in largely rural areas or remote locations. Satellite communications are especially important for transportation, aviation, maritime and military use.

Branding of mobility Solutions

Introduction

WHAT IS BRANDING ?? Branding is a way of clearly highlighting what makes a companys product or service different to and more attractive than, its competitors'. A brand goes much deeper than just company logo. One can define a brand as a set of associations that an existing or potential customer has of a company, product, service or individual. The intelligent use of design, advertising, marketing, service proposition, and corporate culture can all help to generate associations in people's minds that will benefit business. Effective branding can elevate product or business into something unique, instead of being just one commodity among many similar others. Standing out from competitors is particularly important in competitive markets. There is a range of methods one company can use to make its product stand out. This can be as simple as using a colour in design or packaging which competitors are not using and which creates an impression in the minds of consumers. Remember, consumers choose products and services using emotional as well as pragmatic judgements. So, organizations can use its brand to create a real point of difference. Branding is a process by which a product & service is branded. Branding is a strategy designed to help customers identify with the products and services company provide. The intention of branding is to create a confidence in products as well as in business in consumers mind. It is basically a marketing based business strategy and philosophy. The

Branding of mobility Solutions

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ultimate purpose is to build up goodwill for products and services, as well as enterprise. Brand building involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch. The activities are product development, packaging, advertising, promotion, sales and distribution etc. BRAND MANAGEMENT It refers to the practice of producers burning their mark (or brand) onto their products. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. Brand management involves the design & implementation of marketing programs and activities to build measure & manage brand equity. Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time. Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand. Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market and the company's overall vision. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived
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value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry line-management accountability for a brand's P&L (Profit and Loss) profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.

Significance of Branding: 1. It enables national advertisement of a specific product and it is presold through advertising 2. It enables the firm assured control over the market. When brand are successfully and effectively promoted the very existence of the middlemen depends up on a continued supply of each brand. 3. It also reduces price flexibility

Branding of mobility Solutions

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4. If a firm has one or more lines of branded goods it can add a new item to its list easily and the new item can enjoy all the advantages of branding immediately. Reasons for Branding: Branding is the most powerful of sales promotion they are as follows a) Ever increasing competition b) Importance of packaging as a distinct marketing function c) Need for advertising and publicity d) Development of consumer brand consciousness as brand image in their mind.

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