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MSI Competition Targets Impact of Mobility

A new research competition aims to generate new thinking on the implications of mobile platforms and services for marketing practice. MSI will award 10-12 research grants ranging from $5,000-$20,000 to support high-quality empirical research on the impact of mobile platforms and location-based services on consumers and markets.

“We are particularly interested in how devices change the way lives are lived and markets operate,” said MSI Executive Director John Deighton. “Mobile device users are creating an electronic trail of data that lends itself to modeling and analysis and thus, to more effective marketing. At the same time, by enabling consumers to carry the full power of the Internet and Internet-delivered services with them, mobile devices and services may shift the balance of power between firms, retailers, institutions, and individuals.

“We seek proposals that demonstrate the potential to have real impact on the practice of marketing today. For example, we would like to see research that studies how mobile computing alters decision processes, or that examines mobile devices as a way for suppliers or retailers to reach consumers, as a tool for consumers to reach suppliers and retailers, as a response vehicle for market research, as a device for marketplace observation and tracking, or as a medium for social influence.”

Funding decisions will be announced in June 2013, and award-winning proposals will be featured on MSI’s website.

For information go to: Mobile Platforms, Location-based Services, and Their Impact on Customers