Mobile as an innovator in marketing and sales
Within the research area of digital communication, the mobile channel as a marketing tool is becoming increasingly important. This is due to its very private, ubiquitous, interactive and immediate nature and the associated growing importance for marketing and sales - especially for Swiss companies. However, there are still many open questions in the implementation of innovative management tools.
Study on the potentials and examples of conversational interfaces
Based on a comprehensive literature analysis, the study defined and classified Conversational Interfaces (CI), explained the basic technologies, identified the current user acceptance and illustrated possible applications in different industries with concrete examples. Based on the analyzed technological foundations and industry examples, a generic architecture for CIs and a decision making process model were developed.
Students of the University of St.Gallen in cooperation with the swiss mobile association «smama» and three of its members, the Aduno Group, gotomo GmbH and Netcetera AG, realized the study. Prof. Dr. Katarina Stanoevska-Slabeva and Vera Lenz-Kesekamp provided the content-related support as well as the final editing.