12Snap* (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing

Name: 12Snap* (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing (English version)
SKU: IN-S922

Albrecht, Enders;Jelassi, Tawfik;Waldman, Charles

Product #:IN-S922

Supplier:INSEAD

Discipline:Marketing

Setting:Europe

Details:Case (PDF) • 23 pages • 2002-01-01

Subjects:

Marketing Advertising Entrepreneurship

Geography:

Europe

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This case analyses the first years of operation of 12Snap, a German start-up 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.