“Growing concerns about the protection of the users’ privacy have been raised since mobile advertising may become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising and the consumer willingness to accept mobile advertising will increase.” (Cleff, 2007)
Summing the disadvantages of marketing through mobile devices, it can be stated that the major disadvantages are posed by the still developing technology involved and the technology developments that are still taking place which make the legislature surrounding marketing through this channel difficult to establish. However if proper legislature is established, the issue of prospective lawsuits could be avoided by the marketing companies through regulation of operations.
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