Phase 1

Firstly I will need to examine and define the ubiquitous nature of mobile technologies, the need to find out why mobile technologies are defined as ubiquitous. As well as a working definition of mobile technologies, the definition of mobile technologies will need to contain a meaning that is applicable to my research.

Phase 2

During this phase I will need to look closely at the impact of mobile technologies on communications. Looking at the changes that have occurred since the advent of the mobile phone, specifically the impact of mobile communications on advertising (conceptual communications).

Most of the research done through phase 1 & 2 will be secondary sources which will allow me to build up a general understanding of the evolution of mobile communications and advertising. Through the research in phase 1 & 2 there will be a development of key issues above where emphasis should be placed for the advertising communication. Should advertising communications be placed on the mediums technologies i.e. new hardware and software developments or should higher-value be placed on communications in the realm of the mobile phone by that I mean using pre-existing communications and refining them. By the end of phase 2 there should be a couple of working theories that I can use, which will help in developing a stronger framework.

Phase 3

During phase 3 there will be a critical review of sources directly related to the use of marketing tools and how they are utilised in mobile advertising. Finding out if there is a critical engagement and realisation by advertisers of the personal and private nature of the mobile phone, and how this realization if any has impacted on mobile advertising campaigns.