Mobile as an innovator in marketing and sales Within the framework of the research focus on digital communication, the mobile channel as a marketing tool is becoming increasingly important. Within the framework of the research focus on digital communication, the mobile channel is becoming increasingly a focus of attention as a marketing tool. 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. But in the implementation of innovative management tools in practice there are still many unanswered questions. The =mcm4 team has succeeded, together with the University of Lucerne and five industrial partners, sponsored and financed by the KTI research project to acquire "Mobile as an innovator in marketing and sales" and start. The partners are the main implementing partners Aperto Switzerland AG, the consulting partner Swisscom (Switzerland) AG and the application Partner Post CH AG, Magazine zum Globus AG and Raiffeisen Switzerland Cooperative. The research project "Mobile as an Innovator in Marketing and Sales" focuses on three main areas: Switzerland-wide benchmark analysis on the use of the mobile channel in the context of marketing and sales Usage patterns and acceptance of mobile communication and Switzerland-wide determination of new target group segments with respect to the mobile channel. Being a mobile channel, all the activities and instruments that a company uses to address consumers via mobile phones, smartphones or tablets are summarized. The first work package of the research project was aimed at determining the maturity level of companies in terms of the use of the mobile channel. From October 2015 to January 2016, 129 persons were interviewed by means of an online questionnaire, which were informed about the current and planned use of the mobile channel and its relevance for marketing, sales and business models. The participating companies differed widely in the industry, size or existing mobile activities in order to represent the entire range of Swiss companies. One of the most important findings of this work package was that the mobile communication channel is still insufficiently integrated into the marketing strategies of the companies. In the second phase of the project, mobile logs were used to determine usage patterns and motifs for communication in a commercial context, as well as the consumer acceptance of innovative mobile applications. These findings from the first and second phases served as a basis for the subsequent quantitative study, which is devoted to the determination of target group segments and was carried out in summer 2016. The study with 1'535 subjects showed that it no longer depends on age, income, occupation or other general psychographical values and characteristics, whether users can be reached via social media or mobile. Rather, the affinities of the users to individual channels, as well as their abilities to use them, play a decisive role. This resulted in six different user segments.