Mobile Square (text-message campaigning) is a customer-relationship-management platform. They...

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Mobile Square (text-message campaigning) is a customer-relationship-management platform. They service via text messages specific demographics, making donations by clicking on Web links. Started in 2007, in 2008, the Obama campaign embraced social media to get out the vote. In 2010, the Tories in the UK did so as well. Supporter’s text a keyword to 62367, they receive an automatic reply prompting them to send their email addresses, Zip/Postal codes, or other personal information, which is stored in a database. Mobile Square has 250 clients, including American Express for example. Mobile Square wants to expand to Continental Europe maybe Germany.What industry should they seek to enter? Provide a FDI Analysis

Robert · Accepted Answer

FDI Analysis for Mobile Square to expand in Germany (Europe) 
If you want your business to boom more in today’s scenario then investment in mobile 
marketing. Mobile marketing is growing faster and is gaining more attention amongst consumers 
compared to other similar forms like email marketing. The number of Smartphone users is 
increasing day by day. 
Four important requirements of mobile marketing are as follows: 
1. A good service provider 
2. Understanding the laws governing mobile marketing in that region 
3. Make a limited offer 
4. Don’t overload 
Over 90% of text from SMS messaging campaigns are read and more than 15 – 30% get 
response.
In today’s scenario of globalization, the power of a country to participate in global activity gives 
implications about its competitiveness and performance. For service industry, Conventional trade 
is less important. FDI is growing more rapidly for services more than goods.
Overview of Europe and German FDI: 
Till early 90s Europe was successfully attracting inward FDI and had 50% plus FDI investments 
all over the world. A remarkable FDI inward stock flow all over the world also helped European 
GDP to grow.

Mobile Square (text-message campaigning) is a customer-relationship-management platform. They service via text messages specific demographics, making donations by clicking on Web links. Started in...

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