Ubiquity and integration in m-Health: Implications for brand management

The purpose of this paper is to discuss the widespread changes impacting consumers and business in the e-Landscape, with a focus upon the idea that market pull is resulting in demand for m-Health, which encompasses mobile health related devices and applications that enable consumers to manage healthcare anywhere, anytime and with security. The e-Landscape model is reviewed and implementation issues are broached by exploring the notions of the value proposition and value chain networks. The value proposition is regarded as a central organizing principle around which a business can be configured. This enables managers to align changing customer needs, resources, internal relationships and external partnerships, to deliver the brand promise to the marketplace.