2nd International Conference on Innovations in Engineering and Technology (ICCET2014) Sept.
19-20, 2014 Penang (Malaysia)
Critical Analysis on Influences Wielded by the
New Media on Business Affairs in Sri Lanka: A
Study with Special Reference to the Mobile
Phone Usage
Ms. Sajitha Lakmali Hewapathirana
AbstractThe new Media: Portability, perhaps for the first time
in history, human beings are able to Communicate with one another
without the restrictions imposed by fixed devices. Mobile
communication Make us available across boundaries of space and
time. Mobile phone shows its astonishing transformation from, an
emergency service tool to a business. Mobile phone refers to on
demand across to business advertising content anytime, anywhere, on
any digital device. In modern world the media has very strong effect
to entire society not only just human activities but human thoughts
are working as an in visible control factor in new media. Also the
economy is become the base of the society. Data from the cultural
bank of Sri Lanka (CBSL) and Tele communication regulatory
commission showed the mobile sector increased fast. Mobile phone
has become the most demotic telecommunication device among in
the society.
Keywords Advertising, Marketing, Mobile Phone, New Media.
I. INTRODUCTION
M OBILE phone were introduced in the Sri Lanka as early
as 0.71 million of them, according to a market review by
cyber media research. Mobile phone in the Sri Lanka had
become remarkably popular by around 2006.there are over
21% mobile phone user in a population of about 20.3 million.
The vast majority user buy pre- paid phone cards.That makes
wireless communication more accessible and affordable than
regular telephone or computers.
Mobile phones , then were not only invested with the power to
overcome the crowded conditions and congested surroundings
brought about by the states inability to order everyday life,
they were seen to bring about a new kind of crowed that was
thoroughly conscious of itself as a movement headed towards a
common goal.
Frist began as an advertising gimmick among mobile phone
providers in order to attract young users to their products. In a
sense businessesaffairs is a conversation with consumes about
a product.it gets attention, provides information and tries to
create some kind of response, such as a sale. This process is
referred to as the SMRC model of communication. This is a
H.P.S.Lakmali, Lecturer, Faculty of Mass Media, University of Colombo.
Phone: +94712628629 (E-mail: lakmalisajitha@gmail.com).
http://dx.doi.org/10.15242/IIE.E0914018
model of how a conversation works. It suggests that if
advertiser wants to be effective and successful, they need to
learn to listen to message from, as well as send massage to
customers. That is an interactive form of business
communication such as personal selling, telemarketing and
online advertising.
Mobile phone technologies that have changed the way
people live work and communicate. The number of people
using social media in 2010 is staggering in comparison to user
of other communication media. Some people 7.09% use
Facebook use 24.88% Mobile phone.
Mobile phones were more opportunities to send the right
messages to the right person at the right time. Mobile phones
soon spread across the population they can full fill their
business intervention through the mobile device in a digital
age. Identified mobile phone and Business affair activities fall
in to the as follows, Networking ,Information, Sharing Viral
Communication , commenting and Reporting, Polling and
Surveying Rating and reviewing , Gathering, Checking in,
mobilizing, crowd- sourcing, Group deals and Entertaining.
Mobile phone provided many more Functions for enraging
prospect and customers than to modern and traditional media.
To understand the significance of the impact of mobile
marketing and selling of products today, a business marketer
needs an understanding consumer desire andbehavior,
traditional selling process is going to (B2B) business to
business selling, but in time involving more people and various
products to the market.
Moreover it is important that readers will understand how
they become victim in business advertisement without their
knowledge. This study based on how this device can be used
as a tool for the marketing In Sri Lanka. Can be identified
saturation leave is and mobile usage in Sri Lanka among the
business. This in turn is attributed to the various uses of the
mobile phone for business as well as for personal-social
purpose. Mobile phone can rebuild economics in Sri Lanka,
Mobile phone dominant as a tool of socio cultural business. It
is democratization of political mediation through dominance of
consumer culture.
8
 2nd International Conference on Innovations in Engineering and Technology (ICCET2014) Sept. 19-20, 2014 Penang (Malaysia)

II. METHODOLOGY [3] C.Wattegama.(2013).A report on Development of information

Technology for human enhancement in Sri Lanka. Colombo.
Ethnographic action research approach was used for the [4] Central Bank of Sri Lanka.(2013). Annual report, Colombo, Central
study. It is not one specific method but specially followed five Bank.
[5] CroteauDavid,Hoynes William.(2001).The Bussiness of
steps as the research methodology. Those five steps
Media.London,Pine Forge Press.
werereviewing literature, media online observation, audience [6] D. Murphy, M. Kraidy. (2003).Global Media Studies, New York:
research and in depth interview. Audience research and online Routledge Press.
questionnaire helped to obtain a quantity analysis of data. [7] Desapriya.S.,Prageeth,S.Nleema,R.(2004). Stories on E-Sri
Lanka,Colombo: Wijaya computer.
There were several methods to research the audience. That was [8] F. Webster. (2002).Information Socity,London,Routledge.
observation, informaldiscussions and online questionnaire. In [9] I.L.Preston.(2009).Understanding Comunication research findings,
depth interviews with Intellectuals, Media experts and pioneer Jornal of consumer Affairs, Spring.
[10] J. Tomlianson(1999).Globalization and culture.Chicago, University of
adverting company owners and leading companyowners about Chicago Press.
the economic and social aspects of Sri Lankan business affairs [11] Krugman, Paul. (1995). Development geography and economic theory,
culture in their point of view. Cambridge, MIT press.
[12] Kuznets,Simon,(1996).Modern economic growth: Rate, Structure and
spread.New Haven: Yale university press.
III. FINDINGS http://dx.doi.org/10.1016/0022-0248(96)00292-8
Business affairs in Sri Lanka can be divided in to three [13] L.K Brackett, B.N.Carr. (2001). Cyberspace advertising vs. other
media,Consumer vs. mature student attitudes, Journal of advertising
categories. Small, large and self scale businesses. Moreover research.
mobile advertising can be broadly categorized under their [14] P. Barwise, C. Strong.(2002). Permission based mobile
headings. Those that relationship building, those that cost advertising,Journal of interactive Marketing,
http://dx.doi.org/10.1002/dir.10000
saving and tractable results. After the content analysis, we [15] Rodgers, Shelly, And Thorson, Esther, Advertising theory,London:
could find all the themes can be categorized under above three Routledge Press, 2012.
categories. [16] S. Balit, (2004).Communication for isolated and marginalized groups,
Blending the old and the New.Rome: FAO.
Sri Lankan technology literacy is more than heights rate in [17] S. J. Barnes. (2002).Wireless digital advertising: Nature and
other Asian country but small scale business no more engage implication,International journal of advertising.
Mobile to promote their business. Large and self scalebusiness [18] S.Melkote,S.H.Leslie.(2001). Communication for development in third
world- theory and practice for empowerment. Sage, New Delhi.
used mobile phone as a marketing tool. Our technical literacy
http://dx.doi.org/10.4135/9788132113751
is goes tohigher rates but businessman felt a lack of knowledge [19] Swedberg,Richard.Principleof economic sociology,New Delhi, Ra wat
about new technology. publication..

IV. CONCLUSION
In this research the subject was limited to socio-economic
and mobile phone usage of Sri Lanka. This is not a total and
complete research and a complete analyze of Sri Lankan
mobile phone usage for business affairs. Because of that
emergence of an information society.
The mobile phone has the potential to offer a new
generation of tools for small scale business development.
However the majority of in developing countries are kept away
from the modern in marketing technology due to thedigital
divide lack of motivation towards the use of mobile phone as a
marketing tool and the English language barriers.
This paper suggested that those failures are connected to
mobile and business strategies and policy frameworks needed
for the use of the Mobile phone for small scale business
development in Sri Lanka. Many companies gain measurable
benefits from the use of mobileadvertising marketing budgets
are changing to allocate more money to new media devices.

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