Trends in modern society have a significant impact on the way organizations operate. The use of mobile phones makes it possible to create completely new high-availability communication and business channels. Mobile phones are used in mobile marketing, which has come to the fore via SMS marketing. In this article, the focus is on the use of mobile phones in e-business. The introduction of a new mobile player app store was analyzed through research conducted in 2017. The aim of the research was to find out whether it is possible—in terms of the sustainability of the consumption of a marketing product—to introduce a single campaign with the same content but in different language mutations in selected markets, or whether it is necessary to use a completely different campaign and means of communication for each market. Overall, 287 respondents from the Philippines, Thailand, and India were examined. The dependency between the socio-demographic characteristics of the respondents (country, gender, and age) and site engagement was tested, and user experience was tested, too. The results of the research revealed that there was no dependency between belonging to the selected countries and site engagement. Furthermore, there was also no dependency between gender and site engagement. On the other hand, there was a statistically significant dependency between belonging to the country and the design of the website.

Marketing has been constantly developed. Business processes as well as the sales techniques, form and greetings the customers has changed as a result of new technology. Therefore, business processes must be innovated by companies in different areas. Growing consumption of consumer society and offers exceeding the demand many times result in new conditions allowing the different approach to doing the business. Tens to hundreds of different modifications of the same product appear on the market. New digital technology enter the market, therefore customers carefully contemplate, compare and decide which of offered products meet their needs, image, lifestyle, finance most. Growing popularity of mobile technology result in possible platform of creating new relations with customers. Creating new product addressing the customers is not a simple process. Therefore, the aim of the research is to find out the customers' preferences in proposed banners to be used in advertising campaign for introducing new mobile gaming app store.