| |
The Mobile Revolution is the first comprehensive account of the explosion of mobile services (rich voice, internet, messaging, content). From multimedia messaging and camera phones to location-based services and mobile phone television, it tells the fascinating story of these products and services in the pioneering markets of Europe, the United States and the Asia-Pacific, particularly Japan, China and South Korea.
This book looks in depth at the impact of mobility in consumer and business markets, strategy, and across all industries. It shows how marketing innovation has been brought about by developments in mobile technologies. In the past, technology innovation drove the mobile business. Today, it is marketing innovation that drives the markets.
This unique account is supported by in-depth interviews with some 80 leading executives and trendsetters, representing the world`s leading mobile vendors (Ericsson, Motorola, Nokia, Qualcomm), operators (NTT DoCoMo, Orange, SK Telecom, Verizon Wireless, Vodafone), IT enablers (IBM, Intel, Microsoft, RealNetworks), publishers (New York Times, Wall Street Journal), media concerns (ABC, CNN, FOX, Nickelodeon, Yahoo) entertainment conglomerates (Sony, Time Warner, Universal, Walt Disney), record companies and music publishers (BMG, BMI, EMI, IFPI, Warner), ad agency networks (Carat Interactive, McCann-Ericsson, Ogilvy Interactive), as well as the world`s most innovative mobile developers and many other major corporations and pioneering enterprises.
The inside stories illustrate successes (and in some cases failures) in the massive worldwide transition from voice to data “ or as the industry trendsetters put it, "from the business of ears to the business of eyes".
The Mobile Revolution tells the story of the making of mobile markets and services worldwide, exploring the "mobilization" that is transforming how we live, work and play.
Contents: Market transformation ¢ Globalization ¢ Innovation ¢ Service pioneers ¢ Mobile consumer services ¢ Content services ¢ Mobile media and entertainment ¢ ˜Device formerly known as cellphone` ¢ Mobile marketing and consumer behaviour ¢ Mobile business services ¢ Strategy and mobility
About the author: Dr Dan Steinbock is affiliate Researcher at Columbia Institute for Tele-Information (Columbia Graduate School of Business). He is Director of the New York office of the Academy of Finland, and Visiting Professor at the Helsinki School of Economics in Finland.
Target audience: This book is essential reading for managers and marketers who must now "mobilize" their products, services and companies.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749445454
|