The Mobile Revolution The making of mobile service worldwide (Paperback)

The Mobile Revolution The making of mobile service worldwide Book Description

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 worlds 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 worlds 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.

Book Details

Customer Reviews : The Mobile Revolution The making of mobile service worldwide

Be the first one to review this product!

Discussion : The Mobile Revolution The making of mobile service worldwide