Tap Unlocking the Mobile Economy The MIT Press Anindya Ghose Books PDF TGV

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How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge―a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.

Anindya Ghose,Tap Unlocking the Mobile Economy (The MIT Press),The MIT Press,0262036274,Marketing - General,Mobile Wireless Communications,Cell phone advertising,Cell phone advertising.,Consumer behavior,Consumer behavior.,Mobile commerce,Mobile commerce.,World Wide Web - Security measures,BUSINESS ECONOMICS / E-Commerce / Internet Marketing,BUSINESS ECONOMICS / Marketing / General,Business Economics,Business Economics/Consumer Behavior - General,Business/Business Technology,Business/Economics,Business/Marketing,Computer Applications,ELECTRONIC COMMERCE,General Adult,Mobile Wireless Communications,Mobile commerce,Mobile commerce.,Non-Fiction,Sales marketing,TECHNOLOGY ENGINEERING / Mobile Wireless Communications,Technology Engineering/Mobile Wireless Communications,UNIVERSITY PRESS,United States,WAP (wireless) technology,WIRELESS COMMUNICATION TECHNOLOGY,World Wide Web - Security measures,mobile device security;mobile phone programming;mobile app marketing;consumer behavior building marketing strategy;mobile phone history;mobile phone technology;mobile app analytics;mobile app business;mobile internet;mobile app testing;mobile apps marketing;mobile vpn;mobile marketing;phone;cell;consumer behavior;shopper buyer and consumer behavior;coupons;ads;advertising;retail;business;technology;STS;market;marketers;communications;mobile banking;pedestrian mobile,mobile marketing; phone; cell; consumer behavior; coupons; ads; advertising; retail; business; technology; STS; market; marketers; mobile device security; mobile phone programming; mobile app marketing; consumer behavior building marketing strategy; mobile phone history; mobile phone technology; mobile app analytics; mobile app business; mobile internet; mobile app testing; mobile apps marketing; mobile vpn; shopper buyer and consumer behavior; pedestrian mobile; communications; mobile banking,BUSINESS ECONOMICS / E-Commerce / Internet Marketing,BUSINESS ECONOMICS / Marketing / General,Business Economics/Consumer Behavior - General,TECHNOLOGY ENGINEERING / Mobile Wireless Communications,Technology Engineering/Mobile Wireless Communications,Business Economics,Business/Economics,Sales marketing,WAP (wireless) technology

Tap Unlocking the Mobile Economy The MIT Press Anindya Ghose Books Reviews :

How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge―a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.

Anindya Ghose,Tap Unlocking the Mobile Economy (The MIT Press),The MIT Press,0262036274,Marketing - General,Mobile Wireless Communications,Cell phone advertising,Cell phone advertising.,Consumer behavior,Consumer behavior.,Mobile commerce,Mobile commerce.,World Wide Web - Security measures,BUSINESS ECONOMICS / E-Commerce / Internet Marketing,BUSINESS ECONOMICS / Marketing / General,Business Economics,Business Economics/Consumer Behavior - General,Business/Business Technology,Business/Economics,Business/Marketing,Computer Applications,ELECTRONIC COMMERCE,General Adult,Mobile Wireless Communications,Mobile commerce,Mobile commerce.,Non-Fiction,Sales marketing,TECHNOLOGY ENGINEERING / Mobile Wireless Communications,Technology Engineering/Mobile Wireless Communications,UNIVERSITY PRESS,United States,WAP (wireless) technology,WIRELESS COMMUNICATION TECHNOLOGY,World Wide Web - Security measures,mobile device security;mobile phone programming;mobile app marketing;consumer behavior building marketing strategy;mobile phone history;mobile phone technology;mobile app analytics;mobile app business;mobile internet;mobile app testing;mobile apps marketing;mobile vpn;mobile marketing;phone;cell;consumer behavior;shopper buyer and consumer behavior;coupons;ads;advertising;retail;business;technology;STS;market;marketers;communications;mobile banking;pedestrian mobile,mobile marketing; phone; cell; consumer behavior; coupons; ads; advertising; retail; business; technology; STS; market; marketers; mobile device security; mobile phone programming; mobile app marketing; consumer behavior building marketing strategy; mobile phone history; mobile phone technology; mobile app analytics; mobile app business; mobile internet; mobile app testing; mobile apps marketing; mobile vpn; shopper buyer and consumer behavior; pedestrian mobile; communications; mobile banking,BUSINESS ECONOMICS / E-Commerce / Internet Marketing,BUSINESS ECONOMICS / Marketing / General,Business Economics/Consumer Behavior - General,TECHNOLOGY ENGINEERING / Mobile Wireless Communications,Technology Engineering/Mobile Wireless Communications,Business Economics,Business/Economics,Sales marketing,WAP (wireless) technology

Tap Unlocking the Mobile Economy (The MIT Press) (9780262036276) Anindya Ghose Books

 

Product details Series The MIT Press Hardcover 240 pages Publisher The MIT Press (April 17, 2017) Language English ISBN-10 0262036274

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