Mobile Revolution : The Making of Mobile Services Worldwide.
Başlık:
Mobile Revolution : The Making of Mobile Services Worldwide.
Yazar:
Steinbock, Dan.
ISBN:
9780749446109
Yazar Ek Girişi:
Fiziksel Tanımlama:
1 online resource (321 pages)
İçerik:
Contents -- Figures -- Tables -- Boxes -- Acknowledgements -- Acronyms -- Introduction -- FROM TECHNOLOGY INNOVATION… -- … TO MARKETING INNOVATION -- MOBILE SERVICES WORLDWIDE -- THE STRUCTURE OF THE BOOK -- 1 Globalization -- GLOBALIZATION OF MARKETS -- WORLDWIDE MARKET EVOLUTION -- REGIONAL MARKET EVOLUTION -- GREAT NEW GROWTH MARKETS -- TOWARD THE NEXT 'NEXT BIG' MARKET -- 2 Innovation -- WAVES OF INNOVATION -- MARKET INNOVATION -- MOBILE SERVICE INNOVATION -- UNIQUE CHARACTERISTICS OF MOBILE SERVICES -- THE SERVICES MARKETING MIX -- A TOTAL SERVICE PORTFOLIO -- NEW SERVICE DEVELOPMENT -- 3 Service pioneers -- SERVICE INNOVATION -- THE BIRTH OF I-MODE -- SERVICE PORTFOLIO -- THE PROGENITORS -- EXPLODING CONTENT MARKET -- 4 Service innovation -- SERVICE CATEGORIES -- NEW SERVICES -- CONTENT EVOLUTION -- MOBILE PORTALS -- 5 Content services -- NTT DOCOMO'S PIONEERING -- EVOLUTION OF MOBILE CONTENT -- MOBILE MUSIC: RINGTONES EVERYWHERE -- Mobile media and entertainment -- THE EMERGING VALUE CHAIN -- PIONEERING EFFORTS -- 7 'Device formerly known as cellphone' -- FROM BRICK TO SELF-EXPRESSION -- DESIGN EVOLUTION -- VARIATIONS OF SEGMENTATION -- TOWARD WEARABLES -- 8 Mobile marketing and consumer behaviour -- THE MOBILE MARKETING BUSINESS -- MOBILE MARKETING SERVICE INNOVATION -- FROM CAMPAIGNS TO DIFFUSION -- 9 Mobile business services -- EVOLUTION OF MOBILE BUSINESS SERVICES -- BUSINESS SERVICE INNOVATION -- ENTERPRISE SOLUTIONS PROVIDERS -- CORPORATE MARKETS -- 10 Strategy and mobility -- FROM MARKET SIGNALS TO ECONOMIC VALUE -- MOBILITY AND COMPETITIVE ADVANTAGE -- MOBILITY AND COMPETITIVE STRATEGY -- MOBILITY, BUSINESS MODELS AND STRATEGY -- Notes -- CHAPTER 1: GLOBALIZATION -- CHAPTER 2: INNOVATION -- CHAPTER 3: SERVICE PIONEERS -- CHAPTER 4: SERVICE INNOVATION -- CHAPTER 5: CONTENT SERVICES -- CHAPTER 6: MOBILE MEDIA AND ENTERTAINMENT.
CHAPTER 7: 'DEVICE FORMERLY KNOWN AS CELLPHONE' -- CHAPTER 8: MOBILE MARKETING AND CONSUMER BEHAVIOUR -- CHAPTER 9: MOBILE BUSINESS SERVICES -- CHAPTER 10: STRATEGY AND MOBILITY -- References -- Index.
Özet:
As more and more people use mobile handsets, a revolution is taking place in computing and telecommunications. Two extraordinary industries - the Internet and mobile communications-are converging. But this is just the beginning. As the third industry - consumer electronics - and the fourth - media and entertainment - join in, changes in consumer markets are inevitable, as evidenced by the explosive growth of mobile media, games and entertainment. The Mobile Revolution is about the making of mobile markets and services worldwide, with a firm emphasis on innovation. It is not just another account of technology innovation; rather it examines the rise of mobile services in the context of maturing and emerging mobile markets.
Notlar:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Tür:
Elektronik Erişim:
Click to View