Conquering the Wireless World

by Douglas Lamont (Douglas Lamont and Associates)

• ISBN13: 9781841121383
• ISBN10: 184112138X
• Format: Hardcover
• Copyright: 2001-06-01
• Publisher: Capstone Ltd

Summary

"In my work (marketing studies) I need hard data. Prof. Lamont's work reveals why mobile Internet will play such a crucial role in the future of marketing studies:data-points can be gathered at the individual level, and related to proximity, timeliness and commerce activities. This is an eye-opener: in the future, you cannot do marketing without taking the mobile Internet into consideration." Ing. S. Meacci, President, Italian Marketing Association-AISMCEO Databank "No one understands and explains the market dynamics and forces of m-commerce better than Prof. Lamont. While I've been well aware of the implications of m-commerce in the small, only this book gave me the big, whole picture. This book is the definitive reference for mobile marketing." Steve Tendon, General Partner, Tendon Consulting Group, Sweden "Everyone agrees that the mobile Internet will create a paradigm shift in the ways that we work and live. There is less agreement, however, in where the business opportunities and pitfalls can be found in the wireless pace. Douglas Lamont's Conquering the Wireless World offers a clear and analytical plan to help wireless leaders develop winning marketing plans and strategies." David Jacobson, Partner, Sonnenschein Nath & Rosenthal & Organizer of First tuesday and Mobile Wednesdays in Chicago "With passion and precision, Professor Lamont bridges the gap between technology and marketing, and explains the new world of M-Commerce. His book is an "M" read for anyone that needs to know what the future holds for the new business game in town, the wireless Internet." Robert Sexauer, Managing Partner Trans@ctive Partners Ltd. Downers Grove, Illinois

Author Biography

Doug Lamont is visiting professor of marketing at DePaul University in Chicago, USA ([e-mail]) and managing director of DL & Associates, a Chicago-based consulting firm. He is a member of IBM’s Mobile Computing Marketing Advisory Board and the International Advisory Board of Wireless Business & Technology.

Table of Contents

Preface	xi
Introduction	1	(36)
Part I: Value Creation	37	(98)
Marketing Wireless Products	39	(33)
Promoting New Market Space	72	(31)
Pricing M-Commerce Services	103	(32)
Part II: Value Delivery	135	(116)
Segmenting International Markets	137	(40)
Targeting National Markets	177	(38)
Positioning Local Goods and Services	215	(36)
Conclusions	251	(30)
Endnotes	281	(8)
Index	289