Leveraging Mobile Media

by Feldmann, Valerie

• ISBN13: 9783790815757
• ISBN10: 3790815756
• Format: Paperback
• Copyright: 2005-04-15
• Publisher: Physica Verlag

Summary

Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.

Table of Contents

Introduction	1	(12)
1 Motivation of the book	2	(2)
2 The notion of mobile media	4	(5)
2.1 Mobility dimensions of information, devices, and people	4	(2)
2.2 Definition of mobile media	6	(3)
3 Objectives and structure of the book	9	(4)
A Incentives, barriers, and drivers for media development under the influence of mobile communications	13	(40)
1 Media companies' incentives for engagement in mobile media markets	13	(25)
1.1 Systematic overview of revenue forms and revenue models in mobile media markets	14	(10)
1.1.1 Typology of mobile revenue forms	15	(5)
1.1.2 Mobile revenue models	20	(4)
1.2 Strategies for multiple utilizations of content	24	(6)
1.2.1 Versioning strategies	25	(2)
1.2.2 Licensing strategies	27	(3)
1.3 Personalization and interaction options for mobile media	30	(3)
1.3.1 Mass customization and personalization of professionally produced content	31	(1)
1.3.2 Interaction options for mobile media	32	(1)
1.4 Network economics of mobile media	33	(5)
1.4.1 Creating values and setting standards in mobile media markets	34	(2)
1.4.2 System-focused processes and lock-in's in mobile media markets	36	(2)
2 Barriers to and drivers of the diffusion of mobile media	38	(15)
2.1 Uncertainty about innovation diffusion	39	(6)
2.1.1 Uncertainty about applications of new media in the history of media and ICT innovations	39	(3)
2.1.2 Sources of innovation	42	(1)
2.1.3 Innovation diffusion processes	43	(2)
2.2 User-innovation networks as potential drivers of mobile media diffusion	45	(8)
2.2.1 The influence of social use on innovation diffusion	46	(1)
2.2.2 Networks of innovation	47	(3)
2.2.3 User innovation networks	50	(3)
B The mobile communication system: elements and characteristics	53	(34)
1 Mobile devices	53	(12)
1.1 Taxonomy of mobile devices	53	(7)
1.1.1 Differentiating criteria for the mobile device taxonomy	54	(1)
1.1.2 Classification of mobile devices	55	(2)
1.1.3 Evaluation of mobile personal devices	57	(3)
1.2 The changing concept of the mobile phone	60	(5)
1.2.1 The mobile phone as personal and lifestyle device	60	(2)
1.2.2 Integration of computing and storage capabilities	62	(1)
1.2.3 Integration of portable media functions	63	(2)
2 Wireless networks for mobile media transmission	65	(22)
2.1 Next generation cellular networks	65	(4)
2.1.1 Technological and economic challenges for the provision of media content over next generation cellular networks	66	(2)
2.1.2 Policy challenges for the provision of media content over next generation cellular networks	68	(1)
2.2 Wireless LAN as wireless access networks	69	(4)
2.2.1 Wireless LAN characteristics versus 3G networks characteristics	70	(1)
2.2.2 Public wireless LAN services	71	(2)
2.3 Integration of multiple wireless access networks	73	(5)
2.3.1 Integration of 3G, wireless LAN, DAB and DVB-T	73	(3)
2.3.2 Implications of an integrated network approach for media content provision	76	(2)
3 Characteristics and usage reasons of the mobile communication system	78	(10)
3.1 Mobility characteristics in space, time, and the personal communication sphere	78	(5)
3.1.1 Connectivity: always on and on demand	79	(2)
3.1.2 Location flexibility: ubiquity and location-awareness	81	(1)
3.1.3 Personal communication sphere: hybridization of public and private space	82	(1)
3.2 Mobile communications' usage context	83	(5)
3.2.1 Stationary and mobile usage reasons	84	(1)
3.2.2 Captive communications	85	(2)
C The social use of the mobile communications system	87	(34)
1 Social networks and mobile communications use	88	(16)
1.1 Social network analysis	88	(3)
1.1.1 Emergence of personalized social networks	88	(1)
1.1.2 Mobile communication relationships in social networks	89	(2)
1.2 Mobile identity in social networks	91	(8)
1.2.1 Self-identity, multiple and collective identities and mobile communications use	92	(1)
1.2.2 Mobile communications supported narratives of the self	93	(4)
1.2.3 Life politics and mobile communications	97	(2)
1.3 Mobile communities in social networks	99	(5)
1.3.1 Communities of peers and communities of interest	100	(3)
1.3.2 Mobile ad hoc community formation	103	(1)
2 Communication and media consumption patterns and mobile communications use	104	(17)
2.1 Appropriation of mobile communications into everyday life	104	(2)
2.2 Impulsive use of habituation patterns	106	(4)
2.2.1 Habituation patterns in media use	106	(2)
2.2.2 Impulse behavior versus habituation in mobile communications	108	(2)
2.3 Changing politics of power and control	110	(4)
2.3.1 Shifts of power and control in private spaces	110	(2)
2.3.2 Shifts of power and control in public spaces	112	(1)
2.3.3 Tele-presence and de-communication	113	(1)
2.4 Micro-coordination, collective action, and user-driven innovation in mobile communications	114	(7)
2.4.1 Micro-coordination with mobile communications	114	(2)
2.4.2 Collective action via mobile communications	116	(1)
2.4.3 User-contextualized content and user-driven innovation	117	(4)
D Cross-media and cross-network strategies for mobile media	121	(64)
1 Extensions of cross-media strategies	121	(17)
1.1 Definition and historic development of cross-media strategies	121	(4)
1.2 Objectives of cross-media extensions onto mobile platforms	125	(5)
1.2.1 Media brand development	125	(3)
1.2.2 Customer relationship management development	128	(2)
1.3 Classification of cross-media strategies and their mobile extensions	130	(8)
1.3.1 Classification systematization for cross-media strategies	130	(2)
1.3.2 Mobile marketing support cross-media strategies	132	(2)
1.3.3 Market development cross-media strategies	134	(2)
1.3.4 Market diversification cross-media strategies	136	(2)
2 Mobile content and service development for cross-media strategies	138	(19)
2.1 Functional extensions of cross-media strategies and typology of mobile media categories	138	(4)
2.1.1 Functional extensions of cross-media strategies	138	(2)
2.1.2 Typology of mobile media categories	140	(2)
2.2 Categories of mobile content and services	142	(8)
2.2.1 Interpersonal communication mobile media	143	(2)
2.2.2 Interactive play mobile media	145	(1)
2.2.3 Information search mobile media	146	(2)
2.2.4 Collective participatory mobile media	148	(2)
2.3 Bundling and pricing strategies in mobile media markets	150	(7)
2.3.1 Economies of aggregation for mobile media offers	151	(1)
2.3.2 Mixed bundling of mobile media offers	152	(2)
2.3.3 Value-based pricing strategies	154	(2)
2.3.4 Mobile billing and payment systems	156	(1)
3 Integration of mobile media into cross-media strategies and emergence of cross-network strategies	157	(14)
3.1 Cross-media audience flows between traditional, online, and mobile media content	158	(6)
3.1.1 Meta-narrative creation	159	(3)
3.1.2 Cross-promotion with mobile media	162	(1)
3.1.3 Micro-coordination functions of mobile devices	163	(1)
3.2 Emergence of cross-network strategies	164	(7)
3.2.1 Reconfiguration of fixed-line and wireless networks	165	(3)
3.2.2 From hypermedia to hypernetworks	168	(3)
4 Value creation in mobile media markets	171	(14)
4.1 Co-opetition as the dominant structure of mobile media markets	171	(10)
4.1.1 From value chains to value nets	172	(3)
4.1.2 Players and roles in the mobile media value net	175	(5)
4.1.3 Integration of social networks as complementors	180	(1)
4.2 Shifts in negotiation power in mobile media markets	181	(5)
4.2.1 Shifts in the relationship between media companies and mobile operators	181	(1)
4.2.2 Shifts in the relationship between media companies and handset manufacturers	182	(3)
E Innovation policy for mobile media	185	(40)
1 Access and interconnection policies for mobile media	186	(15)
1.1 Open access to mobile platforms, portals, and content	187	(8)
1.1.1 Open access to mobile platforms	187	(3)
1.1.2 Open access to mobile portals	190	(1)
1.1.3 The distribution of control over content	191	(4)
1.2 Interconnection policies for mobile data communications	195	(6)
1.2.1 Termination charges for mobile data communications	196	(3)
1.2.2 International roaming and mobile media services	199	(2)
2 Consumer and data protection and privacy policies for mobile media	201	(7)
2.1 Consumer and data protection policies	201	(4)
2.1.1 Location positioning technologies and location-based services	202	(2)
2.1.2 Security concerns in mobile data communications	204	(1)
2.2 Privacy concerns in mobile data communications	205	(3)
2.2.1 Threats to liberty and quality of life	205	(2)
2.2.2 Mobile unsolicited commercial messages	207	(1)
3 Towards an innovation commons approach for mobile media	208	(17)
3.1 Spectrum policies for wireless technologies	209	(9)
3.1.1 Wireless commons and open spectrum	210	(2)
3.1.2 MVNO models for spectrum sharing and trading	212	(4)
3.1.3 Mobile broadcast media versus mobile cellular media	216	(2)
3.2 Mobile intellectual property rights	218	(11)
3.2.1 Intellectual property rights for mobile media	218	(3)
3.2.2 Digital rights management for mobile media	221	(4)
Conclusion	225	(8)
1 Summary of the major findings	225	(4)
2 Outlook	229	(4)
2.1 Mobile media and its discontents: towards a nomadic society?	229	(1)
2.2 Future research agenda	230	(3)
Figures	233	(2)
Tables	235	(2)
Abbreviations	237	(4)
References	241