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What is included with this book?
Your Definitive Guide to Profiting from Mobile Commerce
With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit!
Introduction
1. What this Book is is Not About2. How We Got Here: The Evolution of Mobile Technology3. The State of Mobile Today4. The Consumers Point of View5. The Marketers Point of View6. The Ecosystem7. Devices8. Media9. Carriers10. Mobile Friendly Vs. Mobile Ready11. The Intersection of Mobile - Social Media Commerce12. Customer Service and Business Operations13. The Mobile Consumer14. Alternative Reality15. Propinquity16. Intimacy17. Visual Storytelling18. Closing the Digital Divide, Deconstructing Demographics19. Mobile Will Bring New Success to All Media - Traditional and Emerging20. HTML5: A Cross-Platform Standard21. Adaptive/Responsive Design22. Mobile Search and the Death of the Barroom Dispute23. The End of Influence, the Rise of Advocacy24. How Do You Start to Be Mobile?25. 10 Steps to Mobilizing Your Business26. How Do You Sell Mobile Internally?27. Science Fiction is No Longer Fiction28. The Battle for the Living Room
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