The Mobile Revolution

by Steinbock, Dan

• ISBN13: 9780749448509
• ISBN10: 0749448504
• Format: Paperback
• Copyright: 2007-01-01
• Publisher: Kogan Page Ltd
• More Book Details
• Purchase Benefits

Summary

The Mobile Revolution tells the story of the making of mobile markets and services worldwide, exploring the mobilization that is transforming how we live, work and play. The first comprehensive account of the explosion of mobile services (rich voice, internet, messaging, content), from multimedia messaging and camera phones to location-based services and mobile phone television, it tells the fascinating story of these products and services in the pioneering markets of Europe, the United States and the Asia-Pacific, particularly Japan, China and South Korea. This book is essential reading for managers and marketers who must now mobilize their products, services and companies. It looks in depth at the impact of mobility in consumer and business markets, strategy, and across all industries and shows how marketing innovation has been brought about by developments in mobile technologies.

Author Biography

Dr. Dan Steinbock is Affiliate Researcher at Columbia Graduate School of Business and Visiting Professor at the Helsinki School of Economics. He is a Fulbright scholar and currently the Director of the NYC office of Finland's Academy of Sciences, and he has consulted for major international organizations. He is the author of several books including The Nokia Revolution and Wireless Horizon.

Table of Contents

List of figures	p. v
List of tables	p. vii
List of boxes	p. ix
Acknowledgements	p. xi
Acronyms	p. xv
Introduction	p. 1
From technology innovation...	p. 1
...To marketing innovation	p. 2
Mobile services worldwide	p. 4
The structure of the book	p. 4
Market transformation
Globalization	p. 11
Globalization of markets	p. 11
Worldwide market evolution	p. 19
Regional market evolution	p. 20
Great new growth markets	p. 26
Toward the next 'next big' market	p. 31
Innovation	p. 35
Waves of innovation	p. 35
Market innovation	p. 40
Mobile service innovation	p. 50
Unique characteristics of mobile services	p. 53
The services marketing mix	p. 56
A total service portfolio	p. 57
New service development	p. 58
Service pioneers	p. 63
Service innovation	p. 63
The birth of i-mode	p. 66
Service portfolio	p. 71
The progenitors	p. 75
Exploding content market	p. 81
Mobile consumer services
Service innovation	p. 87
Service categories	p. 87
New services	p. 90
Content evolution	p. 104
Mobile portals	p. 107
Content services	p. 111
NTT DoCoMo's pioneering	p. 111
Evolution of mobile content	p. 116
Mobile music: ringtones everywhere	p. 125
Mobile media and entertainment	p. 137
The emerging value chain	p. 137
Pioneering efforts	p. 144
'Device formerly known as cellphone'	p. 163
From brick to self-expression	p. 163
Design evolution	p. 165
Variations of segmentation	p. 173
Toward wearables	p. 190
Mobile business services
Mobile marketing and consumer behaviour	p. 195
The mobile marketing business	p. 195
Mobile marketing service innovation	p. 200
From campaigns to diffusion	p. 206
Mobile business services	p. 223
Evolution of mobile business services	p. 223
Business service innovation	p. 231
Enterprise solutions providers	p. 240
Corporate markets	p. 243
Strategy and mobility	p. 255
From market signals to economic value	p. 255
Mobility and competitive advantage	p. 257
Mobility and competitive strategy	p. 265
Mobility business models and strategy	p. 270
Notes	p. 275
References	p. 287
Index	p. 297
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