Tap

Unlocking the Mobile Economy

Bibliographic Data

ID20007311
AuthorsAnindya Ghose (0000-0002-6499-8944, corresponding author)
Year2017
Pages230
Publication date2017-04-17
Open AccessNo
TypeBOOK
VenueTap (SOURCE_BOOK)
PublisherThe MIT Press (PUBLISHER • US)
DOI10.7551/mitpress/9780262036276.001.0001
OpenAlexW4235990836
ISBN9780262036276
Open LibraryOL37962827M
LanguageEN
Citations received4

How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers. Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers. Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge—a butler, not a stalker. Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless

Computer Science · Digital Economy and Work Transformation · Digital Marketing and Social Media · Sharing Economy and Platforms · Advertising · Cell phone advertising · Cell phones · Consumer behavior · Internet Marketing · Mobile commerce · Security measures · World wide web

Tools

Open DOILibgen