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Tap

Unlocking the Mobile Economy

Anindya Ghose

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Paperback

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Massachusetts Inst of Tec
11 September 2018
Series: The MIT Press
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, Telef nica, 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.
By:   Anindya Ghose
Imprint:   Massachusetts Inst of Tec
Country of Publication:   United States
Dimensions:   Height: 229mm,  Width: 152mm,  Spine: 16mm
ISBN:   9780262536059
ISBN 10:   0262536056
Series:   The MIT Press
Pages:   240
Publication Date:   11 September 2018
Recommended Age:   From 18 years
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active
  • Winner of <PrizeName>Bronze winner in Economics from the 2018 Axiom Business Book Awards</PrizeName> 2018
  • Winner of <PrizeName>Gold winner in Business Technology from the 2018 Axiom Business Book Awards</PrizeName> 2018
  • Winner of Bronze winner in Economics from the 2018 Axiom Business Book Awards</PrizeName> 2018
  • Winner of Gold winner in Business Technology from the 2018 Axiom Business Book Awards</PrizeName> 2018

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