Abbey's Bookshop Logo
Go to my checkout basket
Login to Abbey's Bookshop
Register with Abbey's Bookshop
Gift Vouchers
Browse by Category

facebook
Google Book Preview
Tap: Unlocking the Mobile Economy
— —
Anindya Ghose
Tap: Unlocking the Mobile Economy by Anindya Ghose at Abbey's Bookshop,

Tap: Unlocking the Mobile Economy

Anindya Ghose


9780262536059

MIT PRESS


Business & Economics;
Sales & marketing;
WAP (wireless) technology


Paperback

240 pages

$37.99
In stock
Ready to ship
order qty:  
Add this item to my basket

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, Telefonica, 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:   MIT PRESS
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:   September 2018
Recommended Age:   From 18 years
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Unspecified


  • 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
My Shopping Basket
Your cart does not contain any items.