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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.
Veteran Mobile Experts Rich Foreman and Dana Smith have collaborated together on "Tapping into the Mobile Economy." In this book, they draw upon their experience to provide a guide on how to create smartphone and tablet apps for profit. This book covers: * Developing an Idea for an app * The monetization of apps * Finding a developer * Marketing an app * Developing a business plan In addition, they provide resources on app development, current app guidelines for major mobile operating systems, and a tool to sketch out the wireframe for developing your app.
"From a pioneer in mobile technology and marketing, a guide to navigating and harnessing the mobile economy to drive and increase impulse shopping habits among buyers everywhere"--
Today's tech-savvy consumers are demanding a more personal customer experience from their banks, and banks are discovering that mobile services deliver individualized, tailored experiences better than any other technology. The Power of Mobile Banking: How to Profit from the Revolution in Retail Financial Services gives banking and financial professionals a well-researched guide for becoming transformational leaders. These leaders can convert their traditional retail "branch" banks into streamlined systems that deliver personalized services to their customers' laptops, tablets, and smartphones. Written by Sankar Krishnan—a career banker and noted financial services industry thought leader—The Power of Mobile Banking includes strategies for adapting mobile banking practices that suit the needs of both developed and emerging markets. Krishnan also shows how bankers can make their products and services relevant to a new generation of digital natives. Krishnan explores the expanding mobile payment systems that offer a wealth of financial opportunities for banking institutions and includes information on the growth of e-commerce, which holds the potential for new and profitable ways for banks to engage with consumers. The Power of Mobile Banking outlines the practical aspects of adapting to a mobile banking strategy and shows how to put the right players in place to ensure the technology works seamlessly. Once in place, a great mobile system delivers excellent service and benefits to users, as well as real value and unique features that cement customer loyalty. The book also offers advice for bankers who want to increase their bottom line by delving into the world-wide prepaid card market. Krishnan includes a discussion on the risks and hazards of mobile banking and reveals the critical investments that banks must be willing to make in order to avoid losing customers to telecoms, retailers, and technology providers. The time for retail banking to prepare for the new paradigm is now and The Power of Mobile Banking is the guide for professionals who want to adapt, evolve, and succeed in this new mobile-driven world.
Mobile Marketing provides an in-depth hardware and software review of mobile technology - including mobile platforms, app development, social media and location-based services - and information on how to exploit the software to boost marketing, communications and advertising strategies. It explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies such as Sony, L'Oreal and Ernst & Young which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits.
Unlock the enormous potential of strategic partnerships You think you know partnerships, don’t you? But the nature — and growth potential — of partnerships for business has transformed in recent years. In The Partnership Economy, partnership automation expert and impact.com CEO David A. Yovanno delivers an insightful, actionable guide to navigating this newly defined era and growing your company’s revenue far beyond expectations. Using real-life examples from well-known brands such as Fabletics, Target, Ticketmaster, Walmart, and more, the book offers practical frameworks on how to unlock the value of modern partnerships. Along with showing how partnerships build brand awareness, customer loyalty, and competitive advantage, Yovanno reveals the tremendous possibilities for growth when partnership agreements work in concert across all partnership types, such as influencers, commerce content publishers, business-to-business integrations, and affiliate rewards. In this book, you’ll learn: Why and how the most innovative companies, both large and small, and across industries, invest in their partnership programs and consequently drive up to a third or more revenue for their organization How a variety of partnership types, including influencers, commerce content, traditional affiliate programs, and more, operate and how each can make a difference in your business Why you don’t have to wait — you can begin your partnerships strategy today, either in-house or through agency partners, with a point-by-point startup plan and roadmap for growth What partnership maturity means and how to diversify and grow your partnerships program to fully unleash your organization’s growth potential Perfect for founders, executives, managers, and anyone responsible for revenue acquisition in any industry or sector, The Partnership Economy is an indispensable guide for anyone planning to grow their business and its revenue.
A long-time chief data scientist at Amazon shows how open data can make everyone, not just corporations, richer Every time we Google something, Facebook someone, Uber somewhere, or even just turn on a light, we create data that businesses collect and use to make decisions about us. In many ways this has improved our lives, yet, we as individuals do not benefit from this wealth of data as much as we could. Moreover, whether it is a bank evaluating our credit worthiness, an insurance company determining our risk level, or a potential employer deciding whether we get a job, it is likely that this data will be used against us rather than for us. In Data for the People, Andreas Weigend draws on his years as a consultant for commerce, education, healthcare, travel and finance companies to outline how Big Data can work better for all of us. As of today, how much we benefit from Big Data depends on how closely the interests of big companies align with our own. Too often, outdated standards of control and privacy force us into unfair contracts with data companies, but it doesn't have to be this way. Weigend makes a powerful argument that we need to take control of how our data is used to actually make it work for us. Only then can we the people get back more from Big Data than we give it. Big Data is here to stay. Now is the time to find out how we can be empowered by it.
In the tradition of international bestsellers, Future Shock and Megatrends, Michael J. Saylor, CEO of MicroStrategy, brings TheMobile Wave, a ground-breaking analysis of the impact of mobile intelligence -- the fifth wave of computer technology. The Mobile Waveargues that the changes brought by mobile computing are so big and widespread that it's impossible for us to see it all, even though we are all immersed in it. Saylor explains that the current generation of mobile smart phones and tablet computers has set the stage to become the universal computing platform for the world. In the hands of billions of people and accessible anywhere and anytime, mobile computers are poised to become an appendage of the human being and an essential tool for modern life. With the perspective of a historian, the precision of a technologist, and the pragmatism of a CEO, Saylor provides a panoramic view of the future mobile world. He describes how: A Harvard education will be available to anyone with the touch of a screen. Cash will become virtual software and crime proof. Cars, homes, fruit, animals, and more will be tagged so they can tell you about themselves. Buying an item will be as easy as pointing our mobile device to scan and pay.Land and capital will become more of a liability than an asset. Social mobile media will push all businesses to think and act like software companies. Employment will shift as more service-oriented jobs are automated by mobile software. Products, businesses, industries, economies, and even society will be altered forever as the Mobile wave washes over us and changes the landscape. With so much change, The Mobile Wave is a guidebook for individuals, business leaders, and public figures who must navigate the new terrain as mobile intelligence changes everything.
The Mobilgas Economy Runs were annual competitions in which new American production automobiles vied not for speed, but for fuel economy--even as the industry was turning out bigger, more powerful cars year by year. This first complete history of the runs (including the predecessor Gilmore Economy Runs) follows each year's competitors day by day, covers some aspects not reported at the time and features a wealth of photographs. It includes coverage of the related Mobil Mileage Rally, held for imported cars from 1958 through 1961. Complete results for all of the competitions are provided in an appendix.