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(More customer reviews)This book offers a comprehensive review of mobile revolution up to the year 2005. The topics that are covered include market transformation (globalization, innovation, service pioneers), mobile consumer service (service innovation, content services, mobile media and entertainment) and mobile business services (mobile marketing and consumer behaviour, strategy and mobility). There are also extensive interviews cases with some 80 leading executives, which I do not find very useful.
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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, servi ces 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.
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