The Six Immutable Laws of Mobile Business Review

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(More customer reviews)Mobile phone technology is ascendant. With billions of subscribers across the globe and more signing on every day, it is the technology of today and tomorrow. Japanese firms are by far the leaders in the thriving "mobile market." Three experts on Japan's cellphone industry - Philip Sugai, Marco Koeder and Ludovico Ciferri - explain why, providing an in-depth, insightful report on where mobile is headed in the years to come. They also discuss six principles that mobile carriers and service providers around the world can learn from and may want to follow. getAbstract recommends this book - with its informative foreword by Martin Koelling, the Japan correspondent for the Financial Times Germany - as a worthy reference guide for professionals in the mobile arena. In this area, as Japan goes, so goes the globe.

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Valuable lessons from Japan's mobile industry yield 6 Immutable Laws for Mobile Business globally
Japan's mobile customers enjoyed better mobile devices, more content, and the most advanced functionality and services for the last 10+ years. This book helps cut through the many myths and all of the hype surrounding Japan's mobile dominance to identify the most important laws that will guide the success of mobile businesses around the world. Based on detailed market analysis and unprecedented access to the major players and pioneers of the Japanese mobile industry, this publication helps you understand the Six Immutable Laws of Mobile Business. These will help you and your business successfully navigate the challenges that the world's Wireless Revolution brings. From Law #1 through Law #6, authors Philip Sugai, Marco Koeder, and Ludovico Ciferri will help guide you to distinguish mobile myth from mobile fact, micro developments from macro trends, and regional characteristics from universal truths.
The book highlights Japan's incredible efforts to offer consumers complex, high-tech devices with enriched services that are nonetheless elegant and easy to use, a quest which the authors have labeled "Simplexity." Based on their interviews and observations, the authors assert that, "Simplexity will be what truly empowers individual users through their mobile devices.
Filled with case studies exploring all aspects of the Japanese mobile industry, this unique publication points carriers and content and service providers towards successful business models and practices for today's and tomorrow's mobile Internet.
This book is the beginning of the conversation of The Six Immutable Laws of Mobile Business, which is regularly being updated and expanded upon at:www.siximmutablelaws.com

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Podcasting Hacks: Tips and Tools for Blogging Out Loud Review

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(More customer reviews)This is one of those books that aren't meant to be read cover to cover. Skim through it, though, because otherwise you might miss out on some great tips -- especially if you think you know it all about podcasting.
The book starts out with some great basic information --how to listen to podcasts. I think a lot of people forget this part -- they hear about podcasting, listen to a couple (usually Adam Curry), and jump right in. And you can tell, because their podcasts sound like it. You have to read before you can write, and you have to listen before you can podcast. Then you get some basic tips about your first show, and sounding professional. These first two sections should be read by everyone, especially those getting ready to start their first podcast.
After recording your first podcast, listen to it critically. Then take a look at the table of contents of this book, and find out what you can do to make it better. Chapter 3 tells how to set up a home studio (with little expense) and control noise. Chapter 4 talks about something that I hadn't even thought of -- establishing a format for your show. I spent a lot of time in college at the campus radio station (9-10 AM weekdays, 10-11 Friday nights), so I am familliar with formatting, so I did it almost subconsciously with my own podcast. It does make things go a lot smoother when you're recording -- you don't have to sit thinking "What's next?" all the time.
Chapter 7 is another one that everyone should read -- Publicity. You podcast to be heard, so you should know what to do to be heard. I thought I had my bases covered here, but I got a few other ideas that I'm getting ready to try out on my own podcast.
The book is full of good advice for podcasters of all levels. They actually went out and talked to podcasters and technology folks to get some great ideas. That's the real benefit of this book -- they talked to these people so you don't have to spend a lot of time researching. They've tested out the microphones and mixers. And they're willing to tell you when an inespensive solution works as well (if not better) than spending a lot of money on better equipment. I'd love to have a Pro Tools setup for my podcast, but until I get a lot more money saved up (or someone decides to donate), I'll be using the headset microphone and Audacity to do my own podcast. But this book has shown me a lot of things that can improve my podcast now, and has given me a few things to shoot for later.

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Podcasting does for Internet audio listeners what TiVo does for television viewers--it puts you in charge of when you enjoy a program. Podcasting is a web-based broadcast medium that sends audio content (most commonly in the MP3 format) directly to an iPod or other digital audio player. You subscribe to audio feeds, receive new files automatically, and listen to them at your convenience.

As you can imagine, podcasting is taking the "blogsphere" by storm. A podcast is a professional-quality Internet radio broadcast, and like blogging and HTML before it, this revolutionary new way of publishing to the Internet has become the new outlet for personal expression.

If you've got Internet access and a copy of Podcasting Hacks, you can find out just how easy it is to listen to and create your own Internet audio programs. With Podcasting Hacks, Jack Herrington, a software engineer with 20 years of experience developing applications using a diverse set of languages and tools, delivers the ultimate how-to of podcasting for anyone looking to get the most out of this hot new medium.

Since August 2004 (the month that iPodder.com editor Adam Curry considers the start of podcasting), audio blogging has exploded. Podcasts cover every conceivable topic, including sex, relationships, technology, religion, home brewing, recreational drugs, rock 'n roll, food, entertainment, politics, and much more. There were podcasts from the Democratic National Convention in Fall 2004, and some programs on Air America and NPR are also podcasts.

Podcasting Hacks offers expert tips and tools for blogging out loud--for transmitting (and receiving) audio content worldwide with ease. This groundbreaking volume covers both entry-level and advanced topics perfect for aspiring and experienced podcasters. Herrington shows you how to get started, create quality sound, use the right software, develop a great show, distribute a podcast, and build an audience. More advanced topics include audio editing, podcasting on the go, and even videocasting.

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Secrets of Podcasting, Second Edition: Audio Blogging for the Masses (2nd Edition) Review

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(More customer reviews)This is a solid and well-written book for beginner and intermediate types.
I pre-orderd this book because I like Peachpit's books and I had heard so much about podcasting that I thought I'd better 'get in the game'.
I was pleasantly surprised with this book. The author goes into detail about what podcasts are, where they came from, and then each of three chapters explain how to get and listen to podcasts as well as create and publish them.
An easy read that's well put together. Hopefully this review is helpful to others.
Adam

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Whether you want to create your own podcasts or just would like to locate and then listen to audio programs on your portable player, this is the book for you. In Secrets of Podcasting, Second Edition,author Bart G. Farkas provides real-world guidance and advice on how to:Download and enjoy podcasts with any MP3 player

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The Mobile Marketing Handbook: A Step-by-Step Guide to Creating Dynamic Mobile Marketing Campaigns Review

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(More customer reviews)If you're looking to learn about mobile marketing - I highly recommend buying this book, it provides a great introduction to mobile marketing. And where Kim can't get in depth on certain topics, she provides resources that you can utilize to get more information.
She provides great information on how to determine if your target demographic aligns well with the mobile crowd and whether or not it is worth pursuing. She provides great demographic hints related to both culture and age that I wasn't aware of.
Also, she effectively presents all the different players that need to come into play for a successful mobile marketing campaign - like short code providers, aggregators, text message companies and more. You can't just start a mobile campaign without having your ducks in a row, and Kim tells you what you need to consider before starting. Although I have created mobile websites in the past, I hadn't considered all of these factors when it came to effectively marketing a mobile website.
The only reason I'm giving this boof 4 stars instead of 5 is because I thought it was a bit light on content in some areas - especially related to mobile search. Since this is the area that most interests me I would have liked more insight about pay-per-call, click-to-call, and examples of campaigns that actually had success. I would have liked to have seen screenshots of AdWords for setting up a mobile campaign and how ads look on a mobile browser. I would have liked to have seen the Google mobile search interface - and I am curious why Google mobile search defaults to web results instead of mobile (at least for me). But I do realize that I'm being a bit nitpicky and that in order to do all of this for each content area would have resulted in a 2000 page book.
Overall, if you're interested in mobile marketing, I highly recommend this book. While it can't get into the depth I would like in certain areas, it provides a fantastic jumping off point as well as links to plenty of resources to get the answers that you need.

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Focusing on a concept that is rapidly integrating into the daily lives of consumers—locally, nationally, and globally—this handbook presents a detailedexamination of mobile marketing. Based on 20 years of experience in the field, this reference proves that this cost-effective strategy can be used successfully by businesses of any size. Beginning with a simple test to determine a firm's readiness to go mobile, this guide also includes preliminary questions, an accessible program for creating a dynamic campaign, advice on how to avoid making common mistakes, and the most current online resources for mobile marketers. With easy-to-followtips on building stronger consumer relationships and strategies such as text messaging and social networking, this resource will help any company put their message in the palms of customers' hands.

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Podcasting For Dummies Review

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(More customer reviews)I bought this book around 1 month ago because I wanted to set up a Podcast and publish it to the web but had no idea how. The moment I opened the cover this book was helpful, it walks you through everything you need to know to set up and publish your Podcast, choose equipment, do interview over the phone, in the studio, or over Skype/iChat and then recommends other For Dummies books if you want to get really into it (say, Web Design for dummies, or something). It even gives you a simple easy to understand overview of the major technologies involved with Podcasting (RRS, XML, etc.) and shows you what the best hosting options are and how to promote and advertise your show! Truly, this book had me up and running in no time, and is constantly helpful, I haven't come across anything that Podcasting For Dummies hasn't been able to help me with. A great book on Podcasting, I would recommend this to everyone.

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New tools have made it easier to create a podcast. The second edition of Podcasting For Dummies shows you how you can create and distribute your own online recordings using tools you already have. This edition also covers what you need to build a top-notch podcasting studio. Expert podcasters Tee Morris and Evo Terra are joined on this edition by a fellow podcasting guru, Chuck Tomasi, to walk you through recording, editing, posting, and promoting a podcast. Chapters cover:
Choosing a topic that fits your expertise
Writing an outline or script for your podcast
Turning your existing computer into a desktop podcasting studio
Picking the microphone, headphones, and audio editing software that best suit your needs
Upgrading to pro-level podcasting equipment
Conducting interviews and recording an interview subject who's not in the room with you
Navigating the XML code you need to share your podcast
Finding a place to host your podcast online
Promoting your podcasts in the blogosphere, online discussion groups, and social networking sites
Seeking out sponsors, advertising, and subscriptions to make your podcast pay
Creating podcasts designed to promote a business

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Mobile Commerce : Opportunities, Applications, and Technologies of Wireless Business Review

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(More customer reviews)This is a broad treatment of M-commerce and is aimed at a broad audience of business and technical readers. Usually books of this nature are mediocre because of the trade-offs compromises in scope and content that need to be made to accommodate a wide audience. In the case of the book, though, it isn't the case.
First, the book is organized by (1) Business opportunity, (2) Applications, (3) Technology, (4) Issues and (5) Directory of M-Commerce Applications. The first four sections are both insightful and invaluable. The directory of M-commerce applications, in my opinion, does not add any value to the book because information of this nature changes so rapidly that it's inaccurate before a book is even published.
What I like about the book is the even treatment of opportunities that are inherent in M-commerce, including some insights into why Europe does not have the advantages that normally come from being early adopters (in spite of the pessimists who cite a "two year head start" while ignoring the U.S. leadership in technology implementation when we do get around to it), and the interesting view of WAP (Wireless Application Protocol), which many believe to be just an interim - the author advises to put resources and effort into WAP and make it part of a business strategy if you want to be an M-commerce player.
The survey of technologies and standards are also useful, even if given somewhat superficial treatment. The value is you are exposed to all of the factors and considerations with which to make informed decisions or gain an understanding of the M-commerce landscape. In this respect the applications and technology sections of the book can be viewed as a primer.
Overall, this is an excellent book for learning about M-commerce from business and technical points of view because it provides a context and keen insights in both domains.

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Mobile Advertising: Supercharge Your Brand in the Exploding Wireless Market Review

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(More customer reviews)It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.
I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.
March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:
* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers
Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).
The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.
Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.
What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?
Read! (I also have to finish the book!)

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A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.

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