Mobile Web 2.0: The Innovator's Guide to Developing and Marketing Next Generation Wireless/Mobile Applications Review

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(More customer reviews)Reading this book, I was regularly (I don't mean sometimes) stopped my in my tracks because of the typing errors, style errors and layout issues. This book is marvel when it comes to a being a book editors' study material. You can annotate and correct about every page in this book. Obviously this is not published by an experienced publisher, trying to mainain a reputation for publishing serious and worthwile information.
That said, I must say that I learned from this book. Being ignorant about the way the Mobile world is organized, it gives you insight in what to do and what not to do when you consider building applications and services for the Mobile market. It doesn't really give you any design guidelines, but it does sketch the environment and comes with sound advice.
So, if you are really eager for this type of information, you can learn from this book. That is, if you are not put off by the writing and layout. What you cannot learn is how a publication like this is written, edited and layed out, unless you are studying to be a book editor, in which case it makes perfect study material...

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** Testimonials **If you're looking for the best source of information currently available on the subjects of both Web 2.0 and Mobile Web 2.0, you have to go no further than this book. - Dion Hinchcliffe, Editor-in-Chief of the Web 2.0 Journal and President of Hinchcliffe & CompanyIn their latest book, the authors make fresh challenges on the paradigms in Mobile data.You are not going to agree with it all, but it will challenge your own thinking. - Jeremy Flynn, Head of Commercial Partnerships, Vodafone UKSimply the most comprehensive and easily-accessible book, on mobile Web 2.0 and it's future potential, available to date. - Dr Rebecca Lingwood CEng MIMechE, Director of Continuing Professional Development, University of OxfordWhy should you buy this book?- Gain an understanding of both Web 2.0 and Mobile Web 2.0- Learn how Web 2.0 extends to the 'wider Internet'- Learn from the experts: our work has been widely published and referenced on the Web.Our viewpoints are practical, independent and realistic - Understand the seven principles of Mobile Web 2.0- Understand the other factors that affect Mobile Web 2.0 (like the rollout of IMS, WiMAX, Revenue models for Web 2.0 etc.) The seven principles of Mobile Web 2.0- Mobile content and the changing balance of power(The power of user-generated content)- I am not a number, I am a tag (The impact on the telecoms industry's management of numbers)- Multilingual mobile access (Everyone, Everywhere with a phone running .. )- Mobile Web 2.0 and digital convergence (Mobile Web 2.0 is a driver to digital convergence)- The disruptive power of Ajax and mobile widgets- Location based services and Mobile Web 2.0 (LBS has never quite taken off.Will Mobile Web 2.0 help?)- Mobile search: Much more than Google on your mobile phone

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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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