Tap: Unlocking The Mobile Economy by Anindya Ghose

Tap: Unlocking The Mobile Economy

byAnindya Ghose

Hardcover | April 17, 2017

not yet rated|write a review

Pricing and Purchase Info

$35.58 online 
$38.95
Earn 178 plum® points

In stock online

Ships free on orders over $25

Available in stores

about

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.

Details & Specs

Title:Tap: Unlocking The Mobile EconomyFormat:HardcoverDimensions:240 pages, 9 × 6 × 0.62 inPublished:April 17, 2017Publisher:The MIT PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0262036274

ISBN - 13:9780262036276

Look for similar items by category:

Nearby Stores

We found 0 nearby stores

Customer Reviews of Tap: Unlocking The Mobile Economy

Reviews

Extra Content

Editorial Reviews

Tap is the most comprehensive book I've seen on mobile's business transformational power and its unique ability to get closer to customers.