PDF-Tap Unlocking the Mobile Economy The MIT Press

How the smartphone can become a personal concierge not a stalker in the mobile marketing revolution of smarter companies valueseeking consumers and curated offersConsumers 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 twoway exchange can benefit both customers and businesses In Tap Ghose welcomes us to the mobile economy of smartphones smarter companies and valueseeking consumersDrawing on his extensive research in the United States Europe and Asia and on a variety of realworld examples from companies including Alibaba China Mobile Coke Facebook SK Telecom Telef243nica 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 concierge8212a butler not a stalkerGhose 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. 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