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"The time for this book is now. Innovations such as mobile music and mobile TV are driving our industry, but success ultimately comes down to customers. This book is unique in its in-depth study of customers and their need for mobile services."
Santie Botha, Group Marketing Director, MTN Group
"Turning mobile services into revenue requires a broad understanding of both business and technical aspects. I am very impressed with how this book explains unique technical challenges while still covering a broad range of commercial topics."
Erik Ott, Partner, Rainmaker Capital San Francisco
"The mobile media world is full of promise and expectation. While mobile media theories abound, here finally is a book that moves beyond the theoretical into the practical. It's a sharing of real-life experiences that can help companies use the mobile channel to offer the best product possible to their customers and audiences. Even media companies with a great deal of experience in the mobile space will benefit from this thorough and practical approach."
Roma Khanna, Senior Vice President, Content, CHUM Television
About the authors.
1 Fundamentals of the Industries.
1. Mobile services – fiasco or roaring success?.
1.2 Who needs mobile services, really?.
1.3 The telecom, media and IT industries coming together.
1.4 Content and media industries going mobile.
1.5 Making a business out of it all.
2 Understanding the Customer.
2.1 Why understand the customer?.
2.2 Mobile applications – the customer’s viewpoint.
2.3 A change to a market-led approach.
2.4 Understanding consumers.
2.5 Understanding the business market.
3 Creating a Winning Service Offering.
3.1 Exploring service creation.
3.2 The three dimensions of service creation.
3.3 Technology push creating services based on integration of technology enablers.
3.4 Market pull creating services based on customer demand.
3.5 Building market channel access.
3.6 Going forward, how can we create more winning services?.
3.8 Further reading.
4 Designing Services.
4.1 Designing services for success in the real world.
4.2 Services classification.
4.3 Key factors of strong mobile applications.
4.4 Creating mobile media services.
5 Managing the Customer Experience.
5.1 What the customer experiences.
5.2 Maximizing the experience.
5.3 Minimizing the barriers to use.
6 Mobile Devices – Leading the Way.
6.1 The importance of mobile devices.
6.2 Mobile device architecture – the building blocks.
6.3 Evolution of the building blocks in an application and media perspective.
6.4 Other important enablers for applications and media.
6.5 The mobile device as a driver of new application fields.
6.6 Mobile device adaptations.
7 Service Environment.
7.1 Understanding the service environment.
7.2 A service environment wish list.
7.3 Service environment design.
7.4 Summing up.
8 Deployment of services.
8.2 Prepatation is key.
8.3 Solution integration.
9 Commercial Launch Experiences.
9.1 Launch strategie.
9.3 Pricing and revenue.
9.4 Promotion strategie.
10 Feedback and Improvement.
10.1 How are our services performing.
10.2 End-to-end service assuranc.
10.3 The expanding end-to-en.
10.4 Kaizen continuous improvement .
Appendix 1: Take Five Consumer Segments.
Appendix 2: the Most Mobile Work Roles.