The Mobile Commerce Revolution: Business Success in a Wireless World

Overview

Mobile commerce has reached and passed its tipping point: more than 50% of the U.S. population now owns smartphones. But mobile commerce is about much more than just the "location-based strategies" covered in other books on the topic. The Mobile Commerce Revolution covers everything you need to know to capitalize on this immense new opportunity ? from infrastructure to culture, strategy to tactics. Written by Tim Hayden Tom Webster, two of mobile commerce?s pioneering thought leaders, this actionable guide is ...

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Overview

Mobile commerce has reached and passed its tipping point: more than 50% of the U.S. population now owns smartphones. But mobile commerce is about much more than just the "location-based strategies" covered in other books on the topic. The Mobile Commerce Revolution covers everything you need to know to capitalize on this immense new opportunity — from infrastructure to culture, strategy to tactics. Written by Tim Hayden Tom Webster, two of mobile commerce’s pioneering thought leaders, this actionable guide is packed with brand-new case studies from both small businesses and large brands. The authors share their immense experience to help you:

  • Capture rapidly shifting end-user behavior in your mobile marketing plans
  • Effectively integrate mobile with your existing media and business operations
  • Implement the right infrastructure, and evolve it to reflect emerging trends
  • Make the internal cultural changes required to fully leverage the mobile commerce opportunity
  • Understand the new playing field of carriers, device OEMs, developers, and agencies
  • Discover which mobile tactics are actually influencing marketing/purchase behavior
  • Identify crucial regional differences, generational behaviors, and usage patterns
  • Preview the future of mobile commerce and mobile payments, from NFC/RFID to retinal scans and augmented reality
  • Leverage powerful savings and efficiencies that go way beyond smartphones and tablets – including digital smart signage, customer service/CRM systems, point-of-sale solutions, and in-home/in-store systems

Along the way, Hayden and Webster present incisive interviews with pioneers in mobile technology innovation, from Foursquare founder Dennis Crowley to Invodo’s Jim Keeler, the former CTO if AT&T Wi-Fi Services. If you’re making decisions about mobile commerce, no other guide offers as much expert, actionable insight.

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Product Details

  • ISBN-13: 9780789751546
  • Publisher: Que
  • Publication date: 8/6/2014
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 325

Meet the Author

Tim Hayden has more than 20 years of experiential and new media marketing for brands in both the B-to-B and B-to-C marketplaces. Tim was co-founder and CMO at 44Doors, which developed a mobile marketing platform and mobile marketing services for brands such as Coca-Cola, AT&T, Reebok, Jackson Family Wines and Bank of America, among others. He was a founder and partner in other startups including NION Interactive, Blue Clover and GamePlan, an experiential agency that produced innovative campaigns for brands including AMD, Bacardi USA, Dell, Humana and IBM using the integrated “Live+Mobile+Online” methodology that Tim coined in 2007.

Tom Webster is Vice President of Strategy for Edison Research, a custom market research company best known as the sole providers of exit polling data during US elections for all the major news networks. He has nearly 20 years of experience researching consumer usage of technology, new media and social networking, and is the principal author of a number of widely-cited studies, including The Social Habit, Twitter Users in America, and the co-author of The Infinite Dial, America's longest running research series on digital media consumption. He is a graduate of Tufts University in Medford, Massachusetts, and holds an MBA from the Bryan School of Business and Economics at the University of North Carolina.

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Table of Contents

Introduction
1. The State of Mobile Today
2. Mobile is a Behavior, Not a Technology
3. The Sales Funnel, Collapsed
4. The Upside of Mobility
5. The Downside of Mobility
6. Privacy and Security
7. Paying With Your Phone
8. The Slow Road to Mobile Commerce
9. The Ecosystem
10. Mobile, Media and Data, Oh My!
11. Mobile Listening and Response
12. Visual Storytelling
13. Personalization and Relevance
14. Going Local
15. Email and Text Messaging
16. Websites and Apps
17. How to "Think Mobile"
18. 10 Steps to Mobilize Your Business
19. Science Fiction is No Longer Fiction

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