User Heart Menu Basket Cross Plus < Minus <
Tap - 9780262036276

Product Details

  • Product code: BBBQH
  • ISBN: 9780262036276
  • Publisher: MIT Press Ltd
  • Format: Hardback
  • Dimensions: 16.2cm x 24.4cm
  • Pages: 240
  • Publish date: 16/05/2017

Tap (Hardback)

Tap - 9780262036276

Anindya Ghose


  • Our price £24.95
Quantity

Add to wish list
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, Telefonica, 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.

Share Tap on Pinterest

Product Details

  • Product code: BBBQH
  • ISBN: 9780262036276
  • Publisher: MIT Press Ltd
  • Format: Hardback
  • Dimensions: 16.2cm x 24.4cm
  • Pages: 240
  • Publish date: 16/05/2017

Reviews

Help our customers make the best choices by telling everyone what you think about this product.

There are currently no customer reviews for this product. Why not be the first?

Rate & Review
  • Our price £24.95
Quantity