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Amazon Price: $29.95 $22.23 You save: $7.72 (26%). (as of November 19, 2018 11:36 PM – Details). Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on the Amazon site at the time of purchase will apply to the purchase of this product.

How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.

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.

Product Details

  • Series: MIT Press
  • Hardcover: 240 pages
  • Publisher: The MIT Press (April 17, 2017)
  • Language: English
  • ISBN-10: 0262036274
  • ISBN-13: 978-0262036276
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 1 pounds

Customer Reviews

A book leveraging business cases and academic findings to provide insightful takeaways

 on June 25, 2017
By L. Yang
A fascinating book about the new economy of smartphones for both consumers and marketers. It is extremely useful for managers who would like to explore new business with mobile technologies. It starts with the behavioral contradictions of consumers and further discusses nine predominant factors that drive the monetization process in the mobile economy, such as location, trajectory, crowdedness and weather. It also covers important trends of new technologies on smartphones such as wearable devices, artificial intelligence and smart homes. In addition, it is worth mentioning that, in each chapter, the book leverages both business cases and academic findings to provide insightful takeaways for readers with different backgrounds. I highly recommend this book to those who have an interest in mobile economy and future business.

An Excellent Companion for Mobile Marketers (and Marketing Professors!)

 on August 1, 2017
By A. Malshe
In case you don’t want to read my detailed review below, here is the tl;dr version:

This is a very informative and enlightening book. It is easy and fun to read and has a lot to take away.

 on April 21, 2017
By Oliver Yao
This is a very informative and enlightening book. It is easy and fun to read and has a lot to take away.

this book is written by the author with greatest authority and expertise both in practice and in academia

 on July 13, 2017
By Jiho Lee
If you really want to deeply understand mobile economy and its market participants, then this book is for you. Unlike many books written by practitioners who lack formal authority in this field, this book is written by the author with greatest authority and expertise both in practice and in academia. Interestingly, Professor Ghose shares insightful findings that he discovered through his empirical studies, field experiments, and consulting projects using companies’ data from many different countries. Once you read the book, you will gain deeper understand about seemingly contradictory behaviors that most of you are not consciously aware of and learn how to wisely use personal information to receive ads that are more relevant to you. This book offers plenty of invaluable managerial implications that could be used to create immediate economic values. This book is a MUST-READ book for Marketers, Data scientists, Data analysts, Product owners, Masters or Doctoral students in Marketing or Information Technology, and Engineers etc. You probably do not want your competitors to know about this book so that you can take advantage of the informational advantage and exploit the new opportunities. It can be that useful. What the companies should do to be better prepared in the rapidly changing environment is also well-explained in the next generation technologies section.

A tremendously insightful overview of an emerging discipline

 on December 29, 2017
By Arun M.
The mobile device has changed our lives, and increasingly powerful supercomputer we all carry in our pockets has become a two way mechanism to interact with the real and virtual world around us.


 on April 26, 2017
By Amazon Customer
Professor Anindya Ghose teaches one of the most popular courses at New York University’s Stern School of Business. The topics that he brings to that classroom are covered even more broadly in this book in a thought-provoking way that’s still a pleasure to read.

An Eye-opening Book!

 on May 7, 2017
By X. Liu
It is such an enjoyable experience reading the book! No matter who you are – a marketer, an entrepreneur, a student, or a consumer – as long as you are interested in the unprecedented opportunities that mobile devices bring to our economy, this book is just in time for you.

A must read !

 on July 31, 2017
By Sushanta Das
Anindya Ghose’s TAP is a must read for any person who is in an industry that has been or is being or will be impacted with Mobile disruption. Anindya’s expertise on the mobile economy is unparalleled and the book is an apt representation of his profound understanding and knowledge in the domain. The book is indeed a great platform to understand how Mobile is transforming cultures, industries and economies !

When my wife saw how much I liked it, she decided to read it too

 on September 26, 2017
By Maxime C.
TAP is a must read for anyone who wants to understand how the business world is evolving. It condenses many years of state-of-the-art research into an accessible and easy-to-read book. I actually read this book during my honeymoon. When my wife saw how much I liked it, she decided to read it too. We both agree that TAP was inspiring, uplifting, and entertaining!

best book of mobile businesses!!!!

 on July 24, 2017
By Eric Kwon
I highly recommended this book since it provides fruitful insight based on real-world practice and data-driven analyses.For anyone with an interest in mobile, they can learn about recent applicatuons and opportunities in mobile businesses.

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