Categories : Mobile Marketing

 
  • Tap Unlocking the Mobile Economy MIT Press
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  • Professor Anindya Ghose on the Forces that Shape the Mobile Economy
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Amazon Price: $29.95 $16.99 You save: $12.96 (43%). (as of December 15, 2017 11:29 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

An Eye-opening Book!

5 people found this helpful.
 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.

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

8 people found this helpful.
 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.

PROFESSOR GHOSE DELIVERS

3 people found this helpful.
 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.

these chapters do a good job of describing basic mobile economy terminology and consumer …

One person found this helpful.
 on April 30, 2017
By Amazon Customer
TAP was written by a rock star professor at the Stern School of Business, New York University. The part I with first three chapters, introduces the adoption of smartphones, explaining how consumer behavior is changing. In the process, these chapters do a good job of describing basic mobile economy terminology and consumer behavioral contradictions: 1. People seek spontaneity, but they are predictable and they value certainty. 2. People find advertising annoying, but they fear missing out. 3. People want choice and freedom, but they easily get overwhelmed. 4. People protect their privacy, but they increasingly use their personal data as their currency. This part provides me with the insights on the multiple aspects of consumer behavior in the mobile economy.

An excellent book. I think this book is a must …

One person found this helpful.
 on April 22, 2017
By Vilma T.
An excellent book. I think this book is a must read for anyone who wants to understand the crucial role of mobile devices in the business ecosystem and the digital economy, in general. The prevalence of smartphones and our dependence on them is undoubtedly a fact; as you are reading this review, chances are that you are either holding your smartphone or you have your smartphone right next to you. This book demonstrates the power of tapping into the unprecedented opportunities the mobile devices offer. The author has done a wonderful job identifying the key factors that shape the mobile economy and generating insights that everyone can benefit from (anyone ranging from a marketing/advertising media executive who wants to develop successful mobile strategies to a consumer who wants to understand the psychological mechanisms that underline the mobile phone usage behavior). I especially appreciate the fact the the author has substantiated all the claims and the discussions with cutting edge research and case studies.

A Must Read Written by a Field Top Expert!

One person found this helpful.
 on April 22, 2017
By B. Li
This book is a must read for businesses and managers who want to stay sharp in the current age of mobile technology-enabled market. As an educator and researcher from a top research institute (I teach Master of Science program in Business Analytics), I found this book to be extremely useful and cutting-edge in its content. The author is a highly well-recognized expert in the field. The case studies are very insightful and backed up with rigorous theoretical ground and empirical evidence from the author’s years of excellent research and industry consulting experiences. More importantly, the book is written as a perfect combination for both experts and average audience. I extremely enjoyed the way how the author put together all the chapters and case discussions in a story-telling fashion. They are very easy to follow and down to earth for anyone who show an interest in understanding today’s mobile economy. I would strongly recommend this book!!

A great book for people who are interested how mobile technology …

One person found this helpful.
 on April 20, 2017
By X.Y
It was a very pleasant read. The book has clearly laid out a lot of important aspects of the mobile economy. The author shares many cutting-edge ideas in this mobile space with the readers. A great book for people who are interested how mobile technology is reshaping our lives and businesses. Highly recommended.

Staying top of the current trends

One person found this helpful.
 on April 26, 2017
By Roy Lee
We live in a mobile first world where everything we do and everything we buy is increasingly happening on our mobile devices.  The author does a great job guiding you, in a very readable manner, through the multifaceted world of the mobile ecosystem.  A must read for marketers who need to be on top of the current trends.

Unleash the value of mobile for your brand

 on May 6, 2017
By Vandonelio Williams
Do you care about innovation? Do you care about increasing your brand value? Do your care about skating to where the puck will be? If the answer is yes to any of the above you need TAP.

Great overview of mobile

One person found this helpful.
 on May 4, 2017
By Gordon B.
For anyone with an interest in mobile technology (whether as a developer or a consumer), I highly recommend this book. It steps through the applications, impacts and opportunities of mobile technology, and offers insights / predictions about what the future holds. Excellent read.

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