Beyond mobile people, communications and marketing in a mobilized world
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| Hauptverfasser: | , , |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke, Hampshire
Palgrave
2002
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| Ausgabe: | 1. publ. |
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| Online-Zugang: | Contributor biographical information Table of contents Publisher description Inhaltsverzeichnis |
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| 100 | 1 | |a Lindgren, Mats |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Beyond mobile |b people, communications and marketing in a mobilized world |c by Mats Lindgren, Jörgen Jedbratt, Erika Svensson |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke, Hampshire |b Palgrave |c 2002 | |
| 300 | |a xxiv, 262 S. |b graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 253-256) and index | ||
| 650 | 4 | |a Cellular telephone systems |x Marketing | |
| 650 | 4 | |a Mobile communication systems |x Marketing | |
| 700 | 1 | |a Jedbratt, Jörgen |e Verfasser |4 aut | |
| 700 | 1 | |a Svensson, Erika |e Verfasser |4 aut | |
| 856 | 4 | |u http://www.loc.gov/catdir/bios/hol051/2001057742.html |3 Contributor biographical information | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/hol031/2001057742.html |3 Table of contents | |
| 856 | 4 | |u http://www.loc.gov/catdir/description/hol031/2001057742.html |3 Publisher description | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014611798&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-014611798 | |
Datensatz im Suchindex
| _version_ | 1819778473070166016 |
|---|---|
| adam_text | Contents
List of Figures and Tables jx
Foreword xii
Executive Summary xiii
The greater framework xiv
The smaller framework the mobile marketplace xiv
The mobile individual xv
Four scenarios for tomorrow s mobile marketplace xv
Acknowledgments xix
Introduction xxii
Background and purpose xix
Method, implementation and readers advice xix
Part I The Context I
Chapter I What is the Mobile Marketplace All About Really? 3
The human perspective 3
The perspective of the marketing company 4
... and the media perspective 4
Is the mobile marketplace a mobile Internet? 4
Summary 7
Chapter 2 The Topography of Mobility, Information and
the Market 8
Movement 10
Information handling 13
Commerce 17
The mobile marketplace 22
Summary 23
Chapter 3 The Individual as a Mobile Creature 24
Mobile archetypes, states of mind 24
Mental mobility and games of identity 27
Different kinds of mobile service ¦ 29
The mobile purchasing cycle 34
Summary 36
v
vi Contents
Part II Preconditions, Driving Forces and Trends 37
Chapter 4 Technology, Institutions, People and the Economy 39
Social change as a game of push and pull 41
Technology and people a necessary whole 43
The S curve and driving forces in various phases 45
Summary 50
Chapter 5 Technology 51
Moore s law and Metcalfe s 52
Network benefits are exponential 53
Mobile telephone networks 54
Wireless local networks 56
Bluetooth wireless micro networks 57
Positioning 58
Technology today and in the future 59
Technical trends 64
Technological aspects of data transfer and always on
Internet connection 72
Connected technology 73
Technology for handling information 73
Digression: What happened (and is happening) to the
software agents? 74
A prognosis? 77
Summary 79
Chapter 6 The Institutions 80
The importance of institutions 80
The emergence of the knowledge industrial society 81
Rules of play, legislation and state incentives 88
Summary 94
Chapter 7 The Individual 95
Postmodern values the victory of pluralism? 96
What will we want to consume? 97
The importance of the brand 97
Open landscapes or the tyranny of diversity? 98
Twenty consumer trends 100
Summary I I I
Chapter 8 The Economy 112
Gigantic investments I 12
Where are the revenues? I 15
Two markets and two consumer groups I 16
Summary I 19
Chapter 9 The New Marketing Logic 120
The customer driven marketplace 120
The evolution towards micro geographical marketing 125
Position commerce 127
Contents vii
Media trends 128
Marketing trends 139
Summary 146
Part III The Arena 147
Chapter 10 The Players in the Mobile Marketplace 149
A map of the players 149
Companies, media and receivers become one 152
Marketing and selling companies (and organizations) 153
Advertising and media agencies, intermediaries 154
Traditional media 155
New interactive media 158
Content providers 159
Content packagers 160
The portals 161
Position players 162
Mobile network and service operators 163
Mobile retailers 167
System and platform providers 167
Software companies 168
Mobile manufacturers 169
The mobile individual 171
Summary 174
Digression: Experts and users give their views on
tomorrow s mobile marketplace 176
The Swedish population as users 176
Conclusions 185
Summary 188
Experts pronounce on the mobile marketplace
a Delphi study 189
Summary 194
Part IV Mobile Marketing for Tomorrow 197
Chapter 11 The Mobile Marketplace in 2007 A Future
Free of Surprises 199
A brief outline of the scenarios and scenario methodology 199
Safe predictions 201
Consequences for media agencies 204
Consequences for marketing companies 205
Scenario for the future a user family in 2007 220
Summary 223
Chapter 12 Four Scenarios for a Mobile Tomorrow 224
Main uncertainties 224
A joker in the pack 227
Tomorrow s mobile marketplace four scenarios 229
Conclusion 236
vui Contents
Postscript Mobile Tomorrows 243
Kairos Future 244
Glossary 245
Notes 250
Sources 253
Index 257
List of Figures and Tables
Figures
O.I A description of the book s structure and working model xxi
1.1 The three dimensions of the mobile marketplace 6
1.2 The mobile marketplace merges the virtual and physical marketplaces into
something qualitatively new
2.1 The significance of car ownership in the 1950s 2
2.2 Wisdom presupposes both high level access to information and
a high degree of reflection
2.3 The Model T Ford 20
3.1 The dimensions of mobility
3.2 The mobile marketplace: time and position critical services 30
3.3 The buying cycle
4.1 The interplay between technology, people and institutions 40
4 2 The introduction of new technology in a market often takes the
err 46
form of an S curve
4.3 Interplay between expectations and actual development
5.1 The cost of computation power calculated in MIPS 52
5.2 New technology breaks through at a quickening pace 53
5.3 Transfer capacity and range of various wireless networks 5
5.4 Mobile phone and Internet use in different groups of countries 59
5.5 Number of l mode users
5.6 The emergence of a metanet
5.7 Minaturization for user friendliness
5.8 Mobile devices of the future
5.9 Microsoft s Tablet PC
6.1 The price of a haircut in relation to shampoo over a 20 year period 83
x List of Figures and Tables
8.1 Norwegian Telefonor s mobile service DJUICE targets youth in
Scandinavia, New Zealand.Thailand and Singapore I 17
8.2 The market for mobile services I 19
9.1 The product driven system 121
9.2 The distribution driven system 122
9.3 The customer driven system 123
9.4 The mobile as a membrane between the personal universe and
the external world 124
9.5 Influencing purchasing decisions in the shop 126
9.6 The media day 134
9.7 Value formula for future media 136
9.8 Metro, distributed free in public transport hubs all over the world 137
9.9 Polarization between attractive concepts and exclusive content 138
10.1 The players involved in communication in the mobile marketplace 150
10.2 The merging of players in the mobile marketplace 152
10.3 The modular media map 157
10.4 The role of position players 163
10.5 The conglomerate Virgin with its Virgin Mobile was the first mobile
operator without its own network 165
10.6 The world s biggest manufacturers of mobile systems in 1999 168
10.7 The 21 st century knight in armor is considerably more lightly dressed
than his predecessor 173
10.8 Summary of areas of interest, resources and possible strategies of
various players in the mobile marketplace 175
10.9 Survey: Preferences for various services of the next generation
of mobile telephony 180
10.10 Two principal groups in the mobile marketplace: Moklofs and Yupplots 182
10.1 I The view of experts: mobile services which will have established themselves
(reached 30 percent saturation) by the year 2005 194
10.12 Experts assumptions about development up to 2015 195
I I.I Scenario building 201
I 1.2 Choosing the customer as the strategy 207
I 1.3 Mental states of consumers 21 I
12.1 Overview of the four scenarios 230
Tables
I. I Examples of different types of personalization 5
2.1 Work, education and entertainment change over four epochs
of human history 9
List of Figures and Tables xi
2.2 The development of the markets from barter to an excess market 21
3.1 Dimensions of mobility 25
3.2 Various mobile services and willingness to pay 31
4.1 For new technology to break through, four subsystems have to be
in place: technology that works, systems for data and information handling,
infrastructure and functioning content 45
4.2 A comparison between the motivations of different user groups 48
5.1 Highest theoretical data transfer speeds of various mobile data
communications. In practice, speeds will be considerably lower 55
5.2 Mobile customers year 2010 according to NTT DoCoMo 63
8.1 License methods, the number and costs I 14
10.1 Comparison between potential mobile portal players 161
10.2 Telephone operators year 2000 164
10.3 The world s largest manufacturers of mobiles, market share jan March 2001 170
10.4 Three types of mobile services. Multivariate analysis shows that the
services fall into three distinct groups 185
10.5 Interest for services among the three early adopter groups Moklofs,
Yupplots and Sallies 86
I I. I Examples of differences between prognoses, scenarios and visions 200
I 1.2 Summary of general assumptions of the coming years 204
I 1.3 Traditional media and the mobile marketplace 215
12.1 Examples of the effects of various radio transmitters 228
12.2 Scenario grids ^37
|
| any_adam_object | 1 |
| author | Lindgren, Mats Jedbratt, Jörgen Svensson, Erika |
| author_facet | Lindgren, Mats Jedbratt, Jörgen Svensson, Erika |
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| dewey-ones | 384 - Communications |
| dewey-raw | 384.5/35 |
| dewey-search | 384.5/35 |
| dewey-sort | 3384.5 235 |
| dewey-tens | 380 - Commerce, communications, transportation |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV021290942 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T19:12:21Z |
| institution | BVB |
| isbn | 0333985087 |
| language | English |
| lccn | 2001057742 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014611798 |
| oclc_num | 48674591 |
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| owner | DE-N2 |
| owner_facet | DE-N2 |
| physical | xxiv, 262 S. graph. Darst. 24 cm |
| publishDate | 2002 |
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| publisher | Palgrave |
| record_format | marc |
| spellingShingle | Lindgren, Mats Jedbratt, Jörgen Svensson, Erika Beyond mobile people, communications and marketing in a mobilized world Cellular telephone systems Marketing Mobile communication systems Marketing |
| title | Beyond mobile people, communications and marketing in a mobilized world |
| title_auth | Beyond mobile people, communications and marketing in a mobilized world |
| title_exact_search | Beyond mobile people, communications and marketing in a mobilized world |
| title_full | Beyond mobile people, communications and marketing in a mobilized world by Mats Lindgren, Jörgen Jedbratt, Erika Svensson |
| title_fullStr | Beyond mobile people, communications and marketing in a mobilized world by Mats Lindgren, Jörgen Jedbratt, Erika Svensson |
| title_full_unstemmed | Beyond mobile people, communications and marketing in a mobilized world by Mats Lindgren, Jörgen Jedbratt, Erika Svensson |
| title_short | Beyond mobile |
| title_sort | beyond mobile people communications and marketing in a mobilized world |
| title_sub | people, communications and marketing in a mobilized world |
| topic | Cellular telephone systems Marketing Mobile communication systems Marketing |
| topic_facet | Cellular telephone systems Marketing Mobile communication systems Marketing |
| url | http://www.loc.gov/catdir/bios/hol051/2001057742.html http://www.loc.gov/catdir/toc/hol031/2001057742.html http://www.loc.gov/catdir/description/hol031/2001057742.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014611798&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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