Tap : unlocking the mobile economy / Anindya Ghose.

Format:

Book

Author/Creator:

Ghose, Anindya, author.

Language:

English

Subjects (All):

Mobile commerce.

Cell phone advertising.

Consumer behavior.

World Wide Web--Security measures.

World Wide Web.

Physical Description:

ix, 230 pages : illustrations ; 24 cm

Other Title:

Unlocking the mobile economy

Place of Publication:

Cambridge, MA : MIT Press, [2017]

Summary:

"Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three-trilion-dollar mobile economy ... this two-way exchange can benefit both customers and businesses ... Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and ... he highlights the true influence mobile wields over shoppers ... and the lucrative opportunities it represents ..." Dust jacket.

Contents:

Human behavior and the mobile journey so far

Mobile phones : a truly transformative technology

What the smartphone has changed

Striking a balance

The forces shaping the mobile economy

Introduction

Context : what's going on?

Location: why geography matters

Time: it's on your side

Saliency : can you see me now?

Crowdedness : why scarcity of space matters

Trajectory : watch where you're walking

Social dynamics : you are who you're with

Weather : creating the perfect storm

Tech mix : solving wanamaker's riddle

Next generation tech forces

The growing intimacy between us and our devices

The next generation technologies

Epilogue

Notes

Index.

Notes:

Includes bibliographical references (pages 205-226) and index.

ISBN:

9780262036276

0262036274

9780262536059

0262536056

OCLC:

958796572

Publisher Number:

99979109681