Beyond Mobile People, Communications and Marketing in a Mobilized World [Hardcover]

The advent of constant internet connectivity and mobile communication have transformed the way that many businesses and organisations function. There has been a focus upon the technological aspects and opportunities. This book takes a look into the future at the human aspects of mobile technology in terms of the ways that people will work and communicate in the mobile marketplace.Introduction PART I: THE CONTEXT What is the Mobile Marketplace really about ? The Topography of Mobility, Information and Marketing Humans as Mobile Creatures PART II: CONDITIONS, DRIVING FORCES AND TRENDS Technology, People, Institutions and the Economy Technology Institutions People Economics The New Marketing Logic PART III: THE ARENA Players in the Mobile Marketplace Digression: The Future of the Mobile Marketplace, according to Users and Experts PART IV: TOMORROW'S MOBILE MARKETPLACE The Mobile Marketplace in 2007 Four Pictures of Mobile Tomorrows

'There are certainly many entrepreneurs and marketers who, like us, feel a large degree of uncertainty about the effects of new information technology on our consumption of products, and in turn, how this will affect the operations of companies. It is very cheering that this book on tomorrow's mobile marketplace is now available. Not only does it provide highly informative, extensive descriptions of likely scenarios in the area. It is also a book that has arrived just at the right time.' - Carl W?reus, Director of Marketing, McDonalds Northern Europe

'The strength of this book lies in the quality of the authors' arguments on the evolution of the mobile marketplace. Various aspects of future approaches likely to be taken by the media sector are analysed in detail, and questions are asked about the ultimate ownership of the customer. The possibility that the customer might not want to be owned at all is overlooked. In spite of this, you would be well advised to spend time and attention on this book.' - Mary Jensen, Inl34