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Tap : unlocking the mobile economy

Author: Anindya Ghose
Publisher: Cambridge, MA : MIT Press, [2017]
Edition/Format:  Print book : EnglishView all editions and formats
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  Read more...
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Document Type: Book
All Authors / Contributors: Anindya Ghose
ISBN: 9780262036276 0262036274 9780262536059 0262536056
OCLC Number: 958796572
Awards: Winner of Bronze winner in Economics from the 2018 Axiom Business Book Awards 2018
Winner of Gold winner in Business Technology from the 2018 Axiom Business Book Awards 2018
Description: ix, 230 pages : illustrations ; 24 cm
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.
Other Titles: Unlocking the mobile economy
Responsibility: Anindya Ghose.

Abstract:

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.  Read more...

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