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Tap: Unlocking the Mobile Economy (MIT Press), by Anindya Ghose
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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.
- Sales Rank: #194685 in Books
- Published on: 2017-04-17
- Original language: English
- Dimensions: 9.00" h x .63" w x 6.00" l, .0 pounds
- Binding: Hardcover
- 240 pages
Review
The smartphone is a truly transformative technology. This book is required reading for anyone who wants to understand how mobile technology is changing our businesses, our economy, and our lives.
(Hal Varian, Chief Economist, Google)With succinct writing and great authority, Anindya Ghose delivers a tour de force on the mobile economy. Ghose draws on his vast experience as a researcher, consultant, and speaker as he unravels the nine key factors that determine users' mobile experiences and the four human contradictions that can vex the 'Tappers.' The delicate trade-off between privacy and commercial opportunity is handled adroitly; consumer or marketer, you need this book on your shelf (or phone)!
(David R. Bell, Xinmei Zhang and Yongge Dai Professor, Wharton School, University of Pennsylvania; author of Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One)The mobile economy has already unlocked trillions of dollars in value, but we're still in the early days of this revolution. Ghose draws on his path breaking research and compelling case examples to provide the definitive guide to the emerging opportunities and challenges. Required reading.
(Erik Brynjolfsson, Professor, MIT, and Director of the MIT Initiative on the Digital Economy; coauthor of The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies)Tap is the most comprehensive book I've seen on mobile's business transformational power and its unique ability to get closer to customers.
(Greg Stuart, CEO, Mobile Marketing Association; coauthor of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds) About the Author
Anindya Ghose is Professor of Information, Operations, and Management Science and a Professor of Marketing at New York University's Leonard N. Stern School of Business. In 2014, Businessweek's Poet & Quants named him as a "Top 40 Under 40 Professor." In 2017 Thinkers50 identified him among the 30 management thinkers most likely to shape the future of how organizations are managed and led. His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, NBC, and in The Economist, the New York Times, WIRED, Time, the Financial Times, and the Wall Street Journal. He is also an avid high altitude mountaineer and has climbed extensively in multiple continents.
Most helpful customer reviews
2 of 2 people found the following review helpful.
This is a very informative and enlightening book. It is easy and fun to read and has a lot to take away.
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.
The topic is contemporary and just in time. While we have entered into a digital age, mobile economy becomes a significant game changer for business and life. It is easy to see that but it is hard to see why. The book offers answers. There are 9 forces: context, location, time, saliency, crowdedness, trajectory, social dynamics, weather, and tech mix. The book delves into great details in discussing how each one of the nine forces work in shaping the mobile economy. My personal favorite part of the nine forces is the "social dynamics". Consumers are different in terms of their social circles and groups, so do their behaviors. And, mobile commerce changes the way consumers receive and process information and the way they make decisions. "triples are better than doubles, and couples are the worst...", I couldn't help but laughing.
Prof. Ghose is a prolific researcher. The book is an condense version of all insights from his research over the years. It took him years of hard work in research to gain all of these insights, but hours for us (readers) to learn all of those. I always find more enjoyable to eat delicious food at dinner when I don't have to prepare for the dinner. Prof. Ghose did all of the cooking and we can just sit and eat, and enjoy. I don't think anyone can hope for a more rewarding journey in learning than this!
In classroom, the book is suitable for all students, undergraduate students, MBA students, and doctoral students. On bookshelf, it is a keeper for future references. I highly recommend the book.
1 of 1 people found the following review helpful.
A truly amazing and insightful book
By Liangfei Qiu
It is “the” book on mobile economy! A truly amazing and insightful book. Reading it is a beautiful and enjoyable journey. A perfect example of incorporating cutting-edge academic research into practical business applications.
Two features make this book outstanding. First, Location, Location, Location, this book focuses on one of the most important breakthrough of tech + business models: the increasing pervasiveness of location-acquisition technologies has dramatically changed how firms reach their consumers. A fundamental question answered by this book is: How can firms take advantage of the recent advancement of mobile and location technologies and revolutionize the nature of how businesses operate? It convincingly shows that mobile economy isn’t about changing a specific industry, but rather changing the landscape of social media, consumer searching, advertising, branding, etc. This book has everything you want to know about mobile economy, and present them in a deep, persuasive, and interesting way.
Second, this book provides original, sound, and rigorous thinking on how to tackle important questions in mobile economy. Results and answers are important, but how to reach the results and answers is equally important to companies, researchers, as well as general audience. Drawing inferences about the causal effect of a business innovation/strategy in mobile economy is quite challenging. This book successfully shows the effectiveness of conducting randomized controlled experiment to uncover and quantify the causal effects in different real-world business settings. Similar research design can be adapted to enhance the credibility of measuring causal impacts. This book is not only about insights on mobile economy, but is also about how to get these insights in a rigorous and systematic approach. A wonderful book!
0 of 0 people found the following review helpful.
An Eye-opening Book!
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.
The book presents the most surprising, compelling, and actionable academic findings in the past decade in an interesting and accessible way, and everyone could gain valuable insights from many different facets of the mobile ecosystem. It illustrates the psychological and economic motivations underlying consumers’ contradictory behavior, and how these incentives together with technology advances shape the mobile economy. By building a give-and-take relationship with consumers, businesses could transform advertising into a valuable service for consumers, and further increase engagement, customer satisfaction, revenues and profits.
The book covers nine forces that influence the world of mobile marketing: context, location, time, saliency, crowdedness, weather, trajectory, social dynamics and technology mix. In each chapter, there are subsections of new considerations, food for thought and takeaways for firms that satisfy the needs of all kinds of readers. There are also comparisons between mobile and traditional marketing tools, mobile and PC, mobile app and mobile Internet, and across mobile devices.
In the last part of the book, which is also my favorite part, Anindya shows the vast potential of next-generation technology forces. Mobile devices, combined with other smart devices, could not only influence how we shop, but also how we work, think and interact with others. There is only one step you need to take: read the book on your mobile phone and unlock the magic of mobile economy just in your hand!
X. Liu and F. Chen
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