Andersson / Freeman / James Mobile Media and Applications, From Concept to Cash

Successful Service Creation and Launch
1. Auflage 2006
ISBN: 978-0-470-02845-2
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten, E-Book

Experience the forces behind the changes in the IT, MobileTelecom and Media industries through real-life cases from thisconverging market!
Mobile Media and Applications - From Concept toCash shows how to address the challenges of consumer marketing,technology strategy and delivery tactics for new 3G services from apragmatic 'how they did it' approach. Combining theauthors' technical competence, business experience andconsumer understanding, the book pinpoints the pitfalls and keys tosuccess in the industry. The authors offer an end-to-endview, covering customer needs, analysis of the many complex valuechains, the capabilities and limitations of the technologies, andthe packaging and launch of new mobile services. Based onreal case studies and experiences, analysis and advice is given tohelp the reader succeed in the real world.
Mobile Media and Applications - From Concept toCash:
* Explains how media companies can go mobile, how the telecoms,media and IT industries are converging and how even a frog can topthe CD singles chart with a ringtone.
* Built heavily on case studies from real implementations andlaunches of services such as mobile TV, music and gaming.
* Describes how many service environments today are failing andhighlights best practices to make them efficient and powerful.
* For the first time ever, the impact of mobile devices andcustomer behavior for mobile services is analyzed in depth.
* Offers an accompanying website with additional case studies,articles and links to the best developer forums and resources.
Decision makers, professionals and application developers in theIT, Telecoms and Media industries, as well as enterprises,analysts, consultants, financial services, and journalists willfind this an invaluable guide to creating successful mobileservices. Advanced students in Electrical Engineering and Telecomsas well as business schools will find this book a useful additionto their reading list.

Autoren/Hrsg.

Andersson, Christoffer

Freeman, Daniel

James, Ian

Johnston, Andy

Ljung, Staffan

Inhaltsverzeichnis

Acknowledgements.
About the authors.
Introduction.
1 Fundamentals of the Industries.
1. Mobile services - fiasco or roaring success?.
1.2 Who needs mobile services, really?.
1.3 The telecom, media and IT industries coming together.
1.4 Content and media industries going mobile.
1.5 Making a business out of it all.
1.6 Summary.
2 Understanding the Customer.
2.1 Why understand the customer?.
2.2 Mobile applications - the customer'sviewpoint.
2.3 A change to a market-led approach.
2.4 Understanding consumers.
2.5 Understanding the business market.
2.6 Summary.
3 Creating a Winning Service Offering.
3.1 Exploring service creation.
3.2 The three dimensions of service creation.
3.3 Technology push creating services based on integration oftechnology enablers.
3.4 Market pull creating services based on customer demand.
3.5 Building market channel access.
3.6 Going forward, how can we create more winning services?.
3.7 Summary.
3.8 Further reading.
4 Designing Services.
4.1 Designing services for success in the real world.
4.2 Services classification.
4.3 Key factors of strong mobile applications.
4.4 Creating mobile media services.
4.5 Summary.
5 Managing the Customer Experience.
5.1 What the customer experiences.
5.2 Maximizing the experience.
5.3 Minimizing the barriers to use.
5.4 Summary.
6 Mobile Devices - Leading the Way.
6.1 The importance of mobile devices.
6.2 Mobile device architecture - the building blocks.
6.3 Evolution of the building blocks in an application and mediaperspective.
6.4 Other important enablers for applications and media.
6.5 The mobile device as a driver of new application fields.
6.6 Mobile device adaptations.
6.7 Summary.
7 Service Environment.
7.1 Understanding the service environment.
7.2 A service environment wish list.
7.3 Service environment design.
7.4 Summing up.
8 Deployment of services.
8.1 Introduction.
8.2 Prepatation is key.
8.3 Solution integration.
8.4 Verification.
8.5 Summary.
9 Commercial Launch Experiences.
9.1 Launch strategie.
9.3 Pricing and revenue.
9.4 Promotion strategie.
9.5 Summar.
10 Feedback and Improvement.
10.1 How are our services performing.
10.2 End-to-end service assuranc.
10.3 The expanding end-to-en.
10.4 Kaizen continuous improvement .
10.5 Summary.
Appendix 1: Take Five Consumer Segments.
Appendix 2: the Most Mobile Work Roles.
Index.

Über Autor(innen)

Mobile Media and Applications - From Concept to Cash.
Successful Service Creation and Launch.
Christoffer Andersson, Ericsson, Spain.
Daniel Freeman, Ericsson, Sweden.
Ian James, Ericsson, South Africa.
Andy Johnston, Ericsson, China.
Staffan Ljung, Ericsson, Sweden.