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Mobile Business Strategies is a must have for operators, financial institutions, web portals, content providers and systems integrators to be able to master the future challenges of wireless development.
- Sales Rank: #5291534 in Books
- Published on: 2002-05-09
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .50" w x 7.40" l, 1.06 pounds
- Binding: Paperback
- 256 pages
From the Back Cover
The mobile revolution - the collision of the internet and the world of mobile communications - is already changing the way we work and live. High levels of mobile phone penetration and internet access combine with widespread credit card usage to offer the prospect of a multitude of new business opportunities. But what are the most promising areas of m-commerce? Which are the most significant new technologies? How will mobile devices, networks and applications develop as we move towards the third-generation (3G) world?
Mobile Business Strategies explores the new mobile world, looks into the future and considers the emerging trends. It discusses the roles of financial institutions, operators, content providers and other key parties in the mobile commerce value chain. Core technologies are addressed from a strategic perspective, familiarizing the reader with both the possibilities and the limitations of the mobile environment. After an in-depth examination of potential corporate and consumer solutions, the book concludes with a more detailed analysis of two crucial areas: location-based services and mobile portals.
Required reading for operators, financial institutions, web portals, content providers, systems integrators, and anyone looking to master the challenges of the mobile internet, Mobile Business Strategies provides:
- A strategic overview of the most promising mobile technologies and their potential application
- An understanding of the intrinsic differences between m-commerce and e-commerce
- Practical and hype-free advice for securing competitive advantage in this fast-moving field
- 40 mobile business case studies from around the world.
0201788985B04092002
About the Author
Jouni Paavilainen is also the author of 'Doing Business Over the Internet' (1999). He works for Accenture Mobile Lab, Finland. Jouni's role at Accenture is to bridge modern technologies to successful m-commerce applications with business potential.
Excerpt. © Reprinted by permission. All rights reserved.
Mobile phones are no longer just a means of calling another person. In several countries, mobile devices are used to pay for merchandise, receive time sensitive information and send e-mail messages. Additionally, corporations use mobile phones to access critical business information and send tasks to field workers, regardless of time or location.In recent years, several global mega-trends have started to emerge, creating exciting business opportunities and concepts. Widespread usage of credit cards, the phenomenal explosion of the internet and rising mobile phone penetration have paved the way for advanced mobile applications that enable both consumers and corporations to access personalized services. Therefore, mobile devices are becoming an important part of the lives of ordinary people. Using a mobile phone, they can buy a soft drink when passing a vending machine, receive e-mails immediately after they are sent, order a taxi without knowing their current location and get notified if they forgot to pay the electricity bill.Ubiquity, intimacy, time sensitivity and location awareness are key concepts that make mobile business so different from ‘traditional’ e-commerce. Business professionals can no longer wait until colleagues have time to replicate their e-mails. Instead, for urgent matters, they send an instant message or push e-mail. Travellers can use location-based hotel finders to find their way in strange cities. Consumers subscribe to instant stock quote services, pushed into their mobile phones, to keep up with the stock market. Ordinary people install credit and payment cards into their mobile phones to be able to buy online, regardless of their location. Without doubt, the mobile revolution offers interesting business opportunities to everybody. At the same time, it transforms existing business structures and poses threats to traditional players, especially those in the fields of telecommunications and finance. This book takes a look at emerging mobile trends. In addition, it discusses the roles of financial institutions, operators, content providers and other parties engaged in the mobile commerce value chain. The basic issues of technology are covered from a strategic viewpoint and the reader becomes familiarized with the possibilities and limitations of the mobile environment. As possible applications are introduced, both consumer and corporate user segments are discussed in detail. Additionally, the book covers location-based services and identifies possible target segments for various location-dependent applications. Finally, mobile portal strategies are reviewed and individual recommendations are given to web portals, content providers, mobile operators, financial institutions, system integrators and application developers.For additional information, updates and discussion, visit:mobilecommercestrategy
AcknowledgementsWriting a book is always a back-breaking, tough process that requires a lot, especially from loved ones. Therefore, I would like to express my deepest gratitude to Jonna, my wife, who has patiently been there for me. Jonna did not provide only emotional help. She also provided her guidance regarding graphics and other issues. Thank you for being supportive.Hall and Judy Burford have left their fingerprints on this book. Almost ten years ago, they hosted my exchange student year in the USA. Judy provided her special guidance in writing this book and helped me to correct some of the mistakes in my English grammar. Hall and Judy, you are very special to me. Thank you for your caring during these years.I have the privilege of working with the world’s best teams and individual experts in the mobile commerce arena. Accenture’s Mobile Internet Center of Excellence in Helsinki has provided me with guidance and support during the writing process. Several specialists have reviewed this book before it was published. I would like to give special thanks to Janne Lautanala, Mika Saastamoinen and Paula Verho from the Helsinki Mobile Center who all took time to comment on this book. Markku Silèn, Juho Malmberg, Kaarlo Hirvi and Mikko Hirvonen have also supported me before and during the writing process. In addition, Pasi Pentikäinen and Yacine Zaitri have given me a lot. Their knowledge and expertise have helped me a great deal in understanding the technical requirements of mobile world. I would also like to mention the following people who gave their emotional support or facilitated my writing in one form or the other:
Juha Paavilainen
Martti and Marja Taimela
Tatu Räisänen
Kimmo Aaltonen
Matti Alava
Ari Sahanen
Jukka Riivari
Peppe Mancuso
Mikko LaurilaAny opinions expressed in this book are solely those of the author and should not be taken as an endorsement by Accenture.
0201788985P03112002
Most helpful customer reviews
18 of 18 people found the following review helpful.
Solid introduction to the technology and how to employ it
By Mike Tarrani
This book is not overly technical. It's written to provide a basic, but complete, introduction to mobile commerce from a business strategy point of view. It helps you answer some fundamental questions, such as:
Does mobile commerce make sense as a part of our business strategy?
What does it take to implement it?
What have other done to be successful?
From the above the most suitable audience consists of upper management on the business side, marketing and IT/IS management. Upper levels of business management who are exploring how to integrate mobile commerce into the value chain, or develop a strategy for competitive advantage that taps into the proliferation of mobile devices (cell phones and PDAs) are going to benefit most from the following chapters: (2) Partnerships-the way to Success in the Mobile Era and (4) Corporate Applications: Aligning Mobile Commerce with your Business Goals.
Marketing will get the most from chapters (3) Consumer Mobile Commerce-Mass Market Solutions with Segmentation and (6) Portals-A Single Plate for Various Dishes. Another book that will serve marketing well is "The Mobile Internet: How Japan Dialled up and the West Disconnected" by Jeffrey Lee Funk because it provides deep insights into marketing issues, as well as how Japan's NTT DoCoMo became an international success story.
Both business managers and marketing will also gain keen insights from the case studies and scenarios that are used throughout the book to illustrate key points and show how others have successfully employed m-commerce solutions for strategic advantage or as service offerings.
IT/IS management will get a high level overview of the technical underpinnings, issues and factors associated with developing, deploying and maintaining m-commerce systems. The technical details are not deep, but are sufficient to gain a rough understanding of the scope and complexity of implementing and supporting m-commerce enabled systems.
If you are seeking in-depth technical details you will be disappointed. However, if you are among the target audience or have the goals I cited above you'll find this book to be one of the best in its genre for introducing the business and strategic issues surrounding mobile commerce.
See all 1 customer reviews...
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