Tap: Unlocking the Mobile Economy

Unlocking the Mobile Economy

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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.
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, Telefonica, 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.