{"product_id":"tap-unlocking-the-mobile-economy-9780262536059","title":"Tap: Unlocking the Mobile Economy","description":"\u003cp\u003e • Author(s): Anindya Ghose\u003cbr\u003e • Publisher: Mit Press\u003cbr\u003e • Publisher Imprint: Mit Press\u003cbr\u003e • BISAC: E-Commerce - Digital Marketing\u003c\/p\u003e\u003cp\u003e\u003cb\u003eHow the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eConsumers 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 \u003ci\u003eTap\u003c\/i\u003e, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.\u003c\/p\u003e\u003cp\u003eDrawing 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.\u003c\/p\u003e\u003cp\u003eGhose 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 \u003ci\u003eTap\u003c\/i\u003e, 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.\u003c\/p\u003e","brand":"Mit Press","offers":[{"title":"Paperback","offer_id":45086633656471,"sku":"9780262536059","price":1120.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780262536059.webp?v=1767639393","url":"https:\/\/atlanticbooks.com\/products\/tap-unlocking-the-mobile-economy-9780262536059","provider":"Atlantic Books","version":"1.0","type":"link"}