CONQUERING THE WIRELESS WORLD LAMONT D. Księgarnia

Conquering the Wireless World

Lamont, Douglas

The wireless revolution (WAP, UMTS, iMode and CDMA) is being heralded as a more fundamental change in the way we do business than yesterday's Internet. Mobile phones, pagers, and personal digital assistants (all handheld devices) and wireless laptops are the primary gadgets for a customer-driven business revolution. Users want 24/7 anytime, anywhere connections with voice and data communications, and transaction capabilities. Customers want to shop, get information, and do all sorts of business whenever they want.

Unlike the Internet's free delivery of information, m-commerce is about customers paying for content, such as soccer news in Europe, management cartoons in Japan, and stock transactions in the US. Carriers that are serious about making money from m-commerce will do the following: put all charges for content on one monthly wireless telephone bill as does Japan's DoCoMo; create electronic wallets similar to those already in use in Finland and Estonia for consumers paying for soda, parking fees, traffic tickets, and many other items; or charge one rate for voice calls from Seattle, USA to Helsinki, Rome and seventy other countries as is possible through the purchase of VoiceStream Wireless by Deutsche Telekom.
Are these innovations geek-driven techno-gratification? Or do they represent a true business transformation? Which business strategies and telecom firms are creating lasting value and customer satisfaction? What are the new rules and best practices?

In The Age of M-Commerce, Douglas Lamont answers these questions and more as he explores the wireless world and lays out its money-making business opportunities. Lamont starts by determining the customer needs that are driving m-commerce and explores in depth some crucial marketing strategies. Also he shows telecom professionals how to segment international markets, target national market groups, and position wireless products for teenagers (or Net Gen), young adults (Gen X), and their parents, the younger baby bloomers. Lastly, Lamont explains to investors how measure risk, do forecasts and make money by applying real options analysis to marketing m-commerce products and services.

About the author:
DOUGLAS LAMONT is managing director of a consulting firm, DL & Associates, that specializes in resolving international issues in the telecommunications and auto industries in East Asia, Latin America and elsewhere in the world.

TABLE OF CONTENTS:
Introduction
How To Be An M-Marketer
Executive Summary
Introduction
Marketing's Role In M-Commerce
Information Appliances
Content Investments
Brand Community
User-Friendly Products
M-Commerce Transactions
Money-Making Deals
Marketing In The New Economy
Conclusions
Section One: Value Creation
Chapter 1: Marketing Wireless Products
Chapter 2: Promoting New Market Space
Chapter 3: Pricing M-Commerce Services
Section Two: Value Delivery
Chapter 4: Segmenting International Markets
Chapter 5: Targeting National Markets
Chapter 6: Positioning Local Goods And Services
Conclusions

298 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.