Mobile Media and Applications, From Concept to Cash : Successful Service Creation and Launch
暫譯: 行動媒體與應用程式：從概念到現金的成功服務創建與推出

Christoffer Andersson, Daniel Freeman, Ian James, Andy Johnston, Staffan Ljung

Mobile Media and Applications, From Concept to Cash : Successful Service Creation and Launch

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Experience the forces behind the changes in the IT, Mobile Telecom and Media industries through real-life cases from this converging market!

Mobile Media and Applications - From Concept to Cash shows how to address the challenges of consumer marketing, technology strategy and delivery tactics for new 3G services from a pragmatic ‘how they did it’ approach. Combining the authors’ technical competence, business experience and consumer understanding, this book pinpoints the pitfalls and keys to success in the industry.  The authors offer an end-to-end view, covering customer needs, analysis of the many complex value chains, the capabilities and limitations of the technologies, and the packaging and launch of new mobile services.  Based on real case studies and experiences, analysis and advice is given to help the reader succeed in the real world.

Mobile Media and Applications - From Concept to Cash:

  • Explains how media companies can go mobile, how the telecoms, media and IT industries are converging and how even a frog can top the CD singles chart with a ringtone.
  • Built heavily on case studies from real implementations and launches of services such as mobile TV, music and gaming.
  • Describes how many service environments today are failing and highlights best practices to make them efficient and powerful.
  • For the first time ever, the impact of mobile devices and customer 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 the IT, Telecoms and Media industries, as well as enterprises, analysts, consultants, financial services, and journalists will find this an invaluable guide to creating successful mobile services. Advanced students in Electrical Engineering and Telecoms as well as business schools will find this book a useful addition to their reading list.

 

 

Table of Contents

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’s viewpoint.

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 of technology 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 media perspective.

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.

 

商品描述(中文翻譯)

**描述**
體驗IT、行動電信和媒體產業變革背後的力量，透過這個融合市場的真實案例！
《行動媒體與應用程式 - 從概念到現金》展示了如何以務實的「他們是如何做到的」方法來應對消費者行銷、技術策略和新3G服務的交付戰術挑戰。結合作者的技術能力、商業經驗和消費者理解，本書指出了行業中的陷阱和成功的關鍵。作者提供了端到端的視角，涵蓋客戶需求、複雜價值鏈的分析、技術的能力和限制，以及新行動服務的包裝和推出。基於真實案例研究和經驗，提供分析和建議以幫助讀者在現實世界中取得成功。

**《行動媒體與應用程式 - 從概念到現金：**
- 解釋媒體公司如何實現行動化，電信、媒體和IT產業如何融合，甚至一隻青蛙也能以鈴聲登上CD單曲排行榜。
- 大量基於真實實施和服務推出的案例研究，如行動電視、音樂和遊戲。
- 描述當今許多服務環境失敗的原因，並強調最佳實踐以提高其效率和效能。
- 第一次深入分析行動設備和客戶行為對行動服務的影響。
- 提供附屬網站，包含額外的案例研究、文章以及最佳開發者論壇和資源的連結。

決策者、專業人士和IT、電信及媒體產業的應用開發者，以及企業、分析師、顧問、金融服務和記者，將會發現這是創造成功行動服務的寶貴指南。電機工程和電信的高級學生以及商學院的學生將會發現這本書是他們閱讀清單上的有用補充。

**目錄**
**致謝。**
**關於作者。**
**導言。**
**1 產業基礎知識。**
1. 行動服務 - 失敗還是轟動成功？
1.2 誰真的需要行動服務？
1.3 電信、媒體和IT產業的融合。
1.4 內容和媒體產業的行動化。
1.5 如何將這一切變成商業。
1.6 總結。
**2 理解客戶。**
2.1 為什麼要理解客戶？
2.2 行動應用程式 - 客戶的觀點。
2.3 轉向市場導向的方法。
2.4 理解消費者。
2.5 理解商業市場。
2.6 總結。
**3 創造成功的服務產品。**
3.1 探索服務創造。
3.2 服務創造的三個維度。
3.3 技術推動基於技術促進者整合的服務創造。
3.4 市場拉動基於客戶需求的服務創造。
3.5 建立市場渠道接入。
3.6 展望未來，我們如何創造更多成功的服務？
3.7 總結。
3.8 進一步閱讀。
**4 設計服務。**
4.1 為現實世界的成功設計服務。
4.2 服務分類。
4.3 強大行動應用程式的關鍵因素。
4.4 創造行動媒體服務。
4.5 總結。
**5 管理客戶體驗。**
5.1 客戶的體驗。
5.2 最大化體驗。
5.3 最小化使用障礙。
5.4 總結。
**6 行動設備 - 引領潮流。**
6.1 行動設備的重要性。
6.2 行動設備架構 - 基礎組件。
6.3 從應用和媒體的角度看基礎組件的演變。
6.4 應用和媒體的其他重要促進因素。
6.5 行動設備作為新應用領域的驅動者。
6.6 行動設備的適應性。
6.7 總結。
**7 服務環境。**
7.1 理解服務環境。
7.2 服務環境的願望清單。
7.3 服務環境設計。
7.4 總結。
**8 服務的部署。**
8.1 導言。
8.2 準備是關鍵。
8.3 解決方案整合。
8.4 驗證。
8.5 總結。
**9 商業推出經驗。**
9.1 推出策略。
9.3 價格和收入。
9.4 推廣策略。
9.5 總結。
**10 反饋與改進。**
10.1 我們的服務表現如何。
10.2 端到端的服務保證。
10.3 擴展的端到端。
10.4 Kaizen持續改進。
10.5 總結。
**附錄1：五大消費者細分。**
**附錄2：最具行動性的工作角色。**
索引。

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