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

Description

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.

 

 

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.