The Mobile Commerce Revolution: Business Success in a Wireless World (Paperback)
暫譯: 行動商務革命：無線世界中的商業成功 (平裝本)

Tim Hayden, Tom Webster

The Mobile Commerce Revolution: Business Success in a Wireless World (Paperback)

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商品描述

Mobile commerce has reached and passed its tipping point: more than 60% of the U.S. population now owns smartphones. But mobile commerce is about much more than just the "location-based strategies" and apps that are discussed in other books on the topic. The Mobile Commerce Revolution covers what you need to know to capitalize on history's greatest shifts in human and consumer behavior -- from infrastructure to culture, strategy to tactics. Written by Tim Hayden and Tom Webster, two of mobile technology and media's pioneering thought leaders, this actionable guide is packed with brand-new case studies and practical guidance from small startups to large brands. The authors share their immense experience to help you:
  • Capture rapidly shifting end-user behavior in your marketing plans and programs
  • Effectively integrate mobile with your existing media and business operations
  • Implement the right infrastructure, and evolve it to reflect emerging trends
  • Make the internal cultural changes required to fully leverage the mobile commerce opportunity
  • Understand the new playing field of carriers, device OEMs, developers, and agencies
  • Discover which mobile tactics may actually influence marketing/purchase behavior
  • Identify crucial regional differences, generational behaviors, and usage patterns
  • Preview the future of mobile commerce and mobile payments, from NFC/Bluetooth LE to light sensors and augmented reality
  • Leverage powerful savings and efficiencies that go way beyond smartphones and tablets - including digital smart signage, customer service/CRM systems, point-of-sale solutions, and in-home/in-store systems

Along the way, Hayden and Webster present incisive interviews with pioneers in mobile technology innovation, from Rishad Tobaccowala, Chair Digitas LBi and Razorfish at Publicis Groupe, to Steve Ellis, EVP, Head of Wholesale Services Group at Wells Fargo. If you're making decisions about marketing, customer service and mobile commerce, no other guide offers as much provocative and actionable insight.

商品描述(中文翻譯)

行動商務已經達到並超越了其轉折點：超過60%的美國人口現在擁有智慧型手機。但行動商務不僅僅是其他書籍中討論的「基於位置的策略」和應用程式。行動商務革命涵蓋了您需要了解的內容，以利用歷史上人類和消費者行為的重大變化——從基礎設施到文化，從策略到戰術。這本由行動技術和媒體的先驅思想領袖Tim Hayden和Tom Webster所撰寫的可行指南，充滿了全新的案例研究和從小型初創企業到大型品牌的實用指導。作者分享了他們豐富的經驗，以幫助您：

- 捕捉快速變化的最終用戶行為，並將其納入您的行銷計劃和方案
- 有效地將行動媒體與您現有的媒體和業務運營整合
- 實施正確的基礎設施，並隨著新興趨勢進行演變
- 進行內部文化變革，以充分利用行動商務的機會
- 了解運營商、設備原始設備製造商（OEM）、開發者和代理商的新競爭環境
- 發現哪些行動策略可能實際影響行銷/購買行為
- 確定關鍵的區域差異、世代行為和使用模式
- 預覽行動商務和行動支付的未來，從NFC/Bluetooth LE到光感應器和擴增實境
- 利用超越智慧型手機和平板電腦的強大節省和效率——包括數位智慧標牌、客戶服務/CRM系統、銷售點解決方案以及家庭/商店系統

在此過程中，Hayden和Webster與行動技術創新領域的先驅進行了深刻的訪談，從Publicis Groupe的Digitas LBi和Razorfish主席Rishad Tobaccowala，到Wells Fargo的執行副總裁、批發服務部門負責人Steve Ellis。如果您正在做出有關行銷、客戶服務和行動商務的決策，沒有其他指南能提供如此多具挑戰性和可行的見解。

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