{"product_id":"9780262536059","title":"Tap: Unlocking the Mobile Economy","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eGhose, Anindya\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eThe MIT Press\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e9\/11\/2018\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\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\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":"The MIT Press","offers":[{"title":"Default Title","offer_id":43374462042367,"sku":"9780262536059","price":17.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/9780262536059_s600x595.jpg?v=1782316873","url":"https:\/\/massivebookshop.com\/products\/9780262536059","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}