Tap: Unlocking the Mobile Economy
Written by Anindya Ghose
Narrated by James Foster
()
About this audiobook
Consumers 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 Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.
Drawing 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.
Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines how these forces operate, separately and in combination. With Tap, 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.
Anindya Ghose
Anindya Ghose is Professor of Information, Operations, and Management Science and a Professor of Marketing at New York University's Leonard N. Stern School of Business. In 2014, Businessweek's Poet & Quants named him as a "Top 40 Under 40 Professor." His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, and NBC, and in the Economist, the New York Times, and the Wall Street Journal. An avid high altitude mountaineer, he has climbed extensively in multiple continents.
Related to Tap
Related audiobooks
Creating and Capturing Value through Crowdsourcing Rating: 0 out of 5 stars0 ratingsThe Innovation Ultimatum: How Six Strategic Technologies Will Reshape Every Business in the 2020s Rating: 5 out of 5 stars5/5Socialized!: How the Most Successful Businesses Harness the Power of Social Rating: 4 out of 5 stars4/5Marketing in the Participation Age: A Guide to Motivating People to Join, Share, Take Part, Connect, and Engage Rating: 0 out of 5 stars0 ratingsYoutility for Real Estate: Why Smart Real Estate Professionals are Helping, Not Selling Rating: 0 out of 5 stars0 ratingsThe Swipe-Right Customer Experience: How to Attract, Engage, and Keep Customers in the Digital-First World Rating: 0 out of 5 stars0 ratingsSocialnomics: How Social Media Transforms the Way We Live and Do Business Rating: 3 out of 5 stars3/5Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit Rating: 0 out of 5 stars0 ratingsThe Dragonfly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change Rating: 5 out of 5 stars5/5Trampled by Unicorns: Big Tech's Empathy Problem and How to Fix It Rating: 4 out of 5 stars4/5Who Owns the Future? Rating: 4 out of 5 stars4/5Big Mind: How Collective Intelligence Can Change Our World Rating: 4 out of 5 stars4/5Deep Tech Rating: 3 out of 5 stars3/5Augmented: Life in The Smart Lane Rating: 4 out of 5 stars4/5The Feeling Economy: How Artificial Intelligence Is Creating the Era of Empathy Rating: 0 out of 5 stars0 ratingsFiber: The Coming Tech Revolution—and Why America Might Miss It Rating: 4 out of 5 stars4/5History of Google Android Rating: 3 out of 5 stars3/5Weaving the Web Rating: 4 out of 5 stars4/5My Robot Gets Me: How Social Design Can Make New Products More Human Rating: 5 out of 5 stars5/5Data For the People: How to Make Our Post-Privacy Economy Work for You Rating: 3 out of 5 stars3/5The Nature of the Future: Dispatches from the Socialstructured World Rating: 4 out of 5 stars4/5Big Brain Revolution: Artificial Intelligence – Spy or Saviour? Rating: 0 out of 5 stars0 ratingsHistory of Apple iOS Rating: 5 out of 5 stars5/5Dark Data: Why What You Don’t Know Matters Rating: 5 out of 5 stars5/5Man In The Browser: With Cookies Rating: 0 out of 5 stars0 ratingsUp App Selling: Loyalty and acquire new customers with the APPs Rating: 0 out of 5 stars0 ratingsBig Data: Using SMART Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance Rating: 4 out of 5 stars4/5All You Need to Know about Metaverse Rating: 0 out of 5 stars0 ratingsWhat Would Google Do? Rating: 4 out of 5 stars4/5
Marketing For You
Building a StoryBrand: Clarify Your Message So Customers Will Listen Rating: 5 out of 5 stars5/5The Catalyst: How to Change Anyone's Mind Rating: 5 out of 5 stars5/5Influence, New and Expanded: The Psychology of Persuasion Rating: 4 out of 5 stars4/5Pre-Suasion: Channeling Attention for Change Rating: 5 out of 5 stars5/5Traction: How Any Startup Can Achieve Explosive Customer Growth Rating: 5 out of 5 stars5/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Rating: 4 out of 5 stars4/5Contagious: Why Things Catch On Rating: 4 out of 5 stars4/5The Predictably Irrational Rating: 4 out of 5 stars4/5Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Rating: 4 out of 5 stars4/5Secret Formula: The Inside Story of How Coca-Cola Became the Best-Known Brand in the World Rating: 4 out of 5 stars4/5The One Week Marketing Plan: The Set It & Forget It Approach for Quickly Growing Your Business Rating: 4 out of 5 stars4/5Purple Cow: Transform Your Business by Being Remarkable Rating: 5 out of 5 stars5/5Invisible Influence: The Hidden Forces that Shape Behavior Rating: 4 out of 5 stars4/5How Are You, Really?: Living Your Truth One Answer at a Time Rating: 5 out of 5 stars5/5Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice Rating: 5 out of 5 stars5/5The Tipping Point by Malcolm Gladwell - Book Summary: How Little Things Can Make a Big Difference Rating: 4 out of 5 stars4/5Summary: Traction: Get a Grip on Your Business: by Gino Wickman: Key Takeaways, Summary, and Analysis Rating: 5 out of 5 stars5/5Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising: Revised and Expanded Rating: 4 out of 5 stars4/5How to Write a Book This Weekend, Even If You Flunked English Like I Did Rating: 4 out of 5 stars4/5How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often Rating: 5 out of 5 stars5/5Wanting: The Power of Mimetic Desire in Everyday Life Rating: 5 out of 5 stars5/5
Reviews for Tap
0 ratings0 reviews