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

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.

 

描述

透過來自這個融合市場的真實案例，體驗IT、移動電信和媒體行業變革背後的力量！《從概念到現金：移動媒體和應用》以實用的「他們是如何做到的」方法，展示了如何應對消費者行銷、技術策略和新3G服務的交付策略等挑戰。本書結合了作者的技術能力、商業經驗和對消費者的理解，凸顯了該行業的成功關鍵和陷阱。作者提供了全面的視角，包括客戶需求、對多個複雜價值鏈的分析、技術的能力和限制，以及新移動服務的打包和推出。通過真實案例和經驗，本書提供了分析和建議，幫助讀者在現實世界中取得成功。

《從概念到現金：移動媒體和應用》：

- 解釋了媒體公司如何進入移動領域，電信、媒體和IT行業如何融合，以及即使是一隻青蛙也能以鈴聲成為CD單曲榜的冠軍。
- 大量基於真實實施和推出的案例研究，包括移動電視、音樂和遊戲等服務。
- 描述了當今許多服務環境的失敗原因，並強調了使其高效和強大的最佳實踐。
- 首次深入分析了移動設備和客戶行為對移動服務的影響。
- 提供了附帶網站，包含額外的案例研究、文章和最佳開發者論壇和資源的鏈接。

IT、電信和媒體行業的決策者、專業人士和應用開發人員，以及企業、分析師、顧問、金融服務和記者，將會發現這是一本創建成功移動服務的寶貴指南。電氣工程和電信的高級學生以及商學院的學生也會發現這本書是他們閱讀清單中有用的補充。

目錄

致謝
關於作者
引言
第1章 行業基礎
1. 移動服務-災難還是巨大成功？
1.2 誰真正需要移動服務？
1.3 電信、媒體和IT行業的融合
1.4 內容和媒體行業的移動化
1.5 將所有這些變成商業
1.6 總結
第2章 理解客戶
2.1 為什麼要理解客戶？
2.2 移動應用-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 理解業務