Dan Steinbock's book The Mobile Revolution published by Kogan Page
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“Internet was born global, but immobile. Being digital is only the beginning. Being mobile is the future.” - Dan Steinbock.
The Mobile Revolution, published by Kogan Page, is the story of the making of mobile services and markets. It is an examination of the evolution, the present, and the future prospects for mobility - viewed from the standpoint of markets and services.
When Anssi Vanjoki, Nokia Mobile Phones legendary brand chief said: “We’re moving away from the business of ears to the business of eyes,” many people must have wondered what he meant. Now we know.
As two extraordinary industries - the Internet and mobile communications - are converging and being joined by a third - consumer electronics - and a fourth - media and entertainment, changes in consumer markets and marketing are inevitable. The third screen is with us.
“During the 1990s Internet boom, business restructured around Internet applications. Most companies deployed for customers or transactions. In the next 5-10 years, something similar will happen with mobility and mobile access to the Web. You’re going to get major re-engineering in the retail industry around mobile data applications. It’s going to happen in healthcare and in education. It’s going to happen in industry after industry,” says Sean Maloney, EVP and Head of Intel Communications Group (ICG)
In The Mobile Revolution, author Dan Steinbock discusses the evolutionary development of mobile markets, mobile consumer services and business services. The transformation has far reaching consequences for marketers and advertisers. As Richard Brennan, Executive Vice President, global brand marketing & products, at Europe’s Orange has said, “We have started to take things to the next level by personalizing a lot of what we do in communications, instead of one size fits all.” What he was drawing attention to is the way that marketers have had to change the way they think and talk about markets. Instead of defining their markets by locations - addressing retail customers, radio listeners, car drivers, etc. - with digital, mobile communication they must now talk about, and with, people. The new developments in wireless communication are not just another “outlet” or “distribution channel”, but require a new way of thinking about “marketing” itself.
The Mobile Revolution is the first comprehensive account to be published of the explosion of mobile services (rich voice, internet, messaging, content). The book traces the development of mobile communication as it has occurred throughout the world. The narrative ranges from Helsinki and Stockholm, London and Frankfurt, to Tokyo and Seoul, Beijing and Singapore, New York City and Los Angeles, Bangalore and Moscow.
David Turchetti, CEO, 21 Communications has commented that, “In the United States, mobile marketing is still in its infancy compared to what’s going on in China,” but the change has started and marketers will ignore it at their peril.
The Mobile Revolution is based on some 80 in-depth interviews with leading executives and trendsetters, representing the world’s leading mobile vendors (Ericsson, Motorola, Nokia, Qualcomm), operators (NTT DoCoMo, Orange, Vodafone), IT enablers (IBM, Intel, Microsoft), publishers (New York Times, Wall Street Journal), media concerns (ABC, CNN, FOX, Nickelodeon, Yahoo) and entertainment conglomerates (Sony, Time Warner, Universal, Walt Disney), music & record companies and publishers (BMG, BMI, EMI, IFPI, Warner), mobile developers (Flytxt, Mobliss, 21 Communications), ad agencies networks (McCann-Ericsson, Ogilvy Interactive), as well as many other major corporations and pioneering enterprises.
The Walt Disney Internet Group (WDIG) is paying attention to three categories within mobility; personalization, utility and entertainment. Larry Shapiro, EVP of Business Development and Operations at WDIG comments, “In personalization, we’re looking for evergreen content that lives forever.” Already, "the U.S. is leading in the mobile entertainment business, as evidenced by the explosion of the content market and entrepreneurial intensity,” says Paul Palmieri, Director of Business Development at Verizon Wireless and the architect of Get it Now.
These inside stories illustrate pioneer success (and in some cases failures) in the massive transition from voice to data.
“In the United States, you’ll have an audience of some 150 million people. “Once they get the premium SMS concept, it’ll be a phenomenal business, especially when it’s integrated with TV broadcasting.” - Mitch Lazar, VP of Wireless and Emerging Technology for Turner Broadcasting System International, Inc. (TBS)
“We want to continue revolutionizing the telecom industry and develop new business models that combine telecom with finance, media, commerce and entertainment. This strategy enables us to ride on the crest of the emerging communication wave.” - Sung Min Ha, head of Strategic Planning Division Group, SK Telecoms
About the author:
Dan Steinbock serves as an affiliate researcher at the Columbia Institute of Tele-Information (Columbia Graduate School of Business) and is a visiting professor at the Helsinki School of Economics. He is a Fulbright scholar, and currently the director of the New York City office of Finland’s prestigious Academy of Sciences.
The Mobile Revolution by Dan Steinbock, Published by Kogan Page, July 1, 2005
$39.95 * Hardback * 0 7494 4296 4 * 352 pages * 6”x 9”
Questions & Answers with Dan Steinbock
What are the 5 key points you want readers to take away from Mobile Revolution?
- In the past, technology innovation drove new mobile markets; today, it is marketing innovation that drives global markets.
- We’re moving away from the business of ears to the business of eyes.
- The new mobile services are about rich voice, mobile Internet, messaging and content.
- In the past, producers created the markets; with mobility, users will shape markets.
- Mobilize your business and strategy – if you don’t, your competitors will.
In your researching for this book, what information surprised you?
The pace of change: we’re barely familiar with mobile handsets, but trendsetting designers are already developing wearable phones.
How did this topic become your passion?
I spend my life in New York City, Helsinki, and Shanghai. The Internet boomed in America, mobility exploded in Finland, China is the world’s greatest mobile market.
What should we expect from the mobile industry in the next 5 years?
In the next 5 years, the greatest subscriber growth will be in Asia-Pacific, while new services will sweep advanced markets in the USA and Western Europe. At the same time, businesses will be mobilized.
How will marketing be affected by mobile phones?
In the past, we watched shows that were scheduled for us. Tomorrow, we will schedule our own shows. The future of media and marketing is mobile.
How will global mobilization affect PCs and Television?
As PCs and television are converging, mobile TV is the heir.
What are the pluses of global mobilization?
In the past, information technology empowered places, but not people. Mobilization will empower us, the people.
What are the negatives of global mobilization?
The boundaries between how we live, work and play will melt. The power of mobility can be deployed for good and evil.
Will personal privacy be impacted by global mobilization?
Yes. The good news: we could carry the most sensitive record of our existence in wearable phones. The bad news: what if that information is stolen?
You talk about Hollywood in your book, how will the film industry use or be affected by mobile globalization?
In order to survive, Hollywood must mobilize - and that means mobile TV shows, mobile music, mobile games, mobile movies, mobile commerce, mobile broadcasting, mobile communities, mobile wallets…
What will your next book be about?
Perhaps it’s time to write about those who make or break these new mobile markets - about us.
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