The Mobile Commerce Revolution Business Success in a Wireless World

With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit!

• Discover how customer mobile behavior is radically maturing and shifting
• Weave mobility throughout your marketing mix and business operations
• Prepare for the instant and impulse when your customer wants to buy
• Identify mobile tactics that are actually influencing purchases
• Earn confidence from customers that you will protect their privacy
• Use payment technologies to reduce friction and make it easier to buy
• Deliver richer, more powerful stories and mobile experiences
• Understand customers through “Little Data”: qualitative studies to physically observe behavior
• Grasp purchase attribution: why people buy

Introduction

1. What this Book is is Not About
2. How We Got Here: The Evolution of Mobile Technology
3. The State of Mobile Today
4. The Consumers Point of View
5. The Marketers Point of View
6. The Ecosystem
7. Devices
8. Media
9. Carriers
10. Mobile Friendly Vs. Mobile Ready
11. The Intersection of Mobile - Social Media Commerce
12. Customer Service and Business Operations
13. The Mobile Consumer
14. Alternative Reality
15. Propinquity
16. Intimacy
17. Visual Storytelling
18. Closing the Digital Divide, Deconstructing Demographics
19. Mobile Will Bring New Success to All Media - Traditional and Emerging
20. HTML5: A Cross-Platform Standard
21. Adaptive/Responsive Design
22. Mobile Search and the Death of the Barroom Dispute
23. The End of Influence, the Rise of Advocacy
24. How Do You Start to Be Mobile?
25. 10 Steps to Mobilizing Your Business
26. How Do You Sell Mobile Internally?
27. Science Fiction is No Longer Fiction
28. The Battle for the Living Room

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