Title:
Tap : unlocking the mobile economy
Author:
Publication Date:
2017
Publication Information:
Cambridge, MA : MIT Press, [2017]
Physical Description:
ix, 230 pages : illustrations ; 24 cm
ISBN:
9780262036276
Abstract:
"Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three-trilion-dollar mobile economy ... this two-way exchange can benefit both customers and businesses ... Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and ... he highlights the true influence mobile wields over shoppers ... and the lucrative opportunities it represents"--Page [2] of cover.
Contents:
Human behavior and the mobile journey so far -- Smartphones : a truly transformative technology -- What the smartphone has changed -- Striking a balance -- The forces shaping the mobile economy -- Introduction -- Context : what's going on? -- Location: why geography matters -- Time: it's on your side -- Saliency : can you see me now? -- Crowdedness : why scarcity of space matters -- Trajectory : watch where you're walking -- Social dynamics : you are who you're with -- Weather : creating the perfect storm -- Tech mix : solving wanamaker's riddle -- Next generation tech forces -- The growing intimacy between us and our devices -- The next generation technologies -- Epilogue -- Notes -- Index.
Language:
English
