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'There are certainly many entrepreneurs and marketers who, like us, feel a large degree of uncertainty about the effects of new information technology on our consumption of products, and in turn, how this will affect the operations of companies. It is very cheering that this book on tomorrow's mobile marketplace is now available. Not only does it provide highly informative, extensive descriptions of likely scenarios in the area. It is also a book that has arrived just at the right time.' - Carl Wareus, Director of Marketing, McDonalds Northern Europe 'The strength of this book lies in the quality of the authors' arguments on the evolution of the mobile marketplace. Various aspects of future approaches likely to be taken by the media sector are analysed in detail, and questions are asked about the ultimate ownership of the customer. The possibility that the customer might not want to be owned at all is overlooked. In spite of this, you would be well advised to spend time and attention on this book.' - Mary Jensen, Industry Standard 'There are no trite predictions in Beyond Mobile, just solid analysis combined with some intriguing scenarios of how the industry may develop in the near future. For a clear and comprehensive analysis of the potential of the mobile market, Beyond Mobile by Lindgren, Jedbratt and Svensson would be hard to beat.' - Professor Ian Turner, Director, Graduate Business Studies, Henley Management College 'One of the key drivers for the Internet in the coming years will be the impact of mobility on the media landscape. Mobility will not only create opportunity as consumers react to new services but it will permanently change the way the media companies view their content and their relationship with users. Beyond Mobile considers the forces at play in both the social and technological arenas and offers an informed perspective of the future in a mobilized world.' - Paul Rossi, Commercial Director, Economist.com 'The future of the mobile marketplace is ever-changing and Beyond Mobile brings that future closer to all of us with many interesting insights and anecdotes.' - Tom Blackett and Richard Ward, Interbrand 'Read Beyond Mobile and learn. This book takes you into the projected depths of our increasing dependency on global mobile networks. Rewind a few years: did you honestly believe Vodafone could one day be bigger than BT? Did you think your kids could spend so many hours texting? Did you know that WAP would get wopped? If you scored less than three out of three, get this book now.' - Marketing
MATS LINDGREN is a Managing Partner and Founder of Kairos Future. JA-RGEN JEDBRATT is a Strategic Advisor, writer and partner of Kairos Future. ERIKA SVENSSON is a partner of Kairos Future.
Part 1 The context: what is the mobile marketplace really about?; the topography of mobility, information and marketing; humans as mobile creatures. Part 2 Conditions, driving forces and trends: technology, people, institutions and the economy; technology; institutions; people; economics; the new marketing logic. Part 3 The arena: players in the mobile marketplace; digression - the future of the mobile marketplace, according to users and experts. Part 4 Tomorrow's mobile marketplace: the mobile marketplace in 2007; four pictures of mobile tomorrows.