Download Tap: Unlocking the Mobile Economy Audiobook

Tap: Unlocking the Mobile Economy Audiobook, by Anindya Ghose Extended Sample Click for printable size audiobook cover
Author: Anindya Ghose Narrator: James Anderson Foster Publisher: Brilliance Audio Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: May 2017 ISBN: 9781536691016
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Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge--a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.

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About the Narrator

James Anderson Foster, an Earphones Award–winning narrator, has narrated audiobooks for a variety of publishers, across nearly all genres, both fiction and nonfiction. In 2015, he was a finalist in three categories for the Society of Voice Arts and Sciences Voice Arts Awards—mystery, science fiction, and fantasy.