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Mobile media and applications: from concept to cash, successful service creation and launch

Author: Andersson, Christoffer ; Freeman, Daniel ; James, Ian ; Johnston, Andy ; Ljung, StaffanPublisher: Wiley, 2006.Language: EnglishDescription: 315 p. : Graphs/Ill. ; 25 cm.ISBN: 0470017473Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print TK5101 .M63 2006
(Browse shelf)
001190978
Available 001190978
Total holds: 0

Includes bibliographical references and index

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Mobile Media and Applications From Concept to Cash Successful Service Creation and Launch Contents Acknowledgements About the Authors Introduction 1 Fundamentals of the Industries 1.1 Mobile services -- fiasco or roaring success 1.2 Who needs mobile services, really? 1.3 The telecom, media and IT industries coming together 1.3.1 Telecom -- a short story in time 1.3.2 Convergence 1.3.3 The IT and Internet story -- going mobile 1.3.4 Mobilizing media and content 1.4 Content and media industries going mobile 1.4.1 The music industry fighting for its rights 1.4.2 Radio interaction 1.4.3 The gaming industry putting the fun into our hands 1.4.4 TV channels (media) and producers (content) enabling mobile TV 1.4.5 Gambling, betting and lotteries 1.4.6 Glamour and adult content 1.5 Making a business out of it all 1.5.1 Operators and their business models 1.5.2 Aggregators -- linking content and distribution 1.5.3 The developer in the middle 1.6 Summary 2 Understanding the Customer 2.1 Why understand the customer? 2.2 Mobile applications -- the customer's viewpoint 2.2.1 Voice -- cutting the cord 2.2.2 SMS -- a `killer' application 2.2.3 Ringtones and logos -- the mobile phone as fashion 2.2.4 The mobile Internet -- two approaches, two outcomes 2.2.5 Mobile e-mail -- something for the business user 2.2.6 MMS -- a picture is worth a thousand words, or is it? 2.2.7 Mobile music and mobile TV -- the final frontier? xi xv xvii 1 1 1 3 4 6 7 9 11 11 14 17 20 23 26 27 27 30 31 32 33 33 34 34 34 35 37 40 41 43 vi CONTENTS 2.3 A change to a market-led approach 2.4 Understanding consumers 2.4.1 The size of the consumer market 2.4.2 Consumer segmentation 2.4.3 Market adoption 2.4.4 Applications for early adopters 2.5 Understanding the business market 2.5.1 High potential, slow growth 2.5.2 The size of the business market 2.5.3 Segmenting the business market 2.6 Summary 3 Creating a Winning Service Offering 3.1 Exploring service creation 3.2 The three dimensions of service creation 3.3 Technology push ­ creating services based on integration of technology enablers 3.4 Market pull ­ creating services based on customer demand 3.4.1 Planning and controlling the service creation process 3.4.2 Service concepts and business case 3.4.3 Development 3.4.4 Introduction and market launch 3.4.5 Service lifecycle management 3.5 Building market channel access 3.6 Going forward, how can we create more winning services? 3.7 Summary 3.8 Further Reading 4 Designing Services 4.1 Designing services for success in the real world 4.2 Services classification 4.2.1 Server-side applications 4.2.2 Multimedia streaming applications 4.2.3 Browser-based applications 4.2.4 Device-based applications 4.2.5 Network-enabled mobile applications 4.3 Key factors of strong mobile applications 4.3.1 Easy access 4.3.2 Design principles 4.3.3 Capitalizing on wireless connectivity 4.3.4 Wireless design considerations 4.4 Creating mobile media services 4.4.1 A new age of mobile content creation 4.4.2 Content creation and control 4.4.3 Appropriate mobile content 4.4.4 Content in the larger picture 4.5 Summary 44 46 46 46 54 56 57 57 58 59 63 65 65 65 67 77 77 78 83 85 86 88 90 93 93 95 95 95 96 98 98 100 101 102 102 105 109 113 117 118 118 119 122 122 CONTENTS vii 5 Managing the Customer Experience 5.1 What the customer experiences 5.2 Maximizing the experience 5.2.1 A rich experience from basic content 5.2.2 The quality of content and applications 5.2.3 The power of brands 5.2.4 Time is value 5.2.5 The small screen experience 5.2.6 Targeted customers 5.2.7 Personalization 5.3 Minimizing the barriers to use 5.3.1 Inside the handset 5.3.2 Escaping the handset ­ handset configuration 5.3.3 Ordering content 5.3.4 Getting connected 5.3.5 Finally online ­ the WAP portal 5.4 Summary 6 Mobile Devices ­ Leading the Way 6.1 The importance of mobile devices 6.2 Mobile device architecture ­ the building blocks 6.2.1 The components under the hood 6.3 Evolution of the building blocks in an application and media perspective 6.3.1 Operating systems 6.3.2 Java ­ software enablers for mobile devices 6.3.3 Processor capacity and enabling chipsets 6.3.4 What the base interface and network access give 6.3.5 Impact of Bluetooth, WLAN and other local area access technologies on mobile applications and media 6.3.6 Camera and image capture 6.3.7 Battery and power consumptions 6.3.8 Memory and off-line synchronization 6.3.9 Display 6.4 Other important enablers for applications and media 6.4.1 Digital rights management 6.4.2 IMS and SIP 6.4.3 Flash Lite ­ more consistent presentation layer for the mobile 6.4.4 Better browser standards 6.4.5 Over the air, device configurations and management 6.5 The mobile device as a driver of new application fields 6.5.1 Bridging enablers 6.5.2 Mobile music 6.5.3 Mobile gaming 6.5.4 Mobile TV 6.5.5 Digital photo and video 6.5.6 Mobile person to person interactivity 125 125 126 127 127 128 129 129 130 130 131 131 132 133 136 137 138 141 141 143 143 144 145 146 149 151 153 155 155 156 157 159 159 160 160 161 161 161 162 163 164 166 167 167 viii 6.6 Mobile device adaptations 6.7 Summary 7 Service Environment 7.1 Understanding the service environment 7.1.1 The service environment as a service trading marketplace 7.1.2 The service environment as a machine 7.1.3 The battle for mindshare 7.1.4 Further models for the service environment 7.1.5 Service environment standards 7.2 A service environment wish list 7.2.1 Actor related 7.2.2 Service related 7.2.3 Business related 7.3 Service environment design 7.3.1 Presentation and rendering 7.3.2 Content delivery support functions 7.3.3 Partner support functions 7.3.4 Common support functions 7.3.5 Service enablers 7.3.6 Single sign-on 7.3.7 Device configuration 7.3.8 Refactoring for horizontalization 7.4 Summing up 8 Deployment of Services 8.1 Introduction 8.2 Preparation is key 8.2.1 Know the target market 8.2.2 Successful trials 8.2.3 Understand the business objectives of a solution 8.2.4 Manage expectations -- no scope, no hope 8.2.5 Products become solutions 8.2.6 The complete solution 8.3 Solution integration 8.3.1 Team composition and processes 8.3.2 Integration experiences 8.3.3 General integration aspects 8.4 Verification 8.4.1 Device verification 8.4.2 Content and application verification 8.4.3 End-to-end testing 8.5 Summary 9 Commercial Launch Experiences 9.1 Launch strategies 9.1.1 What is the goal of the launch? 9.2 Packaging and branding 9.2.1 Branded packages CONTENTS 169 170 173 173 176 183 186 188 191 193 193 195 195 196 196 199 200 203 204 207 210 211 220 223 223 223 224 225 226 227 229 229 230 230 231 235 238 238 241 244 245 247 247 247 250 250 CONTENTS ix 9.2.2 Theme/event packages 9.2.3 Handset packages 9.3 Pricing and revenues 9.3.1 Pricing strategies 9.3.2 Pricing models 9.3.3 Pricing levels 9.3.4 Revenue sharing 9.4 Promotion strategies 9.4.1 Promote applications not technology 9.4.2 Revolution ­ the big bang 9.4.3 Evolution ­ one step at a time 9.4.4 Viral marketing 9.4.5 Ongoing promotions 9.5 Summary 10 Feedback and Quality 10.1 How are our services performing? 10.1.1 Keeping promises 10.1.2 The importance of feedback 10.1.3 Who are the receivers? 10.1.4 State-of-the-art operator solutions 10.1.5 Understand the network and start simple 10.2 End-to-end service assurance 10.2.1 Measuring the customer view ­ defining the KQIs 10.2.2 Defining a service model 10.2.3 Key application KPIs in wireless networks 10.2.4 How to measure and monitor 10.2.5 Including radio and core networks 10.3 The expanding end-to-end 10.3.1 Active performance monitoring from the customer perspective 10.3.2 Measuring customer perception (qualitative) 10.3.3 Media industry ­ understanding usage is everything 10.3.4 Developers ­ evolving the fastest 10.3.5 Offering more to enterprise customers 10.4 Kaizen ­ continuous improvements 10.5 Summary Appendix 1: Take Five Consumer Segments A1.1 Young Pioneers (P1) A1.2 Adult Pioneers (P2) A1.3 Young Materialists (M1) A1.4 Adult Materialists (M2) A1.5 Educated Sociables (S1) A1.6 Older Sociables (S2) A1.7 Educated Achievers (A1) A1.8 Older Achievers (A2) A1.9 Traditionalists (T) 250 252 252 252 253 257 259 260 260 260 262 263 264 265 267 267 267 268 269 270 271 273 275 276 277 280 280 282 283 283 285 286 287 288 289 291 291 292 294 295 296 298 299 300 302 x Appendix 2: The Most Mobile Work Roles A2.1 Tech Employees A2.2 Senior Managers/Knowledge Workers A2.3 Field and Service Staff A2.4 Mobile Institutional A2.5 Supermobile Blue Collar Index CONTENTS 305 305 305 306 306 307 309

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