Mobile Revolution: The Making of Mobile Services Worldwide »

DAN STEINBOCK has studied the American media and entertainment industries since arriving in New York City from his native Finland in 1986.

In The Mobile Revolution, senior executives of the world’s leading mobile vendors, operators, service providers, software giants, chip kings, media and entertainment conglomerates, publishers, music moguls and brand marketers reveal their secrets and strategies.  The book abounds with inside stories of great industry successes (and equally great flops) as the narrative shifts between the major cities of several continents.

The Mobile Revolution is about the making of mobile markets and services worldwide, with a firm emphasis on innovation. Not just another account of technology innovation, it examines mobile services in the context of maturing and emerging mobile markets.

List of figures

List of tables

List of boxes

Acknowledgements

Acronyms

Introduction 1

From technology innovation... 1

...To marketing innovation 2

Mobile services worldwide 4

The structure of the book 4

Part I Market transformation

1 Globalization 11

Globalization of markets 11

Worldwide market evolution 19

Regional market evolution 20

Great new growth markets 26

Toward the next 'next big' market 31

2 Innovation 35

Waves of innovation 35

Market innovation 40

Mobile service innovation 50

Unique characteristics of mobile services 53

The services marketing mix 56

A total service portfolio 57

New service development 58

3 Service pioneers 63

Service innovation 63

The birth of i-mode 66

Service portfolio 71

The progenitors 75

Exploding content market 81

Part II Mobile consumer services

4 Service innovation 87

Service categories 87

New services 90

Content evolution 104

Mobile portals 107

5 Content services 111

NTT DoCoMo's pioneering 111

Evolution of mobile content 116

Mobile music: ringtones everywhere 125

6 Mobile media and entertainment 137

The emerging value chain 137

Pioneering efforts 144

7 'Device formerly known as cellphone' 163

From brick to self-expression 163

Design evolution 165

Variations of segmentation 173

Toward wearables 190

Part III Mobile business services

8 Mobile marketing and consumer behaviour 195

The mobile marketing business 195

Mobile marketing service innovation 200

From campaigns to diffusion 206

9 Mobile business services 223

Evolution of mobile business services 223

Business service innovation 231

Enterprise solutions providers 240

Corporatemarkets 243

10 Strategy and mobility 255

From market signals to economic value 255

Mobility and competitive advantage 257

Mobility and competitive strategy 265

Mobility business models and strategy 270

Notes 275

References 287

Index 297