Tap, Anindya Ghose
Tap, Anindya Ghose
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Tap
Unlocking the Mobile Economy

Author: Anindya Ghose

Narrator: James Foster

Unabridged: 8 hr 26 min

Format: Digital Audiobook Download

Published: 05/30/2017


Synopsis

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.

About Anindya Ghose

Anindya Ghose is Professor of Information, Operations, and Management Science and a Professor of Marketing at New York University's Leonard N. Stern School of Business. In 2014, Businessweek's Poet & Quants named him as a "Top 40 Under 40 Professor." His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, and NBC, and in the Economist, the New York Times, and the Wall Street Journal. An avid high altitude mountaineer, he has climbed extensively in multiple continents.


Reviews

Goodreads review by Guthrie on July 04, 2024

This book provides a strategic view of smartphone’s impact on businesses, specifically the relationship between customers and businesses mediated through smartphone apps and data availability. Written in 2017, much of its predictions have arrived (or have come closer to arriving), yet this isn’t the......more

Goodreads review by Beverly on October 21, 2019

This book helped me understand more about mobile ads as well as the psychology of the consumer. I learned more about distance based ad targeting through this book! The studies conducted were relevant and interesting as well. One interesting study I recall is how Coca Cola had wanted to build a vendi......more

Goodreads review by Rajan on February 18, 2018

I enjoyed reading the TAP, The author described the mobile economy and how effective marketing can be done to the consumer. In the world with lot of distractions going on, It's a quite tedious task for the marketers to target a customer. With the effective utilization of data and mobile economy one......more

Goodreads review by Anwesha on February 05, 2020

Gives a good overview of the various possibilities of mobile by marketing, what one can do with various types of data.......more

Goodreads review by Edward on November 22, 2018

Informative but verbose and repetitive......more