Leveraging Mobile Media
| Autor: | Feldmann, Valerie |
|---|---|
| EAN: | 9783790815757 |
| Sachgruppe: | Technik Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 284 |
| Produktart: | Kartoniert / Broschiert |
| Veröffentlichungsdatum: | 24.02.2005 |
| Untertitel: | Cross-Media Strategy and Innovation Policy for Mobile Media Communication |
| Schlagworte: | Funk / Mobilfunk Kommunikation (Technik) / Mobilkommunikation Mobilfunk Mobilkommunikation |
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Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.
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