Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media Communication

Framsida
Springer Science & Business Media, 24 feb. 2005 - 269 sidor
0 Recensioner
Mobile communications emerges as a new digital distribution platform for media content due to the migration to next generations' networks and their capabilities for broadband data communications. As such, mobile communications offers opportunities for media development because of an increased overlap between interpersonal and group communications with mass media communications, ubiquitous access to trusted media brands as well as integrated cross-network strategies for media content. The book takes two different viewpoints on potential levers for the developments of the media industry and mobile media: from a competitive strategy point of view it assesses the potentials for an extension of cross-media strategies; from a public policy point of view the book investigates demands and requirements for innovation policy that foster innovation in mobile media markets. TOC:Introduction.- Incentives, barriers, and drivers for media development under the influence of mobile communications.- The mobile communication system: elements and characteristics.- The social use of the mobile communications system.- Cross-media and cross-network strategies for mobile media.- Innovation policy for mobile media.- Conclusion
 

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Incentives barriers and drivers for media development under the influence of mobile communications
13
Systematic overview of revenue forms and revenue models in mobile media markets
14
Typology of mobile revenue forms
15
Mobile revenue models
20
Strategies for multiple utilizations of content
24
Versioning strategies
25
Licensing strategies
27
Personalization and interaction options for mobile media
30
Crossmedia and crossnetwork strategies for mobile media
121
Objectives of crossmedia extensions onto mobile platforms
125
Customer relationship management development
128
Classification of crossmedia strategies and their mobile extensions
130
Mobile marketing support crossmedia strategies
132
Market development crossmedia strategies
134
Market diversification crossmedia strategies
136
Mobile content and service development for crossmedia strategies
138

Mass customization and personalization of professionally produced content
31
Interaction options for mobile media
32
Network economics of mobile media
33
Creating values and setting standards in mobile media markets
34
Systemfocused processes and lockins in mobile media markets
36
Barriers to and drivers of the diffusion of mobile media
38
Uncertainty about innovation diffusion
39
Sources of innovation
42
Innovation diffusion processes
43
Userinnovation networks as potential drivers of mobile media diffusion
45
The influence of social use on innovation diffusion
46
Networks of innovation
47
User innovation networks
50
The mobile communication system elements and characteristics
53
Differentiating criteria for the mobile device taxonomy
54
Classification of mobile devices
55
Evaluation of mobile personal devices
57
The changing concept of the mobile phone
60
Integration of computing and storage capabilities
62
Integration of portable media functions
63
Wireless networks for mobile media transmission
65
Technological and economic challenges for the provision of media content over next generation cellular networks
66
Policy challenges for the provision of media content over next generation cellular networks
68
Wireless LAN as wireless access networks
69
Wireless LAN characteristics versus 3G networks characteristics
70
Public wireless LAN services
71
Integration of multiple wireless access networks
73
Implications of an integrated network approach for media content provision
76
Characteristics and usage reasons of the mobile communication system
78
Connectivity always on and on demand
79
Location flexibility ubiquity and locationawareness
81
Personal communication sphere hybridization of public and private space
82
Mobile communications usage context
83
Stationary and mobile usage reasons
84
Captive communications
85
The social use of the mobile communications system
87
Social networks and mobile communications use
88
Mobile communication relationships in social networks
89
Mobile identity in social networks
91
Selfidentity multiple and collective identities and mobile communications use
92
Mobile communications supported narratives of the self
93
Life politics and mobile communications
97
Mobile communities in social networks
99
Communities of peers and communities of interest
100
Mobile ad hoc community formation
103
Communication and media consumption patterns and mobile communications use
104
Impulsive use of habituation patterns
106
Impulse behavior versus habituation in mobile communications
108
Changing politics of power and control
110
Shifts of power and control in public spaces
112
Telepresence and decommunication
113
Microcoordination collective action and userdriven innovation in mobile communications
114
Collective action via mobile communications
116
Usercontextualized content and userdriven innovation
117
Typology of mobile media categories
140
Categories of mobile content and services
142
Interpersonal communication mobile media
143
Interactive play mobile media
145
Information search mobile media
146
Collective participatory mobile media
148
Bundling and pricing strategies in mobile media markets
150
Economies of aggregation for mobile media offers
151
Mixed bundling of mobile media offers
152
Valuebased pricing strategies
154
Mobile billing and payment systems
156
Integration of mobile media into crossmedia strategies and emergence of crossnetwork strategies
157
Crossmedia audience flows between traditional online and mobile media content
158
Metanarrative creation
159
Crosspromotion with mobile media
162
Microcoordination functions of mobile devices
163
Emergence of crossnetwork strategies
164
Reconfiguration of fixedline and wireless networks
165
From hypermedia to hypernetworks
168
Value creation in mobile media markets
171
From value chains to value nets
172
Players and roles in the mobile media value net
175
Integration of social networks as complementers
180
Shifts in negotiation power in mobile media markets
181
Shifts in the relationship between media companies and handset manufacturers
182
Innovation policy for mobile media
185
Access and interconnection policies for mobile media
186
Open access to mobile platforms portals and content
187
Open access to mobile portals
190
The distribution of control over content
191
Interconnection policies for mobile data communications
195
Termination charges for mobile data communications
196
International roaming and mobile media services
199
Consumer and data protection and privacy policies for mobile media
201
Location positioning technologies and locationbased services
202
Security concerns in mobile data communications
204
Privacy concerns in mobile data communications
205
Mobile unsolicited commercial messages
207
Towards an innovation commons approach for mobile media
208
Spectrum policies for wireless technologies
209
Wireless commons and open spectrum
210
MVNO models for spectrum sharing and trading
212
Mobile broadcast media versus mobile cellular media
216
Mobile intellectual property rights
218
Digital rights management for mobile media
221
Conclusion
225
Outlook
229
Future research agenda
230
Figures
233
Tables
235
Abbreviations
237
References
241
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