Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media CommunicationSpringer Science & Business Media, 24 feb. 2005 - 269 sidor 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 |
Innehåll
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 |
241 | |
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Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for ... Valerie Feldmann Begränsad förhandsgranskning - 2006 |
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