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

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.

List of contents

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.

Summary

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.

Product details

• Authors: Valerie Feldmann
• Publisher: Physica-Verlag
• Languages: English
• Product format: Paperback / Softback
• Released: 23.05.2005
• EAN: 9783790815757
• ISBN: 978-3-7908-1575-7
• No. of pages: 270
• Weight: 438 g
• Illustrations: XII, 270 p. 17 illus.
• Series: Information Age Economy; Information Age Economy
• Subjects: Natural sciences, medicine, IT, technology > Technology > Electronics, electrical engineering, communications engineering; Social sciences, law, business > Business > Advertising, marketing; Marketing, Management, Soziologie, Medientheorie, Marktforschung, Medienwissenschaft, Werbung, Medienwirtschaft, C, Volkswirtschaftslehre, Medien-, Unterhaltungs-, Informations- und Kommunikationsindustrie, Medienwissenschaften, Media Studies, Sociology, Society, Society & social sciences, Economic Policy, Economics, Nationalökonomie, Market research, Business and Management, Unternehmensanwendungen, Volkswirtschaft - Volkswirtschaftslehre - Volkswirt, Elektronik, Nachrichtentechnik, Datenverarbeitung / Anwendungen / Betrieb, Verwaltung, Business / Management, Theoretische Informatik, Mathematik / Informatik, Computer, F u. E (Forschung und Entwicklung), Funk / Mobilfunk, Mobilkommunikation, Mobilfunk- und Drahtlosnetzwerke und Anwendungen, Mobilfunk, Kommunikation (Technik) / Mobilkommunikation, Wirtschaft / Allgemeines, Einführung, Lexikon, computer science, Social Sciences, Social Sciences, general, Economics, general, Media Management, Theory of Computation, Research & development management, Management science, Computers, Mathematical theory of computation, Industrial Management, Media, entertainment, information & communication industries, R & D/Technology Policy, Economic Development, Innovation and Growth, Media Planning