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© 2002

Beyond Mobile

People, Communications and Marketing in a Mobilized World

  • Authors
Book

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. The Context

    1. Front Matter
      Pages 1-1
    2. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 3-7
    3. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 8-23
    4. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 24-36
  3. Preconditions, Driving Forces and Trends

    1. Front Matter
      Pages 37-37
    2. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 39-50
    3. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 51-79
    4. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 80-94
    5. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 95-111
    6. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 112-119
    7. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 120-146
  4. The Arena

    1. Front Matter
      Pages 147-147
    2. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 149-196
  5. Mobile Marketing for Tomorrow

    1. Front Matter
      Pages 197-197
    2. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 199-223
    3. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 224-242
  6. Postscript Mobile Tomorrows

    1. Front Matter
      Pages 243-243
    2. Mats Lindgren, Jörgen Jedbratt, Erika Svensson
      Pages 244-244
  7. Back Matter
    Pages 245-262

About this book

Introduction

The advent of constant internet connectivity and mobile communication have transformed the way that many businesses and organisations function. There has been a focus upon the technological aspects and opportunities. This book takes a look into the future at the human aspects of mobile technology in terms of the ways that people will work and communicate in the mobile marketplace.

Keywords

business communication economics economy marketing Organisation organization

About the authors

MATS LINDGREN is a Managing Partner and Founder of Kairos Future.

JÖRGEN JEDBRATT is a Strategic Advisor, writer and partner of Kairos Future.

ERIKA SVENSSON is a partner of Kairos Future.

Bibliographic information

Reviews

'There are certainly many entrepreneurs and marketers who, like us, feel a large degree of uncertainty about the effects of new information technology on our consumption of products, and in turn, how this will affect the operations of companies. It is very cheering that this book on tomorrow's mobile marketplace is now available. Not only does it provide highly informative, extensive descriptions of likely scenarios in the area. It is also a book that has arrived just at the right time.' - Carl Wåreus, Director of Marketing, McDonalds Northern Europe

'The strength of this book lies in the quality of the authors' arguments on the evolution of the mobile marketplace. Various aspects of future approaches likely to be taken by the media sector are analysed in detail, and questions are asked about the ultimate ownership of the customer. The possibility that the customer might not want to be owned at all is overlooked. In spite of this, you would be well advised to spend time and attention on this book.' - Mary Jensen, Industry Standard

'There are no trite predictions in Beyond Mobile, just solid analysis combined with some intriguing scenarios of how the industry may develop in the near future. For a clear and comprehensive analysis of the potential of the mobile market, Beyond Mobile by Lindgren, Jedbratt and Svensson would be hard to beat.' - Professor Ian Turner, Director, Graduate Business Studies, Henley Management College

'One of the key drivers for the Internet in the coming years will be the impact of mobility on the media landscape. Mobility will not only create opportunity as consumers react to new services but it will permanently change the way the media companies view their content and their relationship with users. Beyond Mobile considers the forces at play in both the social and technological arenas and offers an informed perspective of the future in a mobilized world.' - Paul Rossi, Commercial Director, Economist.com

'The future of the mobile marketplace is ever-changing and Beyond Mobile brings that future closer to all of us with many interesting insights and anecdotes.' - Tom Blackett and Richard Ward, Interbrand

'Read Beyond Mobile and learn. This book takes you into the projected depths of our increasing dependency on global mobile networks. Rewind a few years: did you honestly believe Vodafone could one day be bigger than BT? Did you think your kids could spend so many hours texting? Did you know that WAP would get wopped? If you scored less than three out of three, get this book now.' - Marketing