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Mobile Media and Applications, From Concept To Cash: Successful Service Creation and Launch
John Wiley and Sons Ltd, Nov 2005, Pages: 336
The editors experiences of working within distinguished telecoms companies will show the reader how to address the challenges of consumer marketing, technology strategy and delivery tactics from a pragmatic how they did it approach, rather than a theoretical how to do it. This book combines the technical competence, business experience and consumer understanding of the authors to make clear the pitfalls and keys to success in the industry. The authors will provide an end-to-end view based on Ericssons and its partners and customers extensive experiences: from user needs, through revenue-generating content and applications, the capabilities and limitations of mobile handsets and the core technical infrastructure, to the packaging and launch of new mobile services to market. The authors connect technologies to business reasoning, taking valuable business aspects such as mobile consumer understanding, business models, revenue chains etc., and merging these with a more practical analysis of the technologies available today, enabling the reader to capitalize on these capabilities to create revenue-driving services.
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