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Publisher's Summary

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge - a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.

©2017 Massachusetts Institute of Technology (P)2017 Brilliance Publishing, Inc., all rights reserved.

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A must read/listen!

This book is a must have for anyone looking to gain a deeper understanding of the technologies that are shaping our future.

1 of 1 people found this review helpful

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An Excellent Introduction to the Mobile Economy.

If you could sum up Tap in three words, what would they be?

This book is a page turner if you are in anyway interested in understanding how the modern smart phones are changing or rather fundamentally altering consumer behavior in so much as even the first time internet users through the smart phones are taking a plunge engaging in ecommerce.<br/><br/>This is the text to consider if you are thinking of understanding the vast potential of the mobile economy both as a consumer or as a marketer to the consumer of smart phones and/or other such devices. It discusses the ramifications using hardcore academic research data driven evidences that would help right from regulators, corporate marketers, data scientists to the ultimate consumers of smart phone user.<br/><br/>Starting with the behavioral contradictions of the consumers, it further explores nine key factors that are likely to affect the monetization process of the data generated by our use of modern smart phones or the advanced feature phones like the ones going to be used by Reliance Jio customers in India very soon. Some of those factors are context, location, time, trajectory and weather etc., and how they affect consumer decision making.<br/><br/>Learn the profound changes that are happening as marketers are using the data that offers great granularity and huge accessibility as the smart phone users leave a massive trail of data left by their footprint generated by just a tap on their mobile phone screen.<br/><br/>The book captures the apparent contradiction in the consumer's concern for her/his privacy on the one hand and the contradictory behavioral stance of being ready to use the same data as currency to get special deals offered by the marketers. It argues that though privacy concerns are genuine but consumers get better options by cooperating with companies that would use such data to offer much more relevant products or services while the author rightfully underscores that privacy and data usage concerns of the consumers must be deftly handled so that while delivering customer fulfillment the companies should never lose the trust of the consumers that such data would never be misused.<br/><br/>This book is a must read introduction to the exploding possibilities of the new mobile economy that is being ushered in by the "Butler and the Concierge" in our pocket. Whether you are the ultimate consumer in the form of a smart phone user, or the marketer offering products or services to such phone users, or the lawmakers concerned about the huge ramifications of such huge usage data being consumed by marketers with gargantuan appetite especially as it might affect consumers' privacy,; the book explores how the fundamentally behavior altering mobile device is changing the modern economy.<br/><br/>Highly recommended!

Who was your favorite character and why?

This is a non-fiction, no favorite character as such.

What about James Foster’s performance did you like?

James Foster's narration has made listening the book has been a very enjoyable experience. It was just too good.

Was there a moment in the book that particularly moved you?

The chapter where weather becomes the ally of the marketer.

1 of 1 people found this review helpful

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A cross between a textbook and handbook

An amazing collection of facts and wisdom on what it takes to make electronic and mobile commerce advertising work

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  • vivek
  • North Brunswick, NJ, United States
  • 10-19-17

Not for the tech savvy

It's mostly common knowledge for the tech savvy. It's mostly ad strategies. would not recommend

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To verbose.

30 minutes of insight and advice about location-based mobile marketing packed into several hours of listening.

0 of 1 people found this review helpful