Leveraging mobile media
cross-media strategy and innovation policy for mobile media communication
- ISBN: 9783790815757
- Editorial: Springer International Publishing AG
- Fecha de la edición: 2005
- Lugar de la edición: New York. Estados Unidos de Norteamérica
- Colección: Information age economy
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 269
- Idiomas: Inglés
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.
