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Business & Management - Marketing | Leveraging Mobile Media - Cross-Media Strategy and Innovation Policy for Mobile Media Communication

Leveraging Mobile Media

Cross-Media Strategy and Innovation Policy for Mobile Media Communication

Feldmann, Valerie

2005, XII, 269 p. 17 illus.

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  • About this book

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.

 

Content Level » Professional/practitioner

Keywords » Cross-Media - Innovation Management - Innovation Policy - Media Economics - Media Management - Mobile Communications - communication

Related subjects » Economics - Marketing - Media Management - R&D / Technology Policy - Social Sciences - Theoretical Computer Science

Table 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.

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