Next generation wireless is not about technology, it is all about marketing.... What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you identify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book. In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability. 3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support. Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.

"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Mobile and Wireless Systems Beyond 3G: Managing New Business Opportunities explores new business opportunities and critical issue related to mobile and wireless systems beyond 3G. This book identifies motivations and barriers to the adoption of 3G mobile multimedia services and provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). Mobile and Wireless Systems beyond 3G: Managing New Business Opportunities presents a single source of up-to-date information about mobile commerce including the technology (hardware and software) involved, security issues and factors driving demand adoption (consumer and business). This book provides researchers and practitioners with a source of knowledge related to this emerging area of business, while also facilitating managers and business leaders' understanding of the industrial evolutionary processes.

The Chinese Consumer Market examines the changing consumer business environment in China and offers predictions about the evolution of the Chinese consumer market in the different sectors as well as the likely strategic implications for global consumer oriented companies. - The first book is in English made by Chinese researchers with a Chinese viewpoint of developments - Provides the management implications in different sectors of the Chinese economy - Predicts future trends

This revised edition provides professionals with an up-to-date introduction to third generation (3G) mobile communication system principles, concepts, and applications, without the use of advanced mathematics. This newly revised edition of an Artech House bestseller provides professionals with an up-to-date introduction to third generation (3G) mobile communication system principles, concepts, and applications, without the use of advanced mathematics. The second edition ncludes an even more thorough treatment of potential 3G applications and descriptions of new, emerging technologies.

The mobile information society has revolutionised the way we work, communicate and socialise. Mobile phones, wireless free communication and associated technologies such as WANs, LANs, and PANs, cellular networks, SMS, 3G, Bluetooth, Blackberry and WiFi are seen as the driving force of the advanced society. The roots of today's explosion in wireless technology can be traced back to the deregulation of AT&T in the US and the Post Office and British Telecom in the UK, as well as Nokia's groundbreaking approach to the design and marketing of the mobile phone. Providing a succinct introduction to the field of mobile and wireless communications, this book: Begins with the basics of radio technology and offers an overview of key scientific terms and concepts for the student reader Addresses the social and economic implications of mobile and wireless technologies, such as the effects of the deregulation of telephone systems Uses a range of case studies and examples of mobile and wireless communication, legislation and practices from the UK, US, Canada, mainland Europe, the Far East and Australia Contains illustrations and tables to help explain technical concepts and show the growth and change in mobile technologies Features a glossary of technical terms, annotated further reading at the end of each chapter and web links for further study and research Mobile and Wireless Communications is a key resource for students on a range of social scientific courses, including media and communications, sociology, public policy, and management studies, as well as a useful introduction to the field for researchers and general readers.

The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development

"This book communicates the various challenges and great opportunities that information systems research produces"--Provided by publisher.