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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.
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Table of contents (6 chapters)
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Front Matter
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Back Matter
Authors and Affiliations
Bibliographic Information
Book Title: Leveraging Mobile Media
Book Subtitle: Cross-Media Strategy and Innovation Policy for Mobile Media Communication
Authors: Valerie Feldmann
Series Title: Information Age Economy
DOI: https://doi.org/10.1007/b139034
Publisher: Physica Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Physica-Verlag Heidelberg 2005
Softcover ISBN: 978-3-7908-1575-7Published: 24 February 2005
eBook ISBN: 978-3-7908-1633-4Published: 30 March 2006
Edition Number: 1
Number of Pages: XII, 270
Number of Illustrations: 17 b/w illustrations
Topics: Marketing, Economics, general, Theory of Computation, Media Management, R & D/Technology Policy, Social Sciences, general