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Tap: Unlocking the Mobile Economy

Anindya Ghose
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How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of
smarter companies, value-seeking consumers, and curated offers.
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, Telefonica, 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.

Published: Jul/2019

ISBN: 9789814867009

Length: 240 Pages

Tap: Unlocking the Mobile Economy

Anindya Ghose

How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of
smarter companies, value-seeking consumers, and curated offers.
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, Telefonica, 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.

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Anindya Ghose

Anindya Ghose is the Heinz Riehl Chair Professor of Business at New York University’s Leonard N. Stern School of Business, where he holds a joint appointment in the Information, Operations and Management Science, and Marketing Departments. In 2017, Thinkers50 identified him among the 30 management thinkers most likely to shape the future of how organizations are managed and led. His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, NBC, and in The Economist, the New York Times, WIRED, Time, the Financial Times, and the Wall Street Journal.