Overview

We live in a world where our mobile devices have become extensions of ourselves. We depend on them for instant connections to entertainment, social media, news, and deals. The phone has become our ticket, loyalty card, and catchall wallet. Networks are faster, phones are smarter, and the mobile shopper is ready to spend money now. What can a business do to maximize the mobile buying power of the new impulse consumer? Gary Schwartz has written a groundbreaking book that outlines the history of the mobile industry and shows just how businesses can build up their mobile platforms to maximize online sales. He'll explain: - How to minimize barriers between the shopper and a sale. - How marketers can connect and, more important, reconnect with loyal shoppers. - The technology available now--and what's coming soon--and how to pick a solution that will deliver results. But like Blink or Freakonomics, this isn't just a book for businesses. It's also an eye-opening look into the ways our economy is changing every second of every day. Gary Schwartz analyzes a phenomenon that's modifying people's actions and challenges our assumptions about our behavior as consumers. Anyone interested in the ways our behavior as shoppers is changing--and what we can do to better harness this opportunity--will find this book to be essential reading.

Full Product Details

9781451671872

Table of Contents

Reviews

An incredibly well thought out account of our mobile past, present, and future. Must read for anyone interested in how mobile commerce really works. --Erik Vlugt, Vice President of Product Marketing, VeriFone Mobile services are changing the way shoppers shop. Brands need to think outside of traditional advertising options to reach this new consumer. Gary's book is a perfect resource for any retailers and marketers looking for options. --Martin Lange, Executive Marketing Director & Worldwide Lead for Mobile Ogilvy A crash course in making mobile work. The Impulse Economy is a must read! --Shelly Palmer, NBC Universal host of Live Digital with Shelly Palmer, leading author and blogger on digital media. Gary hits at the heart of the mobile shopper. Gary's observations and insights build upon the lessons of the past in creating a unique consistent user experience across all modes of marketing and caution readers from repeating the mistakes of the past

An incredibly well thought out account of our mobile past, present, and future. Must read for anyone interested in how mobile commerce really works. --Erik Vlugt, Vice President of Product Marketing, VeriFone Mobile services are changing the way shoppers shop. Brands need to think outside of traditional advertising options to reach this new consumer. Gary's book is a perfect resource for any retailers and marketers looking for options. --Martin Lange, Executive Marketing Director & Worldwide Lead for Mobile Ogilvy A crash course in making mobile work. The Impulse Economy is a must read! --Shelly Palmer, NBC Universal host of Live Digital with Shelly Palmer, leading author and blogger on digital media. Gary hits at the heart of the mobile shopper. Gary's observations and insights build upon the lessons of the past in creating a unique consistent user experience across all modes of marketing and caution readers from repeating the mistakes of the past

Author Information

Gary Schwartz began his career as a columnist in Japan and later became an anchor on Asahi Television. He ran number of technology startups before founding Impact Mobile, a mobile technology company specialized in retail and brand solutions, in 2002. Schwartz has played a leadership role in the mobile industry, founding the mobile committee for the Interactive Advertising Bureau (IAB) in 2005 and presently serving as North American chairman of the Mobile Entertainment Forum (MEF). In this capacity, Schwartz is developing a global mobile commerce practice to service brands, retailers, and content owners. He lives with his family in Toronto.

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