Overview

A crash course in making mobile work. The Impulse Economy is a must read (Shelly Palmer, NBC Universal host, leading author and blogger on digital media). 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.

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9781451671865

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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 <p> 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 <p> 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. <p> 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

His first book is both a road map for the future of mobile commerce and a well of much-needed historical and behavioural context about shoppers today. --Filter Magazine 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 with a bespoke approach to mobile. --Tim Heffernan, VP of Innovation, NCR Corporation Compulsory reading for anyone who wants to understand how mobile is changing our shopping behavior. --Arne Zimmerman, Former President of Revlon & Avon Next generation technologies such as Near Field Communication (NFC) will spur a revolution in mobile consumer behavior. Gary paints an powerful vision of this new 'tap economy' for retailers and brands. --Craig Tadlock, CEO ofWireless Sensor Technologies Mobile technology is changing the way brands connect with consumers. As an early adopter and passionate evangelist for mobile, Schwartz inspires and drives our thinking and strategic planning offering a glimpse of the future and a path to it. His book spotlights his experience & imparts tremendous confidence in how we'll navigate the future of mobile. --Jessica Rotnicki, VP Global E-Commerce, Estee Lauder Companies As mobile devices expand payment and proximity marketing capability, new methods to interact with buyers are emerging for brands and retailers. The Impulse Economy provides a comprehensive view of these channels and offers expert insight to anyone interested in understanding this new world. --Gavin Kim, Vice President of Samsung Mobile Content & Services and Enterprise Mobility Mobile marketing and commerce is impacting the way the industry designs across all screens. The Impulse Economy is an essential roadmap for all marketers. --Joe Lalley, VP of Digital Products at MTV Networks Gary identifies the new mobile drivers that are completely changing the interaction between content and consumer. The Impulse Economy identifies mobile business strategies, that are guaranteed to grow your mobile business and commerce. --Ralph Simon, Chair Emeritus of the Mobile Entertainment Forum and father of the ringtone.

Author Information

Gary Schwartz ran a number of technology startups before founding Impact Mobile, a mobile technology company specialized in retail and brand solutions, in 2002. He is also a pioneer in mobile marketing and managed the first cross-carrier short code mobile campaign in North America. In 2006, Gary founded the mobile committee for the Interactive Advertising Bureau (IAB). In 2010, the Mobile Entertainment Forum re-elected Gary as Chairman of the Board in North America, charging him with the task of developing a mobile commerce practice to service brands, retailers, and content owners. Now Gary is working to develop m-commerce security and privacy guidelines. He lives with his family in Toronto.

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