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Conquering the Wireless World: The Age of M-Commerce [Hardcover]

Douglas Lamont
2.2 out of 5 stars  See all reviews (5 customer reviews)
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Book Description

May 11 2001
"In my work (marketing studies) I need hard data. Prof. Lamont's work reveals why mobile Internet will play such a crucial role in the future of marketing studies:data-points can be gathered at the individual level, and related to proximity, timeliness and commerce activities. This is an eye-opener: in the future, you cannot do marketing without taking the mobile Internet into consideration." Ing. S. Meacci, President, Italian Marketing Association-AISMCEO Databank "No one understands and explains the market dynamics and forces of m-commerce better than Prof. Lamont. While I've been well aware of the implications of m-commerce in the small, only this book gave me the big, whole picture. This book is the definitive reference for mobile marketing." Steve Tendon, General Partner, Tendon Consulting Group, Sweden "Everyone agrees that the mobile Internet will create a paradigm shift in the ways that we work and live. There is less agreement, however, in where the business opportunities and pitfalls can be found in the wireless pace. Douglas Lamont's Conquering the Wireless World offers a clear and analytical plan to help wireless leaders develop winning marketing plans and strategies." David Jacobson, Partner, Sonnenschein Nath & Rosenthal & Organizer of First tuesday and Mobile Wednesdays in Chicago "With passion and precision, Professor Lamont bridges the gap between technology and marketing, and explains the new world of M-Commerce. His book is an "M" read for anyone that needs to know what the future holds for the new business game in town, the wireless Internet." Robert Sexauer, Managing Partner Trans@ctive Partners Ltd. Downers Grove, Illinois

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"as one of the first books to look at the mobile landspace, it indeed deserves praise" -- The Lawyer, 16th July 2001

"this book is packed with hard data...they are well explained." -- Internet Works, September 2001

"this book is packed with hard data...they are well explained." Internet Works, September 2001) -- d

"well researched" -- Information Age, July 2001

.."refreshingly interesting ...lavishly served with examples ..I recommend this book to anyone who wants to get a bird's eye view of the entire wireless market place...Lamont's insights are refreshing and even entertaining for the uninititated to the mobile world...this book is a must read." -- The Star, 10th September 2001

Doug Lamont deserves credit for writing the best book that I have seen about the trillion dollar m-commerce wager... -- Philip Kotler, author of best seller Kotler on Marketing

From the Inside Flap

Conquering the Wireless World The wireless revolution (WAP, UMTS, iMode and CDMA) is being heralded as a more fundamental change in the way we do business than yesterday's Internet. Mobile phones, pagers, and personal digital assistants (all handheld devices) and wireless laptops are the primary gadgets for a customer-driven business revolution. Users want 24/7 anytime, anywhere connections with voice and data communications, and transaction capabilities. Customers want to shop, get information, and do all sorts of business whenever and wherever they want. Unlike the Internet's free delivery of information, m-commerce is about customers paying for content, such as soccer news in Europe, manga cartoons in Japan, and stock transactions in the US. Carriers that are serious about making money from m-commerce will do the following: put all charges for content on one monthly wireless telephone bill as does Japan's DoCoMo. Create electronic wallets, similar to those already in use in Finland and Estonia, for consumers to pay for soda, parking fees, traffic tickets, and many other items. Or charge one rate for voice calls from Seattle to Helsinki, from Atlanta to Rome, and over seventy other countries as is now possible through the purchase of VoiceStream Wireless by Deutsche Telekom. Are these geek-driven techno-gratification? Or do they represent a true business transformation? Which business strategies and telecom firms are creating lasting value and customer satisfaction? What are the new rules and best practices? In Conquering the Wireless World, Doug Lamont answers these questions and more as he explores the wireless world and lays out its money-making business opportunities. Lamont starts by looking at how marketers create value within and for the wireless Internet. What do customers want, what connection speed and content will they pay for? Lamont then explores how marketers actually deliver that value - looking in detail at segmentation analysis of international telecom markets and target analysis of specific focus groups. How do professionals target national market groups, and position wireless products for teenagers (or Net Gen), young adults (Gen X), and their parents, the younger baby boomers? Lastly, Lamont shows how position, position, position is the most powerful tool for local business markets, using real life scenarios and analysis to help wireless leaders create winning strategies.

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First Sentence
MARKETERS OFFER MINIATURE INFORMATION APPLIANCES with unique interactive content to m-commerce customers. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most helpful customer reviews
2.0 out of 5 stars Very repetitive and not very comprehensive Jan. 7 2002
I looked forward to reading this book, but at the end was disappointed. There was not one single illustration / photograph / diagram / piechart / graph etc, so every application, trend or statistic had to be visualised purely from the text.
I know what a 'manga' cartoon is, having worked in Japan, but if you didn't know, you'd still end up mystified - even one illustration would have helped.
The book was very repetitive - why would the author tell us at least 18 times that the Japanese love to download 'manga' - and so often - eg its mentioned on pages 140, 145, 148, 155, 157, 160, 162, 164 - each time as if its new information?
The role of Smart Cards gets a mention in less than 2 pages, and only appears in the last 10 pages of the book. There's no adequate explanation of Electronic Wallets or Internet Banking, like what do they do or how do they work?
In the final chapter, Conclusion, this isn't actually a 'round up' - totally new things suddenly appear, such as 802.11b. Yet there's absolutely no mention anywhere of Bluetooth, e-books, Blackberry devices etc.
There is continual mention of DoCoMo and I-mode, but no mention at all of the other Japanese offerings such as KDDI & J-Phone.
The Index is very poorly compiled - several references are made in the text to Manchester United, but it never appears in the Index. The Index has an entry for 'mobile phone' but only once (on page 52). Did the compiler of the index actually 'read' the book?
The remark on page 48 as to how m-commerce 'permits mothers to breast-feed their babies on time and at work' still mystifies me - wouldn't an alarm on a wrist watch or PDA do the same?
There is a 7-line mention (page 67) of the potential health issues associated with cellphone radiation, but the descriptions are very poor, for example 'damage to genes in blood cells', 'weaken the blood-brain barrier' and 'cause unknown genetic changes'...
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1.0 out of 5 stars Like M-Commerce, a Lot of Hype May 25 2001
When I looked at this book in the bookstore, it seemed like a promising tome on a rather up and coming area. How wrong I was. There are many 'flaws' in this book (and the fact that the back cover listed a whole bunch of unknown name who praised the book probably should have alerted me). Here are some of the problems with the book:
- Doug Lamont seems to be a rather self-proclaimed expert who offers rather unsubstantiated advice on m-commerce which seems entirely based on his perception that iMODE is doing well and buying stakes in several European carriers and Nokia phones are cool. - the book is littered with examples of the success of iMode and the Japanese market plus repetitive mentions of how Japanese teenagers like manga cartoons and AOL hooking up with iMode to deliver content was the greatest thing since the mobile phone - he doesn't seem to have any ideas beyond that. - its an excessively American outlook on m-commerce despite the fact that it has been acknowledge by IDC and even Gartner that wireless is going to be big in Asia and not the US - so why even talk about American standards dominating outside the US? - the worst thing of all, it doesn't really offer any real insight. Some 300 pages of repetitive ideas that hype the same things and basically, tell most telcos what they already know. - Finally, his 'Invest, Option and Terminate' analysis of what areas to get into are so general, they're no brainers.
Its a hugely general book that claims to offer analysis based on articles from the Economist, the Wall Street Journal and the Financial Times if the bibliography list is anything go to by.
My biggest regret is that I actually bought it after reading a few pages and thinking it might have some promise.
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3.0 out of 5 stars Good info but hard to read Aug. 19 2001
By Seiche
I run a wireless service for Italophiles called Mobìlito and was hoping to garner some insight from what has worked overseas where the wireless content and commerce marketplace is more developed. After reading the reviews I decided to purchase the book used...a wise move in retrospect. The good news is that there is useful and interesting info. The bad news is that Prof. Lamont's writing style comes off as stream-of-conscious lecture-discussions. The book lacks an editor and it shows coming off as unfocused. The organization is choppy and sometimes redundant making it difficult to read. Also, there is a measure of hypeful/name-dropping which reflects the time this book was written: pre-tech crash. As such the book quickly shows it's age. The book makes the cut as a keeper but I wouldn't recommend buying it new.
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1.0 out of 5 stars DO NOT BUY THIS BOOK May 31 2001
Reading this book was a painful waste of time! As a graduate student taking an Internet marketing course, this text was required reading. I found it to be extremely arrogant and repetitive. Lamont states that all data shows that Americans are losing their reluctance towards m-commerce, but never sites any data. This is just one example of Lamonts self-proclamation of being an expert. He never examines the issues of why Americans are reluctant to use wireless technology (i.e. decreased functionality vs. the computer Internet and a reliable wired telephone infrastructure). He makes broad statements and tries to compare the mobile markets in Europe, Japan and the United States, when they have very little in common.
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4.0 out of 5 stars Insightful! April 15 2002
Douglas Lamont, a member of IBM's Mobile Computing Marketing Advisory Board, argues that wireless will completely supplant the fixed-wired Internet and will be the dominant way to surf, purchase and talk to your friends. Lamont even goes so far as to suggest investments: Nokia, Japan's DoCoMo-AOL alliance and wireless infrastructure firms. He even explains why Europe and Japan lead the United States in wireless "m" (for mobile) commerce - because the U.S. has been slow to adopt a national wireless standard. We from getAbstract recommend this tech-literate book to anyone at all curious about the future of wireless technology and its implications.
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