"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.