Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media Communication (Paperback)

by Valerie Feldmann (Author) "What if wires had just been invented? ..." (more)

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Product Details

Paperback: 269 pages
Publisher: Physica-Verlag Heidelberg; 1 edition (April 19 2005)
Language: German
ISBN-10: 3790815756
ISBN-13: 978-3790815757
Product Dimensions: 23.2 x 15.4 x 1.8 cm
Shipping Weight: 481 g
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Product Description

Mobile communications and next generation wireless networks emerge as new distribution channels for the media. This development offers exciting new opportunities for media companies: the mobile communication system creates new usage contexts for media content and services; the social use of mobile communications suggests that identity representation in social networks, impulsive access to trusted media brands, and micro-coordination emerge as new sources of value creation in the media industries. In the light of this background, this book takes two different viewpoints on the development of mobile media: from a competitive strategy point of view it analyzes the extension of cross-media strategies and the emergence of cross-network strategies; from a public policy point of view it develops demands and requirements for an innovation policy that fosters innovation in mobile media markets.

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