Conquering the Wireless World: The Age of M-Commerce Hardcover – Jun 15 2001
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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.See all Product Description
Top Customer Reviews
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'...
- 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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