Leveraging Mobile Media

Cross-Media Strategy and Innovation Policy for Mobile Media Communication

• Author(s): Valerie Feldmann,
• Publisher: Springer Science & Business Media
• Pages: 270
• ISBN_10: 3790816337
  ISBN_13: 9783790816334
  
• Language: en
• Categories: Business & Economics / Marketing / General , Business & Economics / General , Computers / Computer Science , Business & Economics / Industries / Media & Communications , Science / General , Social Science / General , Business & Economics / Sales & Selling / General , Business & Economics / Advertising & Promotion , Business & Economics / Economics / General , Business & Economics / Research & Development ,

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.