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Tap: Unlocking the Mobile Economy (MIT Press) Hardcover – April 17, 2017
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The smartphone is a truly transformative technology. This book is required reading for anyone who wants to understand how mobile technology is changing our businesses, our economy, and our lives.(Hal Varian, Chief Economist, Google)
With succinct writing and great authority, Anindya Ghose delivers a tour de force on the mobile economy. Ghose draws on his vast experience as a researcher, consultant, and speaker as he unravels the nine key factors that determine users' mobile experiences and the four human contradictions that can vex the 'Tappers.' The delicate trade-off between privacy and commercial opportunity is handled adroitly; consumer or marketer, you need this book on your shelf (or phone)!(David R. Bell, Xinmei Zhang and Yongge Dai Professor, Wharton School, University of Pennsylvania; author of Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One)
The mobile economy has already unlocked trillions of dollars in value, but we're still in the early days of this revolution. Ghose draws on his path breaking research and compelling case examples to provide the definitive guide to the emerging opportunities and challenges. Required reading.(Erik Brynjolfsson, Professor, MIT, and Director of the MIT Initiative on the Digital Economy; coauthor of The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies)
Tap is the most comprehensive book I've seen on mobile's business transformational power and its unique ability to get closer to customers.(Greg Stuart, CEO, Mobile Marketing Association; coauthor of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds)
About the Author
Anindya Ghose is the Heinz Riehl Chair Professor of Business at New York University's Leonard N. Stern School of Business, where he holds a joint appointment in the Information, Operations and Management Science, and Marketing Departments. In 2014, Businessweek's Poet & Quants named him as a "Top 40 Under 40 Professor." In 2017 Thinkers50 identified him among the 30 management thinkers most likely to shape the future of how organizations are managed and led. His opinion pieces and research have been featured on the BBC, CNBC, MSNBC, NPR, NBC, and in The Economist, the New York Times, WIRED, Time, the Financial Times, and the Wall Street Journal. He is also an avid high altitude mountaineer and has climbed extensively in multiple continents.
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tl;dr: This is a well-written book that synthesizes high quality academic research and presents the findings in a framework that generates actionable insights for managers.
Tap by Prof. Ghose is an intriguing book. Prof. Ghose has done a great job of synthesizing extensive research in mobile marketing to which he has contributed significantly. I enjoyed the book a lot and highly recommend it to others for the following reasons:
1. The book is written in a language that is easy for everyone, and in particular for marketing managers who will benefit from this book immensely.
2. Yet, the book relies heavily on solid academic research. Thus, this is not an "opinion" piece but a book that's grounded in peer-reviewed research published in highly reputed scientific journals.
3. The book follows a familiar structure where it starts broad then narrows down to discuss specific topics in depth and then again broadens to discuss future implications. This makes the book highly persuasive and you don't want to put it down before you finish it.
4. The book is divided into 3 parts. If you have never read much about research in mobile marketing (like me!), you will find part 2 most enlightening. I first listened to this book as an audiobook bought on Audible but then I also purchased a hard cover on Amazon because I really want to keep a record of all the research Prof. Ghose discusses. This, for me, was fascinating.
5. The book gives a fair amount of space to the privacy concerns of individuals. There is a wide range of beliefs and opinions about this topic in general public. Therefore, it's a bit tough to get everyone on board the mobile marketing train. The book identifies these concerns and tries to mitigate them by giving plausible explanations. Whether you buy those explanations or not depends on how strong your beliefs are. The stronger the prior, more evidence is required to alter it. I suggest you read this part with open mind.
6. One of the strengths of the book is that Prof. Ghose has organized the extant research in a framework that generates actionable insights. As someone who teaches in a data analytics program, I can't emphasize enough how important actionable insights are for practitioners. We in marketing academia are often accused of doing research that has little or no relevance for practice. This book disproves that. Of course, the credit goes to the author for making this research accessible.
7. Marketers around the world are struggling to break the code of mobile marketing. For example, in Asia, mobile marketing is highly evolved and yet marketers keep experimenting in order to craft a coherent mobile marketing strategy. This book will help marketers get a head start. As this book synthesizes experiments that are already done, marketers may tailor the findings to their context and obtain improved results. Thus, the book provides them with a launchpad.
8. For those who are more academically inclined, I suggest reading up the original research papers to get better grip on the context. Although Prof. Ghose painstakingly presents even the minutest details about the research, it's always a good idea to read up the original research in order to form your own opinion about it. This will help you come up with potential future research ideas.
The topic is contemporary and just in time. While we have entered into a digital age, mobile economy becomes a significant game changer for business and life. It is easy to see that but it is hard to see why. The book offers answers. There are 9 forces: context, location, time, saliency, crowdedness, trajectory, social dynamics, weather, and tech mix. The book delves into great details in discussing how each one of the nine forces work in shaping the mobile economy. My personal favorite part of the nine forces is the "social dynamics". Consumers are different in terms of their social circles and groups, so do their behaviors. And, mobile commerce changes the way consumers receive and process information and the way they make decisions. "triples are better than doubles, and couples are the worst...", I couldn't help but laughing.
Prof. Ghose is a prolific researcher. The book is an condense version of all insights from his research over the years. It took him years of hard work in research to gain all of these insights, but hours for us (readers) to learn all of those. I always find more enjoyable to eat delicious food at dinner when I don't have to prepare for the dinner. Prof. Ghose did all of the cooking and we can just sit and eat, and enjoy. I don't think anyone can hope for a more rewarding journey in learning than this!
In classroom, the book is suitable for all students, undergraduate students, MBA students, and doctoral students. On bookshelf, it is a keeper for future references. I highly recommend the book.
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