You are previewing The Mobile Commerce Revolution: Business Success in a Wireless World.
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The Mobile Commerce Revolution: Business Success in a Wireless World

Book Description

Your Definitive Guide to Profiting from Mobile Commerce

With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit!

  • Discover how customer mobile behavior is radically maturing and shifting

  • Weave mobility throughout your marketing mix and business operations

  • Prepare for the instant and impulse when your customer wants to buy

  • Identify mobile tactics that are actually influencing purchases

  • Earn confidence from customers that you will protect their privacy

  • Use payment technologies to reduce friction and make it easier to buy

  • Deliver richer, more powerful stories and mobile experiences

  • Understand customers through “Little Data”: qualitative studies to physically observe behavior

  • Grasp purchase attribution: why people buy

  • Table of Contents

    1. About This eBook
    2. Title Page
    3. Copyright Page
    4. Contents
    5. About the Author
    6. Dedication
    7. Acknowledgments
    8. We Want to Hear from You!
    9. Reader Services
    10. Introduction
      1. Why We Wrote This Book
      2. It’s Not Just Marketing
      3. So, What Is This Book About, Really?
    11. 1. The Current State of Mobile
      1. Americans and Smartphones
      2. Mobile Around the World
      3. Mobile Commerce
      4. Beyond the Numbers
      5. The Bottom Line
    12. 2. Mobile Is a Behavior, Not a Technology
      1. What Does Behavior Have to Do with Marketing and Business?
    13. 3. The Collapsing Sales Funnel
      1. Commerce and Marketing Collide
    14. 4. Mobility and the Developing World
      1. Bridging the Digital Divide
      2. The Holistic Impact of Mobile Technology
      3. The Mobile Accelerant
    15. 5. Challenging the Status Quo
    16. 6. Privacy, Trust, and Security
      1. Intimate Expectations
      2. Building Trust
      3. Technical Concerns
    17. 7. Paying with Your Phone
      1. Mobile Wallets
      2. What Will It Take for Mobile Wallets to Be Successful?
    18. 8. The Slow Road to Mobile Commerce
      1. The Denial Problem
      2. The Engineering Problem
      3. The Expense Problem
      4. The Patent Problem
      5. Who Will Lead or Follow?
      6. Quiet Confidence
    19. 9. Collaboration and Integration Are Critical
      1. What’s Old Is New
      2. Mobile Integration in Action
      3. Big Idea
    20. 10. Mobile, Media, and Data—Oh My!
      1. What’s a CMO to Do with All This Data?
      2. Measuring Attention to Spur Conversions
      3. Dual Screening
      4. Responsible Use of Data
    21. 11. Visual Storytelling
      1. Leveraging User-Generated Photography
      2. Visual Listening
      3. Capitalizing on Line-of-Sight
      4. The “Selfie”
      5. Managing a Visual Storytelling Program
    22. 12. Mobile Listening and Response
      1. Desktop Blindness
      2. Mobile Is a Busy Place
      3. The “Listening” Challenge
    23. 13. Personalization and Relevance
      1. Getting Started
      2. Asking for Directions
    24. 14. Going Local
      1. Social - Local - Mobile
      2. Paying for Action
      3. The Check-In
      4. Commerce Everywhere
    25. 15. Email and Text Messaging
      1. “Don’t Waste My Time”
      2. Mobile Messaging
    26. 16. The Mobile Web
      1. Generating Mobile Web Traffic
    27. 17. How to “Think Mobile”
      1. Hire a Mobile Strategist Before a Mobile Technologist
      2. Aim to Create Behavior, Rather Than Chase It
      3. Stay Fluid
      4. Be Holistic in Strategy and Planning
      5. Never Forget That the Device Is Personal—and Public
      6. Think about All the Reasons Why Mobile Consumers Aren’t at Their Desks
      7. Subtract Before You Add
      8. Intuit: B2B Mobility
      9. MAVN and Torchy’s Tacos: If You Build It, They Will Spend
      10. All Hands on Deck
    28. 18. Ten Steps to Mobilize Your Business
      1. Step 1: Fix Your Website
      2. Step 2: Fix Your Content
      3. Step 3: Fix Your Payment System
      4. Step 4: Don’t Forget That Smartphones Are Phones
      5. Step 5: Consider Judicious Use of SMS
      6. Step 6: Optimize Your Emails for Mobility
      7. Step 7: Be Sure Your Offline Presence Is Ready for Mobility
      8. Step 8: Make Sure Your Video Is Mobile Friendly
      9. Step 9: Make Sure Your Social Media Is Mobile
      10. Step 10: Play Nice with Others
    29. 19. Science Fiction Is No Longer Fiction
      1. The Touchless Future
    30. Index