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Tap – Unlocking the Mobile Economy - MIT Press Scholarship Online
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Tap: Unlocking the Mobile Economy

Anindya Ghose


Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to this book's author, this two-way exchange can benefit both customers and businesses. Drawing on extensive research and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, the book describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they ... More

Keywords: consumer behavior, data trail, mobile economy, business, customers, two-way exchange, spontaneity, mobile advertising, smartphone, artificial intelligence

Bibliographic Information

Print publication date: 2017 Print ISBN-13: 9780262036276
Published to MIT Press Scholarship Online: January 2018 DOI:10.7551/mitpress/9780262036276.001.0001


Affiliations are at time of print publication.

Anindya Ghose, author
New York University