Summary :
Calling a person and not a place, such as a fixed line in the home or office, is still not well understood as a concept, even if the adoption of mobile telephony now exceeds 1.5 Billion customers worldwide, or a quarter of the world’s population. However, selling phones is quite different from selling services and it is in the latter area we have much still to learn. As the Mobile industry approaches a $1000 Billion (or $1 Trillion) global industry, 3G will play a much bigger part, providing for much more Capacity (spectrum, coverage, and quality), Capability (higher-speed data access, personalisation, IP-based Applications) and Content (Entertainment, Business information and access to a huge Mobile library or “Web”). These 3 C’s will not be sold (or accepted) as Technology, but as features or services that will require professionals able to understand how to do their Mobile Marketing. The authors wrote this book to “help marketing managers bring modern marketing methods to mobile telecoms.” In this respect they have succeeded in bringing together key subjects/lessons for the marketing of advanced mobile services/applications, grounded in strong experience of modern secondgeneration data services. The introduction to “murfing” (or mobile surfing) of the web and “ta voitettavuus” (or reachability) are just two concepts introduced against an extensive menu of marketing techniques. These are all set against a backdrop xx Foreword of significant growth in usage of Mobile services globally and a need to professionalise usage segmentation, market intelligence, and partnerships. The authors also bring out some of the reasons why mobile is different, personal, and independent of location. Techniques such as the “5 M’s” of mobile service creation and the “Early 8” candidates for new service development are just two approaches that are offered to the reader to identify and implement leading data services for mobile markets. In the same way that Transportation choice revolutionised the 20th Century, with investment in railways, automobiles, and airplanes, the Communications choice is set to have similar impact on the 21st Century. It is very important that wireless (with its roots in the late 19th century) and mobile, in particular, play their part. With technical innovation running faster than before, it is more important than ever to understand the role that mobile will play in the many Communication markets it can address. This book provides a strong introductory framework to the mobile marketing within this broader Communications revolution.

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