Leveraging Mobile Media : Cross-Media Strategy and Innovation Policy for Mobile Media Communication
- Author
- Valerie Feldmann
- Publication Year
- 2005
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
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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.
Keywords: Business and Economics / Cross-Media / Innovation Management / Innovation Policy / Media Economics / Media Management / Mobile Communications / Communication
