Have one to sell? Sell yours here
Sorry, this item is not available in
Image not available for
Colour:
Image not available

 
Tell the Publisher!
Id like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Mobile as 7th of the Mass Media: Cellphone, Cameraphone, IPhone, Smartphone [Hardcover]

T Ahonen
5.0 out of 5 stars  See all reviews (2 customer reviews)

Available from these sellers.


Formats

Amazon Price New from Used from
Hardcover --  
Paperback 19.99  
Amazon.co.uk Trade-In Store
Did you know you can use your mobile to trade in your unwanted books for an Amazon.co.uk Gift Card to spend on the things you want? Visit the Books Trade-In Store for more details or check out the Trade-In Amazon Mobile App Guidelines on how to trade in using a smartphone. Learn more.

Book Description

14 Oct 2008
With the subtitle of Cellphone, Cameraphone, iPhone, Smartphone, Tomi's latest book takes readers to a journey of the most advanced content and media services deployed on mobile phones in the most advanced mobile telecoms countries such as Japan, South Korea, Hong Kong, Finland etc. He goes through the taxonomy of the seven mass media, with an emphasis of what lessons can be learned when newermedia were introduced. These lessons he applies now to the 7th media mobile with compelling arguments for why just copying television, newspaper or internet content to mobile is not enough.

The book starts by setting the stage by examining the overall industry and the consumers of mobile content in four chapters. Next Tomi devotes two chapters into explaining how to build compelling content to mobile, and exploding the myths of the limitations of supposedly too small keypad and tiny screen. In the book he then devotes a chapter each to the most promising early media content types: music, gaming, TV, internet, advertising and social networking. Tomi explains what works and what doesn't when deploying content to the mobile. He also includes a chapter on SMS text messaging.

In the book Tomi expands his 5 M's mobile service theory to 6 M's. He discusses the seven unique benefits of mobile as a mass media channel, and he discusses how mobile phones have evolved through the 8 C's. He concludes the book with essays on related matters such as disruptive factors now creating new opportunities, and a chapter on discussing why the American industry lags the rest of the world in mobile telecoms.

Like Tomi's previous books with us (Communities Dominate Brands,co-authored with Alan Moore and Digital Korea, co-authored with Jim O'Reilly) Mobile as 7th of the Mass Media is also a hardcover book, which runs 322 pages and is packed with 16 case studies, up-to-the-minute statistics, end-user analysis, and real world examples.

Customers Who Bought This Item Also Bought


Product details

  • Hardcover: 320 pages
  • Publisher: FUTURETEXT (14 Oct 2008)
  • Language: English
  • ISBN-10: 0955606950
  • ISBN-13: 978-0955606953
  • Product Dimensions: 24.1 x 16.6 x 2.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 953,278 in Books (See Top 100 in Books)

Sell a Digital Version of This Book in the Kindle Store

If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store. Learn more

Customer Reviews

4 star
0
3 star
0
2 star
0
1 star
0
5.0 out of 5 stars
5.0 out of 5 stars
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
Tomi is a great spokesperson for the mobile industry and this book reflects that. Building his case step-by-step, he puts forth the case for mobile as a compelling mass media channel detailing the evolution of media itself and how mobile differs, enhances, and excels. For folks looking to become familiar with the intricacies, it is a brilliant primer. For people already in the industry, it has stats and case studies that one can learn from. Highly recommended.

Chetan Sharma
Comment | 
Was this review helpful to you?
5.0 out of 5 stars Mini Encyclopedia on Impact of Mobile 12 Jan 2009
Format:Hardcover
Tomi is an evangelist for the mobile industry. His latest book is a mini encyclopaedia covering a great breadth of topics in lucid manner. Each chapter of the book is supported with valuable data, charts, case studies and in-depth analysis. Book is an easy read and as Tomi rightly says towards the end of the book 'It has awakened an appetite to this opportunity". Highly recommend.
Comment | 
Was this review helpful to you?
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.7 out of 5 stars  3 reviews
9 of 12 people found the following review helpful
4.0 out of 5 stars Very Solid, Yet Still Ahead of Pereceptions 23 Feb 2009
By Antoine RJ Wright - Published on Amazon.com
Format:Hardcover|Verified Purchase
For the past two months, I've had a book list at Amazon to which I've been meaning to get to. Due to a sprained knee last weekend, I started on the list and this week, the first two books came in. The first one to be read, Mobile as 7th of the Mass Media by Tomi Ahonen.

So I simply made a goal for myself with this book: that I would take only one day to read it front to back. And that I did. 4hrs even it took, and this was the hardest book to read that I went straight through. Simply put, there were so many points that stuck out that I found myself stopping to reflect more and more - not just about mobile - but what it means to live in a connected generation.

Mobile as 7th of the Mass Media is a bit more than 300 pages of statistics and perspectives about the rise and impact of mobile devices as litereally the most pervasive new technology in the last 100 years. Ahonen chronicles not only the history of mass media to this point, but how each media interacts with one another, statistically reaching more and different people, eventually growing out from the media the preceeded it, to something else world-changing. We are in the 7th iteration of mass media in repsect ot mobiles (or cellphones), and its in this 7th interation that we have and will continue to see the most disruptive changes to our lives across every social and economic strata.

From a literary perspective, this is a very thick book that does a great job of presenting facts and figures, then rounding perspectives in a global manner to the reader. Its very hard to read this book only in the perspective of "I don't see this in my neighborhood," because the effects are so far reaching. And at the same time, some of the repeated analogies and metaphors might turn off those who are looking at this as more of a story of why mobile is a mass media, rather than the way it is written - how mobile is a mass media and what those effects can be.

From the perspectve of a mobile and web technology writer, I can say that this is (a) required reading, and (b) reflective reading. The perception of what is "good" and "far reaching" online can be missed when we see that the Internet, laptops, and even email constitute a much smaller frame of connectivity than what we tell others or learn for ourselves. Simply speaking, Mobile as 7th of the Mass Media gives every reason for one to reevaluate why they are analyizing mobile technology, and truly see it first through the eyes of all its uses (real and potential) and why the media themes leading up to mobile will have to walk alongside or get ran over.

While it is that I read Mobile as 7th of the Mass Media in the course of 4hrs, I would recommend this not only as reading material, but short-term reference material. The facts and figures are bolstered by solid research that is constantly being checked and rechecked. And at the same time, the baseline of information provided will endear the reader and analyst alike to better speak about mobile towards its intended aims, and not frame it in the perceptions of other media.

I would not recommend Mobile as 7th of the Mass Media to someone who is not into mobile, web, or connected services. This is not sociology in that respect. I would recommend it to web developers, business analysts, economists, teachers, and parents of technological teens as a means of pointing them to what is to come (quickly).

It is in this respect that Mobile as 7th of the Mass Media is a great book. It does not pertend to know the "why" of mobile, but rather the "what" and "how" and then "what's next" aspects of understanding it. This foundation makes not just for better device users, but better and more empowered world citizens.
3 of 6 people found the following review helpful
5.0 out of 5 stars 21st Century Media strategy must read 31 Jan 2009
By Steven B. Epstein - Published on Amazon.com
Format:Hardcover
Tomi Ahonen's new book is a media mapping gift for organizational leaders world wide.
He has outlined a rigorous and documented structure for publishers, governments, corporations, activists, and individuals to understand the
21st Century media maelstrom and to implement mobile strategies immediately.

By enumerating all the unique issues with mobile, and its ability to cannibalize the power and effectiveness of
the older 6 media types, Tomi is giving moguls and newbies alike a matrix to understand a world where a Twitter user with SMS is now 100000X more effective in 30 minutes than Reuters et al can be in the
new 'user generated media' universe ---untracked by Google for 48 hours or longer it seems.

Tomi's experience and sharing of deep market research in Finland and in Korea and with dozens of other mobile markets, is another gift for CEO's and CMO's in this book.

With 3 billion and soon to be 4 billion mobile users messaging, receiving intelligent network based SAAS alerts, and navigating to local language websites configured for mobile; Tomi is giving SME's and desperate media executives the needed framework and linkages to coordinate the 7 media types seamlessly.

As with many things with the world in tumult, the march of mobile as a 10 to the X political, economic, social, and educational bulwark continues with billions of messages per day etc and new business models.

Tomi's book is a complete marketing and strategy class under one cover.
I had to read it twice to understand many of the innovations bubbling quickly in the youth markets of Japan and Korea.
Those who read it, and ponder its lessons for their affairs with mobile enablement will be enormously enriched and informed of leading trends and innovations. The media dinosaurs who will not read it, will continue their death spiral and their eclipse.
This book is on the top shelf of my library and is equal in power to the Cluetrain Manifesto in its voice of authority and prescience.
Basically, every MBA student in 2009 needs to read this book.
Every CMO needs to roadmap the difficulties of this economic cycle with its principles.

Steve Epstein
CEO
IDNoptions LLC
International Domain Name development and brokerage.
3 of 6 people found the following review helpful
5.0 out of 5 stars Excellent coverage of Mobile's impact on the Media industry 28 Dec 2008
By Chetan Sharma - Published on Amazon.com
Format:Hardcover
Tomi is a great spokesperson for the mobile industry and this book reflects that. Building his case step-by-step, he puts forth the case for mobile as a compelling mass media channel detailing the evolution of media itself and how mobile differs, enhances, and excels. For folks looking to become familiar with the intricacies, it is a brilliant primer. For people already in the industry, it has stats and case studies that one can learn from. Highly recommended.

Chetan Sharma
Were these reviews helpful?   Let us know
Search Customer Reviews
Only search this product's reviews
ARRAY(0xad958c18)

Customer Discussions

This product's forum
Discussion Replies Latest Post
No discussions yet

Ask questions, Share opinions, Gain insight
Start a new discussion
Topic:
First post:
Prompts for sign-in
 

Search Customer Discussions
Search all Amazon discussions
   


Look for similar items by category


Feedback