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Beyond Mobile: People, Communications and Marketing in a Mobilized World
 
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Beyond Mobile: People, Communications and Marketing in a Mobilized World (Hardcover)

by Mats Lindgren (Author), Jorgen Jedbratt (Author), Erika Svensson (Author)
3.0 out of 5 stars See all reviews (2 customer reviews)
RRP: £40.00
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Product details

  • Hardcover: 288 pages
  • Publisher: Palgrave Macmillan (6 Mar 2002)
  • Language English
  • ISBN-10: 0333985087
  • ISBN-13: 978-0333985083
  • Product Dimensions: 23.6 x 15.6 x 2.4 cm
  • Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 559,325 in Books (See Bestsellers in Books)

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Product Description

Carl Wåreus, Director of Marketing, McDonalds Northern Europe
...highly informative, extensive descriptions of likely scenarios...a book that has arrived just at the right time.

Mary Jensen, Industry Standard
...you would be well advised to spend time and
attention on this book.

See all Product Description

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10 of 11 people found the following review helpful:
5.0 out of 5 stars At last  mobile communications in a greater context, 9 April 2002
By A Customer
"Any technology gradually creates a totally new human environment" wrote Marshall McLuhan. So what will be the outcome of the rapid emergence of mobile lifestyles and technologies?

We are living in a period of onslaught of hype and hope when it comes to the possible effects of the technological advances in mobile communications. From one side technobabble glorifying the possibilities of the new technologies solving that which nobody yet has perceived as a problem. The only problem being that of predicting the speed of technological diffusion. On the other, side the commercial dreams of telecoms and content providers, hoping to hit the golden mother lode of content.

In the midst of this dense fog, the futurists and scenario planners from Kairos Future explore several of the possible futures. The book starts by building the case from several aspects technological, commercial, lifestyle, sociological etc. Well researched, yet not overwhelming in detail. We are given a clear presentation of the possibilities that may emerge in the dynamics of the interaction between telecommunications, entertainment, knowledge and mobile lifestyles.

One of the main strengths is that Lindgren et al, not only understands the technological possibilities but have so much experience from lifestyle studies that they take into account how people actually behave. Which underlying sociological changes creates a demand for mobile communications?

Sensibly the authors do not fall into the trap of most writers in this field, who promote one single future, which they prophesize. Instead we are given four very possible and different scenarios, all just as probable. The purpose of which is to let us readers use our brains and our own judgment and allow us to grope our way into the future, giving us a better chance to recognize the patterns and understand which direction finally emerges.

Required reading and highly recommended for anybody interested in mobility, telecom and/or lifestyle issues.

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4 of 7 people found the following review helpful:
1.0 out of 5 stars Beyond Mobile? That's still a long way to go..., 16 Jul 2003
By Christoph Schülke - See all my reviews
(REAL NAME)   
A close look into the future of mobile communications from a human centred perspective is what the authors of "Beyond Mobile" are promising. However, rather than unfolding the complex axioms of social/cultural and technolgical implications on mobile life and consumer behaviour in a world of constant access, we are presented with a plain - and only the surface touching - introduction in the principles of marketing and faced with depthless generalizations. If that is the result of "a project running for several years to look into the future of the mobile marketplace"...poor work!
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