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VINE VOICEon 20 September 2008
There are many books available surrounding all the "hoohah" about mobile technologies and the promises they hold. Mobile Revolution is clearly not one of them as it has a much broader content base in my opinion. It not only dwells on the fascination for such technologies, but traces trends, hypothesises how it might impact individual markets for mobile/digital communication and captivates the mood and enthusiasm for such products.

The author suggests that "Being digital was only the beginning. Being mobile is the future." There is no harm in believing in mobile digital communication and being ever so slightly utopian, which the author is. However, he acknowledges that different mobile markets will catch-up at a different pace with the leading pack.

Trends-wise, the book charts the exponential rise in mobile customers worldwide, especially as Indian and Chinese consumers appreciate mobile communications in increasing numbers. Demographic and numeric calculations/projections apart, there is ample treatment of existing and emerging mobile technologies, especially mobile internet. The book also contains interviews about the subject with some 80 leading executives from the world of mobile communications and mass media.

It is divided into three parts - market transformation, mobile consumer services and mobile business services. Marketing students, media students, researchers in digital media and mobile industry executives may find it to be a useful resource. However, understanding this book requires a broader industry knowledge / awareness and it is not a leisurely insight into mobile communication. Far from it, this comprehensive industry account is as much about mobility in consumer and business markets, as it is about marketing innovation that has been brought about by developments in mobile technologies. Hence, it requires patient reading.
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