Mobile As 7th of the Mass Media

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With the subtitle of Cellphone, Cameraphone, iPhone, Smartphone, this book takes readers on a journey through advanced content and media services on mobile phones in leading telecom countries like Japan, South Korea, and Finland. It explores the taxonomy of the seven mass media, emphasizing lessons learned from the introduction of newer media, which are applied to mobile as the 7th media. The author argues that merely copying content from television, newspapers, or the internet to mobile is insufficient. The book begins by examining the mobile content industry and consumer behavior in four chapters. It then dedicates two chapters to creating engaging mobile content while debunking myths about small keypads and screens. Subsequent chapters focus on promising media content areas such as music, gaming, TV, internet, advertising, and social networking, detailing what succeeds and what fails in mobile deployment, including a chapter on SMS text messaging. The author expands his mobile service theory from 5 M's to 6 M's, discussing the unique benefits of mobile as a mass media channel and the evolution of mobile phones through the 8 C's. The conclusion features essays on disruptive factors creating new opportunities and an analysis of why the American industry lags behind in mobile telecoms. This hardcover edition spans 322 pages and includes 16 case studies, current statistics, end-user analysis, and real-world examples.