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Leveraging Mobile Media

Cross-Media Strategy and Innovation Policy for Mobile Media Communication

  • ValerieĀ Feldmann

Part of the Information Age Economy book series (AGEECONOMY)

About this book

Introduction

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

Cross-Media Innovation Management Innovation Policy Media Economics Media Management Mobile Communications communication

Authors and affiliations

  • ValerieĀ Feldmann
    • 1
  1. 1.McKinsey & CompanyNew YorkUSA

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods