Mobile Futures

Whether a success or a failure the international implementation of 3G services is inevitable. However, companies seeking to exploit their content in the 3G space have few, if any, places to turn in developing their strategies for products and content management. Current business books on 3G focus primarily on technical, marketing or m-commerce issues. None deal with products and content as their primary subject or provide a detailed case study of a 3G operator. This book will present key chapters on Wireless Digital Strategies, Wireless Mobile Products, Wireless Content Management, and the Operational Management of Digital Assets. The book will also include a detailed case-study of Hutchison 3G ('Three'), which will be the first 3G operator to achieve a national or international presence.
The features include: focuses on the strategic business issues of product and content development for 3G; explores why and how money can be made from content; draws upon the author's direct experience of the sector as Lead Product and Content Analyst at Hutchison 3G during 3G rollout, Management Consultant to Xansa Telecoms and Lecturer in Management Science at Warwick and Aston Business Schools; and includes detailed case study of the roll-out of 3G services by a major 3G operator. In order to make money from 3G, telecommunications companies need to lure customers to their 3G offerings by providing them with Services they want. These services require attractive content and must-have products. All telecommunications companies must therefore develop business strategies that fully exploit the opportunities they have to acqure and develop appropriate content and products for 3G services - this book is essential reading in order to achieve that goal.