Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media Communication

Table of contents......Page 8
Introduction......Page 14
1 Motivation of the book......Page 15
2.1 Mobility dimensions of information, devices, and people......Page 17
2.2 Definition of mobile media......Page 19
3 Objectives and structure of the book......Page 22
1 Media companies\' incentives for engagement in mobile media markets......Page 26
1.1 Systematic overview of revenue forms and revenue models in mobile media markets......Page 27
1.1.1 Typology of mobile revenue forms......Page 28
1.1.2 Mobile revenue models......Page 33
1.2 Strategies for multiple utilizations of content......Page 37
1.2.1 Versioning strategies......Page 38
1.2.2 Licensing strategies......Page 40
1.3 Personalization and interaction options for mobile media......Page 43
1.3.1 Mass customization and personalization of professionally produced content......Page 44
1.3.2 Interaction options for mobile media......Page 45
1.4 Network economics of mobile media......Page 46
1.4.1 Creating values and setting standards in mobile media markets......Page 47
1.4.2 System-focused processes and lock-in’s in mobile media markets......Page 49
2 Barriers to and drivers of the diffusion of mobile media......Page 51
2.1.1 Uncertainty about applications of new media in the history of media and ICT innovations......Page 52
2.1.2 Sources of innovation......Page 55
2.1.3 Innovation diffusion processes......Page 56
2.2 User-innovation networks as potential drivers of mobile media diffusion......Page 58
2.2.1 The influence of social use on innovation diffusion......Page 59
2.2.2 Networks of innovation......Page 60
2.2.3 User innovation networks......Page 63
1.1 Taxonomy of mobile devices......Page 66
1.1.1 Differentiating criteria for the mobile device taxonomy......Page 67
1.1.2 Classification of mobile devices......Page 68
1.1.3 Evaluation of mobile personal devices......Page 70
1.2.1 The mobile phone as personal and lifestyle device......Page 73
1.2.2 Integration of computing and storage capabilities......Page 75
1.2.3 Integration of portable media functions......Page 76
2.1 Next generation cellular networks......Page 78
2.1.1 Technological and economic challenges for the provision of media content over next generation cellular networks......Page 79
2.1.2 Policy challenges for the provision of media content over next generation cellular networks......Page 81
2.2 Wireless LAN as wireless access networks......Page 82
2.2.1 Wireless LAN characteristics versus 3G networks characteristics......Page 83
2.2.2 Public wireless LAN services......Page 84
2.3.1 Integration of 3G, wireless LAN, DAB and DVB-T......Page 86
2.3.2 Implications of an integrated network approach for media content provision......Page 89
3.1 Mobility characteristics in space, time, and the personal communication sphere......Page 91
3.1.1 Connectivity: always on and on demand......Page 92
3.1.2 Location flexibility: ubiquity and location-awareness......Page 94
3.1.3 Personal communication sphere: hybridization of public and private space......Page 95
3.2 Mobile communications’ usage context......Page 96
3.2.1 Stationary and mobile usage reasons......Page 97
3.2.2 Captive communications......Page 98
C The social use of the mobile communications system......Page 100
1.1.1 Emergence of personalized social networks......Page 101
1.1.2 Mobile communication relationships in social networks......Page 102
1.2 Mobile identity in social networks......Page 104
1.2.1 Self-identity, multiple and collective identities and mobile communications use......Page 105
1.2.2 Mobile communications supported narratives of the self......Page 106
1.2.3 Life politics and mobile communications......Page 110
1.3 Mobile communities in social networks......Page 112
1.3.1 Communities of peers and communities of interest......Page 113
1.3.2 Mobile ad hoc community formation......Page 116
2.1 Appropriation of mobile communications into everyday life......Page 117
2.2.1 Habituation patterns in media use......Page 119
2.2.2 Impulse behavior versus habituation in mobile communications......Page 121
2.3.1 Shifts of power and control in private spaces......Page 123
2.3.2 Shifts of power and control in public spaces......Page 125
2.3.3 Tele-presence and de-communication......Page 126
2.4.1 Micro-coordination with mobile communications......Page 127
2.4.2 Collective action via mobile communications......Page 129
2.4.3 User-contextualized content and user-driven innovation......Page 130
1.1 Definition and historic development of cross-media strategies......Page 133
1.2.1 Media brand development......Page 137
1.2.2 Customer relationship management development......Page 140
1.3.1 Classification systematization for cross-media strategies......Page 142
1.3.2 Mobile marketing support cross-media strategies......Page 144
1.3.3 Market development cross-media strategies......Page 146
1.3.4 Market diversification cross-media strategies......Page 148
2.1.1 Functional extensions of cross-media strategies......Page 150
2.1.2 Typology of mobile media categories......Page 152
2.2 Categories of mobile content and services......Page 154
2.2.1 Interpersonal communication mobile media......Page 155
2.2.2 Interactive play mobile media......Page 157
2.2.3 Information search mobile media......Page 158
2.2.4 Collective participatory mobile media......Page 160
2.3 Bundling and pricing strategies in mobile media markets......Page 162
2.3.1 Economies of aggregation for mobile media offers......Page 163
2.3.2 Mixed bundling of mobile media offers......Page 164
2.3.3 Value-based pricing strategies......Page 166
2.3.4 Mobile billing and payment systems......Page 168
3 Integration of mobile media into cross-media strategies and emergence of cross-network strategies......Page 169
3.1 Cross-media audience flows between traditional, online, and mobile media content......Page 170
3.1.1 Meta-narrative creation......Page 171
3.1.2 Cross-promotion with mobile media......Page 174
3.1.3 Micro-coordination functions of mobile devices......Page 175
3.2 Emergence of cross-network strategies......Page 176
3.2.1 Reconfiguration of fixed-line and wireless networks......Page 177
3.2.2 From hypermedia to hypernetworks......Page 180
4.1 Co-opetition as the dominant structure of mobile media markets......Page 183
4.1.1 From value chains to value nets......Page 184
4.1.2 Players and roles in the mobile media value net......Page 187
4.1.3 Integration of social networks as complementors......Page 192
4.2.1 Shifts in the relationship between media companies and mobile operators......Page 193
4.2.2 Shifts in the relationship between media companies and handset manufacturers......Page 194
E Innovation policy for mobile media......Page 196
1 Access and interconnection policies for mobile media......Page 197
1.1.1 Open access to mobile platforms......Page 198
1.1.2 Open access to mobile portals......Page 201
1.1.3 The distribution of control over content......Page 202
1.2 Interconnection policies for mobile data communications......Page 206
1.2.1 Termination charges for mobile data communications......Page 207
1.2.2 International roaming and mobile media services......Page 210
2.1 Consumer and data protection policies......Page 212
2.1.1 Location positioning technologies and location-based services......Page 213
2.1.2 Security concerns in mobile data communications......Page 215
2.2.1 Threats to liberty and quality of life......Page 216
2.2.2 Mobile unsolicited commercial messages......Page 218
3 Towards an innovation commons approach for mobile media......Page 219
3.1 Spectrum policies for wireless technologies......Page 220
3.1.1 Wireless commons and open spectrum......Page 221
3.1.2 MVNO models for spectrum sharing and trading......Page 223
3.1.3 Mobile broadcast media versus mobile cellular media......Page 227
3.2.1 Intellectual property rights for mobile media......Page 229
3.2.2 Digital rights management for mobile media......Page 232
1 Summary of the major findings......Page 236
2.1 Mobile media and its discontents: towards a nomadic society?......Page 240
2.2 Future research agenda......Page 241
Figures......Page 243
Tables......Page 244
Abbreviations......Page 245
References......Page 248