By Valerie Feldmann
Mobile communications and subsequent new release instant networks become new distribution channels for the media. This improvement bargains intriguing new possibilities for media businesses: the cellular communique procedure creates new utilization contexts for media content material and providers; the social use of cellular communications means that id illustration in social networks, impulsive entry to relied on media manufacturers, and micro-coordination come to be new assets of worth production within the media industries. within the gentle of this historical past, this publication takes diverse viewpoints at the improvement of cellular media: from a aggressive technique perspective it analyzes the extension of cross-media options and the emergence of cross-network suggestions; from a public coverage viewpoint it develops calls for and specifications for an innovation coverage that fosters innovation in cellular media markets.
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Additional info for Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media Communication
Example text
O. N. (2002). N. (May 1, 2003). N. N. (July 25, 2002). N. (July 16, 2002). N. (2003c). N. (May 2, 2002). N. (June 23, 2003). N. (May 23, 2002). N. (August 15, 2002). N. (November 18, 2002). N. (July 15, 2002). N. (March 7, 2003). N. (January 8, 2003). See Mariano (January 28, 2002). Character licensing is a popular licensing form for mobile content that can support existing contents and formats, build new audiences, and make a media brand (element) ubiquitously available. Licensed content is in many cases used for the personalization of handsets.
18 A - Incentives, barriers, and drivers for mobile media development clients, also in traditional and online media. In Japan there is also a trend to use the mobile phone as a market research tool. Mobile quiz games are used to test the effect of TV and other advertisements. ‘Ashai’ and ‘Nikkei News’ have started to offer daily quiz games through which users can accumulate points and can win prizes. 13) However, mobile customers have to give permission and opt into these datamining and advertising forms as a beneficial consequence of their privacy and data protection rights (see E-2).
N. (June 23, 2003). N. (May 23, 2002). N. (August 15, 2002). N. (November 18, 2002). N. (July 15, 2002). N. (March 7, 2003). N. (January 8, 2003). See Mariano (January 28, 2002). Character licensing is a popular licensing form for mobile content that can support existing contents and formats, build new audiences, and make a media brand (element) ubiquitously available. Licensed content is in many cases used for the personalization of handsets. For example, Disney has licensed its popular characters as well as film music to providers of screensavers and ring-tones.