اعمال نفوذ رسانه همراه: متقابل رسانه استراتژی و سیاست نوآوری برای ارتباطات سیار رسانه Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy for Mobile Media Communication
- نوع فایل : کتاب
- زبان : انگلیسی
- نویسنده : Dr. Valerie Feldmann (auth.)
- چاپ و سال / کشور: 2005
- شابک / ISBN : 978-3-7908-1575-7, 978-3-7908-1633-4
Description
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.
