The money side of mobile services .....

If you need to know all about the business aspects of new wireless services in 3G/UMTS then this is the book for you! It illustrates the revenues, profits and revenue-sharing involved in topics such as m-Commerce, multimedia messaging, mobile advertising, m-Banking, telematics, location based services, B2B, B2C and B2E business services, CRM and ERP business systems, music, gaming, information, entertainment, etc.

m-Profits explains new mobile service phenomena such as micropayments and reachability. With comparisons to the PC and PDA world, m-Profits covers 2G, 2.5G, 3G and 4G cellular, and technologies such as W-LAN (WiFi) and Bluetooth. This volume contrasts the business impacts to network operators, MVNOs, portals, service providers, application developers, content providers and equipment vendors and includes marketing, tariffing and competitiveness.

m-Profits discusses which revenues can be generated, profitably, and how they can be shared and analyses new service propositions, new value systems, new partnerships and new competitive forces that ultimately meet in the 3G environment. This authoritative resource takes the reader on a journey into the near future where a mobile services industry, which started only in 1998, is to reach a Trillion dollars in annual revenues worldwide by 2010.

• Discusses the money angle to over 170 new services

• Reviews 50 real services from around the world validating concepts in the book

• Introduces the 5 M's of how to create value in mobile services

• Explains the Money Migration theory on the evolution of telecoms economics

• Presents the Hockey Sticks theory of how revenues and costs relate in 3G

• Includes over 10 analogies from other industries to help explain new concepts

• Contains over 25 context-specific hints to out fox the competition

3G and its related modern services opportunity is a new game for mobile operators and presents challenges that the modern marketing staffs at mobile operators are not experienced in. No comprehensive book currently exists on how to market the new mobile services. As 3G networks come on line, and with ever increasing competitive pressures, a comprehensive marketing book focusing on mobile services is needed.

With 3G/UMTS the mobile operators will witness a mature marketplace where modern marketing tools and methods are needed. This is radically different from the second generation of mobile telecoms, when only speed of coverage and speed of connecting customers were keys to success. The operators will be facing more competitors, of more technical rival solutions, under heavy media and financial sector scrutiny, and under ever increasing pressure from owners. The technical platform will provide each competitor with roughly similar opportunities, so success in the market place will depend on optimal utilization of marketing methods. This book discusses all of them and provides proven lessons in which methods work in any given market situation.

• Addresses subject from the viewpoints of network operator, virtual operator, service provider, content provider, and end-user
• Explains how new 3G services will be marketed
• Provides a strong focus on current technologies such as SMS, WAP and GPRS
• Covers the traditional areas of marketing mix with emphasis on areas of significance for mobile services, i.e. brand, bundling, terminals, portals, etc
• Highlights those topics that are poorly utilised or understood by cellular operators today, i.e. segmentation, market intelligence, reachability, churn, etc