Unlocking the Mobile Economy

By Anindya Ghose

How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.





How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.

Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge—a butler, not a stalker.

Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.


$29.95 T ISBN: 9780262036276 240 pp. | 6 in x 9 in 11 figures


$17.95 T ISBN: 9780262536059 240 pp. | 6 in x 9 in 11 figures


  • The smartphone is a truly transformative technology. This book is required reading for anyone who wants to understand how mobile technology is changing our businesses, our economy, and our lives.

    Hal Varian

    Chief Economist, Google

  • With succinct writing and great authority, Anindya Ghose delivers a tour de force on the mobile economy. Ghose draws on his vast experience as a researcher, consultant, and speaker as he unravels the nine key factors that determine users' mobile experiences and the four human contradictions that can vex the 'Tappers.' The delicate trade-off between privacy and commercial opportunity is handled adroitly; consumer or marketer, you need this book on your shelf (or phone)!

    David R. Bell

    Xinmei Zhang and Yongge Dai Professor, Wharton School, University of Pennsylvania; author of Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One

  • The mobile economy has already unlocked trillions of dollars in value, but we're still in the early days of this revolution. Ghose draws on his path breaking research and compelling case examples to provide the definitive guide to the emerging opportunities and challenges. Required reading.

    Erik Brynjolfsson

    Professor, MIT, and Director of the MIT Initiative on the Digital Economy; coauthor of The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies

  • Tap is the most comprehensive book I've seen on mobile's business transformational power and its unique ability to get closer to customers.

    Greg Stuart

    CEO, Mobile Marketing Association; coauthor of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds


  • Bronze winner in Economics from the 2018 Axiom Business Book Awards
  • Gold winner in Business Technology from the 2018 Axiom Business Book Awards