Leveraging Mobile Media Cross-Media Strategy and Innovation Policy f
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 con
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Information Age Economy
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Valerie Feldmann
Leveraging Mobile Media Cross-Media Strategy and Innovation Policy for Mobile Media Communication
With 17 Figures and 13 Tables
Physica-Verlag A Springer Company
Dr. Valerie Feldmann McKinsey & Company 55 East 52 Street, 21 Floor New York, NY 10055 USA E-mail: [email protected]
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Preface
Mobile communications emerges as new distribution channel for media content and services. This development raises the question how media companies can use this new channel for their existing content and create cross-media and crossnetwork audience flows; how they can take the social use of mobile communications into account for the development of innovative mobile content and services; and how the regulatory framework should be designed to foster innovation and strengthen user innovation networks. Three research stages have influenced the development of my thoughts and arguments on leveraging mobile media: my time as visiting doctoral fellow at the Columbia Institute for Tele-Information (CITI), Columbia Business School, New York; as a telecom policy consultant for the Strategy and Policy Unit (SPU) of the International T
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