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]
ISBN 3-7908-1575-6 Physica-Verlag Heidelberg New York Library of Congress Control Number: 2005920593 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Physica-Verlag.Violations are liable for prosecution under the German Copyright Law. Physica-Verlag is a part of Springer Science+Business Media springeronline.com © Physica-Verlag Heidelberg 2005 Printed in Germany The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Softcover Design: Erich Kirchner Production: Helmut Petri Printing: Strauss Offsetdruck SPIN 11375616
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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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