Table of Contents
Acknowledgments xi
Foreword MICHAEL BECKER xiii
Preface xv
Part I The Early Years 1
Chapter 1 Radio’s Days of Glory 3
Chapter 2 Hipcricket’s Beginnings in a Starbucks 5
Chapter 3 Mobile at the Start of the Millennium 7
Chapter 4 American Idol Engages a Nation 10
Chapter 5 RAZR Sharpens Mobile’s Focus 12
Chapter 6 Hipcricket’s First Customers 14
Chapter 7 Listening to the Consumer 17
Chapter 8 The Brands Show Some Interest 20
Chapter 9 Mobile as a Natural Progression 23
Chapter 10 Mobile in the Fight Against Cancer 25
Chapter 11 Stops and Starts 27
Chapter 12 Build Me an iPhone App 29
Chapter 13 Hipcricket Matures, Rebrands 32
Chapter 14 It’s Not Spam on the Phone 34
Chapter 15 Texting with the Phone to the Ear? 36
Chapter 16 Mobile Award For Dummies 41
Part II The Present 45
Chapter 17 The Recession’s Effect on Mobile’s Growth: Businesses, Especially Retail, Feel the Pinch 47
Chapter 18 Behavior Changes Seen in All Age Groups 51
Chapter 19 Mobile Gets Busy: The Rise of the Call to Action 54
Chapter 20 Radio Regains Its Magic 56
Chapter 21 Hipcricket Weathers the Recession 58
Chapter 22 The Brands Rebound from the Recession 65
Chapter 23 The Rise of Loyalty Clubs 68
Chapter 24 MillerCoors Drinks from Android Cup 72
Chapter 25 Belle Tire Rolls with Mobile 74
Chapter 26 Other Brands Produce Notable Campaigns 79
Chapter 27 Trends 83
Chapter 28 Innovation: Emergence of Multiscreen Marketing 95
Chapter 29 Looking Internationally for Guidance 112
Chapter 30 Hipcricket Builds for the Future 123
Part III The Future 131
Chapter 31 Determining Whether Mobile Has Arrived 133
Chapter 32 The Ever-Changing Consumer 135
Chapter 33 The Tools You Can Use: Considering Mobile Products and Services Individually 137
Chapter 34 The Real Questions Marketers Should Ask 152
Chapter 35 Advice from the Smartest Marketers 176
Conclusion So Where Are We with Mobile Marketing? 186
Epilogue 188
About the Author 197
Index 199
