Foreword
Preface
Acknowledgments
Author Bio
Section 1: The Early Years
Chapter 1: Radio's Days of Glory
Chapter 2: Hipcricket's Beginnings In A Starbucks
Chapter 3: Mobile At The Start of The Millennium
Chapter 4: American Idol Engages A Nation
Chapter 5: RAZR Sharpens Mobile's Focus
Chapter 6: Hipcricket's First Customers
Chapter 7: Listening To The Consumer
Chapter 8: The Brands Show Some Interest
Chapter 9: Mobile As A Natural Progression
Chapter 10: Mobile In The Fight Against Cancer
Chapter 11: Stops and Starts
Chapter 12: Build Me An iPhone App
Chapter 13: Hipcricket Matures, Rebrands
Chapter 14: It's Not Spam On The Phone
Chapter 15: Texting With The Phone To The Ear?
Chapter 16: Mobile Award “For Dummies”
Section 2: The Present
Chapter 17: The Recession's Effect On Mobile's Growth
Businesses, Especially Retail, Feel The Pinch
Simon Shops For Visitors
Chapter 18: Behavior Changes Seen In All Age Groups
Chapter 19: Mobile Gets Busy
The Rise Of The Call To Action
34 Cars Sold After None Moved In Month
Chapter 20: Radio Regains Its Magic
Chapter 21: Hipcricket Weathers The Recession
More Radio Success
Chapter 22: The Brands Rebound From The Recession
Selling On The Fear Factor
Engaging The Brands
Chapter 23: The Rise of Loyalty Clubs
Arby's Goes Mobile Late-Night
Chapter 24: MillerCoors Drinks From Android Cup
Chapter 25: Belle Tire Rolls With Mobile
Chapter 26: Other Brands Produce Notable Campaigns
Macy's: Mobile As The Ticket To Backstage
Perrier: Hot, Hot, Hot
Ford Has A Better Idea
Chapter 27: Trends
The Convergence of Mobile and Social
Responding At The Point of Impression
2011 As Year of Mobile Commerce
Privacy Concerns Or “Win-Win” Customer Relationship Management?
Chapter 28: Innovation
Emergence of Multi-Screen Marketing
The Introduction of Tablets
CNN Reaches The World's Audiences In New Ways
ESPN: Mobile Hits and Misses
The “Remote Control For Life”
Chapter 29: Looking Internationally For Guidance
Restrictions for U.S. Marketers
Learning By Observing
When Thinking Global, Think Local
Canada Plays Catch-Up
The Contrasts Between Europe and America
Latin America – One Size Does Not Fit All
How Microsoft Handles Disparate Markets
Chapter 30: Hipcricket Builds For The Future
Section 3: The Future
Chapter 31: Determining Whether Mobile Has Arrived
Chapter 32: The Ever-Changing Consumer
Chapter 33: The Tools You Can Use
Considering Mobile Product And Services Individually
Chapter 34; The Real Questions Marketers Should Ask
How Fast Should I Go?
How Much Time and Dollars Should I Devote?
Have We Crossed the Chasm?
Do We Have Enough Metrics To Make Wise Decisions?
Will Consumers Continue To Seek Out Offers?
What's The Future of Mobile and Social?
Does My Vendor Protect Me?
Will Transparency Move My Business?
How Will Mobile Change With The Passing of Steve Jobs?
Should We Be Looking For Innovation or The Maturing of Existing Technology?
How Do I Find A Job In Mobile?
How Do I Select A Mobile Marketing Provider?
Twitter vs. Mobile: How To Decide?
Can I Capitalize On The Hyperlocal Opportunity?
Chapter 35: Advice From The Smartest Marketers
Get Mobile To Go Mobile
Alter Course or Have Thick Skin
Be On The Lookout For the Wave
Don't Offer Excuses
Watch For Small and Large Changes
Look Beyond The Obvious
Think Beyond The Funnel
Remember Mobile Is Not The Same As Online
Find Multiple Ways To Engage
Think One To One, Not One To Many
Reconsider Traditional Media
Conclusion: So Where Are We With Mobile Marketing?
EPILOGUE
Easy Peasy
The Need To Say Please
With Mobile Comes Responsibility
iDontThinkSo
My Beef With Taco Bell's Crisis Management
Just How Important Are We As Individuals?
How Big?
