Marketing Wireless Products provides a comprehensive insight into the world of wireless technology marketing by addressing the many issues faced in effectively presenting this new technology to the end user/consumer.
The book is based upon the rationale that technology marketing, and in particular wireless technology marketing, has always proved somewhat paradoxical to those working within the industry. By drawing upon the knowledge of industry leaders within the wireless world, the reader significantly benefits from the personal experiences of those who are primarily responsible for communicating a product's message to the consumer.
To those entering the world of technology marketing for the first time, Marketing Wireless Products provides a valuable tutorial, opening up the reader to the thoughts and experiences of industry figureheads, whilst encouraging the birth of fresh perspectives. To existing technology marketers, the book provides a valuable reference, allowing the reader to consider his/her particular approach to marketing alongside the successes and failures of peers.
The book is accompanied by a regularly updated web site to keep up with advances in the field as this is such a fast-moving area and technology is continuing to change rapidly.
Table of Contents
Dedication; About the authors; Contributing authors; Foreword - Simon C. Ellis, Chairman of the Bluetooth SIG Marketing Team; Acknowledgements; Introduction; Part 1 History and theory - A brief history of wireless technology (Sarah-Jayne Gratton);How wireless technology works (Dean A. Gratton); What makes a wireless product sell? (Sarah-Jayne Gratton); Comparing Wireless technologies (Dean A. Gratton); Part 2 Leading perspectives - The birth of an idea (Johan Åkesson, Ericsson Technology Licensing); Marketing IBM wireless leadership (Dr Ronald Sperano); From entrapment to freedom (Gary Evans, Toshiba UK); Marketing wireless: a manufacturer's perspective (Nick Hunn, TDK Systems Europe); Mobilian marketing: using all available channels for marketing influence and intelligence (Wade Gillam, Mobilian Corporation); Short distance wireless: Marketing 802.11 and Bluetooth (Tom Siep, Bluetooth SIG); A pioneer for mobile communications (Derrick Emeka, TDK Systems Europe); Marketing the advanced operating system for mobile phones (Simon Garth and Andrie de Vries, Symbian); Part 3 Looking to the future - Where do we go from here? (Sarah-Jayne Gratton); Conclusions drawn and lessons learned (Sarah-Jayne Gratton); References; Glossary; Index.