The Six Immutable Laws of Mobile Business (英語) ペーパーバック – 2010/1/7
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Valuable lessons from Japan’s mobile industry yield 6Immutable Laws for Mobile Business globally
Japan’s mobile customers enjoyed better mobile devices,more content, and the most advanced functionality and services forthe last 10+ years. This book helps cut through the many myths andall of the hype surrounding Japan’s mobile dominance toidentify the most important laws that will guide the success ofmobile businesses around the world. Based on detailed marketanalysis and unprecedented access to the major players and pioneersof the Japanese mobile industry, this publication helps youunderstand the Six Immutable Laws of Mobile Business. These willhelp you and your business successfully navigate the challengesthat the world’s Wireless Revolution brings. From Law #1through Law #6, authors Philip Sugai, Marco Koeder, and LudovicoCiferri will help guide you to distinguish mobile myth from mobilefact, micro developments from macro trends, and regionalcharacteristics from universal truths.
The book highlights Japan’s incredible efforts to offerconsumers complex, high-tech devices with enriched services thatare nonetheless elegant and easy to use, a quest which the authorshave labeled "Simplexity." Based on their interviews andobservations, the authors assert that, "Simplexity will be whattruly empowers individual users through their mobile devices.
Filled with case studies exploring all aspects of the Japanesemobile industry, this unique publication points carriers andcontent and service providers towards successful business modelsand practices for today’s and tomorrow’s mobileInternet.
This book is the beginning of the conversation of The SixImmutable Laws of Mobile Business, which is regularly being updatedand expanded upon at:www.siximmutablelaws.com
Philip Sugai, DSc, MBA, is the Director of the MobileConsumer Lab and Professor of Marketing at the Graduate School ofInternational Management at the International University of Japan.He is an advisor to a number of companies in Japan and overseas onthe strategic implications of wireless technologies on consumerbehavior.
Marco Koeder, MS, is Executive Director of CyberMediaK.K., a leading digital media agency in Japan. He is also a mobileevangelist and strategic advisor to global players in the onlineand media industries.
Ludovico Ciferri, MA, is Research Manager at IstitutoSuperiore Mario Boella, where he is in charge of the Japan andAustralasia regions. He is a researcher at Mobile Internet Capital,Inc. and teaches mobile business strategy at the InternationalUniversity of Japan's Graduate School of InternationalManagement.
I found this book while surfing on the net, searching for information about mobile business and I think that what convinced me to buy the book, was that they were many interviews with successful mobile business owners, like the founder of Mixi for example. For the whole list check [...]
I didn't really know what to expect from it but I had the feeling that it was going to be interesting...
And it was! Here are a few learning from this book. (I don't want to spoil to much)
I learned that most of us, have misconceptions about why the mobile industry is so advanced in Japan and the and the authors have done a great documented work to debunk them.
I learned, about the Japanese Mobile ecosystem and understood the reasons why the WAP was not designed to be as successful like the I-mode.
The chapter 3 relates quite well with a project I have been working on, because it discuss about how the mobile phones have evolved from a simple wireless phone to an empowering tools for its users and even for businesses.
The final chapter defines the new era of Simplexity, which is a stage where complex technology starts to become more user friendly and intelligent.
I have personally discussed with two of the authors and want to thank personally Marco and Philip for giving me priceless recommendations, about what I should think about before starting the development of my project.
If you want to start a mobile business, even if it's not in Japan, I personally recommend you to read this book. There are few concepts that I didn't even know they were existing like the time zones, but they turn out to be very important when thinking about the business model.
5 merited stars, that's my opinion.
Very shortly speaking the book will provide you with easy to read, easy to understand theoretical research of mobile business models, backed up by interviews conducted with some of the industry's pioneering professionals.
First off the book will de-mystify the Japanese market and explain why the business models used by Japanese corporations might as well be used on a Global scale. Should you need more convincing that Japan is not so very special on a general note I'd recommend to read Yoshio Sugimoto's book on Japanese society claiming that even though Japan is different in some aspects it is surely not as "uniquely unique" as popular belief will have it. Enough on that detour, back to Six Immutable.
Secondly the book brilliantly describes the "Ecosystem" model of Japanese company DoCoMo's I-mode product. Without disclosing too much information this chapter will provide critical knowledge on why Apple's IPhone is such a success and why the Android platform has the opportunity to be hugely successful as well. Being a non-industry expert this chapter was a real eye-opener for me.
Roughly speaking the rest of the book describes concepts and ideas to be aware of when designing business models and content for the mobile platform and the mobile internet. It all ends up with a model the authers somewhat popularly calls "Simplexity". In plain words it is all about how exactly to deliver a simple-to-use product of value to consumers, albeit doing so on a highly complex platform.
I will highly recommend that anyone working with or studying mobile commerce to read this book. If you are simply just interested in the field the book is very good as well. Though you may not understand some of the technical jargon used on a few occasions that does not really matter. The book is not a technical one, but rather a book to provide you with general, useful insights.