This book is a good introductory text to advanced mobile data marketing, and not just 3G as the title implies. It is not a technical guide, more a balanced mobile data guide.
The emphasis offered is very much tied to the marketing / sales of mobile cellular services, not just cell phones. The book gives a robust overview of market intelligence, segmentation, service development and product management, including marketing aspects such as distribution channels, partner management, terminals and portals. It provides more background insight through explanation of both Billing and Tariffing options, and Churn reduction programmes, but draws the line before reaching Customer Care. Whilst a little Nordic in its approach, in areas such as Branding, Promotion and Reachability or Accessibility (tavoitettavuus), particularly given the authors background, it is generally thorough and reliable as an overview of Mobile Data Marketing techniques.
Some of the techniques introduced, such as the "5 M's" of mobile service creation, represent useful practical tools for market analysis. The "early 8's" also represent a useful framework for new service development. The authors also recognise the fast changing nature of mobile data and 3G, and have provided a useful reference source list of some key websites worth watching for further developments.
Now that there are more than 10 million 3G customers globally, I am sure many will read this book to assist their thinking, en route to 100 million (and beyond) advanced mobile "non voice" services for 3G customers.
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