Mobile communications and next generation wireless networks emerge as
new distribution channels for the media. This development offers
exciting new opportunities for media companies: the mobile communication
system creates new usage contexts for media content and services; the
social use of mobile communications suggests that identity
representation in social networks, impulsive access to trusted media
brands, and micro-coordination emerge as new sources of value creation
in the media industries. In the light of this background, this book
takes two different viewpoints on the development of mobile media: from
a competitive strategy point of view it analyzes the extension of
cross-media strategies and the emergence of cross-network strategies;
from a public policy point of view it develops demands and requirements
for an innovation policy that fosters innovation in mobile media
markets.