# Tap: Unlocking the Mobile Economy

1 Books April 25, 2017 ![Cover of Tap: Unlocking the Mobile Economy](/sites/default/files/styles/246w/public/assets/images/tap-article.jpg?itok=us5-WhD0) By Anindya Ghose > When mobile advertising is done well ... the smartphone plays the role of a personal concierge -- a butler, not a stalker.

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Professor [Anindya ](http://www.stern.nyu.edu/faculty/bio/anindya-ghose)[Ghose](http://www.stern.nyu.edu/faculty/bio/anindya-ghose), this two-way exchange can benefit both customers and businesses. In *Tap: Unlocking the Mobile Economy*, Professor Ghose welcomes us to the mobile economy of smartphones, smarter companies and value-seeking consumers.

Drawing on his extensive research in the United States, Europe and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica and Travelocity, he describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, he argues, the smartphone plays the role of a personal concierge — a butler, not a stalker.

Professor Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory and weather, and he examines these how these forces operate, separately and in combination. With *Tap*, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes and the Internet of Things, the future of the mobile economy seems limitless.
## To learn more, visit [Amazon](https://www.amazon.com/Tap-Unlocking-Mobile-Economy-Press/dp/0262036274/ref=sr_1_1?ie=UTF8&qid=1488321363&sr=8-1&keywords=anindya+ghose+tap)

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*Anindya Ghose is a Professor of Information, Operations and Management Sciences, Professor of Marketing, NEC Faculty Fellow, Stern Faculty Scholar and Director of the Masters of Science in Business Analytics.*## More by Anindya Ghose

- [The AI Advertising Paradox](https://www.stern.nyu.edu/experience-stern/faculty-research/ai-advertising-paradox)
- [Thrive: Maximizing Well-Being in the Age of AI](https://www.stern.nyu.edu/experience-stern/faculty-research/thrive-maximizing-well-being-age-ai)
- [Only One Left at this Price! The Effects of Nudging on Consumer Behavior](https://www.stern.nyu.edu/experience-stern/faculty-research/only-one-left-price-effects-nudging-consumer-behavior)
- [Do Health Apps Really Make Us Healthier?](https://www.stern.nyu.edu/experience-stern/faculty-research/do-health-apps-really-make-us-healthier)
- [The Interplay Between Online Reviews and Physician Demand](https://www.stern.nyu.edu/experience-stern/faculty-research/interplay-between-online-reviews-and-physician-demand)