The smart phone is our most treasured tech device. If you don’t believe me, try leaving it turned off for a full day and see how many times you yearn for it! This obsession with our phones is creating a massive amount of data that is being harnessed by companies to drive their business decisions in the ever expanding $3.3 trillion dollar mobile economy.
Ghose discusses several behavioral contradictions displayed by consumers in the mobile economy. For example, people seek spontaneity, but they are predictable and they value certainty. People find advertising annoying, but also they fear missing out. People value their privacy, but they also increasingly use their personal data as their currency. Ghose demystifies how firms can resolve such behavioral contradictions and delight consumers at the same time. He makes a compelling argument that mobile advertising – done well – is far from a creepy and futuristic intrusion into our personal lives.