Wireless Books

"MacOSX Panther Hacks: 100 Industrial-Strength Tips &Tools" is an updating of the earlier "MacOSX Hacks" to address the newest operating system from Apple, OS 10.3, popularly known as "Panther". The Panther OS update continues to provide opportunity for basic users and power users to customize, tweek, and hack their machines. Unlike all previous Apple operating systems, the OSX iterations incorporating Unix underpinnings, legacy OS9 and Classic components, and a continuing evolving Mac GUI, provide unusually rich and complex textures allowing for all kinds of customizations.

The book is a compilation of 100 ideas, hacks, tips, and tweeks contributed by a large handful of developers and power users covering mostly productivity-enhancing items, but also security and maintenance items, and some fun and geeky items. It is designed for the adventurous spirits who may need some guidance in customizing their machine and applications.

There are nine chapters of such hacks. Chapter 1 covers the user interface including how to customize the Apple-provided animations like the "genie-effect". Available third-party applications for customizing the user interface, like Konfabulator, are noted and evaluated (Hacks #2).Others include launchers, desktop applications, keyboard shortcuts and the like. (Hacks 3-9).

Other sections include an introduction to Applescript, Safari tips and tricks, multi-media tricks, file and device synchronization, and Unix tips and tricks, including how to use the Terminal application. Hack #27 is a guide to the hidden debug menu, which provides access to otherwise unknown Safari and browser features. Hack #30 informs how to use RSS with the Mac. You can learn to build your own MPS server from Hack #41 and build an emergency boot volume with iPod in Hack #52.

Many of the hacks are quick and easy. Some require geek-level knowledge. The most interesting and perhaps most valuable sections deal with Panther maintenance and security. Hack #93 is a 19-page security primer useful for both basic and power users.

OS X UNIX is amazingly friendly and accessible. Some people who had never used it before type commands and work with the operating system directly as a "cool guys" in movies! This book is very helpful and well written and it is serves as a very nice reference. I paired this book with that "UNIX Essentials" DVD I found here on Amazon and it is complete UNIX course recorded and this book and a video they contribute one another greatly. You improve the reading and by reading you improve what you have seen.
The book is very particular about the subjects that related to OS X and because there are some differences between OS X and other UNIXes it is nice to have a book that deals with it.

....do that??!!

Once cracking this book open, it didn't take me long to have a "eureka!" experience. "I didn't know I could do that!" I heard myself say to myself. I learned something new that I bet no one else knows....or do they?

My favorite hack so far is using the services menu under the application menu. It's an amazing thing and has been used more often than anything else I read in the book. The next thing I'm going to do is use more scripting and attach those scripts to my file folders. Fortunately, the authors provide lots of great examples. Whew...I don't "do" Apple scripting.....yet. I will after reading this book.

The authors don't exclude the use of other applications in "hacking" the OS but they sure do provide a lot of helpful ways to use them. My very favorite hack in that way was their suggestion to "Clutter Your Desktop with Music." In that hack, #42, they suggest using a little iTunes add on called Clutter. Ohh...I don't want to give all of it away. I want everyone to have a copy of this book. You just have to use this little app. It's a great helper if you love your iTunes.

Some of these chapters will require return visits for me as I managed to find out that I knew very little about some aspects of "hacking" Panther. The book now resides on my desktop and will for the foreseeable future.

No one will lose by getting Mac OS X Panther Hacks and will surely be surprised at what they don't know when they get through this wonderful volume. Be sure to check one out for yourself very soon. You won't regret it.

This book has a little bit of everything for everyone. O'Reilly publishes a lot of OS X titles, but this one is the most unique of those that I have read (and I have read most of them). The reason is the insane breadth of the book. It covers everything from how to use Quicksilver (the best application for OS X, bar none) to how to share desktops, to script iPhoto with perl. If you want to see in just how many ways you can hack your Mac you have to check this book out. It's one of a kind, and for those with the need to really see how they can tweak their Mac, this is a must have.

The hacks in this book seem to end up in one of three categories. Useful to me, useful to somebody else, and just plain weird (but good for a laugh). The last is represented by Hack #60 - iOscillate. Think iChat, iSight, some adhesive, and a stripped down oscillating fan. Mac people have all the fun...

I found the hacks involving bluetooth, cellphones and your Mac worth the price of the book. Prior to this I "wanted" a bluetooth phone. Now I "need" a bluetooth phone. =) I was also happy to find the info on getting the Postfix Mail Server running.

The great thing about the hacks, IMHO, is that despite there only being 10 hacks or so that you might find useful enough to start using right away, you're bound to come up with another few on your own. For example, by combining what I learned from a few of the hacks, I was able to set up Virex to scan my Mail inbox for viruses every 15 minutes. So far, I've only found W32 viruses, but you can never be too cautious. =)

If you want to feed your inner geek, this book is for you.

The authors have done an admirable job in making this complex topic approachable by readers with a basic understanding of networks. The coverage of cryptography was just enough to support the discussions on WEP cracking. I particularly enjoyed the step-by-step description of actual attacks. The overview of existing tools was also very good, though I detected a certain bias towards Microsoft solutions. Overall, this great book has earned an important place on my bookshelf. Kudos.

Impressive. Having bought a couple other bunk books that included useless stuff, I was happy to finally own a book that covered current WLAN hack/protection techniques from beginning to end.

Definitely a good buy...heck, it even includes a CD full of the tools needed.

Maximum Wireless Security has everything you need to know about wireless security and insecurity.

I was quite impressed with the books breadth and depth.

This is advanced wardriving. Good points: Explains step by step how to crack WEP. The source code examples were well annotated. It also details which 802.11 wireless parts you need to order to get started.

This book is great! My employer has had me researching wireless networks for some time now and this book has outlined the necessary information for me to get going on a deployment. The examples are clear and easy to understand, and a good portion of the tools they talk about are included on the CD. This one has definitely found a home on my book shelf!

I ordered this book in July, 2007. This's an amazing book! Today, I got an email from the author asking if I got the book. I think they not only did a great work on this book, but also concern everyone who are interested in this book! That's so nice! So, don't hesitate to order this book! You will get more then what you thought!Mobile Persuasion: 20 Perspectives of the Future of Behavior Change

We love the do-everything gadget that is always with us. The mobile phone will be the most effective instrument of persuasion in the coming decade, says co-author and Stanford professor B.J. Fogg. My handset can play the roles of concierge, coach and court jester. Linkage to the Web 2.0 world is a precursor to its ability to augment my social reality.

The book consists of 20 perspectives offered by speakers at 2007 Mobile Persuasion, a conference hosted by Fogg's Persuasive Technology Lab. The chapters may not all describe applications and techniques that strike the reader as "persuasive" or even that useful, but consider that it is just the early crop. I was convinced that, equipped with ever-improving services, the ubiquitous gadget will most definitely be an instrument of change.

Early Movers

* Using Technology to Promote Sexual Health - Delivering critical sexuality information to teens on-demand by text message.
* MyFoodPhone: The Start of a Mobile Health Revolution - A photographic diet logger and coach.
* Persuasive Games on Mobile Devices - Multiplayer games that change thinking.
* Simply Persuasive: Using Mobile Technology to Boost Physical Activity - Cheaper than a personal trainer.
* Managing Chronic Disease through Mobile Persuasion - Virtual assistant for diabetes patients

Under Development

* Augmented Reality: Using Mobile Visualization to Persuade - Plant identification provides an example.
* Transforming the Mobile Phone into a Personal Performance Coach - Tracking conversations to improve effectiveness at the office.
* Personal Health Assistant in the Palm of Your Hand - How to combine virtual and live assistance for a compelling service.
* Mobile Persuasion for Everyday Behavior Change - Sensor technology allows tracking personal activity and environmental conditions.

Design Insights

* Designing Engaging Mobile Experiences - Strategies for overcoming the UI limitations of the mobile device.
* The Four Pillars of a Successful Mobile Marketing Vision - Consumer preference, marketing as service, personalization and relationships.
* Pervasive Persuasive Play: Rhetorical Game Design for the Ubicomp World - Serious games aim at inspiring educating and training their players.
* Mobile Persuasion and the Power of Meaning - MySpace, for example, is successful because of the meaning it has in user's lives.
* Mobile Persuasion Design Principles - How mobile is different from the desktop.

The Bigger Picture

* The Need for Simplicity - Simply put, KISS.
* The Jetson Kids Reboot HealthCare - More opportunities in health.
* Ethical Dangers of Mobile Persuasion - Things to think about in a society with billions of surveillance cameras.
* Redefining Persuasion for a Mobile World - Co-author Dean Eckles offers a different view of persuasion based on the augmentation the mobile provides its owner.

In the last chapter, "Increasing Persuasion Through Mobility", Fogg notes that effective persuaders always control the time and place for their message. With the mobile always at my side and aware of my location, I'm optimally receptive to right message, reminder or suggestion, delivered at the right time and right place. With enough software, it can predict what I might need and how to help me. It's almost like we're married.

Adhering to the principles of mobile persuasion will make a service successful.

* Kairos. Offering suggestion at just the right time and place.
* Mobile Loyalty. A successful service will fill the needs of the device owner first before providing value to the provider.
* Mobile Marriage. Positive, frequent interactions for a long time.
* Information Quality. Current and accurate.
* Social Facilitation. Allowing observation of owner's performance by others increases effectiveness of persuasion.
* Social Comparison. Everyone likes being on the leader board.
* Competition. Cooperation and Recognition. All strong motivators.

This book gives insight into the swiftly growing world of persuasive technology in the form of the mobile phone. Throughout the book, you are taken through the perspectives of 19 different experts on the topic, whose specialties range from persuasive games to managing a chronic disease to the ethical dangers of mobile persuasion. The book is incredibly easy to read and has a surprising 20th chapter that inspires the reader to look at his/her own experiences.

With the ubiquity of mobile phones, the huge influence mobile persuasion can have on the world is unquestionable. Have you ever gotten a text message or a call on your cell phone asking you to add extra preferences to your plan, try a new product, or pay your bill? Then a form of mobile persuasion has already touched your life. Pick up this book and stay on the cutting edge of what will prove to be a huge part of everyone's lives in the near future. This book and Stanford University's Persuasive technology Lab will make it easy, and you won't regret it.

I am a soon to be a graduate psychology student by the University of Tromsø. I am doing some research this summer and then I bought the "Mobile Persuasion: 20 Perspectives on the Future of Behavior Change" from the folks by the Persuasive Technology Lab by Stanford University.

The book gave me a very good introduction and an overview of this research field in a clearly and understandable manner. As a a reader you get to know what happens in the field of mobile persuasion right now, what is under development and the psychological principles behind mobile persuasion.

I will recommend this great book to all professionals and students working with technology and behavior change.

Stanford's Captology group has done something amazing with this book. (First - a little disclosure - I'm Eric Holmen from SmartReply, the author of the Mobile Marketing chapter of this book.) This book takes academic and industrial thought leaders, and compresses their real-world experiences, marketplace results, and tested views into about 2,000 words for each of 19 chapters, with a surprise 20th chapter. Rarely will you find a book with such breadth of content that is focused on such a misleading simple device as the mobile phone. This is a snapshot into the future.

Covering topics as diverse as augmented reality, mobile marketing, health, and social living improvements and the persuasive methods and effects therein - the reader will find a view into the future in his or her area of interest, and undoubtedly be exposed to a world of new concepts.

From a contributors perspective, the Stanford Captology folks were able to take this very fresh research and turn it into a book in about two months time - unheard of from a publishing standpoint. This means that the reader will find content that is happening today, not aged or suffering from the typical 18 month long publishing delays.

I have many texts on RF Engineering and quite a few on wireless networks. This has become the first port of call for understanding Antennae and propogation in this physically treacherous environment. Many real life designs rely on multi-path propogation to ensure access points and other such devices work. This is not often clear in the documentation however. This book will help you solve this thorny problem in your network and show you how to battle reflections effectively. It has the right amount of mathematics to make some predictions reasonably possible. A far cry from the norm in this rapidly evolving field.

A must have for any wireless designer. The author's ability to clearly explain fundamental RF concepts makes this a perfect book for any student of radio. His real world examples, also makes this an indispensable tool for the accomplished professional. The pictures and graphs are extremely insightful and clearly illustrate the points that the author is trying to make.

The author's ability to break down complex technical concepts makes this a great book but the practical insights, into the real-world constraints of both indoor and outdoor networks, makes this book a must have for the engineering professional. I have not found one resource like this that covers so many practical issues faced by wireless designers today. For people designing and installing WiFi networks, this book provides a single resource for the propagation characteristics of common building materials. Carefully researched and clearly explained this is undoubtedly the best book I have found on modern day wireless and 802.11 networks.

Dan Dobkin has accomplished something close to impossible: an extremely useful, intelligent and entertaining book on Wireless Networks. This book is a must for wireless network designers or those just interested in how they operate.

The book is filled with extremely useful technical information on wireless networks and all of the building blocks. His real world network application examples compliment the detailed technical derivations. Dobkin writes this book as if he is telling a story without the stuffiness of typical technical books. The Illustrations are very well thought out and help to get the complex ideas across to the reader. Dobkin adds interesting historical facts and comical quips to the detailed technical discussions to make the journey through this book interesting and rewarding. He manages to convey a sense of enthusiasm for technology throughout the text.

Very few authors manage to write such useful technical books without putting the reader to sleep. Dan Dobkin is one of the few to have accomplished this feat. I thoroughly enjoyed this book and look forward to his next creation!

Dan Dobkin has managed to encompass in this book information that most people would take 15 to 20 years to learn. This book is useful not only for engineers researching wireless networks but also for the engineer/student that needs to understand the fundamentals of all aspects of radio systems.
This really is a reference book to keep on the shelf !
The section on Antennas is particularly informative and should be read by all involved with the RF medium.
Great work !

Probably the best book on the market for anyone affiliated with designing and/or deploying wireless networks. The book is very well written. Every curiousity of RF can be found in this book. The illustrations are great and the book is full of real world networking examples. Anyone planning on designing or operating a wireless network should have this book nearby.

Wireless Intelligent Networking is an excellent publication with rare characteristics: easy to read, well organized and extremely efficient in what concerns quantity and quality of information. Technical protocols, market trends, services deployment, integration, among other IN hot issues are thoroughly dissected in WIN. This is definitely an essential tool for anyone in the Telco business, saving time and money in training for beginners and helping experts on a daily basis. A "dot.safe" investment for any company in the industry!

The telecommunications industry needs a lot of standards and
detailed information for true inter-operability. So, no book
is going to be perfect in its coverage of the material - there
is simply too much information.

Having said that, I find this book to be an excellent way to
understand the issues associated with WIN. It provides the basis
for further study and points people in the right direction for
increasing their knowledge.

I use this book as a basic reference and recommend it highly.
You will not go wrong reading this book - whether you are a
wireless telecom professional (which I am) or not.

The book succeeds in presenting an inherently complex and multi-disciplinary subject in a clear manner with sufficient references to allow further study as needed.

The book provides a broad view of wireless networking, including financial, market, and technical views. The technical information is well organized and presented from more than one perspective. Rather than presenting volumes of minute details, architectural principals are introduced and illuminated.

This is one of the outstanding technical books that I have ever read. I would highly recommend it to experienced hands in the fields of wireless or wireline voice networks.

I would also recommend it to beginners with the following cavaet: this book plumbs some fairly deep waters, and does not delve too deeply into the related fields that are the building blocks of Wireless Intellegent Networking. SS7, AIN, PSTN architecture, and mobility management are all presented, but having some previous background (or somebody handy who can fill in details) would be a big help.

Wireless Intelligent Networking is an excellent publication with rare characteristics: easy to read, well organized and extremely efficient in what concerns quantity and quality of information. Technical protocols, market trends, services deployment, integration, among other IN hot issues are thoroughly dissected in WIN. This is definitely an essential tool for anyone in the Telco business, saving time and money in training for beginners and helping experts on a daily basis. A "dot.safe" investment for any company in the industry!

This is a unique book that compares the intelligent networking standards, the ANSI-41 and GSM. It not only provides useful technical information but also covers the issues pertaining to the wireless intelligent market. I would definitely recommend this book to anyone who is interested in WIN and CAMEL.

I have a new three level house and wanted to connect all the family computers onto one network. Drilling holes in the floors and running wires all over the place is definitely not my thing, so I started to look around for another solution. After learing about wireless networking (wi-fi), I can't imagine why anyone would use anything else.

This wi-fi book answered all my questions. Even though I was nervous about opening up a computer and putting a wi-fi card in, this book took me through it with steps and pictures. I've looked at the other wi-fi books at the bookstore, but this one definitely stuck out. Lots of good pictures and directions.

I read this book knowing little about wireless networking, but over the course of the book I learned not only about how to set up my PC and my home for Wi-Fi, but also something about the technical details of Wi-Fi and where it will be going in the future. Although I knew enough to know that I wanted Wi-Fi in my home, reading this book definitely helped me choose the right products and learn to make the most of them. Thanks Harold -- without this book I'd still be working within a twelve-foot radius of my cable modem!

It was with a little trepidation that I decided it was time to go Wi-Fi. Being a Harold Davis fan for some time, I picked up a copy of his book. Good decision! To start with he helped me decide whether to get a wirelss card for my old faithful laptop, or to get a new one. I went for a new machine (SONY VAIO TR3A). Setting it up was easy. With his book's step-by-step instructions, it was almost as though I had the author at my side. Highly recommended.

If you want to find hotspots, connect to hotspots, or set up your own wireless network, all using Wi-Fi technology, this is the best book for you. Everything in this book is very simple, but you find information here you will not find elsewhere. So this book is useful and also lots of fun. I highly suggest.

This is an excellent book on ad hoc wireless networks. The first four chapters of the book gives the reader a good solid introduction to wireless LANs and cellular networks. Chapter 5 is a very good introduction to ad hoc wireless networks. It clearly explains and motivates the reader about ad hoc networks. The chapter on MAC layer protocols is well explained with different categories of MAC protocols neatly ordered. The best part of the book is the chapters on routing protocols (unicasting and multicasting). The chapters are so well organized such that they introduce the reader to different categories of routing protocols in ad hoc networks and briefly, but clearly explains the functioning of each protocol and also compares the advantages and disadvantages. The chapter on transport layer is also very good. The weakest chapter in the book is the chapter on secure routing. Though the authors explain some secure routing protocols, it would have been better if the authors had categorically explained them similar to the other chapters. Overall, it is an excellent book for novice as well as for a hard core researcher in mobile ad hoc networks.

This book gives you an introduction to wireless networks and then goes into ad-hoc wireless networks. It defines the different problems you have with ad-hoc networks and proceeds to show you how to address those problems. Multiple protocols are shown at an introductory level but enough for you to know what's out there and do more in depth research later on. The writing in this book is very easy to understand.

An excellent book - unfortunately it suffers from poor print quality, but it is still worth the money.

I needed a thorough introduction to Ad-Hoc Networks, and I discovered this great book. It is very well written and interesting to read. Moreover it covers fully the subject with great detail. I really enjoyed reading it.

I would suggest this book to those who would like to enjoy a telecom book and be welcomed to the Ad Hoc technology. The introduction can fit even those that are not aware of WLan technology or wired protocols.

This is a unique book on the topic of wireless LANs as this is a very practical book. Almost all other books on Wireless LANs are mere replica of the IEEE 802.11 standard. This book is different as it gives information about MAC-BaseBand-RF interaction, 802.11a/b/g, MAC protocol, various IEEE 802.11 rules, provides technical illustrations and tells about what features are actually implemented in shipping products. This is the only book that I have seen that describes IEEE 802.11g CTS-to-Self and IEEE 802.11i security.

This book is recommended for anyone who wants to know about nuts of bolts of WLAN technology.

This book covers everything on 802.11 from wireless concepts, protocols, design, security, and best practices, to the very technical details of how 802.11 wireless technology works. Being the first 802.11 wireless book I have read, I couldn't say for sure if it is 100% accurate or not, but appears to be so. A detailed understanding of networking concepts, protocols, methods, and standards is required to get the most from this book, but not required if you don't care about how some of the protocols or frequencies actually operate. There were a lot of technical illustrations that were helpful. The only complaint I have about this book, and any technical book for that matter, is that it will be outdated in a few months with the emergence of new standards.

This is an EXCELLENT book for detailed frame analysis, especially if you need the guts of the new security protocols. I read most every wireless LAN book that hits the market, and have written a few of my own. This book is definitely a winner. Thomas does a great job of bringing out hidden and vague areas of the 802.11 standards, and answered several detailed questions that nobody else has been able to answer. Kudos on a job well done.

I am half way through reading this book and I have to say it is a very good book! It is well organized and structured. The author spent the first few chapters giving you an intro to networking, what wireless technology is all about, how it is used, all the wireless standards, etc etc. It gets very technical when the author starts talking about the wireless MAC and PHY, but that is sort of expected. The author has written two books before and his style of explaining complicated topics in a fairly easy to understand way is highly appreciated...

In general, I highly recommend this book to anyone interested in learning about wireless technology.

This book is a long-awaited tutorial on factor graphs. From a bottom-up approach, it gives a comprehensive insight into the theory and applications of factor graphs. The author does not shun the mathematical derivations, but balances them with a lot of exemplary material and clarifying interpretations. I am somewhat familiar with factor graphs, and I found this book to provide a compelling survey. What's particularly nice about this book, is that it's accessible to anyone with a minimal background in communications.

I bought this book to understand state-of-the-art iterative algorithms for digital receivers. The book spans from basic elements in digital communications to more complex concepts that involve iterative detection and decoding, all in a unified framework based on factor graphs. These concepts are applied to a number of fundamental problems in digital communications such as decoding for turbo and low density parity check codes, and detection for MIMO and multi-user systems. I found that the book provides a good mix of theory and practice with many worked examples. In fact, the theory is so well handled and presented, that the concepts are easily grasped. It must be pointed out that this text attempts a formidable task, that of providing a theoretically sound development of iterative techniques to be used for modern receivers. It essentially succeeds in this goal.

I discovered this book at a conference, and bought it as I wanted to read a good introduction to the design of turbo-algorithms for wireless systems. While it has met my expectation quite well in that sense, it is actually more than just an introduction. A nice aspect of this book is namely the large variety of topics, covered in a clear and concise style. I particularly liked the part devoted to Kalman filtering. Another advantage is the very intuitive way used by the author to establish relationships between factor graphs and estimation theory. In short, a very good book for a large audience.

This book reviews a large variety of digital communications algorithms in the notation of factor graphs.

It is an ideal starting point for researchers who are entirely new to the field of digital communications and wish to gain a quick overview. Since all algorithms are consistently described in one framework, it avoids having to parse the confusing mix of notations occurring in the existing literature.

It also of great use for experts in digital communications, since the factor graph notation will give them new insights, and will allow them to appreciate surprising connections among the different algorithms. Moreover, the framework of factor graphs allows one to design new receiver algorithms in a disciplined manner.

This is an interesting book about the people who are looking for more detailed information about mobile advertising. Mobile advertising models were also deeply concerned and I strongly recommend the people who are related with the new challenges in advertising .

The book is also clear to understand and get focused therefore I strongly recommend for the people who are involving the digital advertising business.

This book is a must-read for all mobile marketers and folks who are in the mobile content space. The book is interesting, informative, well-organized and detailed. I really enjoyed the primer on the history of advertising and was amazed at the amount of up-to-date information that this book holds(facts, figures, quotes, trends, market analysis) along with practical insights and recommendations. The case-studies and the essays (by mobile executives) are very helpful and gives you a global perspective on mobile advertising - what has worked (or not-worked) and why? A must-read..

-Sunil

This book is exceptionally well researched and written, covering comprehensively the full spectrum of cellphone advertising, from the pioneer markets such as Finland and Sweden, to the backwards markets of mobile telecoms such as the USA to the cutting edge markets such as South Korea and Japan, to markets in developing countries such as India. The content is totally up-to-date, including the brand new mobile ads based UK wireless carrier Blyk. The authors have interviewed numerous industry thought-leaders for the book, include 16 case studies and even short essays by 13 executives from major players. The book is very well balanced covering the advertising and media angles as well as the cellphone side. It is also a robust and realistic treatment of the current state of the industry, not pulling punches, and admitting to lots of issues that need to be resolved. A thoroughly useful, practical and insightful book that I can recommend to anyone interested in advertising on cellphones.

Tomi T Ahonen
Author of 5 books on cellphones and convergence
Lecturing at Oxford University short courses on cellphones
Hong Kong

It's today's freshest (March 2008) book on Mobile Marketing. I am half through the book and I want to share my immediate impressions.

I like how the book is organized. The way the presentation unfolds enhances my reading experience - I am interested to be reminded about all existing marketing channels. Even if you are a teacher of marketing or an experienced marketing professional, it is still good to review - even if one has to battle the temptation to exclaim "I know this!" - the history of marketing. And what this history is teaching us, or at least is making clearer for me, is this: it is hard (the change is usually revolutionary!) but possible (it is just growing a lot!) to predict the next turn in development of marketing.

March 1, 2008 article at http://www.alleyinsider.com/ by Henry Blodget cites a poll of 1,979 adults surveyed online by http://www.zogby.com/. In this, claimed representative, sample of the US population:

* 48% said their primary source of news is the Internet (up 20% from only a year ago)
* 29% of Americans say their primary news source is TV
* 11% say it's radio
* 10% say it's newspapers

Whatever the statistics, here is a general trend: people, on average, spend more time on the Internet than with any other single media. Obviously, the ad budgets follow eyeballs of people (in 2007, the online portion of the total ad spend was estimated at 30%).

The shift of marketing to the Internet is truly revolutionary. Growth of the channel and its effectiveness are amazing. The speed is "7 percentage points of market share in a single year". Effectiveness is truly redefined - to paraphrase the famous quote of John Wanamaker, we now know which half of the advertising dollars is wasted. It became possible with the invention of online search advertising model that was introduced by Google. Ads became relevant and contextual; campaign planning became easier; campaign results fairer. What is even more important, in my view, is that marketing campaigns become measurable. Also note that the Internet combines all the features of the old media, to wit: video, audio, pictures, text. At the same time, there is something very new about this channel. It's also interactive.

Now think about this: in 2008 the Internet will be more frequently accessed on mobile phones than on PCs. In Japan and Korea, browsing is used by 90 percent of all cell phone users. There are 3 billion cell phone subscribers worldwide, three times the number of PC users, who stare on their phones at least daily. There are two times more people using SMS (TXT) than email.

What does it mean? It means that the potential is huge and that it has been building up for the last ten years, now reaching its tipping point. So what is awaiting us soon and how to capitalize on the opportunity?

Read! (I also have to finish the book!)