Unlock the power of the three trillion dollar mobile economy with ‘Tap’ by Anindya Ghose. Discover how smartphones are revolutionizing commerce, transforming from potential stalkers into personal concierges for consumers and smart companies. Ghose, a leading authority, reveals the fascinating paradoxes of consumer behavior in the mobile age – from seeking spontaneity yet being predictable, to valuing privacy while using data as currency. Through extensive research and real-world examples from global giants like Alibaba and Facebook, learn about the nine key forces shaping mobile choices. Understand how companies can ethically leverage mobile data to offer curated, valuable experiences, creating a win-win for businesses and consumers in an increasingly connected world. This essential read explores the lucrative opportunities within the mobile economy.