With the "first screen"-the television-companies sent ads directly into consumers' living rooms, reaching millions with one campaign. The "second screen"-the personal computer-increased interaction between companies and consumers and allowed for immediate customer feedback. Now, the "third screen"-the mobile device- changed the game in an even more revolutionary way.
The Third Screen: The Ultimate Guide to Mobile Marketing defines the implications, strategies, and tactics used to thrive in business during the mobile revolution. This revised, updated paperback links technological developments to behavioral changes, reveals the unexpected forces of the changes in mobile, and equips marketers and businesses for the future.
Industry Reviews
Vaughan articulates the subject excellently - teaching his readers how to think, rather than what to think. His arguments caused me to think about my own knowledge of business improvements and how I should look at processes from an alternative perspective - almost with a fresh pair of eyes.
