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Foreword: Michael Becker
Part I: The Early Years
Chapter 1: Radio’s Days of Glory
Chapter 2: Hipcricket’s Beginnings in a Starbucks
Chapter 3: Mobile at the Start of the Millennium
Chapter 4: American Idol Engages a Nation
Chapter 5: RAZR Sharpens Mobile’s Focus
Chapter 6: Hipcricket’s First Customers
Chapter 7: Listening to the Consumer
Chapter 8: The Brands Show Some Interest
Chapter 9: Mobile as a Natural Progression
Chapter 10: Mobile in the Fight Against Cancer
Chapter 11: Stops and Starts
Chapter 12: Build Me an iPhone App
Chapter 13: Hipcricket Matures, Rebrands
Chapter 14: It’s Not Spam on the Phone
Chapter 15: Texting with the Phone to the Ear?
Chapter 16: Mobile Award For Dummies
Part II: The Present
Chapter 17: The Recession’s Effect on Mobile’s Growth
Simon Shops for Visitors
Chapter 18: Behavior Changes Seen in All Age Groups
Chapter 19: Mobile Gets Busy
34 Cars Sold after None Moved in More Than One Month
Chapter 20: Radio Regains Its Magic
Chapter 21: Hipcricket Weathers the Recession
More Radio Success
Chapter 22: The Brands Rebound from the Recession
Selling on the Fear Factor
Engaging the Brands
Chapter 23: The Rise of Loyalty Clubs
Arby’s Goes Mobile Late-Night
Chapter 24: MillerCoors Drinks from Android Cup
Chapter 25: Belle Tire Rolls with Mobile
Chapter 26: Other Brands Produce Notable Campaigns
Macy’s: Mobile as the Ticket to Backstage
Perrier: Hot, Hot, Hot
Ford Has a Better Idea
Chapter 27: Trends
The Convergence of Mobile ...
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