For an industry that is gaining in momentum, awareness and adoption there seems to be a lack of books available about mobile that cover the business case and not the technology that drives it. That’s why I invited Chuck Martin, author of The Third Screen on to UNTETHER.tv.
The book swims across all the relevant pieces that make up our beloved mobile industry and Chuck and I discuss some of the most prominent areas in this episode.
I think I’ve finally found my match for passion about this industry and this session is a mobile love-fest at the worst of times. Chuck spent a year researching the book and the outcome is perfect for the answer to “what book would you recommend for people trying to understand what’s happening in mobile?”
Listen to the audio version now: [audio:http://blip.tv/file/get/Untether-ThirdScreen406.mp3]
About Chuck Martin
Chuck Martin is the CEO of The Mobile Future Institute and Director of the Center of Media Research at MediaPost Communications Inc. Through his research and public speaking, Martin has been a digital pioneer in the interactive marketplace for more than a decade.
The Mobile Future Institute is a U.S.-based think tank focusing on business strategies and marketing tactics for a world gone mobile. The Institute and Martin are on the forefront of exploring mobile research, focusing on how marketers can most effectively reach users in this digital landscape.
As the Director of the Center of Media Research at MediaPost Communications Inc., Martin conducts, markets, and analyzes the intentions of media buyers and planners. The Center for Media Research provides a dependable source of research material to help media professionals identify trends and patterns in traditional and online advertising.
Martin is a former Vice President of IBM, where he ran a division responsible for business strategy solutions in the media industry, including publishers and advertising agencies.
Martin is a New York Times business bestselling author of The Digital Estate. He has also penned seven other books, including Net Future. He has appeared on CNN, CNBC, Fox and ABC-TV News Now.
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