Introduction -- CHAPTER 1. Creative Strategy for the Mobile Medium -- The Mobile Medium Arrives -- Creative Strategy -- Getting the User Engaged -- Time, Message, Place -- Conclusion -- CHAPTER 2. The Mobile Experience for a Global Audience -- Growth of the Global Mobile Internet -- The Growth of 3G in the Global Market -- The Global Mobile Community -- Developing a Global Mobile Strategy -- Global Mobile and Advertising -- Global Media Content -- Conclusion -- CHAPTER 3. Designing for a Progressive Medium -- Utilizing Mobile In Unexpected Ways --Leveling the Playing Field for Internet Access -- Bringing Traditionally Static Mediums to Life -- Mobile Is Not a Medium for Just Marketing -- The Rise of Service and Utility, Mobile Experiences that Matter -- Staying on Top of It -- Conclusion -- CHAPTER 4. Modes of Communication --
Mobile to Mobile -- Web to Mobile -- Out of Home (OOH) or Print to Mobile -- Broadcast to Mobile -- Radio to Mobile -- Multichannel -- Conclusion -- CHAPTER 5. Designing for Your Audience and Their Handsets -- Using Statistics -- The User and the Handset -- Development -- Porting -- Handset Detection -- Handset Testing -- Quality Assurance -- Conclusion -- CHAPTER 6. Interaction Design -- Designing for the Small Screen -- What is the Mobile Interaction Design Process? -- Best Practices and Resources -- Conclusion -- CHAPTER 7. Visual Design -- Establishing the Visual Phase -- Page Layout and Navigation -- Integrating Content Media Types --Conclusion -- CHAPTER 8. Pioneering Tools for Mobile Development and Services -- Background -- Interview -- CHAPTER 9. Location-Based Mobile Shopping -- Background -- Interview -- CHAPTER 10. Connecting the Physical with Virtual -- Background -- Interview -- CHAPTER 11. Urban Navigation Service -- Background -- Interview -- CHAPTER 12. Mobile in Academia --Background -- Interview -- CHAPTER 13. Mobile in Art -- Background -- Interview -- Index
