Anindya Ghose – Stern School of Business, New York University
Heinz Riehl Chair Professor of Business
Director, Master’s in Business Analytics Program
Title of the speech:
Tapping Into the Trillion Dollar Mobile Economy
Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. In this talk, Dr. Anindya Ghose, a global authority on the mobile economy, will highlight how this two-way exchange can benefit both customers and businesses in the mobile economy of smartphones, smarter companies, and value-seeking consumers, based on his book, TAP: Unlocking the Mobile Economy.
Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from his work with companies including Alibaba, China Mobile, Facebook, Samsung, SK Telecom, Telefónica, and Travelocity, he will describe some intriguingly contradictory consumer behavior:
- people seek spontaneity, but they are predictable;
- they find advertising annoying, but they fear missing out;
- they value their privacy, but they increasingly use personal data as currency.
When mobile advertising is done well, he argues, the smartphone plays the role of a personal concierge — a butler, not a stalker.
He will illustrate the nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. His talk will highlight the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents.
In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.
Anindya Ghose is the author of TAP: Unlocking the Mobile Economy. In 2014, Poet & Quants named him a “Top 40 Under 40 Professor” worldwide, while in 2017 Thinkers50 identified him among the top 30 management thinkers most likely to shape the future of how organizations are managed and led. His opinion pieces and research have been featured on the CNBC, The Economist, New York Times, WIRED, Time, Financial Times, Quartz, Recode, and Wall Street Journal. He has consulted in various capacities for Apple, Berkeley Corporation, CBS, Dataxu, DFS Group, Facebook, NBC Universal, OneVest, Samsung, Showtime, 1-800-Contacts, and collaborated with firms such as Adobe, Alibaba, China Mobile, Google, IBM, Indiegogo, Microsoft, Recobell, Travelocity on realizing business value from Internet and mobile investments. He teaches executives, CIOs, and CMOs around the world (U.S., China, India, S. Korea, and Europe) on how to monetize the digital economy. He serves as an expert witness for IT and consumer related litigation cases and is affiliated with Cornerstone Research. He served as the chief data scientist for 3TI World before it got acquired by the WPP group.