Staffan Ljung is one of the five authors of "Mobile Media and Applications – From Concept to Cash", recently published by Wiley. He has a long track record of successful projects from various telecom assignments around the globe, focused on the launch of mobile services.

The Global 10 survey on IT and telecom use showed that 71 percent of users bought their own mobile phone. The study surveyed people aged between 15 and 69 in Brazil, China, Japan, France, Germany, Italy, Spain, Sweden, Great Britain and the US.

The second chapter of Mobile Media and Applications focuses on the customer, looking at end-user perspectives from both the consumer and enterprise markets. The chapter examines the ways users behave and gives a glimpse into the methods Ericsson's Consumer and Enterprise Lab uses to segment markets.

It looks and acts like SMS but its success sounds the "ka-ching" of a cash register. BubbleTalk is an innovative take on short messaging services that lets users send a voice recording using SMS. The simplicity and popularity of the service has lead to as many as 250,000 users a day in Malaysia alone.

The first chapter of "Mobile Media and Applications" provides background information on the nature of the mobile industry and looks at the value chain from a number of different viewpoints: from the operators, from the content providers, from the media companies and from the developers. As with the rest of the book, the chapter is practical and based on real case studies rather than theories alone.