Summary of The Third Screen

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The Third Screen book summary

Editorial Rating



  • Innovative
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Chuck Martin is a “mobile evangelist” and the guru of mobile marketing. The CEO of the Mobile Future Institute, Martin is a respected pioneer in the digital interactive marketplace, and an authority on marketing products and services to mobile users. In this book, he expertly segments and details the enormous and burgeoning mobile marketplace, which offers many large-scale and rather easily accessed portals to profit. getAbstract suggests that if you want to learn everything you can about mobile and how your company should plan, organize and handle its mobile marketing, you cannot find a better guidebook.

About the Author

Chuck Martin is CEO of the Mobile Future Institute and author of The Digital Estate.


Calling All

Mobile technology is your “third screen.” The first is television, which communicates from giant companies to mass audiences. The second screen is the personal computer. The future belongs to the third screen.

Within a year of’s 1997 debut, visitors reviewing automobile classified ads numbered half a million. Users indicate the “make and model” they seek, a preferred price and local postal code. In seconds, they receive a full list of sellers and contact information for the cars they want. Today, boasts 10 million monthly visitors. In 2009, began featuring a mobile phone interface geared to quick sales. “With the mobile site, the assumption is that the user is not looking for detailed specs,” says Nick Fotis of The mobile browser looks for cars close to the shopper who wants “to buy them now.” The company’s smartphone app is faster than browser access at its website.’s research indicates website visitors check “12 to 15 pages per visit,” while mobile app users see “25 to 35 pages per visit.” The app brought “a 100% increase in mobile traffic.” Fotis expects 20% to 30% of the site’s traffic ...

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    J. S. 9 years ago
    I like this abstract very much. After the digital natives and the facebook generation we might start innovating the mobile generation.

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