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This is Masters in Business with Barry Rittoltz on Bloomberg Radio.

This week on the podcast, I have Professor Anindia Ghosts of NYU Stern,

where he focuses on mobile technology and information services. We spend a lot of time talking

about his new book, Tap Unlocking the Mobile Economy, and rather just repeat what we discussed.

I want to give you a visual to think about. I'm a big fan of science fiction and

anything that Philip K. Dick wrote that is subsequently turned into a movie, including

minority report and everybody focuses on the pre-cog aspect of that movie, the ability to

anticipate who's going to cause a crime. There's a lot of very forward technologies in the movie,

but there's a scene in the film where Tom Cruise, the main character, is running through a shopping

district and is bombarded with advertisement, not general ads, not billboards, but 3D holographic

ads specifically tailored to him. The retailer identifies him as a unique individual. They have

access to his prior shopping preferences and they're showing him specifically tailored

...