Last month I wrote the foreword to a new book called The Shift: The Evolving Market, Players and Business Models in a 2.0 World and it’s now available – for free! It’s essentially a marketing vehicle for the very large telecommunication infrastructure provider Alcatel-Lucent, but it’s marketing 2.0 of the best kind: the book makes almost zero mention of the company at all. It just talks about how changes in society and mobile internet devices are combining in such a way that network service providers should offer application programming interfaces to a wider developer community. It’s a really good real, actually.

My foreword isn’t my best writing, but I was proud to have been given the opportunity. I wrote a better article, one I’m quite proud of in fact, this week about an acquisition the company made: Acquisition Aims to Change History for Mobile Apps & Data.

I recommend reading the book if you’re into thinking about these kinds of topics. You can read selections online and if you want, the company will send you a free paper copy in exchange for your contact info. They may or may not call you, I’m guessing, to discuss whether you’d like to buy a big telephony infrastructure middleware software package. 🙂 Or they may want to talk to you if you’re a developer. Either way, it’s no big whoop and it’s certainly worth it to do all the learning you’ll get from the book. It’s fun.

You can check out the book and its corresponding online community here.