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Mobile – Successful services using the 7th (mass)

Already bigger than the internet
2.7billion mobile phone users – three times as many mobiles as pcs globally.
25% of all internet access already by mobile. More access via mobile than pc by end of 2007
Twice as many mobiles as TV sets
Twice as many text as use email

Mobile is a NEW, inherently threatening, media and must be treated as such. To succeed we must utilize what makes it DIFFERENT from previous (mass) medias – and better than any of them.

The 5Ms
The unique advantages mobile has – and which should be taken advantage of in order to deliver the right service for mobile (as opposed to via any other mass media).

1. Movement (always with you)
2. Moment (always on – alerts)
3. Me (personal and identifiably so)
4. Machine (RFID, two-d barcodes, text to book)
5. Money (built in payment mechanism, M-wallet)

7th and inherently superior ‘(Mass) Media’
(printing press, audio recordings, cinema, radio, TV, internet, mobile)
As superior to internet as TV is to radio

Not TV lite: mobisodes, football highlights, ‘classic’ TV content – snacking is like using TV to show actors reading their scripts around a microphone (ie as they did on radio).

Not dumb little cousin of the internet: It is a NEW mass media, we can do more with the phone (ie cameras, 2D barcodes, near field ID (RFID tags)

It is a media in which you can do everything you could on the previous six mass medias – maybe not AS WELL (eg TV doesn’t do movies as well as cinema) but it IS capable of cannibalizing any of its predecessors).

(Rewriting the 5Ms in this context)
1. Mobile is personal (Me)
2. Always on (Moment)
3. Always carried (Movement) – 7 out of 10 sleep with it in arm’s reach. We take it to the bathroom with us.
4. Built in payment channel (Money, Machines)
5. At the point of creative impulse (Moment, Movement, Machines, Me))

“Mobile will beat internet NOT because consuming a web page is better on a phone (stupid to try!) but rather because it has five benefits the internet cannot match. In addition it can replicate everything the internet can do, while not necessarily replicating all of those media experiences quite as well.”
Tomi Ahonen.

The 4Cs
(and possibly a 5th? context)

Where they come together is the true sweetspot

Commerce (social consumption – prosumers)
Culture (content, co-created content, emerging intelligence, emerging uses)
Connectivity (always on, always carried)

(Context) – context based services ie: thin client download to act as concierge in large hotel, tourist guide in city, instant access to useful communities etc?

Convergence and emergence
Convergence of device (mobile as camera, video camera, audio recorder, radio, mp3 player, tv, internet access, wallet, keys, ID etc)
Convergence of person: buyer/seller/designer/engineer/marketer/creator/consumer

Emergence: Of novel structures, uses, ideas, knowledge which arise a result of new ways in which people co-ordinate and co-operate:
(Goldstein 1999) "the arising of novel and coherent structures, patterns and properties during the process of self-organization in complex systems." 1. features not previously observed in systems); (2) coherence or correlation (meaning integrated wholes that maintain themselves over some period of time); (3) A global or macro "level" (i.e. there is some property of "wholeness"); (4) it is the product of a dynamical process (it evolves); and (5) it is "ostensive" - it can be perceived.
Reeds Law
"Even Metcalfe's Law understates the value created by a group-forming network as it grows. Let's say you have a GFN with n members. If you add up all the potential two-person groups, three-person groups, and so on that those members could form, the number of possible groups equals 2n. So the value of a GFN increases exponentially, in proportion to 2n. I call that Reed's Law. And its implications are profound."

Metcalfes Law
Metcalfe's law states that the value of a telecommunications network is proportional to the square of the number of users of the system (n2). First formulated by Robert Metcalfe in regard to Ethernet, Metcalfe's law explains many of the network effects of communication technologies and networks such as the Internet and World Wide Web.
The law has often been illustrated using the example of fax machines: A single fax machine is useless, but the value of every fax machine increases with the total number of fax machines in the network, because the total number of people with whom each user may send and receive documents increases.
Impact of 2.0 ****ong tail will shake mobile internet dog
Socialisation/democratisation of the web has set new standards for users and means they want to take that with them into the mobile web.
The result of this is that while the fixed line net was initially grown by content providers of the mass industrial age, the mobile web will explode as a direct result of User Generated Content.
And because of the social nature of 2.0 I expect the growth to be exponential - and to dominate the way the mobile web develops in a faster and more pervasive way than we saw with the original fixed-line internet.

Identifying segments:
News: What is it in a post mass-media age?
Personalised, real-time information services.
Voice is least personal form of communication.
Mobile is most private form of internet.
Text to book – Scan.

Serve a niche (global) community of shared interest first and you won’t go far wrong

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