1 st Mass media Print: 1500, buy to own, advertising, subscription. Books, pamphlets, newspapers, music scores, magazines. Very mobile
2 nd mass media: Recordings. 1900. Sound. Vinyl, tape, CD, DVD, music, software, games, movies. Very mobile.
3 rd Mass media: Cinema: 1910. Multimedia, pay per view. Evolved from silent, b/w sound, color, cinemascope, newsreels, movies. Less portable.
4 th Mass Media: Radio. 1920. Streaming, license. First of the broadcast mass media. Evolved AM, FM, stero, digital, news, music, sports, talk. Very mobile.
5 th mass media: TV. 1950. Evolved B/w, color, cable, satellite, digital. Second of the broadcast mass media. News, drama, soaps, reality. Becoming mobile.
6 th Mass Media: Internet. 1995. Interactive and search. Narrowband, broadband. First of the digital media. Email, search, browsing, downloading. Didn’t start off so much mobile.
7 th Mass Media: Mobile. 2000. Personal, always on. 2G, SMS, WAP, 3G. Second of the digital media. Martin Cooper, ArrayComm Inc.'s chairman, CEO and co-founder, placed that call on April 3, 1973, while general manager of Motorola's Communications Systems Division. It was the incarnation of his vision for personal wireless communications, distinct from cellular car phones. That first call, placed to Cooper's rival at AT&T's Bell Labs from the streets of New York City, caused a fundamental technology and communications market shift toward the person and away from the place. &quot;People want to talk to other people -- not a house, or an office, or a car. Given a choice, people will demand the freedom to communicate wherever they are, unfettered by the infamous copper wire.”
All the prior formats too on mobile.
Why not pull together all of the social media related to your brand within your corporate mobile web app? Imagine a mobile hub where consumers become fans and engage with candid photos (think Flickr), videos (YouTube, of course), streams of comments (that would be Twitter) and fresh information (your blog).
Keyboards, interfaces, browsers, carriers, menus, etc. Deal with Small displays Tiny keyboards Multitasking users
For marketers, not just one mobile; All the prior formats, plus these.
There are some other interesting design considerations for developers and marketers
The internet is already an adolescent &quot;rebellious&quot; teenager. Mobile is just maturing from a child to a young teenager. Each mass media has its own content types, its own creative artists and technicians, and its own business model.
Integrating Mobile and Social Media Doug Bellenger, VP of Products, Movitas
Mobile timeline 1903 Patent for wireless phone 1973 First mobile call (NYC) 1982 First portable phone sold (Nokia) 1991 GSM network established (Finland) First text sent 1999 Blackberry!! 2000 Bluetooth enabled products debut 2001 3G launched (Japan) 2002 First camera phone integration (Samsung) inception
Mobile timeline 2007 iPhone launched ~~ 3 billion mobile users ~~ First TV-enabled phones 2008 1 billion access Internet 2009 600 million access web via mobile device ~~ Google enters mobile space 2010 4G launched (Sprint) progression ~~ Four TV networks announce mobile TV deal
Mobile browsing experiences are improving as are abandonment rates
GPS, camera and music are fusing
App stores, bundling and service support have changed everyday utility
Broadband and mobile browsing continue to expand
Worldwide broadband coverage up 30% per year since 2000
Mobile browsing up 67% in 2009 and will grow 30% per year
Source: eMarketer, January 2009 and June 2009 22.0% 26.3% 30.6% 35.6% 40.2% 43.5% Millions and % of mobile phone subscribers “ There are a lot of mobile consumers now who use their mobile device as their primary place to access information and news. You can reach customers you can’t otherwise reach.”
“ In the last six months, we've seen uploads from mobile phones to YouTube jump 1700%; just since last Friday, when the iPhone 3GS came out, uploads increased by 400% a day.” - http:// youtube-global.blogspot.com “ Video is the single most influential factor driving the need for increased network capacity; YouTube captures 10% of global mobile bandwidth” - http://www.allot.com/mobiletrends.html
“ It’s rapidly becoming the norm for our members to use a camera phone to share their immediate world with others, and a mobile browser to keep track of friends and family.” - http://blog.flickr.net 2009
“ Despite that short amount of time, Foursquare has more than half a million users, 1.4 million venues and 15.5 million checkins, and it’s still growing. Experian Hitwise decided to use this milestone to analyze Foursquare’s growth.” - http:// mashable.com