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I think when we talk about mobile, I think we’re still as an industry a little bit
behind the curve. Because whether we say it or not, I think a lot of times we mean a phone.
And I’m trying to take phone out of the mobile equation. Mobile is about a device
that’s with you when you need information. So I think what we are seeing now, the most
exciting work is coming through agencies and brands that have accepted this notion of mobile
as a portable information source, rather than a phone that can do other things. So when
I look at a mobile phone and I look at how really, you know, intense mobile users are,
especially younger people, I think we have a disconnect between the consumers and how
they use mobile and how we as marketers talk about mobile.
So, you know, somebody who has a smart phone and uses the internet use their phone to look
up something, in their minds. In our minds, well, they went and they used the mobile internet.
The consumer’s not thinking about it that way. So I think what we have to do is kind
of lift the veil of mystery a little bit and just say, you know, this is what people do
what these devices. It’s not rocket science to create applications for these devices.
And I think part of the reason that the marketplace hasn’t grown more dramatically with brands
is there seems to be this kind of inherent fear that it’s something really radically
different, when essentially it’s people doing what they’ve always been doing, they’re
just doing it on something much smaller that has other cool features like GPS and video
and things that we can take advantage of as marketers.