Mobile - should we as advertisers consider it as a channel for our brands? Certainly - it's everywhere and we want to be everywhere so let's piggyback. Where's the concern? Well, for the majority of us mobiluddites a phone that can actually do anything beyond calls and text has only been a familiar item to our pockets for roughly the past three years. Is it any surprise therefore that we feel a little niggle of angst before committing our clout, our time and our checkbooks to this "experimental" new media?No, it's not. Nonetheless, should we feel compelled to give this new channel a whirl then let's play it as safe as playing it dangerously can be. Let's go for the option that we're sure will carry the most consumer value and stand least chance of becoming an embarrassing (if not expensive) flop. So what's that going to be?Porn (would love to, but no), Calls (networks already do that), SMS (no design awards there) and anything else? Aye... Information. Information is what consumers need most from mobile - either around or on par with the others above in terms of user demand. When you find yourself out and hunting about your daily life, you need all the practical help you can get. If all you've got is this funny little black box in your pocket, who dy'a gonna call? 118118. 12.5 million people do each month - so much for "experimental".
Alexander Fairfax
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Member since: 01 Nov 2008
Last login: 17 Dec 2008
Total Posts: 7
