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Adoption of Mobile Strategies: The Triple Play

July 14, 2010

Location, Relevancy, Immediacy

Every year is being labeled as the year of the Mobile breakthrough, unfortunately a real mainstream adoption has yet to occur. Let’s examine the three parts which define the Mobile uniqueness and value-adding aspects, which in a broader and ubiquitous scope has a central place within marketing and concepts.

Before we start, the conditions are becoming more and more favorable for a mainstream adoption of Mobile strategies. Morgan Stanley concluded in their Economy + Internet trends report that Mobile Internet outpaces the adoption of Desktop Internet, on the one hand this doesn’t surprise me due to the high volume of sold mobile phones, on the other hand, the need for being online anywhere is concrete and present.

Another condition which favors the adoption of Mobile strategies is Location and the (becoming) real-time Social Web. In essence, our digitalized society is hyperconnective and increasingly omnipresent, people constant in -close- contact with their networks. The mobile device is the designated medium to be the hub between other devices and take the central place.

Mobile Marketeer defined the Mobile Triple Play as following:

Location x Relevancy x Immediacy

Location is key. This creates opportunities that did not exist before and it’s the enabler for Relevancy and Immediacy. It’s also the “Secret Sauce” that makes Mobile powerful and unique.

Relevancy can be created and enhanced by location-based Augmented Reality and filtering technologies which serve the user a better information supply based on interests and networks.

Immediacy perfectly fits the trend of ubiquity and the opportunities that will be created to take action upon. mCommerce (Mobile Commerce is said to really take off in a few years).

External, societal, conditions which obstruct mCommerce and overall usage of the mobile device in many more ways then the conventional ones, are disappearing slowly.

South East Asia is much further with the diffusion of mobile in daily lives and commercial applications, whereas North America and Europe are not there yet. Habituation is a condition for further market- and product development.

From the supplier point of view, market blurring challenges not only the core-suppliers but also new entrants who want to obtain a share of the large pie. Think Google with its Android platform for instance.

Smartphones like the iPhone and Android enabled phones plus technologies like Augmented Reality have opened up the eyes of companies and consumers. From a more operational point of view, the adaptation of content for the Mobile device is one of the short term actions to boost a friendly user experience and further usage.

In terms of concepts, Mobile will play an important influence and role in transmedia/crossmedia concepts due to its unique aspects.

In conclusion, I’m not convinced 2010 is the year of the Mobile. External conditions prohibit this, adoption is found amongst the Innovators and Early Adopters, but the Majority has to follow in a critical mass (unless defined differently in the strategy). The simple application of current content to the Mobile device is not appealing and relevant enough, new concepts where the Mobile has its special place, need to arise.

What do you think, are the three aspects of the Triple Play already in place and occurring on a critical mass?

About the guest author

Gianluigi Cuccureddu

Gianluigi Cuccureddu SMP is a co-founder of and Chief Marketing Officer (CMO) at Agora Media Group LLC and a consultant for Traffic4u, one of Europe’s largest Online Marketing companies. He is recognized as a Senior Marketing Professional (SMP) titled by the European Marketing Confederation (EMC) quality label for experienced and qualified international Marketers. His area’s of specialty include Marketing Management, E-Business, Business Development, Internet Marketing, Corporate Blogging/ePublishing, Web 2.0/Social Media, Media Convergence, Augmented Reality and Social TV. Hook up with him at LinkedIn.

Author: Gianluigi Cuccureddu


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