Week 13: 3.4 Who's listening? Mass communication in a networked, mobile environment
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Source: Tomi Ahonen upcoming book Mobile is 7th Mass Media Channel, 2008
www.tomiahonen.com
Key Point:
www.tomiahonen.com
Key Point:
- The 7 Mass Media
- 1st - Print (1500)
- 2nd - Recordings (1900)
- 3rd - Cinema (1910)
- 4th - Radio (1920)
- 5th - TV (1950)
- 6th - Internet (1995)
- 7th - Mobile (2000)
- The 6th Mass Media - Internet
- first media that could do everything that the previous five media could do
- first interactive media, and Search
- The 7th Mass Media - Mobile
- can do everything the previous six media can do, including interactivity & search of the internet
- five absolute competitive advantages
- personal mass media
- always-on media
- always carried media
- built-in payment channel
- creative tool - always present at point of creative impulse
- most accurate audience info
- BDDO survey of 3000 customers around the world and found 60% of mobile users take the phone to bed with them (BDDO April 2005)
- Nokia Survey of 5500 people a year later found 72% of phone owners use the phone as the alarm clock (Nokia June 2006)
TED Talk - Jan Chipchase on our mobile phones
Nokia researcher Jan Chipchase's investigation into the ways we interact with technology has led him from the villages of Uganda to the insides of our pockets. He's made some unexpected discoveries along the way.
Conclusion:
- Connections and Consequences
- The immediacy of ideas - if you want a big idea, you need to embrace everyone on the planet
- The immediacy of objects - things become smaller as the functionality that you can access becomes greater. Thus, the speed of the adoption of things is just becoming more rapid in a way that we cannot conceive
- Design stuff carefully - the ability to transcend space and time; it will innovate in ways we cannot anticipate; despite our resources they can do it better than us
- The direction of conversation - we need to learn how to listen
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