Dr. Neil Hair

There's so much going on in the European Mobile (cell phone) market these days. So much so that I'm all for a fundamental revolution in the way the US cell system is set up. It's a content marketers dream. Already there are signs that Europeans are taking to mobile media, so much so that industry is now talking about a mobile specific genre of programming. what's the difference between watching these shows on one's video ipod I hear you ask? User friendliness for one. Immediate access, no need to pre-record or download content, and of course live content. A trial in my home town of Oxford in the UK made 16 channels available to users so they could track usage patterns. (http://news.bbc.co.uk/1/hi/technology/4529116.stm) What's interesting from a marketing stand point is the long term impact that this new service might have on traveling culture. Studies coming out of Europe suggest people watch the most mobile content whilst on the run, be it work or leisure. I can foresee a time when people opt for public transport on the basis of their ability to experience this kind of service, particularly if it becomes part of the daily routine. Whether this would work in the US where cars are a ubiquitous form of life I'm not sure. One thing is for sure however – this is an advertisers dream come true, no getting up to make coffee when you're on the bus or train, more specific targeting of messages (related to the content of a specific channel) and let's face it, more fun for the end user. The days of converting DVD's to pocket pc format for long haul may be numbered. Especially if we relax the use of cell phone technology in the air. Couple this service with Europes new GPS technology and us Marketers can really start to have some fun! (http://news.bbc.co.uk/1/hi/sci/tech/4555276.stm) Time to wake up America! You're missing a trick..