Two review articles -- Wireless Business Forecast (Vol.3; Issue 3) and MediaPost.com -- illustrate the reality of the long-tail digital media market. While there may be a diversity of tastes and opinions with respect to content appeal, there is one thing on which all reviewers agree -- the consumer experience must dramatically improve to catalyze the mobile digital media market.
Most reviewers however, seem to think of the individual as a user of a device. While I agree that user interface elements are very important -- e.g. search ease and accuracy; content structure and packaging; the intuitiveness and appropriateness of the device-user interface -- these are merely the tip of the iceberg when one thinks from the perspective of the individual's holistic experience. It's the experience for the person in the context of their on-the-run life that seldom gets reviewed.
... The ease, efficiency and enjoyment enabled by the mobile content service in helping the individual do things or enjoy stolen moments while on the run. For instance, a quick-buy experience is on one end of the individual's experience spectrum; browsing-as-entertainment is on the other.
... The acknowledgement and service experienced by the individual when things don't work out quite like they imagined with the user interface. This experience should be quick and confidence-building; not difficult or demeaning for the individual.
... The completeness of the service for what the individual is trying to do. Eliminating the burden of integration from the individual increases the opportunity for the service provider to be the beneficiary of impulse purchases done to enhance or empower the individual's on-the-run activities.
I prefer to think of individuals as people with impulses, desires and real on-the-run needs, all of which can be served. We aren't just users of digital devices.
Elizabeth Chaney
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