Mobile Experience

Life's Remote Control

The mobile phone has moved far beyond being an instrument for just telephone calls... it has become a personal connection device that plays a central role in individuals' lives.  The relationship divide between the individual and the screen in fact is increasingly blurring.  And this burgeoning relationship is driving recent trends in mobile device design, moving from the smallest form factor to new feature-rich, internet-connected personal "expressions" that can deliver TV, and rich internet content.  As highlighted in the recent Poetics of Mobile Media micro-narrative posting, it is this relationship that must be considered when designing content and content services relevant to an individual's on-the-run life.

Transaction or service ... it's all about the consumer relationship

Every day it seems there is a different approach under experimentation in mobile advertising.  Advertising effectiveness pioneer and iO global advisor, Bill Harvey points out in his posting here, what's called for is a new relationship between the advertiser and consumer.  An always-on connection between the individual and the advertiser will ultimately transform the traditional advertising paradigm from transaction to relationship, from targeting to serving.  In the end, advertising effectiveness will be measured by the value and sustainability of that relationship. 

Elizabeth Chaney