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.
On almost every front, individuals are being offered a choice of where and when they watch content as time, place and lifestyle are increasingly becoming significant factors. Events, sports media, news, infotainment and community TV are becoming increasingly accessible at any time. Film makers are becoming more cognizant of the on-the-run individual as well, as they produce "made for mobile" short films such as those recently sponsored by Sundance Institute. Content producers of all types (i.e. both professional and consumer-generated) must take into account changing consumption habits, enabling consumers to content snack on the run. In short, TV as well as other media, is a personal experience with the mobile device playing a central role.
As new services evolve, we see the mobile device fast becoming the individuals' remote control to access all of their content and media-related activities. With free personal time becoming a perishable commodity, individuals will increasingly look to their mobile device as their remote control to preview, select and purchase content on the run, delaying viewing for sometime later on a TV or PC.
As more content producers and content retailers come to understand this integral relationship of the mobile device to individuals' lives, content will be bundled and delivered as a service to facilitate an individual's activities at preferred times and places. Viewing of TV on a mobile device may be central to this, depending on the what the individual wishes to do with their particular stolen moments. What we know for sure is that this won't be TV viewing as we currently know it.
Tune in for the new remote control!
David Tomley
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