relevant + connected + involved
While only a small slice wants to blog, a far larger swath is eager to make friends and contacts, to exchange pictures and music, to share activities and ideas. — 2008
Consumers can no longer be considered ‘the audience’ – they are simultaneously readers, editors and marketers, especially the younger demographics. —by IBM institute for Business value, 2009
How do we consume multimedia?
The mobile phone has transcended its original role as a means of communication by serving a multitude of purposes.
- How do you currently use your mobile?
What do you like about it? What do you
hate about it?
- Has the mobile changed your life? If so, how?
- Have you ever switched your provider and, if so, why?
- What are the imperfections or disadvantages of the mobile lifestyle?
- How do you spend your commuting time? If you use your phone while commuting, how do you use it?
- What would you like to be able to do with your phone that you currently cannot?
Typical usage comprises voice conversation and short messaging. The most popular ‘nontraditional’ uses are gaming, listening to radio, multimedia messaging and Internet access.
Staying in touch with their social network is their prime concern.
Ubiquitous availability is challenged primarily by cost, imperfect coverage, “Bad reception defeats the point of a mobile”, short battery life, and losing the phone.
70 percent of UK participants have payas-you-go (non-contract) phones. Many chose their provider according to their social circle’s preferences in order to control and minimise costs.
Changes in life style
Mobile Users’ Needs and Expectations of Future Multimedia Services [pdf]
Challenges in delivering multimedia content in mobile environments 1999 [pdf]
3 Es of social media
Social Media Marketing
The act of using social influencers, social media platforms and online communities for marketing, publication relations and customer.