It’s Mobility, Not Mobile

By Chief K.Masimba Biriwasha | Global Editor At Large | @ChiefKMasimba | February 09, 2013

Mobile devices are reinventing the content industry.  As more users get their information on a small screen, the jury is out on how to create and distribute content.

Suffice to say that finding out how audiences consume information on mobile devices is a key first step in establishing ways to deliver information via the medium more effectively. I think what matters is the mobility experience rather than the device itself. And for content creators, the challenge is how to make that experience worthwhile via the content that we create.

Across the world, consumption of information on mobile phones in growing at a rapid pace. Unlike the traditional print product, a mobile device is more individualized making the consumption of information a highly personal, intimate experience. Granted, the technology is growing and continues to change at a rapid pace.

Content that is delivered via the mobile phone has to evoke something within the individual so that they can share that content with other people.

Doing something that is truly unique to mobile devices is critical. Part of doing this is understanding that the mobile device facilitate much more flexibility and movement on the part of the end user. The end user can consume information at their own pace and even save save it for later use if they way to. Thus, time, place and patterns of content consumption will increasingly be an important factor.

According to Antony Young, president of Water Cooler Group, an independent brand media communications agency, and author of “Brand Media Strategy,”, “mobile is primarily about the devices and platforms, but mobility is a bigger idea. Mobility is very much at the heart of culture right now. It is about fulfilling consumers’ desire to stay constantly connected and helping people to get tasks done on the move.”

“Mobility isn’t about what’s happening with devices and setting aside budgets for mobile advertising, but how you bridge mobile to real-world marketing,” says Young.

Just delivering content and information to a mobile platform is just a first step to building the mobile experience, to enhancing mobility. Thats the challenge: how to deliver content that fits neatly into audiences that are perennially glued to their small screens.

The more we know about the users, the more we should be able to deliver to them to make their lives simpler and easier. Develop a mobility experience that is comprehensive, engaging, simple to use and fits target audience lifestyles will be a key success factor for content producers.

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