First impressions MEM08 - warm - but not hot
The mood here in Cannes is upbeat there are lot of people here in the conference. But the shape of mobile entertainment is changing. I have been to all the MEM’s since launch. The ringtone providers and music services are being replaced with bigger brands, metric companies and content is transcending to search and advertising as well.
I am not saying that mobile entertainment is being replaced by mobile marketing. But the whole eco-system is evolving. Mobile entertainment is no longer about quick bursts of trivia. SMS notes. Or waiting for the bus boredom buster.
Mobile Entertainment has evolved. Everyone is engaging and what is exciting is that mobile is finally becoming a platform.
A Platform? Yes.
A platform for devices, infrastructure, brands, agencies and a leveraging tool for the mobile web. This is vastly important as this is what will make mobile the 4th media. There was an article about mobile being the 7th media which was excellent – but mobile needs to be placed higher up in the rank. Mobile, to be taken seriously, must burst the mobile content bubble.
It must burst it and then replace it with strong, free (or paid) services that impress, innovate and engage consumers. The only way to do this is to add and increase the number of engaging personalisation, presence and social media features on a device – any way possible.
I am not a huge fan of SMS. I should be, because SMS remains a key way that users are making waves in mobile. But I am a huge fan of IM on mobile. IM could revolutionise the whole mobile eco-system.
But every Mobile IM service I have tried to date as killed my device or other beta or alpha applications that I have been testing. So, this might be the year of creating noise for mobile entertainment but we need better IM to make it the year of mobile entertainment.
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