Page 53 - Managing the Mobile Workforce

32 � mAnAgIng the moBIle workForCe

1. The cell phone is the first truly personal mass media channel.
2. The cell phone is permanently carried.
3. The cell phone is the first “always-on” media.
4. Only the cell phone provides a built-in payment channel. All you
have to do is “click to buy.”
5. The cell phone is available at the point of creative impulse, en-
abling user-generated content. The camera phone sits in your hand
(video and podcast recorder as well as picture taker), ready to use
at a moment’s notice.
6. The cell phone is the first media with near-perfect audience data.
7. Only the cell phone captures the social context of media con-
sumption.
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What’s on the mobile channel?
The mobile channel includes mobile hardware, such as
laptops, wireless modems, and handheld personal digital
assistants (PDAs); mobile collaborative software; mobile
productivity software and mobile carriers; Wi-Fi connec-
tions; and mobile Internet connections.
Mobile is the mass media channel, your on-the-go station.
The static images are small, but the value of the information
accessed while being mobile is more valuable because it can
be accessed anywhere. If the small screen is the only option
we have, we learn to use its “value proposition” very quickly
and adapt to the mobile screen limitations. The younger “Y”
generation—those Game Boy enthusiasts who grew up on
hours of microscreen focus—are really the same custom-
ers today of mobile devices and their powerful access to
all mass communication channels at once. People in other
countries that have not already experienced the early inno-
vation of mobile gadgets and mobile phones are learning