Sign up to our Newsletter
Somewhat inevitably I have been thinking about packing priorities as we are travelling light with Steliosair. It's a family trip but nonetheless - but as a fully indoctrinated Mac and social media addict - after the obvious kit...comes the technology choice but which combination? Option 1. Light travel iPhone 4S, 2. iPad and iPhone or 3. both plus Airbook?
I think what Apple have done is extraordinary in many ways but in terms of my relationship with the world through the screens of personal electronic devices (PEDs) offer overlap but not duplication, so I simply can't choose which one. Mind you I am constantly reminded that I didn't need to buy any of them but was mesmerized by the brand and on 3 separate occasions an exploratory trip into the Apple store in London had me walking out with a purchase - I really should circulate my own picture and ask the nice Apple people to eject me on sight...
At the risk of a bit of a tangent I recall attending a digital seminar about 18 months ago when the tired old subject of whether it was the "year of the mobile" topic floated to the surface again and none of the delegates could put hand on heart and say it was. I have been keeping an eye on industry data ever since around mobile PEDs, as there are now around 12,000 different smart handset and tablet variations...and we have definitely bought a lot of them. In the UK Smartphone penetration has eclipsed feature phones by 53%, 24.6m of us access the internet from a mobile, I have joined a growing group of 4.6m UK iPad owners and this year smart PED ownership growth is predicted to rise by 40-51%...that's one in two of the UK population possessing a smart device at 32m smart devices and we are increasingly researching, buying products and services with retailers generating around 10% of their revenues from mobile...
Anyway back to the suitcase and have decided on option 3 - they are all coming...I need the email link to work and social, the social networking, buying and selling features, the games and entertainment for the kids and the look up regional features, location guides, trip advisor, geomaps...basically I can manage my life and the entire trip, totally on the move with a set of 3 screens that weigh virtually nothing...and which I can slip into a canvas fishing bag totally un-noticed.
It may not be the year of the Mobile but it sure feels like I have totally mobilized access to all my key relationships...driven by my personal preferences, professional and as a consumer...I guess as brands we need to consider how to make our content mobilized and preferential to the consumer driven relationships we have with brands.
Mark is currently working with MIG/A Velti Company, and blimey are they genius in mobilizing brands through total mobile marketing, or what...