A fascinating front cover story in today's the Financial Times, is entitled "Mobile Phones will replace TV as most important medium." that quote is attributed to Andrew Robertson, the CEO of the BBDO advertising agency (the world's third largest).
Mr Robertson talks about mobile phones and other wireless devices most passionately and quotes findings from a brand-new BBDO study of 3,000 consumers in 15 countries. Mr Robertson states about the mobile phone, "It's with them every single moment of the day. It's genuinely the convergence box that everyone has been talking about for so many years."
Not only discovering these facts, Mr Robertson also gives most valuable advice on how to proceed with marketing and advertising activities relating to the mobile phone. He says that content needs to be developed that consumers will want to "engage with" - sounds exactly like read from our book. Excellent, Mr Roberts, we totally agree with you.
Some interesting tidbits from the study - more people worldwide are willing to live without their TV sets than without their mobile phones, or without their PCs. And perhaps most amusingly, more than 60% of the respondents "stay connected while asleep" ie bring their mobile phones to bed with them and keep them on during the night, in case some important text message or call arrives.
PS a very good issue of the FT regarding digital convergence. In addition to this article, there is one on page 3 about the growing importance of the blogosphere, page 20 on the new phenomenon of virtual personas, and page 28 on cable TV interactivity going to broadband internet.
0 Comments:
Post a Comment
<< Home