December 28, 2011, 12:06 pm

What’s This Mobile Thing For, Again?

By Lisa Agustin

With more and more folks jumping on the smartphone bandwagon, and clients asking for mobile as part of their redesign projects, it’s not unusual to see articles on how to make your site mobile, or the latest design trends for mobile apps. How to develop for mobile is one of the forefront concerns of many web designers. But how about the Why? What are the specific advantages of mobile other than its ability to keep you distracted (productive?) while standing in line? Back in 2008, author and former Nokia executive Tomi Ahonen expounded on the unique opportunities of mobile as the “7th mass media channel” (print is the first, and Internet is the sixth). Conveniently, there are also seven unique capabilities of mobile media, which he summed up this way:

1 – The mobile phone is the first personal mass media
2 – The mobile is permanently carried media
3 – The mobile is the only always-on mass media
4 – Mobile is the only mass media with a built-in payment mechanism
5 – Mobile is only media available at the point of creative inspiration
6 – Mobile is only media with accurate audience measurement
7 – Mobile captures the social context of media consumption

These are not necessarily unique observations. But Ahonen’s perspective is one that puts mobile in the context of the media that preceded it, showing just how far technology has come. As an example, consider his first point, that mobile is the “first personal mass media”:

Never before was any mass media assumed to be private. Books and magazines are shared. Movies watched together. Radio we can have the whole family in the car listening at the same time. Records are played to a roomfull of wedding guests by the DJ. TV is watched together by the family. The internet is semi-personal, but often the PC is shared by the family or business employees. Our secretary or IT tech support (or Human Resources staff) may read through our emails. At home our parents often “snoop” what the kids do on the family PC etc. The internet is not a personal media, even if it often seems like it. But mobile. That is mine, and only mine.

Although the stats and facts are a little dated (the iPad had yet to make its debut), his post is a good read, and a reminder of why mobile represents an exciting opportunity in terms of creating innovative user experiences. It’s not just about Angry Birds.

  • Facebook
  • Twitter
  • StumbleUpon

Filed under: Business, Technology, User Experience


Perhaps another reason people have a fire under their butts for implementing mobile sites is the fact that the global sales of smartphones surpassed PCs 2 years earlier than predicted. Panic time!

Posted by Matt DeMeis on December 28, 2011 at 2:17 pm  

Yes! You’re right that Mobile is commonly use mass media. Infect, It’s cheap mass media which everyone can afford. With the help of mobile we connect the social updates.. I also use internet on my Phone watch and enjoy it.

Posted by Phone Watch on February 13, 2014 at 6:48 am  

Post a Comment

* Required field