Now’s the time to be a mobile specialist

It seems finally it’s cool to be a mobile specialist. Or at least if not cool then certainly in demand. I knew there was a reason why we stuck at it!

NMA’s article refers to how difficult it can be for a traditional media agency to understand mobile, stating that some “find the jump terrifying”! To some extent I think this true, not least because the mobile ecosystem is significantly different to the web. To fully understand and implement mobile delivery it’s critical to recognise the wider ecosystem that affects mobile delivery, including the handset/phone, the operator/network, the user’s context [potentially using enablers such as location], the type of content, etc.

At Common we’ve slowly established a broad range of approaches to delivering mobile experiences, and of course we’re continually learning more, but all approaches rely on understanding the pitfalls and maximising the opportunities of mobile delivery. This means in one scenario we might develop an iPhone application and in another integrate an SMS messaging system with a web server. For those that “dare make the jump” it’s an initially steep learning curve but with great opportunities beyond. And for those who can’t or won’t jump, just give us a call and we’ll partner up. :-)

16th March 2010

Ben Childs

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