The School of Mobile Vol. 2 - The Detail Welcome back tChapter 1 - The To Part Two of ravel Buying CyThe School of Mobilecle
Welcome back to Part Two of
elcome Back!
The School of Mobile
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‘The mobile phone has become a human appendage’ – BJ Fogg
Even if one’s mobile phone is not yet a body part, technology itself has certainly become a
domes�cated part of daily life and a core part of many cultures. Mobile expands our reach, our
power and our awareness. As you learnt in Part One, Mobile has arrived.
In 2008, global mobile subscriber penetra�on broke through the 50% mark (Source: ITU). By the
end of 2009, the number of mobile users globally is expected to reach 3.9 billion (Source: Por�o
Research). Smartphone penetra�on con�nues to increase in various regions but is not yet at
the inflec�on point (i.e. the point at which penetra�on leads to drama�c change), however it is
s�ll very significant and growth in penetra�on con�nues, even in 2009. According to the latest
research by The Kelsey Group, penetra�on is at 18.9%. 3G network penetra�on did in fact reach
the all-important inflec�on point (30% in western markets), while in Korea and Japan the story is
really how far away is 4G and finding new and innova�ve ways to use the installed 3G networks.
Furthermore, convergence is more than just a buzz-word. It is happening apace and it is a crucial
enabler of advanced mobile offerings. Convergence looks towards the bundling and integra�on of
services and this is the force which will shape the mobile ecosystem of the future.
The dynamics of the mobile ecology are changing. Tradi�onally this ecology has been dominated
and indeed controlled by operators who acted like the gatekeepers. The evolving ecology is more
focused on symbiosis, mutual advantage and compe�ng centres of power/influence. It is a model
characterised by collabora�on and alliances. It is a new world that at first glance can be daun�ng
and indeed a li�le overwhelming. This paradigm shi� involves the opening up of access to the
tradi�onally closed ecosystem and along with it many new and exci�ng opportuni�es for value
crea�on.
PART TWO:
This part of The School of Mobile is about cu�ng through the hubris, the misconcep�on, the
mythology and the unfulfilled promises of mobile and to give you guidelines and a wealth of
useful informa�on to help you to embrace mobile. It is focused on prac�cal guidelines, advice
and case studies from some of the industry’s leading mobile innovators and insight from mobile
solu�ons providers to help you make intelligent mobile decisions. All companies involved know
the importance of educa�on and knowledge acquisi�on that will allow you to move forward with
confidence in developing or advancing your mobile strategy.
Mobile is: Interac�ve, engaging, personalised, powerful, empowering, relevant and
always on
Mobile is not: A replacement for other marke�ng/customer service channels, a
gimmick, a silver bullet or just a small version of your website
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