Back in 2005, during the 25th Anniversary DMP Customer Conference, the guest speaker at the conference talked about “convergence of technologies.” Primarily how everything is shrinking to the device in the palm of your hand. While this presentation revolved around banking and payments, it certainly foretold of things to come as more and more devices have come onto the scene that are making it possible to do tasks once reserved to a desktop computer, hooked into a wired Internet to accomplish.
Now it should not come as any surprise today that this is taking place with the iPhone, Droid, Blackberry, Palm and Mobile PC devices. I have used a Microsoft mobile platform device for years to access email and the Internet. My latest device, the HTC Touch Pro, with the Touch interface is making it so much easier to do those tasks that I once only did on a PC.
I have updated my LinkedIn and Facebook status using my Smartphone. Checked email, browsed the web, sent out Tweets and much more. Many times I do not even bother to start up my desktop PC unless I have something else to do that it can do better. For example, typing this post is a lot easier on the full size keyboard than on a thumb board or touch screen.
Still I take it for granted to use my phone more and more for things I used to do on my desktop PC.
Mobile Marketer, fed to my inbox, had an interesting article today on “Mobile Phones decoupling Internet from desktop: Deloitte” The study done by Deloitte points out that one-third of mobile phone users use the device for entertainment and 47 percent of smartphone owners identify the device as one of their three most valuable media and entertainment products. That is up from 20 percent a year ago.
The chart indicates how people are using their smartphones with texting taking the lead. I also heard today that over 1.2 billion text messages were sent in the last year! No wonder the phone companies want to charge per message or have limited plans with overcharges. I recently had to upgrade my plan – which I hated to do – to support my wife’s new Google Android based phone. At least my plan has unlimited texting, but I have barely use it right now.
I can watch TV (Sprint TV and Hulu), use the GPS navigation programs (announces directions just like my Garmin nuvi), Bing has a neat tool to locate shops, gas stations close to the location you are currently at as well. So much power packed into a small device.
Really, convergence that was unheard of 10 years ago. The impact on how marketers will have to adapt to reach the audience that is using a small screen is still developing.