2012: Going Digital
2012: Going Digital
There is no doubt that a lot of companies have got their eye on 2012 becuase in the UK at least this is going to be the year when a brave new world of digital abundance is launched. The opening up of high speed broadband networks offering high speed video downloading will probably change our concept of the mobile phone which is already turning into a mobile entertainments machine which occasionaly functions as a phone.
This brave new world will be be ushered in by an Olympic fanfare which will provide instant real time content for what will by then be 5 or 6 G wireless telephony doutless played on an "iMulti" which will look like a Kleenex as it unfolds its super hi tech screen. It won't of course be able to keep up with the new broadband networks but it will be fast by today's standards.
In the meantime the devices that are about to become popular amongst the computer commuters is the ultra-mobile PC like the Toshiba one below which will give you a good experience of the Olympics live when on a bus or train or on the move, alternatively, you can play World of Warcraft or be in the depths of Second Life:
about the size of a paperback book and equipped with the latest in wireless technology the best thing is to get a microheadset rather than earphones and you can have a phone as well. Once the airwaves have been opened up in 2012 the cost of high speed wireless telephony is set to drop dramatically and we will go from a subscription based payments system to an advertising driven one. Of course some of us would like to see a larger license fee being paid to the BBC in order to be able to provide a service of this nature at very low cost without the price of advertising. The pusilanimous New Labour government has enforced cut-backs at the BBC despite its world beating record at delivering new digital services. Public Service Multicasting is an important issue in the unfolding new media age.
Where Digits go Advertising Follows
As can be seen from the report summary below advertising futures is developing a 2012 strategy now. It's only four years away and planning and contract negotiation needs to be well under way already. Consultancies and policy research organisations like Jupiter see below are already working on this:
The launches of Google's mobile search sponsored-links program and Blyk's ad-funded mobile virtual network operator (MVNO), combined with release of best-practices guidelines from the Mobile Marketing Association (MMA), highlight growing interest and hope generated by nascent mobile advertising revenues.
Which audiences can marketers and advertisers target through nascent mobile media?
How much revenue will mobile Internet advertising generate in 2012? (My emphasis on the question loads is the obvious answer!)
Which tactics should mobile operators and media sellers deploy to foster advertisers' uptake of mobile marketing?