I am at the IMS 2.0 conference in Monaco. It’s a fascinating conference hearing different views and I am glad I am attending this (all three days) – for free since I am a speaker . At this conference, Tomi Ahonen gave the keynote for this conference. It was a usual Tomi performance and he touched on his favourite theme – Mobile the 7th Mass Media is to internet like TV is to radio .
In the previous evening, Tomi had been speaking to me about this idea in the lobby of the Fairmont and trying to ‘convert’ me to his way of thinking. In a nutshell, the Mobile is the seventh mass media idea is based on five principles which make the Mobile device truly unique
First, the mobile is personal
Secondly the mobile is the first always-on mass media
Thirdly the mobile is the first always-carried mass media
The Mobile is the only Mass Media with a Built-in Payment Channel
It is available at the point of creative impulse
And all this, he wraps up with the idea of ‘like magic’
Tomi asked me for my technical perspective on this article.
My view is: this idea of ‘like magic’ is a refreshing change because it seems to depend on simple ‘compartmentalised’ technical innovations such as 2D barcodes
So, the focus could be to first chart these innovations and then see how media can be fitted around it.
This is different from taking existing media/content and retrofitting to ‘Mobile’.
The starting point varies. Traditionally, we start by taking media and then retrofitting it to mobile.
In contrast, the seventh mass media approach would start with a ‘fantastic customer experience from something uniquely mobile’ (such as 2D barcodes or Shazam) and then retrofit media to that experience.
One example I can think of is: the Oki’s MobileIris app
According to Wired ..
Tokyo gals stopped carrying cash and Visa cards back in the 20th century. Now when they want to buy stuff, they just swipe their phone as if it were a credit or debit card. But the convenience may cost them if they’re careless. Keitai thieves can help themselves to millions of yen in addition to running up overage charges. One way for girls to safeguard their moolah: Upgrade to a phone with Oki’s MobileIris app and snap a pic of one of their peepers. The iris-scanning software (which works on almost any 1-megapixel phonecam with focus and flash capabilities) keeps mobiles on biometric lockdown until it matches the user’s eyeball to the one on file. No match, no sale!
Not sure how much this conforms to the original article .. but thats my view ..