Marketing In A World Without Phones
Yesterday, Read Write Web posted an entry about a world without phones. The post was about T-Mobile working with Google on mobile data devices. The central idea is that in the future we will all have mobile devices that are driven by data transfer. Voice will be only one of the many things that would be transmitted by these devices. Is this going to happen? Most likely it will, we are already seeing it with things like Skype for the iPhone. It is easier for mobile devices to not have “voice” plans. Sure this will take a while as phone companies become data companies.
What does this mean for marketing?
A world driven by mobile data devices offers a strong opportunity for companies to reach customers in more relevant ways. As devices become carrier agnostic companies have the opportunity to create their own experiences for customers. This could mean niche mobile operating systems, custom VOIP clients that interact directly with customer service and sales, or company sponsored data networks. The potential and possible relevant application is almost limitless.
We have seen some of this tried in the past. Anyone remember ESPN’s failed mobile phone effort? Many of the past ventures have failed do to contract restrictions and closed cellular data networks. As devices become more focused on data and flexible across multiple networks, marketers have to understand the long-term applications of interacting with their customers.
