MOBILE MANIA OF THE NEXT LEVEL...


Came across an interesting story in the Economic Times today (14th Nov, 2007). The writer was crystal-ball gazing on the state of mobile telephony in India and juxtaposing it alongside the technology of mobile television.

While the facts portend a positive story on the mobile landscape in India, it might be worth a dime to look at the new service from a consumer perspective.

As much as the media landscape is changing and people are moving into the domain of dynamic media consumption (media consumption while they are on-the-move). There are certain inherent need drivers:-

a) Quick and fast - the media (especially the new media) should be available quick and fast. When was the last time you spent more than 30 seconds waiting for a video to buffer in youtube? :)

b) Cost - value equation - Stressing a point which I hold very close to my heart, over my experience in research and marketing, I have very clearly been able to see that Indian consumer has moved from being a 'cost-conscious' consumer to a 'value-driven' consumer. As much as we would like to offer a million value-added services to Indian consumer, he will only embrace the ones he thinks will add value to his consumption. Thus, content on a mobile TV becomes extremely important in relation with the charges for it being offered as a service

c) Mobile cost - although the cost of owning a cell phone in India is the cheapest worldwide, when one is talking of mobile TV as an application, the rules change! No one would want to stress vision on a tiny 3" screen of a normal cell phone. Innovative freebies like magnifying lenses (for an individual viewer) might add to the value equation while keeping the price of instrument under control. But its something that the phone developers must think about Not many people in India can afford the Nokia N91.....

d) Technology - India is still finding it difficult to embrace CDMA (considered to be a poor man's technology). 3G is a far cry still!. It will therefore be very important to comprehend and deliver the mobile TV services on a right technology platform. It will have to be a technology which has the right 'image' and right 'cost' attached to it:)

e) Law of land - Law being above the king and subjects has been the jokers' cry for years. But it becomes very important from India's perspective. Especially given the fact that there have been some corners of the power corridors who have been crying to control the content on the net. There will be definite shouts to control the mobile TV content as well.

As much as I would like to invite and transact with new technology, let me profess that I get into a relationship with a brand only if I 'completely understand' what the brand has to offer to me. So, from a brand promise / communication perspective, it might be worthwhile to think of what would be the right 'communication' of the service to flow in to the customer, and how to translate that into a rational as well as emotional benefit statement. In a country like India, which is a melting pot of diverse consumers.....it is a question which is worth million dollars......