Jonathan Shore wrote:
> Aside from the "mobile angle" and what that brings to a content/retail
> concept, I don't believe the content we're seeing is fundamentally
> different. Rather the content market here has put its effort into
> developing around mobile rather than the traditional web.
That is exactly why mobile contents in other countries aren't very interesting.
In Japan, most content assumes:
* The user is killing time (waiting for bus, riding train, waiting to meet
friends) between doing other things. This implies:
- short bursts of use, rarely more than a few minutes (requires quick and
simple navigation)
- repeated use throughout the day (requires regular updating)
* The user is on the move
- wants to go somewhere/do something and needs info (train schedule, sales
info, restaurant guide, maps)
- is somewhere and needs more info (train schedule, sales info, restaurant
guide, maps)
- isn't doing much (games, chat, kill time, find something fun to do)
Always the focus is on doing something/figuring out something to do/specifically
doing nothing (killing time)
Add to this personalization based on demographics and location-based services
and you have some winning contents.
US/European contents providers/operators are yet to figure out: the value of
mobile contents is the fact that it's small, fast, and simple. A small screen
and no keyboard isn't an obstacle :
-too small to display anything useful
-to hard to input search criteria
it's an enabler:
-easy operate with one hand
-slip in/out of pocket to glance at quickly
r e n
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morgan stanley dean witter japan
e-business technologies | engineering and strategy
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Received on Tue Jan 16 09:45:12 2001