Three interesting aspects about current consumer behavior are: 1) leaving traces, 2) media acrobatics’ multi-tasking culture and 3) pleasure orientation. It is increasingly relevant to leave its own mark (tags, comments, modifications, patches) to the networked media communities and interlinking with mobile with online communities. Multitasking refers to a way of using several channels, devices and services simultaneously to link with other products and related themes. Media acrobatics refers to the fast reception ability of new technologies, devices and services, as well as an open-minded experimentation mentality and misuse (also known as " creative hackerism"). As a general effect of these, one can say that media use is in transition points. The change affects mobile games and the expansion and creation of new active consumer groups.
By 2010, mobile media will have developed into an integral part of a total gaming experience. The experience environment will no longer be device-specific but will cross different devices as well as social and physical contexts of use changing the experience into a continuum ”everywhere – all the time – by any device”. This development will boost the development of more fragmented games where users can take the game with them on a mobile phone and continue playing on any screen (public screen, at an Internet café, on a cruise ship or in a shopping mall), as well as having a clear role in supplementing and modifying the game content. Toolboxes will be widely available to users. Mobile devices will have become the controlling device for the total experience as well as acting as a payment channel.
Tomi will be thrilled :-)
Social networks are of course about persistent conversations "as social and physical contexts of use changing the experience into a continuum."
So are we moving into a world - rapidly - where Customer participation is a driver to growth? The story, is about people - and what we are A "we species." And as Mark Earls, my good friend Planning Director at Ogilvy ( A big cheese ) said on this blog recently
Human beings are highly social and are built to be so. While the technology is new and exciting, it’s really showing an abiding truth about who we are. And that truth changes everything.
The device, the user, the context of use and the content are mobile. This enables more and more possibilities for users to act as co-creators of content. Web2.0 trends with mash-up from the Internet will quickly become common in the mobile world at the same time when cross media solutions evolve and different media are not considered as separate contexts of use but as one complex entity of different devices and channels. Hybrid media (combining printed with digital media) will be key solutions for flexible marketing of ad hoc and long-lasting games through different channels and various user groups.