Oh, and following on yesterday's blog about Mobile as 7th Mass Media (being as superior to the internet, as TV is to radio), we will see a watershed moment on the awareness of this issue, June of 2007, when the iPhone launches.
Yes, the iPhone will shake the handset makers and like I've said before, it won't take massive market share, but it may well reach its 10 million unit sales target in the first full year of sales. And its influence will be greater on how much all handset makers have to improve their game to try to match Apple's better user experience. That is not the big influence of the iPhone to the converging industries (Y of Convergence)
But now, think of the six "legacy" media - print, recordings, cinema, radio, TV and internet. Up to now, if they think of mobile as the newest (ie 7th) mass media, and whether it is a viable "relevant" sibling in the mass media options, most executives in legacy media probably thought of the phone in their pockets. Likely a year old phone. Much of the media giants are based in America - meaning laggard phones and carriers. So they would not very easily warm up to mass market adoption of new media content on these puny little inconvenient "toys".
But that mindset will be shattered when the media blitz of Apple's future starts in June. Apple will certainly feature the music ability of the iPhone - due to the installed base of iPod users. It will certainly play to Macintosh users, so part of the blitz will cover the "computer-like" abilities of the iPhone ie as a kind of "super-PDA" (as it is the obvious grandson of the Apple Newton). But the part that will most shake legacy media executives - especially in America - will be how powerfully Apple will convince its iPhone will handle video files (ie TV and cinema) and internet browsing.
Suddenly the wall is shattered. Up to now, its easy to dismiss cellphones as not viable media platforms (even though they already are, as we can plainly see in Japan, South Korea etc). But the iPhone will alter the perception. With its large screen, and its intuitive user interface (no clumsy tiny keypad) - regardless of whether the iPhone ends up being any better at media consumption than its contemporary smartphones or not - the media blitz that Apple will mount for the iPhone - in America - this June, will forever extinguish the image that phones are not capable media platforms.
Now - where is the insight to readers of the Communities Dominate Blogsite? Ha-ha, well, you can see the future, clearly, that this will be happening in June (or if Apple delays iPhone, then at the later date when the iPhone is launched). You have now 3 months to get YOUR act in order, to steal a head-start in this race. The whole Hollywood and Madison Avenue media machine will "discover" mobile (cellphones) this June. If you can prepare for it, now is the time to capitalize on this upcoming major upheaval. Now is the time to capture the best talent (before the recruitment frenzy starts) or land the major clients or develop the apps or run the projects etc. Ha-ha, and do your training.
Perhaps its time to go back and read the Mobile as 7th Mass Media blog entry one more time, to really grasp the meaning. This story will start to roll now, like a snow ball. It will grow, echo, and be an avalanche later this year. The more you (and your team) have had time to adjust your mindset to understanding this, the better off you are when the big storm hits.
Its just part of the service we do with Alan here at the Communities Dominate blogsite for you :-)