Mobile internet adoption isn’t an inevitability

To tie in with the MRG conference, Mediatel is running a series of opinion pieces from the speakers.

Mine is on the diffusion of innovation with regard to the mobile internet (I’ll be speaking about Essential’s Brandheld mobile internet project at the conference). I’m not sure if it will eventually go behind a paywall or not, but the article can be found here.

In it, I say that the majority of people will eventually have powerful internet-enabled phones, but that adoption of the mobile internet isn’t guaranteed as

  • Ownership doesn’t equate to usage
  • The mobile shouldn’t seek to replicate the computer
  • Needs and behaviours vary across the adoption curve
  • Usage does not always correspond to value
  • Seek to surprise

Each of these points are explained within the article, which even has a photo of me adorning the page.

sk

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