Future Case

Crossmedia, Social, Mobile, Business Modeling, Marketing, Research and insights

Digital Communication, why won’t kids choose for it?

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Originally posted at www.crossmedialab.nl on 28 June 2010

Perhaps I am a bit occupationally deformed when it comes down to (digital) media. That’s probably because I’ve been in the media business for three decades. That must have lead to full incorporation of media as such in my life. Sometimes it is hard to understand that what I regard as important may be of utter uselessness to others who just take the media as they are. But then again, media are in every people’s lives, whether one likes it or not

So, media are important. There is no doubt about that. All of us are informed and persuaded through the media, may they be analogue or digital.
So, one may think that I am not the only one who regards the media as a very relevant phenomena in our society. Every year a couple of hundreds of youngsters enter our venue in Utrecht to leave it again after an odd four years as communication professionals. Most of these young colleagues know hardly anything mentionable regarding digital media. That is a disgrace. One should think that with the up rise of digital media would cause a natural effect on young people who want to do ‘something’ with communication. Apparently that thought is a no go.

Our fabulous education Digital Communication can’t get enough students. Kids who need to choose what to do when they grow up hardly ever consider that the future of communication and media is in digital, more specifically mobile. At least, according to me.

To wrap up, MOCOM 2020 has published this:
Approximately 60% of the world’s population has a mobile device used predominately for voice communication;data still remains a small component. Mobile communications are a delivery and transactional vehicle that fosters job creation in emerging economies and can transform other industries such as health, banking oreducation. Adirect correlation exists between increased mobile phone penetration and increased macro-and micro-economic development.
The vision for the future of mobile communications is a fully interconnected world where every citizen will access, create and use content. This is the fastest growing technology in the history of mankind and is also the most effective technology known to date to enable individuals, particularly those at the base of the pyramid, to participate in the global economy.
The nearly 4 billion mobile phone subscribers in the world are realizing multiple macro- and micro-economic and social benefits. This will only continue as more individuals become connected to the global economy and more products and services are deployed. Council Members coined the phrase “Humanity’s Nervous System” to describe this interconnected and highly personalized world.
As an industry, mobile communications are relatively recession-proof and will continue to experience growth, create jobs and unlock innovation. Economic crises result in change – as such, mobile communications will play a huge role in reducing current inefficiencies and raising the productivity of both individuals and businesses.
Three fundamental dimensions impact the future of mobile communications:
1. Access: the ability for individuals to utilize both voice and data mobile communications ubiquitously
• • Key enablers for access include:
– cost reduction of services (infrastructure sharing, handset recycling)
– a global regulatory framework with the removal of mobile specific taxes and over-regulation
• • Key uncertainties include:
– whether universal access is a fundamental human right
– whether we should strive for regulated universal access or defer to market forces
2. Applications/Platforms: the value added services and capabilities available to end-users which would be an extension of the larger public Internet
Key applications for improving the state of the world would include health, education and financial services.
• • Key enablers include:
– an open and interoperable system which creates opportunities for “bottom-up” innovation
– the increasing sophistication of handsets and user experience
• • Key uncertainties include:
– why there hasn’t been greater uptake in health, education and financial service mobile applications given rapid global subscriber adoption
– regulation with mobile banking and financial services
– who pays: financing for health and education
– the literacy challenge of those who only require a phone for voice services
3. Data Ownership (and Associated Personal Rights): the information generated and gathered on individual behaviours and transactions.
This wealth of information holds tremendous transformative potential but clear rules and transparent regulatory frameworks are needed to ensure personal wealth creation and
the prevention of abuses.
• Key enablers include:
– ownership: you own your own data
– accountability: a “post-privacy view” using watermarks to create an audit trail of who uses it
– use of anonymous and aggregated data to create new socially intelligent applications (i.e. health, urban logistics, government services)
• • Key challenges include:
– establishment of a global framework for data usage and protection
– general awareness of this dimension and its broad and fundamental power
– privacy and security of data and application
– liability of data ownership or management


Written by Kees Winkel

July 28, 2010 at 12:37

Posted in Uncategorized

Tagged with , , ,

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