With the arrival of ever more sophisticated handsets and viable interactive technology, the market is set for a dramatic change as major brand and intellectual property (IP) owners look to take existing content mobile.
They should not assume, however, that delivering existing content for the mobile is simply a case of manipulating a few images, some sound and a little video. High-quality content that works across all networks and handsets requires expertise and experience – without it, organisations will deliver poor content that rapidly undermines brand value and the mobile opportunity.
The intimacy of the phone is powerful and dangerous for a brand owner. Getting the content provision wrong will result in a very personal, bad user experience; get it right and the opportunities for building a strong, direct customer relationship are significant and will underpin the further extension of brand value and mobile commerce.