3G will succeed – get the picture

I agreed strongly with Robert Dwek’s opinion (MW August 28), that 3G will eventually reach the “trendy” tipping point. Texting reached a critical mass almost out of the blue; no analyst could ever have predicted how popular such a simple application would be.

The next mobile technology to reach the tipping point will be multimedia, or picture messaging, and penetration of picture phones is rising fast. This is precisely where marketers should sit up and take notice.

The functionality of 3G is already here on 2.5G phones – pictures, animations, sound and video. It will improve over the next 12 months, and consumers are already keen to know more about picture messaging, video clips and Java games. The key is to ensure your marketing department or agency has the knowledge to deliver new mobile services as part of its campaigns in order to avoid playing catch-up with what consumers want.

To be able to do this, mobile marketing companies must explain picture messaging, video and gaming opportunities in marketing terms. Once this happens, the tipping point will be reached very quickly, so don’t get left behind.

Katie Hollier

Head of product strategy

Wireless Information Network

High Wycombe

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now