Amidst the technology hubbub of the 3G AfricaCom Conference in Cape Town this week, there is one thing that stands out like a beacon. It is that technology providers have delivered on their promise of a cost-effective and super fast mobile experience.
It is now up to the service providers and software developers to create the platforms and applications to allow users to access those services that they find beneficial.
Users invest time
In a discussion that I held with Stephane Boyera of the W3C Mobile Web Initiative, he put it so well when he said that a user would invest in an application or service, provided it was of benefit to him or her. In other words, if the user has to spend some time on getting to know how to operate a specific application, this would be acceptable, provided there was a clear benefit in terms of saving either time or money in the future.
So what is it that we ought to aim for when setting up services for consumers? What is the magic bullet that will turn an application into another Facebook-like success?
Accepting that mobile web is the inevitable destination that we are all marching towards, I can do no better than repeat the words of the man who coined the phrase “Web2.0”.
Tim o' Reilly says that in a world where the network becomes the platform, the rules of business have changed. And the cardinal rule is that users add value.
This seems a simple enough phrase on the face of it, but upon reflection you will see that it involves a seismic change in the manner in which business will operate, especially in regard to its interaction with consumers.
Time flies
When talking to the CEO of a top communications firm last week, after I had presented an overview on “The Future of Mobile in SA”, she mentioned to me that it has taken nearly two years to change the communication strategy of its clients to focus on mobile communications.
This should serve as a salient reminder to those who have not yet included mobile as part of their marketing and communication strategy that time flies.
Before you know it, your consumers would have set up a mobile blog about your products or services. Or even worse, you may find yourself in an ill-considered, quick-fix environment because you have run out of time.
Harry Trisos of Mobilety has been involved in the marketing of telemedia for the past 15 years. Commencing with Telkom and the 087 industry in the early 90s, he has been at the forefront of developments in value-added content throughout this period, working with some of the leading service providers in this sector.
Harry has also provided media marketing services to almost every major publication in the country. His services have ranged from setting up and managing of variable data promotional competitions to consulting on mobile strategy for publications. He can be reached at smm121@mweb.co.za.
Visit our PRESS OFFICE: Mobilety is a fully integrated supplier of content to the mobile market. The company consults and manages the channel to consumer for any client who is supplying content to mobile markets.- more....
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Harry Trisos of Mobilety has been involved in the marketing of telemedia for the past 15 years. Commencing with Telkom and the 087 industry in the early 90s, he has been at the forefront of developments in value-added content throughout this period, working with some of the leading service providers in this sector.
Harry has also provided media marketing services to almost every major publication in the country. His services have ranged from setting up and managing of variable data promotional competitions to consulting on mobile strategy for publications. He can be reached at 
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