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Sometimes, You Just Want The Cake
Posted by Michelle O'Hagan on June 26, 2008
In an earlier post, I referred to winning industry awards as icing on the cake—i.e. awards aren’t the motivation for the work we do; the clients’ business objectives are.
Remember those business objectives (the cake), because those are what people really care about. Does a product, service, widget, or whatever, solve a problem? Does it meet a basic need (I must have this chocolate cake RIGHT NOW, so let’s microwave it!)?
A few minutes ago, I read an article on Marketing Charts titled: Forget Ringtones, Games – Consumers Want Practical Mobile Internet. Two companies, dotMobi and AKQA Mobile, conducted a consumer survey about mobile Internet usage and attitudes of mobile Web users in the U.S. and U.K.
It seems a whole lot of people would really like it if their mobile device and mobile websites could reliably help them accomplish mundane tasks, such as banking, travel planning and ticket purchases. Games and ring tones may be icing, but the ability to pay your electric bill is definitely the cake.
So far, Apple’s iPhone provides access to the “full” web, but many mobile websites (for the non-iPhone crowd) don’t provide the robust functionality of the original sites. So those everyday tasks (the cake) are still pretty much unavailable to the rank-and-file mobile phone user.
Seems like a pretty big opportunity just waiting to be addressed by dotMobi or AKQA or somebody.
One more interesting finding from that survey: 63 percent of respondents said they’d be more likely to give up their money than their mobile smart phone if they were mugged.
No wonder. If they’re like me, the phone is worth way more than the cash on hand.
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