With all the hype about the promise of "mobile"... You know, the constant barrage of how from now on everyone will be watching Star Wars on their cell phone, with ad breaks every ten minutes, or until the battery runs out just as Darth Vador is about to kick Luke Skywalker's arse... I am beginning to think back to the halcyon days of the late nineties, just before the dot com bubble burst. Remember when we were told to forget about actually selling stuff and making a profit, 'cos it was all about building the audience? The phone biz is smelling just like that right now. Because it seems to me that no one is answering any of the basic questions, like what role mobile media plays in a larger campaign or as an essential element in the overall media strategy for a brand. In other words, what is mobile supposed to do that can't be achieved with other media choices? What essential role does it play? Forget that it's "hot" or even "cool." Just tell me why I should use it and what benefits I will derive from doing so. That's not too much to ask, is it?
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Your Mother's on the phone Mr. Vador!
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