美国media留学dissertation:移动媒体

在过去几年里，手机在技术方面的发展，使其从简单的通讯设备转变为强大的应用平台。由于强大的市场需求和大量的科研人员不断尝试开发，移动设备作为一个强大的应用平台得以出现，这为市场带来一些新的事物。在这一过程中，无论是开发商还是设计者都不断努力抵抗着另一个持续压力，为市场的发展制定出了不同的应用程序和操作系统。

 

在开发这些应用和软件的过程中，该平台创建了能够与其他平台互相互动和使用的功能。

 

在2000年初，手机作为第七大大众传媒和第二大互动媒体，它能够吞噬界内成员甚至是互联网。然而，在几年前，唯有互联网具有集信息，娱乐和交流于一体的资源功能。就在八年前，互联网被手机所超越，其具有一界面能够提供新闻，音乐，影视和游戏，还能够在小小的设备中收听节目。该通讯设备仍在继续发展，积极地从界内成员中捕获业务利益内容甚至广告，同时还复制了一个平台内其他所有媒体的所有功能。

 

 

From simple communication device to powerful application platforms has what technological development done to the mobile in the past few years. Mobile as emerged as a powerful application platform as result of the hungry market and effort of massive researchers constantly trying to develop and give the market something new. In this process both the developers and designer have constantly worked another continuous pressure and have worked out different application and operating system for the growing market.

 

While developing these application and software’s, the platform created a function of interactivity and usability in other platforms.

 

In early 2000’s we got the 7th mass media and the second interactive media: The Mobile. It was capable of cannibalising its older sibling’s even devouring internet .however few years ago it was internet which was the only source of information, entertainment and communication together. Just eight years ago internet was outclassed by mobile with an interface which offered consuming news, music, watching mobiles, playing games. Listening to radio in a small device. It ‘s still growing and greedily capturing the business revenues content even advertising from its older siblings and replicating all the capabilities of the all other mediums one platform. (Moore, 2007)

 

Tomi Ahonen believes that the six unique benefit set apart mobile from the other six medium they are

 

The first personal media

 

The first always carried media

 

The first always on media

 

The first media with built in payment mechanism#p#分页标题#e#

 

The first media present at point of creative impulse

 

The first media which can measure audience accurately

 

(Moore, 2007)

 

Mobile as universal gadget手机作为通用工具
 

Mobile is now emerging as the 7th Mass Media, joining Print, Recording, Cinema, Radio and Television and Internet. It was fuelled when convergence culture started in 2001. (Alan More May 2007) It is because the need to communicate is more powerful than the need to compute, to be entertained, or to be informed. (Mobile as 7th of the Mass Media August 2008)

 

As per statistics, at the end of 2007 there were almost three times as many cell phone subscriptions as there were total users on the internet... There were four times as many cell phones as there are personal computers of all kinds’ laptops, desktops and servers combined. There were more than five times as many cell phone subscriptions in the world as there were cars. Twice as many people had cell phones ahead credit cards. The population of cell phones was twice as big as the population of TV sets in use. There were 2.5 times as many cell phones as there were fixed landline phones. (Mobile as 7th of the Mass Media August 2008)

 

Mobiles are now integral part of our lives so much that many of us cannot remember a time without them. To have a mobile has become second nature we are generally never separated from them-we eat, breathe and, yes even sleep with our t mobile phones - making them the most private and personal accessory we own today. (Mobile as 7th of the Mass Media August 2008)

 

Cell phone was widely adopted across the nation by 2007, anyone with job and disposable income had a cell phone .There were 6.6 billion people on planet in October 2007 (Source United Nations). There is no other gadget that is even remotely as widely as adopted and spread across the planet as the cell phone and there were 3.3billion cell phone subscriber in October 2007(Source Informa2007). Cell phone was one of the most absorbed commodities. A global Nokia survey of cell phones users in 2006 found that 73% of cell phone owners use the clock on the phone. Not all of these have abandoned wearing a wristwatch, but an increasing portion of the world uses the phone as the only time-keeping device. The cell phone is the only universal device. As the cell phone has become a universal gadget, it is also inducing remarkably addictive signs of behaviour. Almost every cell phone user, 91% in fact, keeps the cell phone literally within arm's reach 24 hours, seven days a week, 365 days of the year according to Morgan Stanley in 2007. (Mobile as 7th of the Mass Media August 2008)

 

Powerful Media Platform强大的媒体平台
 

Consumer behaviour has made it clear that mobile phones are vastly important to our everyday lives and are the major vehicle by which we communicate with one another. Music another feature in the cell phone soon took over with 31% of all consumer dollars spent on music worldwide was already spent on cell phone music. It started with ringtones, but later followed waiting tones, welcome tones, music streaming, music videos etc. (Stephanidis, 2011)#p#分页标题#e#

 

This pattern was also observed in video games, 20% of videogames software revenue came from cell phone games by 2007. Marketers also recognized the importance of providing relevant mobile messages that add value to the life of people. Advertising industry are used cell phone as platform to create with dialogue between the consumer and the brand and by the end 2007 advertising spend on cell phones had reached 2.2 billion dollar in value. More than half of all cell phone owners in countries as diverse as Japan, UK and Spain received ads on their phones. (Moore, 2007)

 

The latest industry to discover the cell phone as a delivery platform is TV. The first cell phones with digital TV tuners (i.e. built-in "set-top boxes") went already on sale in South Korea in the Summer of 2005 an by the end of 2007 there were seven million of such advanced TV-phones in Korea, or 17% of the total cell phone subscriber base watching full broadcast TV on cell phones.

 

Mobile became a powerful media platform and multipurpose device for communication, entertainment and interactivity by the end on 2007.It became a smart device to reply to emails and check news updates for people before the launch of Apple Iphones. (Jo Grobel. Eli M. Noam, 2006)

 

Mobile Wireless media today is important economically and culturally. The idea of mobility has been powerful and important for voice telephony and to find new mediums to illustrate and express and make our life better, which is also a worldwide phenomenon. (Jo Grobel. Eli M. Noam, 2006)

 

Centre of Convergence汇聚中心
 

Henry Jerkins described convergence as flow of content across multimedia content, the cooperation of multiple media industries and the migratory behaviourof media audience who will go almost anywhere in search of entertainment they want. Convergence led to technological, industrial, cultural and social changes. (Convergence Culture 2006)

 

Mobile was instrumental in adopting convergent technology by featuring music, videogames, television streaming internet and social networking in small pocket gadget. It became powerful medium of convergence and a superior media channel with three important factors: reach, audience accuracy and money. It is also very versatile capable of replicating the six media channel can do, mobile stand alone can be digital, multimedia and interactive and posses ability to deliver broad cast content. Internet though a versatile media channel cannot replicate all that a mobile can do. (Moore, 2007)

 

Now mobile communications has gone beyond mere voice or text communication and elevated towards much more complex territory: mass media content –text, voice, image, sound and even video. A new medium has emerged which is capable of creating new types of content, new ways of interacting with users and raising new business opportunities. (Jo Grobel. Eli M. Noam, 2006)#p#分页标题#e#

 

Unique Benefit of Mobile手机的独特优势
 

A Personal : My Media个人：我的工具

Cell phones were the first truly personal media as compared other six mass mediums.

 

All the content available cell phones are consumed in private as well as it gives the owner the leverage to choose whether to share the content or not.

 

Whereas Radio and television are often consumed with others in the room, on the other hand internet has other around for example parent keeping on their kid’s usage or friends peeping in your web activity. Print medium like news paper and magazine are discussed often read in loud. Almost all the content on cell phone is consumed in private by the user.

 

People these days are more glued and wedded to their cell phones than their wallets or any other things. It’s inevitable for a mobile user to live without phone even for a day, a Unisys survey revealed that we lose our wallet we report it in 26 hours but if we lose our mobile phone, on average we report it in 68 minutes. Also a survey conducted in 2006 by Wired found that 60% of married mobile phone owners will not share their phone with their spouses. (Moore, 2007)

 

A Carephone Warehouse survey found that 68% of teenager won’t let their parents see what is on their phones. It is as personal as personal mails. (Moore, 2007)

 

The Mobile is rapidly cannibalising our time as well as our pockets.

 

Personal nature of miniaturized mobile device offers space to media companies to explore and expand the content personalization that may draw media audience closer to their media brands. Moreover mobile communication, it offer s new channel for increased interaction between the media brand – hereby the media brand can be a media organization such as radio station as well as specific media content such as a soap opera – and the individual audience number .

 

Thus leading to deepening of customer relationship in the audience market which can be than translated to monetary rewards from advertising clients.

 

B Always carried: The City in my pocket随身携带：装进口袋的城市

The small communication device ‘The Mobile’ is always within arm’s reach for every mobile owner. It ‘s easily accessible unlike other medium example television one can’t access television or radio while working in office to get any news update or read any content. Internet, newspaper and magazine need to be around or within the reach to consume content from them. (Moore, 2007)

 

It has always proved to be the permanent media gadget which can reach within in less time than the other. It will take us a few minutes to figure out where our mobiles are?#p#分页标题#e#

 

Most of us don’t leave home without our phone. It’s a common habit for most mobile phone owners to sleep with mobile phones physically in the bed; a global survey conducted by BDDO in 2005 stated that same that 6 out of 10 people sleep with the phone physically in the bed with them. (Moore, 2007)

 

Similarly a worldwide Nokia survey in 2006 found that 72% of that population use mobile phone as their alarm clock. Mobile is one such device which can be use anywhere, the device which is very handy and pocket size is capable of browsing on web, listening radio, watching movie or news, playing games when bored. It can be accessed even restroom to even board room. (Moore, 2007)

 

It was quoted at Forum oxford that the bathroom is one of the most common places where a mobile TV and Mobiles Internet are accessed most. (Moore, 2007)

 

There is no doubt that no other media can have this kind of intense relationship with the audience. (Moore, 2007)

 

C Always –On Mass media永久-大众媒体

The phone and cellular network is designed to be always on besides being personal and permanently carried. One can receive calls, text message and browse on web or stream music or video whenever they want as per battery life. Breaking news alert, reminder of favourite rock star performing on radio, what is happening in reality shows or daily soaps on TV all can easily consumed on phones. However, iPods need to be connected similarly we need to at home or around internet or television to catch up on daily soap or sitcoms. (Stephanidis, 2011)

 

Only mobile becomes a one stop solution for delivering music, news and video streaming anytime and every time with permanently carried and always on benefit.Earlier it was stated by the news published that internet could offer a rival experience to the printed newspaper also the mobile phone screen has so little space that it could not fulfil this need. This was also being proven not to be true. Though mobile has little real estate, it offers an active screen which can be far superior quality of view than to the printed paper or magazine. It just takes while for designer and application developer to develop a format or application to replicate a content to capitalize power of mobile. (Deleon, 2006)

 

D Built-in Payment Mechanism内设支付功能

It’s not possible to pull out page of newspaper and make payment s or grab transmission of radio for payment even on internet one has to subscribe to pay pal or provide a credit card or debit card for payments. However, on cell phones the payment ability is built in any content consumed via link, or click will be charged by the service provider or SIM service itself on the cell phone account.

 

This even makes it easier for students and teenager who do not qualify for credits cards.#p#分页标题#e#

 

(Moore, 2007)

 

E Available at point of Creative Impulse创造性的动力所在

Camera phones with video sound recording have also given rise to citizen journalism. People now use internet and their phones to update their blog with post and pictures of new city they just toured.One can easily the enjoy media experience sitting anywhere buy mere clicking on YouTube or Flicker or CNN news update. Mobile has become a critical tool to consume and add new content such as pictures, recording, visual etch. One can easily shoot an audiovisual from their phones and show it to the world by mere clicking on the tab and uploading.

 

(Moore, 2007)

 

However mobile content industry has been efficiently replicated the content from 6 mass mediums into mobile formats through various applications and formats. New tools and utilities present in mobile phones can ignite the creative minds. New applications illustrated innovative and inventive media format concepts. The is evident with the new widgets in mobile which are used by few mobile owners like SIM budgeter in normal phone whereas the present Iphones and Android are far more superior in terms applications in which one can even Photoshop a image or use application like Google GPRS or NDTV App which can be use on both platform mobile as well as Facebook.

 

Facebook, YouTube, Mobile blogger are few applications among few other which are common in the Mobiles available today.

 

(Moore, 2007)

 

G Most accurate audience measurement大部分准确的大众测量

So far no other media channel has been able to embellish audience information or measure audience like news papers television and even internet for that matter. With cell phone, exact composition of total audience, individually, explicitly, completely and exactly. Audience information and measurement is very resourceful for media and advertising. With accurate data they can directly focus on target audience, also the data is helpful in improving the content and media business. (Moore, 2007)

 

Mobile and Media Content手机媒体内容
 

Music on Mobile手机音乐

Almost each one of us have used have walkman at least once, when Sony launched the walkman portable player it was huge rage in the beginning though the market was soon diminished due to Napster on the content side but again in 2001 when apple intelligently created IPod’s and ITunes a new space was found. It took over the market sold 100 million IPod’s in six years creating a billion dollar revenue for the music recording industry out of legitimate sales through ITunes.In the later year Music phones versions were sold from Nokia, Motorola, Samsung, and Sony Ericson. This is also one of the reasons why Apple had to rush the Iphones to the Market, the IPod had lived a beautiful span in music but its reign came to an end. Most of the mobile phone owners use their mobiles for music at some point or the other while walking or while driving using the mobile with aux cable.#p#分页标题#e#

 

Mobile not only replicated walkmans or IPods but it also took place music players and decks and tape recorder as it no longer required a CD, USB or Cassette to play music.

 

(Jo Grobel. Eli M. Noam, 2006)

 

Gaming on Mobile手机游戏

Video games, Hand video games and many more indoor games are designed and developed in Mobile format as the online gaming is already a growing market. Games such as Pong, Donkey Kong, Chess, and Sudoku are more played on mobile than online. However the most played game worldwide is Snake on Nokia phones.

 

The gaming industry makes money through developing consoles and networked games such as Nintendo, Play station , Xbox and multiplayer network games such has counterstroke War craft ,NFS etc most mobile games tend to be small quizzes or light games such as Word power, Poker, Angry Birds or Bounce which offer a pass time for mobile owners.

 

As mobile is multipurpose in many more ways these games engages mobile owners when they are bored or have nothing better to do. These games are small and entertaining.

 

However developer like game loft, Disney studio have created many game series like Hercules, The Hero , Samba , The lion King,, Penguins in Mobile formats.

 

However with the popularity of angry birds and Snake the most addictive of the lot are now played on other platforms such as Facebook and online gaming sites.

 

(Jo Grobel. Eli M. Noam, 2006)

 

Other linked content其他关联内容

Apart from this advertising and infomediary are have entered mobile industry with in app and web browsing on mobile .Many infomediary, media companies and other brands are trying to monetize their content through mobile advertising which can be displayed on mobile websites ( Display Ad’s) and also they can be embedded in mobile applications as a software , text , video which can also cross link the user to internet browser where they can access(in app ads) for find more relevant information. (Jo Grobel. Eli M. Noam, 2006)

 

It can be said that mobile content providers typically attract advertisers and advertising revenue through mobile advertising such as AdMob ( Purchased by Google in 2009), Ouattro Wireless( Purchased by apple in 2010), Millennial Media, and Jumptap, which take between 15 to 50 percent of revenue. (Feldmann)

 

Integrated Application Development综合应用发展

Marketers are shifting their advertising strategies on how they can reach people through the virtual world with the growing popularity of Mobile and Social networking sites. The old impression of online advertisement and SMS advertisement are long dead as it annoys people. When they are already involved in emailing or browsing or gaming, they don’t want to interrupt by display ads .Thus advertiser made use integrated application based software which in turn engaged them social activity. This gave rise to Facebook and Mobile Applications. This trends towards activity based applications led rise of social app which was not only a win for marketers, but it helped the publisher maintain a high level of engagement with its audience. It is because of Smartphone share in the market and social networking hit, one of the most successful trends today is design and development of Interactive application which engage the audience into activity for a short span of time.#p#分页标题#e#

 

These applications allow the user to interact with application in a way that is useful, entertaining and viral in nature. These applications are capable of involving the target user to be more than passive viewer of information, but participate and engage into it. These applications are developed keeping personal and commercial use of the user. It can be accessed on cross-linked media like mobile devices and on web services special socially networking sites or specific targeted websites.

 

The platforms of these applications can be Facebook, Twitter, Myspace, Google play store, or can be buit-in mobile devices. However many applications can added on or installed from web-services.

 

Applications like Facebook application or Android applications are used on multiple platforms, in a variety of formats. Many such interactive applications are capable of supporting and complement their origin website or can stand alone as innovative concept. Applications like imobile app by ICICI Bank complements and supports the website icicibank.co.in similarly we can say that timesofIndia app complements the leading publishing house Times of India Newspaper.

 

Some stand alone application like Airtel tera Mera Friend Ship Band was innovative application launched on Facebook for short period of time. It was temporarily application which ran for few months encouraging users to engaging in social tagging. It was unique concept with rewarding outcome to user.

 

Mobile Applications手机应用

Application which can be installed or exist in mobile as inbuilt-software can come under mobile application. These applications include widgets , gaming application, music application , image editing application , a mobile versions of websites .Mobile version of website can allow the user optimal viewing on mobile browser with user-friendly and mobile formatted interface. These applications can easily navigate and locate and serve purpose of the user by providing media content.

 

Applications on Mobile can be classified into three man category:

 

1. Time wasters: Apps that can be used for short bursts when you are waiting in line, etc. The most popular time wasters are games. Some apps are used sometimes as time wasters and sometimes as utilities – e.g. Facebook is both a time waster (checking status updates few minutes) and a utility (sending Facebook messages).

 

Time wasters tend to be faddish. It is easy to get hooked on new games and also easy to tire of them. If you want to build a big company that builds time wasters, you need to build a machine that builds, markets and monetizes apps, as Zynga has done.

 

2. Core utilities: As a rule of thumb, core utilities are the apps on your home screen: camera, phone, contacts, texting, calendar, etc. Core utilities map to deeply engrained use patterns that usually existed before modern smart phones. In the past people might have carried around a paper calendar, a standalone camera, etc. Core utilities tend to be very sticky – if you gain widespread adoption for a core utility you can build long-lasting value.#p#分页标题#e#

 

One entry strategy for a startup is to replace a core utility. This is what Instagram did to the built-in camera app. It is unclear whether the “Instagram for video” companies are core utilities (video app replacements) or time wasters. Creating a new core utility that doesn’t replace an existing core utility is very hard. Foursquare seems to have done this for the users who regularly check-in.

 

3. Episodic utilities: Episodic utilities are apps that typically aren’t on the home screen but are extremely useful in certain situations. Some examples: Hipmunk when buying plane tickets, Uber when you need a car, and OpenTable for making restaurant reservations. Successful episodic utilities target a well-defined situation and then become deeply associated with that situation. Making an app that is too broad or has multiple use situations can hurt you. Because many of these situations involve purchasing, these apps tend to be monetizable.

 

4. Notification-driven apps: This is an emerging category. Android has had a good notification system for a while, but the iPhone only made notifications useful in IOS 5. People tend to enable notifications for communication apps like email, texting etc. Thus far, notifications for other apps haven’t gotten widespread adoption because, among other things: it is easy to annoy users by over-notifying them, and running non-communications apps in the background tends to drain battery life. Expect this category to grow as apps get smarter about when to notify, and battery life improves dramatically over the next year or two.

 

(Dixon, 2012)

 

Applications on Social networking Websites在社交网站的应用
 

Social networking websites are the most popularly browsed websites. Orkut, Google+, Twitter , MySpace and many more are some commonly surfed website with high involved of audience into social activity. These sites offer various supporting application which allow the user to stream videos, play games, listen music, read articles, etc. Highly accessed websites like Facebook is strongly conducive for advertising as it has large audience involvement. It also offers a platform to advertise with applications.

 

As per the information Pearl street design site

 

Over 24,000 applications have been built on Facebook Platform

 

140 new applications added per day

 

More than 95% of Facebook members have used at least one application built on Facebook Platform

 

More than 80 million active users

 

Facebook is the 6th most-trafficked website in the world (comScore)

 

Facebook is the 2nd most-trafficked social media site in the world (comScore)#p#分页标题#e#

 

Over 55,000 regional, work-related, collegiate, and high school networks

 

More than half of Facebook users are outside of college

 

The fastest growing demographic is those 25 years old and older

 

Maintain 85 percent market share of 4-year U.S. universities

 

No. 1 photo sharing application on the Web (comScore)

 

Photo application draws more than twice as much traffic as the next three sites combined (comScore)

 

More than 14 million photos uploaded daily

 

More than 6 million active user groups on the site

 

Types of Application on Social Networking Website

 

Social networking websites proves to be a useful marketing tool for brands. After doing literature search, brands can invest on applications considering three different elements. These elements can add or supplement the brandy as entity on social networking websites. These include

 

Value : Application which the user with content and information links to brand or is relevant . This content and information can be valued and usually has a long life and can be interacted with on regular basic. These sort applications used by company provide the user with real time valuable information that is relevant and supporting. These application may be used news portals, any other companies which can offer daily update to user.

 

Growth- some applications are specially designed the gather as many user and lure them with interesting features such has games, music or contest and competitions’. Companies may use these application to introduce a new product or build a relationship with them for future prospects. This can be done in order gain publicity and monetize traffic on the application for building base for a launch . Whereas some may use these in order offer special space or give benefit to the user.

 

Brand – Most of companies develop application to get recognised on digital medium. They create fancy visuals and content in order to grab attention. This form of application may require creative and innovative concepts to create explicit brand awareness. Many companies have found this element interesting to place them in the digital market. Though some application like maybe similar value application but application with brand building focus more on highlighting the brand by offering various features linked with the brand.

 

(Christoper, 2008)

 

However in my opinion, a company may invest more in value application as it has a long lige as well as regular engagement. Companies which aim to create a virtual space or want to build a brand can develop applications based in brand as they can achieve good returns from them . Growth applications seems to be least efficient as it maybe be successful only for a short span .

 

But development of applications on these elements requires insight , market study and a good strategy.