Media Mobility Essay

Abstract

            Consumer preferences on media content consumed is constantly shifting. This means that market itself also has to shift its operations so as to meet the ever changing demands of its consumers. Consequently the shift to personal media experiences heightened by the availability of high speed internet access evolution of television and time and place shifting applications has led to the advent of media mobility. Media mobility implies that media experiences need to be molded so as to suit individual wants and needs. Individuals need to access media content wherever they may be, whenever they want to and using the device that they chose. This means that media mobility not only looks into the experiences of the end users but also the service delivery of these media experiences.

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Introduction

The aim of this article is to show the significance of media mobility and its response. Media mobility means the ability for one to gain access to their mode of receiving and sending information wherever they are thereby creating communication possible everywhere anytime; from one place to another. It helps play a major role in delivering information from more than one place and in more than only one way. Also, the delivery of any information happens very fast. The 21st Century technology in relation to media mobility has been strategically coupled by combining communication devices with small, lightweight display tools to allow mobile media events take place basically everywhere (Lindstrom, L. 2002).

Future generation communication predictions have since led to invention of a number of soft wares being improved; for televisions, mobile phones, cable modems and Bluetooth devices among others. However, it is almost impossible for one to correctly tell exactly which technology is going to come after the other with the stiff competition among service providers, product manufacturers and so on. But one thing is for sure, as a consequence of highly improves soft ware, content of products  and experience, most analogue products have so far been replaced by the digital media in many aspects.

Significance of media mobility

Media mobility plays a huge role in speeding up the delivery of personal media experiences. Consumer behavior has recently shifted owing to the fast growing access and availability of high speed internet, the switch to digital television as well as the launch of time and place shifting applications. Since media material should be patterned to meet individual wants and needs, media mobility is effective enough to do so. This is because media practitioners understand that customer satisfaction not only depends on the content itself but also the time, place and mode of transmission (Motorola, 2008).

Since media audiences are diverse, meeting their wants across the various audiences may be challenging. This is why media mobility is of great significance in providing effective service to the audience. Individuals are able to access the type of media content they want at their time and place of convenience and this boosts customer satisfaction. However, this approach may be a deterrent to advertising since advertising targets a group of people and not individuals. Since media mobility encourages division of audience to individual levels, it may be challenging for the advertisers when choosing the appropriate media to relay their messages to the target groups. (Motorola, 2008).

Media mobility is also of significance to the service providers since it influences the way they deliver the end-user experience. It encourages the use of sophisticated interplay of cross-format, cross-network and cross device services. This brings opportunities for new revenue to the network operators. On the other hand, this may mean higher costs on the service providers’ side. Since media mobility is a source of new revenue for the network operators, this means that the service providers have to incur the costly expenses. This may then trickle down to the media audience and the advertisers. (Goldstuck, 2008).

Media mobility is also of advantage to the audiences because they are able to access their media wherever they are on whatever device they are using. This flexibility is of convenience to the audience. Media mobility allows end users to move any media between the devices in their homes without complexity. This means that with the advent of media mobility, efforts to deliver internet experiences to the cell phone will be aggravated. Nevertheless, it is evident that cell phone internet delivery will not cover countries across the world. This is because in some countries cell phone penetration outdoes internet usage hence the effectiveness of media mobility in such areas is questionable. (Goldstuck, 2008).

Further still, the convenience ascertained with the advent of media mobility may affect the already existing mediums of media delivery. Since one can access media wherever and at whatever time they want to, this would mean that consumers will concentrate more on the portable devices since they are convenient. Well, this could impact on the traditional non portable mediums. This would mean that the demand for portable devices for the access of media may go up while demand for the other types may in turn remain low. (PR Newswire, 2008).

Media mobility also means that media entertainment may come in short bursts so as to allow the shift from one device to the other. While this is of advantage to the audience who engage in such activity it may be a disadvantage to the audience who want a full running of their favorite show. (PR Newswire, 2008).

Moreover, media mobility also means that audience can take charge of their program schedule sine they are able to watch whatever they want whenever they want. This is convenient to the audience but to the advertisers it is a disadvantage. This is because they need to pick out the correct time to key their ads according to the audience category highly enticed by that particular program. (PR Newswire, 2008).

Besides, media is known to bring together masses even though in different locations. This is because when watching a particular show, audiences from different locations are brought together indirectly since they minds are on the same thing. However, media mobility discontinues this culture as individuals have the choice of watching whatever they want at the time of their convenience. As a result, audiences are disintegrated contrary to the nature of media which binds people when they are consume the same media material at the same time (Morley, 2000).

Besides media mobility also discourages audience participation in media activities. Since the audiences consume media material at different times, individuals will also air their reactions at different times. This discourages participation in that different views on the same material given at different times may not of great impact as compared to when it is given at the same time. (Morley, 2000).

Media mobility also means that consumers can access whatever content they want across a broad range of environments. Consumers no longer have to worry about missing any of their favorite shows because they are traveling or because they are in an environment that may not enable them to watch the show. Therefore media mobility fosters the development of new technology which is necessary to ensure that consumers can access media content at their convenience (PR Newswire, 2008).

Media mobility has also led to the introduction of new devices and networking technologies which have been appealing to the consumers. Consequently, consumers are also shifted to using a variety of devices so as to receive the media content anytime and anywhere. (Morley, 2000).

Media mobility has also heightened personal media experiences. Consumers can now enjoy media entertainment at their convenience due to the growth of cable hardware and software that personalized applications achievable. The growing demand of consumers who want program schedules to fit into their schedule and not their schedules to fit into the program schedule is also attributed to the advent of media mobility. This is why consumers are customizing their personal media experiences to go along with their lifestyles (Morley, 2000).

Responses to Media Mobility

In support of the speedy way of communication and the number of advantages that comes about as a result of media mobility, a number of responses have also emerged. To be able to keep up with the stiff market competition, key product manufacturers have been forced to respond to the evolution of the customer experience and expectations. Eventually, this has given rise to higher standards on manufactured products due to quality improvement. For instance, when two competitors are working to deliver the very best to their consumers, the consumer is likely to benefit more since he will have an option of what fits him best to choose from (Lindstrom, 2002).

On the other hand, the amazing growth of media mobility which has resulted to consumer demand has triggered service or network providers by responding to higher standards from their competitors by upgrading their services thus rewarding them with prospects of bigger revenues for them (PR Newswire, 2008).

In short, the vision of most business people, managers and executives has been broadened to the ever fast expanding media communication ideas.  Since the consumer would want to have access to most services provided by the provider, the provider in the end is likely to benefit whenever the consumer uses his services.

As well, media mobility literacy has encouraged a whole different way of distribution and storage of information within any given organization. For example, the electronic conversation may have just as well replaced face to face business or personal conversations and so on (Lindstrom, 2002). For example, call conferencing, which is used by many, has in many cases replaced face to face conversations. Consumers would actually feel it is easier and saves them time.

  What is more, a wide range of services have been added on top of the pre-existing services which remains beneficial to the consumer.  For instance, mobile phone device with a raised standard in product or services has increased functionalities.  The richer the idea, the more interesting it gets. This is to say, one may just as well be able to move any given media between different devices despite their preferred choice and with no difficulty at all thus paving way to very interesting experiments. This may include watching a video captured on a mobile phone on your television or beyond without much of a complication. (Lindstrom, 2002).

New devices and technologies have realized a growing market appeal such that consumers now are impatient when it comes to having to wait for the kind of entertainment that they feel is not a cup of tea for them.

 This has since  resulted to greater video choices and flexibility for consumers where a range of technologies exist for cable operators and an accelerating delivery of personal preferences like videos thus  making it closer than one may imagine for consumers. However, most trends used demand a lot of space with the whole process requiring the most resourceful use of existing competence by the cable industry providers in order to deliver the best content to its consumers making the customers feel they don’t have to go that extra mile to get what they want from their specific provider (Motorola, 2008).

In response to media mobility, a change in cultural behavior can easily be noticed. This is because the connectivity increases the adaptation of other cultures quite easily. Especially, this occurs due to the existence of the easily accessible internet by people all over the globe with different cultures and whose identities can easily be learnt by the other. Needless to say that for instance, when one culture is very different from the other, there is a likelihood of a culture clash (Tomlinson, 1999).

Education has on the other hand has been significantly improved in order to keep up with changing times and also to boost mobility.  Students have responded to the changes in media mobility by enrolling in courses like IT but basically to be able to keep up with technology. Moreover mobility has also heightened co-operation among schools as they enroll in exchange programs which is favored by mobility.

With all the above mentioned as responses to media mobility, it is hard to tell exactly how the ever fast growing technologies will affect the society in the near future. Media mobility could just take over the traditional forms of media. Instead of having to stick to a scheduled program arrangement, audiences can now choose when and where they can gain access to media content.

Conclusion

            The lifestyles of media audience are varied therefore coming up with a definite schedule of entertainment may not be effective enough to meet the consumer needs. This is why media service providers need to adopt a more flexible way of providing their services.  Media mobility comes in handy when it comes to fixing an entertainment module that will ensure consumers get what they want and when they want it.

            Media mobility allows individuals to customize media experiences to match their lifestyles. Consumers are able to access their programs of choice anytime, wherever they may be and on whatever device they choose. What is more, consumers can also easily shift from one media device to the other thus they can conveniently fit their entertainment time to go along with their lifestyle.

            Media mobility however, is deterrence to advertising in some way. Since media mobility disintegrates the audience, the advertisers find it rather challenging to select the slots for their commercials. This is because the disintegration caused by media mobility makes it hard to cluster a particular group of people that represent the target audience.        Media mobility has however greatly contributed to consumer satisfaction as audiences do not have to worry about missing shows, they can always watch it whenever they want to at their place of choice.

Reference

Goldstuck,  A. (2008). Media Mobility. News24 Retrieved September 14 2008 from

http://www.news24.com/News24/Columnists/Arthur_Goldstuck/0,,2-1630-1645_2275567,00.html

 Lindstrom, R. (2008). Introduction to being visual. Business week guide to multimedia

            Presentations. Retrieved September 14 2008 from

http://www.presentersuniversity.com/visuals_visuals_being_visual-intro.php

Morley D. (2000). Media Mobility and Identity. Home territories. London and NewYork:

            Routledge.

Motorola. (2008). Accelerating the delivery of personal media experiences. Motorola’s

 Guide to Media Mobility for the Cable Industry. Retrieved September 14, 2008

 from http://72.14.205.104/search?q=cache:QTVUaChhAAUJ:www.motorola.com/staticfiles/Business/Products/TV%2520Video%2520Distribution/_Documents/Media%2520Mobility%2520Guide%2520LTR5-11.pdf+Accelarating+the+delivery+of+personal+media+experiences.+Motorola%E2%80%99s&hl=en&ct=clnk&cd=1&gl=ke&client=firefox-a

PR Newswire. (2008). Motorola survey reveals media mobility is key for the millennial

 generation. PR Newswire. Retrieved September 14, 2008 from

http://news.moneycentral.msn.com/ticker/article.aspx?Feed=PR&Date=20080910&ID=9122207&Symbol=MOT

Tomlinson J. (1999). Globalization and culture.  Polity Press. Cambridge: Oxford.

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