These days, mobile content and media are everywhere. With modern mobile handsets becoming better and better at what they do – which is juggle tasks that we once upon a time required a landline or payphone and several notepads and day planners to manage by ourselves—more and more types of mobile content are created, supported and distributed via the growing number of channels to the also-growing market. The popularity of mobile content across market brackets and age groups is a true sign of the times, as we can see with each new ringtone promotion and each new mobile application that goes on sale.
Today’s increasingly mobile culture allows for the word mobile to be attached to virtually everything, and the ever-expanding capabilities of mobile phones sallow us to take more and more things on the road with us. At first it was just calls, which could suddenly be made from anywhere with cellular signal support. This was quickly followed by text messages, then picture messages, which allowed for silent data sending from across great expanses. Then data really opened up with high-speed data packet access, internet access from mobile phones, and mobile email joined by the increased range of multimedia access afforded by the phones’ mobile nature.
This last item has entrenched itself in many societies across the world as a facet of the mobile world, as users of all ages are enjoying taking their call-and-text functionality on the road with them along with their music and video collections, and access to more of the same from online sources. This, as a recent report from TNS technology indicates, is also in the case in Kenya, where mobile users are turning to mobile phones for their entertainment. Demand for various entertainment services has risen, making services focusing in music, YouTube and other social video sources, and maps popular among Kenyan consumers.
James Ferguson, TNS Global Director for Rapid Growth and Emerging Markets, notes that Kenyan consumers have come to use mobile phones for entertainment, going “beyond communication” and focusing on “getting more and better content,” a phenomenon that isn’t strictly only the case in Kenya according to Ferguson. Most Emerging Markets have seen consumers use their mobiles more for entertainment than for the typical mobile services. Citing the “greater utility of mobile services” as a factor enabling companies to reach their consumers and “influence their behavior” by making information relevant to the users’ context, tailoring their service to best structure things like advertising.
Ferguson notes, for instance, that an advertiser might want to pair a breakfast cereal ad with a music program, and promotions for a club with social networking sites. He also cites utility as an important factor in showing consumers the most value. He goes on to suggest that companies would best capitalize on consumer demand by offering them content that they can’t otherwise get through such means as side loading. These and other means are key to maximizing the current shift in demand that has occurred due to the presence of faster and cheaper broadband.
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