For Consumer Product Strategy Professionals

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	August 6, 2009 How Mobile Handsets Will Deliver 24x7 Social Computing Building The Dominant Device For Media Creation by Ian Fogg with Michelle de Lussanet, Laura Wiramihardja

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Executive Summary

On mobile phones, people's work and personal lives collide 24x7. Mobile phones are ever-present, 24x7, whatever the situation. Therefore, they're the ideal devices to share social content or catch up with friends at any time. Social Computing is a natural extension of a phone's raison d' être — communication — and so is the perfect activity on which to base mobile strategies that leverage the rise of the mobile Internet. But only handset makers are able to deliver all five social mobile communication experiences due to the tight integration necessary with a phone's core communication features, such as voice, SMS, and address book. Internet-based social networks must partner with handset makers to extend their strategies into people's lives 24x7. The potential reward is enormous: Mobile phones' convenience, improving cameras, and location awareness will make the mobile phone the dominant media creation device of the future. However, handset makers must avoid being seduced by the allure of the latest technologies and must deliver a tremendous social media consumption experience first, before succeeding with creation.

TABLE OF CONTENTS

• Mobile Unifies Communication
• The Five Social Mobile Communication Experiences
• Handset Design Is The Crucible For Mobile Social Computing

RECOMMENDATIONS

• Build Partnerships, Not Just Social Computing Handsets
• Match Handset Design To The Five Social Mobile Experiences
• Don't Forget Handset Design Fundamentals
• Related Research Documents

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