Just finished reading an article looking at mobile technology from a biz point of view. It is short and to the point, take a look at it:
In a nutshell, it points out that although several barriers to exploit mobility in marketing terms still exist, a number of companies are working on circumventing them to enable a new way of reaching people.
Localization is a technological reality but then you are confronted with a variety of terminals each one unique in terms of how it manage and disclose localization coordinates; screens are getting better and more apt at displaying ads but again every cell phone has its own display with specific characteristics that may turn a nice ads into an ugly one.
Don’t worry: the time of hoping for standardization of features through manufacturers agreement is still far away but now rather than looking for standardization new companies are overcoming the problem through virtualization. Third parties will be able to create their services and look and feel on a virtual cell phone and the software provided by these companies will customise the output to the specific cell phone.
This will make possible economies of scale and the market of one. Those same companies are working to mask identity and personal information (such as localization) to third partiesm thus preserving privacy.
Operators can lean back and let other companies take care of managing the virtual cell phone, and by doing that they will make a further step in the direction of becoming transparent pipes providers, or may decide to lean forward and become Virtual Operators providing access to Virtual Cell Phones and Virtual Customers enabling the future biz ecosystem.
Personally, I have no doubts on the strategy an Operator has to pursue….