It takes a while to shelf old paradigms.” – Scott JensenĬompanies are discovering they can do more on mobile. “Copy, extend, and finally, discovery of a new form. (Page/canvas, grid layouts, typography, graphical ads.) As many people will tell you - but not many people practice - the web is not print. Likewise, we still have ingrained print characteristics impacting how we think about web and mobile. Radio shows migrated whole to early TV (Abbott & Costello, Lone Ranger, etc.) It took many years to realize that TV was not radio. We treated early TV like radio (sponsors, jingles, spokesmen, programs). When new mass media comes out, we try to apply old thinking to it. It also has unique properties: always with you, always on, built-in payment mechanism, at point of inspiration, accurate audience, captures social context, augmented reality, digital interface to reality. More iPhones are activated every day than babies are born.Ĭan mobile do what print did? What recordings did? What cinema did? What radio did? What TV and the internet did? Yes, mobile can do all of it. And the smartphone is the fastest spreading technology in history. Mobile is the seventh and latest form of mass media. Notes on Luke Wroblewski’s “Mobile To The Future” presentation today at An Event Apart Austin:įirst there was print, then recordings, then cinema, radio, TV, and the internet.
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