BuzzCity predicts mobile “storm” coming

BuzzCity’s Michael de Souza shares his thoughts on the coming mobile “storm” where mobile usage increases thanks to certain key factors.

June 14, 2011

There are several key factors that make for the perfect mobile storm, in terms of determining the speed with which mobile phone usage grows in any particular country, says Michael de Souza, VP of Media at international advertising network BuzzCity. “And it has nothing to do with consumers and their perceived level of sophistication.”

De Souza says that the entry of sub-$100 smart phones would have a major impact on South African mobile phone usage. “The bottom line is that the less-sophisticated user becomes ‘smart’ with a smart phone, very quickly. They learn to use the phone and its applications very quickly.”

So what else which drives an increase in the use of mobiles and mobile content in any society? De Souza says the smarter newer phones generally have bigger screens and this also drives increased mobile usage.  Thirdly there is the cost of data. As this drops so the usage increases. Another driver is the advent of new technology, like 4G and Wi-Max.  Finally when there is a booming and increasing array of content and services the mobile phone

“When you have all of these elements in place the mobile phone and its strengths come to the fore, and businesses who have accepted this and adapted their business models and marketing strategies to fully utilize these strengths, will succeed.”

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