Are trends and experiences from SXSW any indication of how mobile will evolve in the rest of the United States?
I just came back from SXSWi and had a great time, met some fabulous people, and had a chance to ponder the future of our digital industry - all from the vantage point, communication point, and with heavy reliance on my mobile phone. All around me digital natives, technologists, and interactive practitioners of all sorts were attached by the thumbs to their devices; myself included. How did this #succeed or #fail to enhance the experience?
This constant tethering disrupts the flow of otherwise efficiency-producing activities, and places artificial limits on the benefits we can derive from the software applications that have clearly outpaced the hardware. We can expect this divide to continue to plague and hinder our progression in mobile if we do not solve it soon.
Was this a good test case for future, population-wide heavy use of mobile devices? Most U.S. mobile phone users do not profile like those who attended SXSW, but I'd be willing to bet that smartphone users in the United States are trending in that direction. We know that many international populations are way ahead of us already. Eventually, I expect the world will look a lot like SXSW did this past week, with a good percentage of the population relying almost minute by minute on the productivity that their mobile devices promise. If we can solve the infrastructure issues that hamper access in many places and improve battery function to reasonably support all the good ideas that proliferate, we can look forward to a time when there are far fewer #fails in our mobile experience.
I would love to hear about your mobile experiences at SXSW.
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
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