Mobile internet has been hot for more than 10 years in asia and scandinavia, but the iPhone started a revolution. The real smartphone revolution was not about technology, it was about unlimited data plan (content and services accessible 24*7*365) and an integrated distribution model (iTunes). The iPhone showed content providers, software makers, and telcos what role a tiny device can play in consumers’ daily usage. A smartphone is much more than a phone, it is the link to tens of millions of users’ digital life. Thus, mobile devices shipment is expected to override PCs shipment in the current year.
This is the captionHow is this possible? To make it short, smartphones are highly addictive, reliable and pervasive. Not only they allow us to be connected to or friends and colleagues (mail and Twitter / Facebook), but they help us find our way (maps and GPS), inform and entertain us (news and games), capture our memory (pictures and short films) and provide us with tons of online services through apps. Apple was a key player in this adoption trend, but the market is evolving quickly and as soon as low-cost smartphones will be launched to the market (powered with Google’s Android mobile OS), mobile internet will be mainstream in developed countries (half of internet connexions in India is made thought mobile devices).
Than their is the Kindle and the ebooks tsunami which allows Amazon to sell more digital books than printed books. As for Apple and iTunes, the Amazon integrated distribution model educate consumers to new usages and allow copycats to step in with alternatives offers (B&N, Nook…).
Now we also have the iPad. Once again, thanks to his know-how, Apple manage to transform an already known innovation (touchbook) into a new successful content and services delivery device. Not only the iPad allows us to achieve common online tasks (checking email, browsing the web, updating your status…), it made us paid for freely available content (news), but it helped develop and market new content types (rich digital magazines, touch games, dual screen app, choose-your-own-adventure films…).
Smartphones, touchbooks and ereaders helped consumers realize personal computers are no longer needed to enjoy digital content and online services. Moreover, these new device types improved the reading / using experience by replacing power (gigabits) by ease of use (touch interfaces). More recently Google introduced us with the cloudbooks: Always connected netbooks with the Chrome browser as the only interface. A radical shift from traditional computers (since you cannot install any software), but a new value proposition (no software or antivirus to update, unlimited data storage in the cloud…).
10 years ago, we where invaded by multiple devices (laptops, PDAs, MP3 players…). Later, the iPhone helped us to get ride of them by providing a single multi-function device. But what we are witnessing today, is a new wave of dedicated devices. With the ongoing innovation trend, new device types are coming to a the market : smartframes, cloudbooks, digital TV… As you can see in this chart, alternative devices provide us with new type of content and services, and with new consomption context: it is easier and more confortable to read/watch/use them on those new device types than on a traditional PC.
Alternate devices landscapeWe have reach a paradigme in IT: A new era where keyboards, mice and softwares are to become outdated. The future of connected devices will be all about the cloud and integrated distribution models. Speaking of which, OnLive (and more generally the gaming-as-a-service industry) is a perfect example of how personnal cloud technology can help revive an industry by repackaging content and providing users with more easier and flexible means to consume them.
To take part of this revolution, you will have to pay a close attention to those alternate devices and to progressively adapt your offering by:
Letting other players access your content and services and provide alternate devices’ users with them (licence fee included) ;Making your content and services accessible to alternative devices with adaptive layout (HTML5 can help) ;Provide tailored content and services to alternative devices by taking advantages of their strengths (GPS location, accelerometer, NFC…).Users’ habit are rapidly evolving, and PC will soon no longer be the main access to you content, services AND advertisings. You have to move fast if you do not want to miss this train (convoy?).
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