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The Mobile Phone Medium

Called "The Third Screen", mobile phones are a unique medium, as different from the Internet as they are from traditional TV or wired telephones. Consumers worldwide currently purchase over $1 billion a year in ringtones and wallpaper for their mobile phones. Handheld devices are reaching the point of convergence, where multiple capabilities are present in a single device. Telephone, TV, Web browser, MP3 player, E-mail server, GPS device-the multiple functionality of mobile devices will continue to grow indefinitely. Consumer behaviour indicates that people want two primary things from their mobile phone: access to content and control. It isn’t as simple as shrinking a web page down to a phone screen. The Third Screen has limitations and possibilities like no other medium. Creating content and utilizing this medium to its fullest advantage represents a technological challenge and tremendous creative opportunity for broadcasters, event promoters and advertisers.