Digital Directions: Are You Putting the Wrong Product in the Wrong Medium?
Important considerations for developing a cross-media product strategy.
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1. Mobile. (Doh!) Having a media device virtually attached to a consumer’s hip is a great way to become indispensable. The mobile device entwines itself into our lives more powerfully than the browser ever did.
2. Highly transaction-enabled. A mobile phone device is tied to an account that is explicitly and almost immutably associated with an individual. This account is, in turn, connected to a billing mechanism via a service provider, such as a carrier. This makes transactions more seamless and possibly more secure than Web-based transactions.
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Andrew Brenneman
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