Anders has been running a successful mobile marketing company for over 5 years, so I listen to what he has to say.
In addition to what he says below, I think it’s interesting that with all his experience in mobile marketing, he still says that we should forget trying to monetize our mobile services with advertisements. While I am not too sure of that using the in-built mobile billing mechanisms is the only way to go (or that it is easy), I do agree that in the mobile world, you need to cut down to that part that folks would pay for. And of course, that part is where ‘the real world and the benefits of mobility meet.’
Link: the mobile experience � Blog Archive � Where mobile innovation should be heading.
The challenges in service innovation will all be about relevance and context. Sure, social bookmarking is a great thing on my desktop, but its not a killer mobile service. Google does a great job in finding millions on entries for some particular query, but in a mobile context I’m interested in one often very specific answer. Online maps and real-world-service-location become interesting only when my actual physical location is taken into account, even when moving around at greater speeds. I prefer to write blog entries from my desktop, but reading them while on the move will become more common. This leads to a great dependance on relevance, as the small screen greatly puts a limit on the amount of information that I want to be exposed to.
