I believe there are two very simple strategic imperatives:
1. Be where it’s at
2. Understand how you can make money from where it’s at.
So, where is it at? Mobile internet (optimising for). But know this; even though 3’s announcement tears down the walls by setting a fixed-rate for broadband access on your mobile (rather than per-mb data charges), this is not the end of the story.
When broadband access is free on your fixed line (and that’s where analysis insists this is all going) then mobile internet access will have to follow. So where's the money?
2. Understanding how you will make revenue from this is tougher than it’s ever been. Which is why we have to get well and truly, thoroughly expert in engagement marketing before the rest. Forget data-charge sharing – embrace new marketing techniques which take advantage of new consumer demands and desires and understand what a new generation understands.
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