I was lucky enough to attend the inaugural University of Oxford CPD short course on Mobile Social Networking yesterday. Now I'm one of 16 people who has a certificate in it. Now you know it must be going mainstream!
Led by 3G strategy consultants and authors Steve Jones and Tomi Ahonen, and engagement master (and author) Alan Moore, it was packed with insight and inspiration.
I can't tell you the whole story, but here's a few insights, facts and figures that emerged:
1. 2% of the world's GDP (rising to 3% very soon) is spent on mobile
2. email use is actually falling among teenagers as they reject it in favour of sms and IM.
3. Wondered why school-age kids don't want clamshell phones? cos you can't text on them while they are hidden up your sleeve.
4. Non sms content on mobile is worth $31bn in 2007 - that's bigger than all content revenues online, bigger than revenues from Hollywood and bigger than the entire music industry.
5. 100:1 is the ratio of UGC contributions to paid content consumption on the mobile. It's 1000:1 on the internet.
6. 33% of US youth have already uploaded images to Flickr from cameraphones.
7. 43% of Japanese mobile users have clicked on an advert on their mobile phone.
And here's Steve Jones' how-to-have-a-successful mobsocnet application:
1. Phone itself has to be easy to use (the user interface has to be delightful - ensure you reduce apparent complexity)
2. The application has to be emotionally rewarding (facilitates and strengthens peer-peer communciations).
Combine those with Tomi's 6M's and the conclusions you ought to be drawing from the Communities Dominate Brands' boys concept of mobile as the 7th Mass Media - and we start to get a framework to succeed in.