Summary
This is not another column instructing publishers to extend their brands to mobile. Rather than encourage publishers to extend themselves onto mobile, the author thinks it is time they started thinking about how the lessons of mobile publishing, revenue generation, and marketing will eventually inform how they generally do business online. While many mobilized Web sites simply dump their content indiscriminately onto a mobile site, the author believes the most effective brands will edit themselves ruthlessly and, in the process, dare to discover their core value proposition. Because it turns Web luxuries of brevity, service, user-control, and relevance into indispensable imperatives, mobile has the potential to help discipline everything publishers do digitally.
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Getting Mobile's Signal
no, this is not another column instructing publishers to extend their brands to mobile. I think that case has been made already to almost all parties on the consumer side and to an increasing number of business information providers. At ...
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