IMPACT Annv Spl: RIM’s Baruah on telecom & consumer psyche

It’s easy to imagine that PCs have created the biggest impact on the way people think, live and communicate. While this may be true, think again: there were more than one billion PCs in 2008 and a Forrester Research forecast suggests that the number will be slightly over 2 billion in 2014. Compare it with the 5.3 billion mobile phones that were in use according to the International Telecommunications Union in October 2010. That amounts to a staggering 77 per cent of the global population.

The growth in mobile phone usage is creating a sharp and deep impact on consumer psyche. Here’s just one quick example: if most of the world can express what it wants, complain its heart out and share the joys in their lives by texting 160 characters at a time, isn’t that a big change? Twitter wants you to use only 140 characters! You could think of it as the `progress’ of mankind towards marginal literacy and the end of normative language. On the other hand, you could chose to think of limits and restrictions giving rise to innovative Computer Mediated Language. Come to think of it, even Shakespeare spelt his own name in six different ways. Gr8!

Mobile phones are impacting consumer culture in ways that go beyond language and spellings. Here are seven ways in which mobile usage is changing our psyche:
1
Be brief/ don’t interrupt me: The world sends more text messages than it makes calls. The world wants you to be brief. So say what you want, but don’t interrupt life. This may appear counter intuitive because we hate those marketing messages that keep beeping on the phone. So take a look at # 2

Give me control: Mobile phones are empowering users. They can change their subscription plans by simply sending a short code to an SMS number. They can participate in polls and even decide who the country’s best dancer is via their mobile votes on reality shows. There is a real sense of control. Are you a priest who does a Satyanarayan pooja? Can you do the pooja over the phone for me at a time I want it done, regardless of where you are? (The power of 3G video!) That’s the level of flexibility and control they want for everything in life.

Respect my privacy: Don’t just call. Text asking if I am free to take your call. Respect my privacy.

I have an appetite for content snacking: People who are not willing to pay a paisa for content on the Internet are easy with making payments for wallpapers, ring tones, songs, games, cricket scores, etc., on the mobile. Why? Because we love snacking on content. It helps us fill time, keep pace with the world and become better informed.

I am the share economy: I’ll share my views and opinions on my mobile. I’ll Tweet; I’ll SMS; I’ll say it on Facebook. I love to share; to tell my stories (but, hey, in 160 characters). I am not that miser you thought I was! I am a real-time snap-and-tell creature.

I am an info junkie: You thought I hate information overload? Get this: that was in the online world, in the last tech revolution. Now I am different. I am a text-and-know creature.

Loyalty just changed colour: If I can switch my mobile provider without changing my phone number, why can’t I…? People are not emotionally connected with a brand. This means providing more information to me and influencing me through my social network, through my tribesmen; it means communicating harder with those in my community who crystallize opinion; providing them spaces and events so your user community can interact, share and remain your champions.

(Krishnadeep Baruah is Director – Marketing, Research in Motion, India.)