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promise of ubiquity - Mobile as media platform in the global South
John West, Internews Europe
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Mobile telephony will be the world's first ubiquitous communications
platform and is getting there faster than anyone expected. Its major
path of growth is now in the global South where the mobile is not
just a phone but a global address, a transaction device and an identity
marker for hundreds of millions of poor people. It holds unprecedented
opportunity for media in developing countries to engage their core
audiences more deeply, reach new audiences on the edge of their
current footprint, and provide interactive and customized information
services that are both profitable and life-improving. But the opportunity
is also a threat to traditional media, just as the Internet has
been - and on a larger scale in developing countries. If media
don't address the mobile as a viable information platform
others will, and within the space of a few years media players there
will have lost a large measure of their market share, 'mind
share', and standing in society at large.
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