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On Millennials and Multiple Devices

IP Multimedia

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July 07, 2010

On Millennials and Multiple Devices

By Carl Ford, Partner, Crossfire Media


I had the occasion recently where I got to talk to a sixth-grade girl unrelated to me, while visiting her parents. We got into to the apps war really quickly, except she was more attuned than most adults to what she wanted from her phone.

First of all the facts. She was a Motorola (News - Alert) BACKFLIP person. Why? Because phones are for texting, silly. Who does she text? All of her friends or her parents, she said. What about the applications? I have an iTouch, she said.


Some quick observations. She uses the iTouch to watch video more than use applications. She reluctantly resorts to voice.

In her world the network is not a voice centric experience. As a matter of fact, I think voice minutes never came into the conversation with her parents when they got her the phone.

So in effect the iPhone (News - Alert) was too pricy on the recurring because the bundle made a single device unattractive to the parents. And its keyboard did nothing for her.
This is very close to the discussion I had with Dr. Song at Samsung (News - Alert) a few weeks ago where we talked about people's desires to do everything with mobile devices.
Dr. Song has about six devices that he uses that are all networked. 

If you no longer think like a phone company but about the consumer what you quickly discover is that voice bundled pricing does not match to most consumer needs.

The interesting question is when you deal with the consumer's other devices can they fathom the tiered pricing models or at the a distraction to the use scenario.
As both ATT and Verizon (News - Alert) have tried to keep tiered pricing alive its clear that the consumer is use to just using something that is networked and not thinking how much of the network it uses.

My sense is the companies focused on bundling for the devices, like Clearwire (News - Alert) and Sprint, are better positioned for future models that companies that bring usage concepts.

Carl Ford is a partner at Crossfire Media.

Edited by Marisa Torrieri


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