However, in one respect the mobile age will be exactly the same as everything that preceded it: The trend has barely started and already marketer’s mouths are watering. We can’t wait to dive into the “third screen.”
However, a requisite amount of caution is warranted. Mobile computing is a fundamentally different kind of animal. The true value of mobile computing goes far beyond the device itself. It’s embedded in the interactions between devices and objects in the real world. As we shall see, that will make all the difference in the world.
When smart phones first emerged, marketers started referring to them as the “third screen.” That made sense from a traditional perspective. TV has long been marketing’s workhorse and extending that track record of success to both home computers and mobile devices makes intuitive sense.