Mobile internet 2 THE MOBILE INTERNET AS STRATEGIC CHALLENGE FOR MEDIA AND ENTERTAINMENT COMPANIES According to Rogers(1995) perceived attributes of innovation, the adoption of nobile communications services will be influenced by the relative advantage compatibility, complexity, trialability, and observability. Parameters of the mobile Internet that may contribute to the first attribute, the perception of a relative dvantage, could be the spatial and temporal needs of communication, functional needs of users, an individual cost optimum of communication, and content Among these parameters, media content on mobile wireless distribution platforms could become a dominant driver of data traffic. therefore. content will be an important element in both media and telecommunications companies'business models. The success of mobile wireless media could be largely dependent on the context in which it functions. Ubiquity of content does not necessarily create rel- evance, and pure availability does not create demand. It is context that creates rel- evance that can be translated in a further step into transactions "Wearable"computing is an example of trying to avoid disruptive experiences with mobile devices. Projects at the MIT Media Lab such as Nomadic Audio?or MIThrills experiment with how to smoothly integrate communications technology nto clothes and into the context of the individuals' life. IBM introduced pervasive computing in intelligent jewelry, e. g, in watches, rings, necklaces, and earrings The use of media content is affected through ubiquitous computing as well. Time increased by these measures%. However, ubiquitous technology can easily bin, &%nP sensitive information is being pushed at the consumer; location-based services car be pulled by consumers. Both have the potential to become an integral part individual and business life. Customer loyalty to certain media offers car consumers and turn the vision of a continuous information flow into a permanent intrusion through distractions and sales pitches 10. 2.1 DISTINCTIVE FEATURES OF THE MOBILE INTERNET The mobile Internet enhances the use of services in the dimensions time and space. It does so by adding ubiquity of Internet access and immediacy of commu- nication and (inter)activity 5 For a derivation and discussion of these attributes see Rogers (1995) 6 See Feldmann(2001) 8Seehttp://www.media.mitedu/wearables/ 9 AnandSbachar(2001) analyze brand loyalty to multiprodue ing choices. Their findings suggest that the profile of a mult ment the information set of consumers. Ubiquitous availability firms products that affects loyalty (2001) 3532 THE MOBILE INTERNET AS STRATEGIC CHALLENGE FOR MEDIA AND ENTERTAINMENT COMPANIES According to Rogers (1995) perceived attributes of innovation, the adoption of mobile communications services will be influenced by the relative advantage, compatibility, complexity, trialability, and observability5. Parameters of the mobile Internet that may contribute to the first attribute, the perception of a relative advantage, could be the spatial and temporal needs of communication, functional needs of users, an individual cost optimum of communication, and content. Among these parameters, media content on mobile wireless distribution platforms could become a dominant driver of data traffic. Therefore, content will be an important element in both media and telecommunications companies’ business models. The success of mobile wireless media could be largely dependent on the context in which it functions 6. Ubiquity of content does not necessarily create rel￾evance, and pure availability does not create demand. It is context that creates rel￾evance that can be translated in a further step into transactions. “Wearable” computing is an example of trying to avoid disruptive experiences with mobile devices. Projects at the MIT Media Lab such as Nomadic Audio7 or MIThrill8 experiment with how to smoothly integrate communications technology into clothes and into the context of the individuals’ life. IBM introduced pervasive computing in intelligent jewelry, e.g., in watches, rings, necklaces, and earrings. The use of media content is affected through ubiquitous computing as well. Time￾sensitive information is being pushed at the consumer; location-based services can be pulled by consumers. Both have the potential to become an integral part of individual and business life. Customer loyalty to certain media offers can be increased by these measures 9. However, ubiquitous technology can easily harass consumers and turn the vision of a continuous information flow into a permanent intrusion through distractions and sales pitches10. 2.1 DISTINCTIVE FEATURES OF THE MOBILE INTERNET The mobile Internet enhances the use of services in the dimensions time and space. It does so by adding ubiquity of Internet access and immediacy of commu￾nication and (inter)activity. Mobile Internet sbr 54 (4/2002) 353 5 For a derivation and discussion of these attributes see Rogers (1995). 6 See Feldmann (2001). 7 See Sawhney/Schmandt (1999). 8 See http://www.media.mit.edu/wearables/. 9 Anand/Shachar (2001) analyze brand loyalty to multiproduct firms using data on television view￾ing choices. Their findings suggest that the profile of a multiproduct firm is an important element in the information set of consumers. Ubiquitous availability may be one attribute across the media firm’s products that affects loyalty. 10 See Gleick (2001)