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Beyond 2010

“Together-Imagine-Create”

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"Not yet" or "already" - I wonder which of these is the appropriate expression for describing what is happening right now in mobile marketing and advertising? It might be "not yet", but then again it might be "already". Everyone involved has different answers to this question, and I still can't make up my mind.

Mobile advertising and marketing, which first appeared in 2000, has at last been granted acceptance by the advertising industry. Today the scale of the market has grown in excess of 100 Billion Yen. There is not one scintilla of doubt that the various initiatives and ploys by both advertising owners and agencies over the last decade have been a continual process of trial and error. We are involved in a number of projects ourselves, but are still very much looking for the best solution. This searching is something that will most surely continue as we go forward.

The basis of my social consciousness is "the history of democratization, based on fundamental human rights." Every individual is at liberty to think up what they want to do, and to decide on it. Based on the will of such individuals, consensus as a society is heightened and society moves onwards and upwards. Who would have though that all the things that technical innovation brought us such as automobiles, electrical appliances and personal computers would become the individual possessions of people? It is the same with media. Who would have imagined that individuals would, starting from blogs and twitter, end up being able to broadcast moving images at the touch of a button? While this may be a faulty expression, but "the individual is the leading actor" would seem to apply to everything nowadays. 

For individuals, who are the leading actors in society, mobile phones are the first and the last multifunctional personalized devices that they will possess. Would it be going too far, I wonder, to venture that the mobile phone is the grand sum of the post industrial revolution era? Eating, sleeping, playing, working, walking, etc... the mobile phone is a fixture in pretty much every individual activity that you can think of.  Within 30cm reach of the user, 24 hours a day, the mobile phone is unprecedented up until now and will continue to be so. If this is indeed the case, the fact that mobile marketing will notch up a gear in importance is not coincidental, but entirely inevitable. At the very least, this is how I see things.