Via SAI I came across the latest version of Mary Meeker’s presentation on the state of the Internet. It’s a must read. There’s really too much good stuff to summarize, and you should really click through and spend time with the whole presentation itself, but pay close attention to slide 4 which compares the growth of the mobile Internet to AOL and Netscape’s growth in the 90’s.
Another thing worth noting is slide 7 which, rightly, defines the mobile Internet as more than just phones (includes eReaders, car electronics, etc). The PC & browser -centric model of computing is fading away and that’s bound to have significant implications. One of those implications, I think, is that the way we experience the Internet is being, essentially, subdivided. We’re self-selecting the kind of Internet experience we want to have (the iPhone app experience is different than the in-car experience, which is different than the Kindle experience, etc). Social media disintermediated many of the traditional influencers that shape consumer/customer perceptions. Now that the relatively simple & static PC/browser model is being, effectively, disintermediated, there’s going to be increasing pressure on brands and marketers to ‘play’ in a multitude of different digital playgrounds, or - as I’ve written about before - digital subdivisions, each with their own formats, ettiquette, style, etc.
Ogilvy MediaXchange: Pitching the Right Reporter