Mobile is often seen as the medium for Africa - the personal,
portable devices are more numerous on the continent than traditional
desktop computers.
A plenary discussion on the first day of the 2011 African Media Leaders Forum centred on the potential this mobile technology has to disrupt traditional distribution models for media content, and how media organisations can make use of this medium to reach their audience.
"Traditional media has its limitations. The mobile screen is the next platform," explained the Mobile Entertainment Forum's Emma Kaye.
"We are leap-frogging the PC and desktop environment in Africa - instead, we're going straight to mobile," Kaye added.
Mobile platforms like cell phones give media organisations the opportunity to interact with communities on a platform that is always on and used throughout the consumer's day. The devices allow for a level of personal interaction that is not possible with traditional media outlets.
"There is a deep need to interact and the mobile platform has the potential to actively engage the end user," explained Kaye.
Despite the strengths of the mobile platform, many companies find it difficult to make money from mobile devices. Audiences are often reluctant to pay for content, and some media organisations find it difficult to generate revenue.
read more>>
A plenary discussion on the first day of the 2011 African Media Leaders Forum centred on the potential this mobile technology has to disrupt traditional distribution models for media content, and how media organisations can make use of this medium to reach their audience.
"Traditional media has its limitations. The mobile screen is the next platform," explained the Mobile Entertainment Forum's Emma Kaye.
"We are leap-frogging the PC and desktop environment in Africa - instead, we're going straight to mobile," Kaye added.
Mobile platforms like cell phones give media organisations the opportunity to interact with communities on a platform that is always on and used throughout the consumer's day. The devices allow for a level of personal interaction that is not possible with traditional media outlets.
"There is a deep need to interact and the mobile platform has the potential to actively engage the end user," explained Kaye.
Despite the strengths of the mobile platform, many companies find it difficult to make money from mobile devices. Audiences are often reluctant to pay for content, and some media organisations find it difficult to generate revenue.
read more>>
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