I only just got around to reading this piece from last week’s Guardian by Charles Arthur (thanks for the tip Katie) and I wholeheartedly agree – mobile RSS could be a white knight for the UK mobile operators. The problem is I suspect they’ll miss the opportunity (again) by calling it “mobile RSS”.
Apart from the 5 geeks I know probably less than 1% of the population knows what RSS is and therefore when we start seeing it marketed in mobile phone stores and they give it a geek name, most people will just say “huh? whatever…can I have a shiny new phone for free please”. What you want them saying is “I’d like to get the website’s I like delivered to my phone in easily digestible chunks”…or something like that. Lots of people will like that and likely pay good money for it as Charles asserts but the trick is going to be in the marketing and with all due respect, the mobile companies don’t have the best track record here. 3G went down a storm didn’t it….ummm, no. High speed mobile Internet is slightly more accessible though and where most of them ended up but even that is less accessible than “Premiership football scores live”. That’s the Orange data service I use most. While we’re on the topic of Orange, anybody else besides me see a big opportunity for Orange to use the icon above to make themselves the default mobile RSS company? Damn…we’re back to the geek problem again. Surely some smart marketer can work this out?
Charles say “Just give us the phones. We know where the blogs are” and though a few of us do, a few others will need leading there but it’s not that hard. I mean, just use some marketing nouse to do it and just don’t call it mobile RSS.
[update] – good video from Piers explaining the problem brilliantly!