Steve Rubel believes the next media disruptors are Mobile Pure-Plays. I agree.
From Steve's post:
"Now a new era is under way.
The next wave of media disruptors are laser focused on being tailored, rather than retrofitted, for mobile devices. They start out sometimes just as apps, creating a strong beachhead in your pocket. Then they use these platforms to springboard into other ancillary media ventures. This means they're cut from a different cloth than older stalwarts that often need to retrofit themselves for mobile.
With Internet consumption on mobile devices set to surpass the same on PCs next year, according to Morgan Stanley, and US smart phone penetration to hit 50%, Nielsen says, mobile is no longer the tail on the media dog. For the next wave of media upstarts, it's the dog and the rest is the tail.
We're at the very beginning of a new era in media; one where mobile is the primary distribution platform. What's more, we have a perfect storm of technologies coming together that combine local, social, photo and mobile (what we call "LoSoPhoMo") and this is sure to spur even more media companies that are pure-plays at least at the start."
Steve is focused on the next wave of media. For me, the question is what does a disruptive mobile pure-play strategy look like for the enterprise when it takes advantage of the very same LoSoPhoMo – local, social, photo and mobile technologies Steve identifies as drivers for media disruption.
In many ways, the emergence and evolution of consumer focused Web 2.0 applications and strategy served as a proxy for key elements of Enterprise 2.0.
So, it is not too far of a stretch that the emergence of Mobile Pure-Plays and their evolution along a new transmedia arc may provide insight into the evolution of the mobile enterprise.
For example, one strategy could be starting as a Mobile Enterprise Pure-Play and evolving to a —>
- Mobile Enterprise Web App —>
- Mobile Enterprise Cloud —>
- Mobile Enterprise Device —>
- Mobile Enterprise ?