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Wednesday, January 18, 2012

It's the wrong song

Mark Bridge writes:

“T’ain’t what you do (it’s the way that you do it)”

So sang Ella Fitzgerald, Bananarama and the Fun Boy Three - although sadly not on the same recording. But that message is no longer being followed by many companies. Instead, the new mantra seems to be the other way round. And I think that’s a good thing.

Today, Apple announced a new iTunes U application. The iTunes U service isn’t new; it’s been around for a few years and is all about enabling colleges and universities to put lectures and presentations online. However, the new educational app makes it easier for students with an iPad, iPhone or iPod touch to take an entire course on their Apple device - whether reading books or making notes - and also lets teachers manage these courses.

As long as you have an Apple device - perhaps an iPhone, perhaps an iPad - you can use iTunes U. There’s no need for a particular handset. Mobile is part of the mix... but it’s not essential.

Over in Nike Town USA, the winged goddess was talking about the NIKE+ FuelBand. It’s a wristband (don’t mention the Jawbone UP) that tracks everyday movement and measures it using ‘NikeFuel’. The more you move - whether running, walking or dancing - the more NikeFuel you generate. Alternatively, it’ll count steps or calculate calories if you prefer.

As well as displaying coloured LEDs that help the user see how they’re approaching their daily goal, the FuelBand also synchronises with the Nike+ website. You can plug it in to a PC or you can connect via Bluetooth to a mobile app.

Once again, mobile is there - but it’s a ‘nice to have’ option and isn’t mandatory.

And then there’s Facebook, with its 60 new applications for Timeline, letting users share where they’re going, what they’re eating, the films they like... on mobile and on non-mobile platforms.

We’re finally starting to see mobile being accepted more and more, being part of the bigger picture and not having a cameo role.

Finally, companies are moving away from simply showing off with mobile - and are starting to take advantage of mobile instead. At least, I hope they are.

It ain’t what you do?  It is now. And that’s what gets results.

You can hear Mark Bridge, Iain Graham and James Rosewell discuss the latest mobile industry headlines every Wednesday. Pick up their podcast from iTunes, find it via RSS or listen on the home page of TheFonecast.com.
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Opinion Articles

Review: BeeWi BBS020 solar-powered hands-free Bluetooth car kit

Mark Bridge writes:

Persuading mobile phone users not to hold their phone when they’re driving should be a simple task. It’s dangerous, it’s against the law and the penalties include a fine plus points on your licence.

But even then, there’s often an excuse about convenience and usability. Some people don’t like wearing headsets, some don’t like wires and some simply forget to charge the batteries.

That’s why a new hands-free Bluetooth loudspeaker from French company BeeWi caught my eye.

Author: The Fonecast
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The simple case of the disguised iPhone 4

Mark Bridge writes:

I remember the launch of Carweek back in the 1990s. It was a motoring magazine produced as a weekly glossy newspaper; a novel format, although one that probably led to its demise. 'Spy shots' of prototype cars seemed then – as now – to be much sought-after, despite them often not showing much resemblance to the finished product. Indeed, I often wondered how you could possibly road-test the handling of a new car when it was covered with unflattering body parts that served to disguise its shape.

Author: The Fonecast
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Maria Sharapova and the 'geek porn' of unboxing

Mark Bridge writes:

'Unboxing' is - or was - the new geek porn. We know this because The Register told us so in 2006, when the practice of video recording the unpacking of new consumer electronics products started to become popular. Just over two years later The Independent tried to tell us that unboxing was still the new geek porn but, by then, conventional porn had probably returned to... er... pole position.

Why do I mention this?  Well, Sony Ericsson has just published its own unboxing video featuring tennis player, model, charity worker and Sony Ericsson brand ambassador Maria Sharapova.

Author: The Fonecast
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Scaremongering news stories? There's an app for that

Mark Bridge writes:

Here’s a news headline that caught my eye.

Shotgun certificate up for renewal?  There's an app for that

Or, if you prefer…

Police to allow gun users renew licences with iPhone app

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Mobile payments: solutions get dumber while cards get smarter?

Mark Bridge writes:

Last week I spotted a couple of mobile-related news stories that involved payment company MasterCard. One came from CPI Card Group, which had introduced a “next-generation, MasterCard-approved payment tag” (a.k.a. 'sticker') that enabled “any mobile device to be used to make payments anywhere using the worldwide contactless MasterCard PayPass standard” (by sticking it on the back).

Author: The Fonecast
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