Mobile phone 2011 - My mobiles age Ego

Title page of the new study (openPR) - Berlin, 20.12.2006. Mobile phone will be already soon as life manager, learning companion or a memory assistance our central source of knowledge. Although this future is already much closer, than one thinks, still technical possibilities and not the needs of the customers determine the functions of the mobile phone. In the new study „mobile Future Realities 2011 “shows Publicis Sasserath, what moves humans regarding its mobile phone already today, and translates this on the basis nine scenarios into the near future.

Mobile phone will win still more influence on most different areas of life - and particularly due to functions, which go far beyond telephoning: mobile phone as life managers or a Coach, as a learning companion, second I, better memory, speak, than central source of knowledge, becomes always inconceivable without which the life. Straight one for enterprises arrives it now to place itself the question about the genuine needs of the customers in order to be established as a knowledge supplier.

Marc Sasserath explains: „Although humans know, throw the needs completely exactly regarding their mobile phone offerer ever faster, more complex techniques on the market, without an alignment with the actual need of humans takes place. “

Reason of enough, in order to develop on basis of an international analysis of the phenomenon „mobile telephone (IE) “in over 30 countries as well as numerous, interdisciplinary expert interviews nine material future scenarios, in which existing knowledge is linked and further-thought customer orientated.

What different ranges mobile phone will in the near future affect, show the three following selected scenarios:

„2011 is sold no standardized Handymodelle more, but, similarly as with the autopurchase, individually cut mobile solutions in Handy Superstores or in the Internet offered “, describes Christiane whom-hard, Associate partner, one of the material future scenarios.

Another exciting phenomenon in the social context „the mobile Alliances will be “, which makes mobile phone possible. Christiane whom-hard explains: „Mobile phone will be a mediator, over whom humans with similar on and intentions together-find themselves - it is in political protest movements or also religious groupings. Developments, which take place to time still mainly in the classical Internet with entrance over the PC. “

A further scenario concerns a completely new target group, whose way of life is made possible only by the life-steering and - coordinating tasks of the mobile phone. For these „mobile Vagabonds “becomes that mobile phone the indispensable companion, because they managen their entire life at most diverse places mobilely - to be without necessarily present - and are in different parallel worlds at home. Marc Sasserath: „Details this become evenly possible only if not the technology humans dominated and thus tries behaviors to dictate, but technological developments possible humans completely new ways of life to make and so really liberties create. And in addition that is naturally in the best way suitable mobile phone as Tool. “

More information to the study mobile Future Realities 2011:

Publicis Sasserath fire Consultancy GmbH

Paula Hannemann, Tel. 030-8 20 82-386,
paula.hannemann@publicis-sasserath.de

Walther of Cronberg place 6, D-60594 Frankfurt/Main
Phone: +49 69 66 60 87-0, fax: +49 69 66 60 87-87 00

Chausseestrasse 8, D-10115 Berlin
Phone: +49 30 8 20 82-0, fax: +49 30 8 20 82-1 11

Large Elbstrasse 39, D-22767 Hamburg
Phone: +49 40 3 81 07-1 62, fax: +49 40 3 81 07-100
markenfreunde@publicis-sasserath.de

PUBLICIS SASSERATH
Publicis Sasserath is the mark consulting firm of the Publicis group. We advise prominent enterprises in all relevant markets. Our offer covers all advisory activities, which supply a contribution for monetary creation of value from marks: Fire Strategy, Strategic Planning, Research and Corporate development. With this power spectrum we cover thus all facets of the mark development. Our partners within the global Publicis of Consultants network give us access to all markets of the world. Publicis Sasserath links expert's assessment in the mark analysis with creative strategy development. Our mission: We create preference for marks.

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