In the past two decades, the development of moving media has been changing people’s life in many ways. There are diverse forms of mobile media, such as mobile games, mobile internet and mobile television. Users can access the internet from anywhere and anytime by moving devices, this is due to the development of wireless technologies and portable digital assistants has created the opportunities for mobile media. Indeed, Mobile devices have directly appealed to users’ thirst for portability and connectivity. Mobile device companies are constantly advancing the features of smart phones, e-book readers and tables, making them more attractive and functional to consumers.
Smart phone ownership continues to increase while desktop and basic feature cellular phone ownership has declined by 8% percent from 2011 (67%) to 2013 (60%). The survey found that only 14 percent of U.S adults plan to purchase a non-smart phone within the next 6 months, while almost twice as many (28 %) plan to buy a smart phone within the same time frame. According to these data, we can found that the basic cell has not well met the needs of users. While the declines in desktop search, the basic feature cell phone may follow in its footsteps in the near future.
The proliferation of mobile device users creates new opportunities and challenges for mobile marketing and mobile journalism. We can find that the establishment of widely used, popular and lucrative forms of mobile media in various areas such as mobile music, mobile games, mobile adverting and mobile-based books. This is why many businesses have moved their advertising investment from traditional daily press to mobile software. Macquarie said that users are warming to mobile search, nearly a third of internet search traffic come from tables and smart phones.
In addition, mobile searches are rapidly increasing, in several categories including beauty, autos and finance, which may important to advertisers. For example, we may search a restaurant to eat until we’re out of doors, a number of applications can give us recommendations, which is advantages of moving media compared to traditional search engines; and smart phone search engines are widely used and popular, we may search for beauty or clothes on Fab.com instead of Google or YHOO. Indeed, Google remained the NO.1 search engine in 2012 and occupied 67% market share; Microsoft’s Bing has captured 16% share and it is the second-biggest search engine,Macquarie said. However, the NO.3 search engine YHOO were down 26 % in the market share, become the biggest loser of the year. This is a serious problem, as search a very high margin business model for YHOO. Thus, mobile media has constantly replaced the traditional media forms, it is important to transform the traditional search engines to the mobile media search.
The success of smart phones and tablets lies in applications (apps), which offered a viable structure for many businesses and media organizations. For example, some traditional media organizations using a variety of new forms to attract audience, such as video, games, audio, images and pop message in mobile devices. In addition, readers may not spend too much time using computers, but cell phones can be used to access internet anywhere and anytime. Most of people using mobile devices to obtain valuable information when they in the subway or bus, even some app offers extensive support for offline reading, this is one of the easiest ways to browse the news on the plane; these useful information include the stock market, finance or current policy, these kind of valuable contents are the main sources of profit for media organizations. Thus, it is important to enhance brand awareness and credibility of a news agency. Furthermore, the lack of restricting legislation to deal with the mobile media privacy problem, which could lead to a mobile phone security issues. Over 75% of consumers worried about their personal information be collected and infringed by mobile apps, the survey found. Thus, it is important to assure consumers that your applications will deal with their personal privacy information to the highest standard, thereby increasing engagement and credibility with your app.
‘Mobile Privacy Risk Assessment & Monitoring’, online available:
Mcclendon, J (2013), ‘Is the rise of mobile devices hastening the decline of desktops?’, Online avaliable:[http://www.ce.org/Blog/Articles/2013/May/Is-the-Rise-of-Mobile-Devices-Hastening-the-Declin.aspx]
Newton, C (2012),’As mobile rises, desktop search declines for the first time’, online available: