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10.19.2009

TV x Internet: Double and Triple Screen Users

Radio hasn't killed the newspaper.
TV hasn't killed the radio.
The Internet has not killed the TV.
Rather, the Net generation is growing up as consumers of information through multiple screens and all forms of media.

At the CEATEC conference in Tokyo, Masahiro Inoue, President of Yahoo Japan, spoke and said that the future is in developing services that can be delivered through a range of channels as Internet connectivity is realized through not just PCs, but the mobile phone, TV, car navigation systems, and game consols as well.

He shared research results that almost 70% of all generations simultaneously access the Internet (either via PC or mobile phone) while watching TV.
For tween women, that figure is close to 90%.

Many say that if they see something of interest on TV, they will connect to the Internet to learn more about the product or company and often make purchases afterwards online.

He also said that the number of Internet users and their page views have pretty much hit their peak with no significant growth anticipated. However, the amount of time spent online continues to rise, and said, "By utilizing the strength of the terminals, through double screen and triple screen connectivity, consumers may even be connected for 24 hours a day."

I can relate to this.
I, too, have purchased goods advertised on TV through their mobile commerce site rather than to sit and be put on hold on their toll free number or take note of it, look it up later and make a decision.
Nowadays it is not unusual for me to be reading my emails on my mobile phone while creating a presentation online with my PC and doing most of the required research online as well.
So using double screens through two terminals is a definite daily routine.

Yahoo launching a TV service and NTT docomo (a mobile phone service provider) purchasing TV shopping company Oak Lawn Marketing are all signs that traditional boundaries are rapidly disappearing. Content must now transcend media - and terminals are multi-functional.

At the ITU Telecom 2009 conference in Geneva, NTT docomo's CEO participated in a panel discussion and shared that BeeTV, a subscription based service (monthly subscription is 300 yen or US$3.00) has secured over 700,000 subscribers in the five months since its launch. BeeTV has a range of oringinal video content developed to be viewed on mobile phones that are of 5 to 10 minutes in length. Subscribers can view as many of the clips as they like for their monthly subscription.

In the presentation, he said that mobile phones are (1) carried with the user almost 24 hours a day; (2) enables individual recognition to determine the user; and (3) offers pinpoint information on the geographical location of the user, making it a unique device that is in optimal position to be the gateway for a range of personalized services and information in addition to telephony and emailing.

In Japan, already it is not impossible for one to leave home with nothing but the mobile phone and not be inconvenienced. The phone gets you on the train, it is a transaction device to make purchases (including lunch), it offers entertainment and you can read the latest news on it, it tells the time (in more than one country) and your calendar, address book, and to do list as well as notes are all on it. You can take photos with it and upload images and entries to your blog. You can create and update Tweets.

As a fashion person, I worry for the future of the It Bag.
As a sales and marketing professional, I find the possibilities infinitely exciting.

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