Media multi-tasking leads away from TV
Some changes in consumer behaviour that were already under way have been speeded up by the growing use of the internet and alternative media, such as mobile phones.
For example, consumers are spending more time with media of all kinds: currently about ten hours per person per day in America. According to Veronis Suhler Stevenson (VSS), a New York-based media merchant bank, this is likely to grow to 11 hours by 2008.
James Rutherfurd, the bank's managing director, thinks this is due to a relatively new phenomenon he calls "media multi-tasking": using different media at the same time
"This has enormous implications for advertisers and programmers,” he says. “It used to be that they were competing to get you to turn on the television. Now the TV may be on, but they are competing to keep your attention on the TV as opposed to the computer screen, the magazine or the iPod."
ADD HERE the 4TH SCREEN ETC from MCW conference
Consumers are spending more time with media of all kinds: currently about ten hours per person per day in America |
Fujio Nishida, chief marketing officer of Sony's electronics division, points out that this forces advertisers to think very carefully not only about which media to use for the market they want to reach, but what people are likely to be doing when their ad appears. In Japan, he says, in the past you could be fairly sure that 90% of your potential targets would be watching TV at some point between 8pm and 10pm; but now only 70% may be watching and 60% will be using the internet—many doing both at the same time. Advertisers can take advantage of this by putting on TV ads specially designed to encourage consumers to go straight to a website, as Sony has done.
"Who actually controls distribution in this type of world?" asks Bill Gossman. "The individual does. That's where the ultimate consumer power comes from." His company, Revenue Science, is developing new ways of "behavioural targeting".




Jeff Raikes, President, Business Division, Microsoft, explaining their vision for using Tellme's technologies in the mobile search area as being fundamental to their strategy. "Frankly, today TellMe already does more mobile search support than Google and Yahoo combined", said Raikes.

The relationship with JumpTap will also allow Virgin Mobile to expand its mobile advertising capabilities.
...there just happens to be a piece of the Internet that I bet you haven't made the leap to yet and it is going to be BIG. This new space is mobile search and mobile Internet surfing, says Dunn.
Dunn then explains the current state of affairs, introduces
Prior to September, Ingenio had two mobile partners:
Reporting from
Aside from Google the traditional speech solutions companies are trying to claim this space. Their problem is that know very little about the mobile phone ecosystem, but they can learn quickly. For example
Perhaps one of the companies they are looking at is
But the West is by no means alone in progressing mobile voice search. Alvin Wang Graylin the CEO and CoFounder of Chinese mobile company 

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