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The New Marketing Ecosystem
There are several valuable data points contained within comScore’s 2010 Mobile Review, but the one that hit home with me involves ‘social networking ecosystems’.  The first few sections of the report illustrate the expected mobile metrics: rise in smart phone users along with rise in mobile media access, Europe hosts a more developed mobile market than U.S., and so forth.  But at the end of a paragraph about smart phone buyer criteria, comScore re-branded a concept we’ve been discussing since 2008:“Smartphone users are increasingly sophisticated consumers who are looking not just for a phone, but for a device that is part of a larger ecosystem that provides a complete mobile experience, including apps, music, and video.”I remember the day in 5th grade when the concept of nature’s ecosystems finally hit home with me.  We were discussing swamps and I remember the moment of enlightenment during which I grasped the scope of an ecosystem – an unending list of seemingly independent parties (frogs, snakes, or, for the sake of this discussion, networks like Facebook and Twitter) that only achieve success by working together in concert.  When one of the parties is taken out of the environment, the rest will either fail or ... more

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