if connected

Way back when, every mobile gadget aimed to fill in little gaps in people’s day: dead times like waiting for a bus, walking to a train, or perhaps when out at lunch.

I’m struck by how the dead time opportunity no longer exists. Every morning I take the tube to work. Ten years ago people read newspapers, or books, or just stood and avoided eye contact. The latter may be just a London thing. Now, everyone is fiddling with their phone, tapping emails on a Blackberry, listening to music on mp3 players, or playing games on Nintendos. I even saw someone with a Sony Ebook reader on the way home last night. Result: There is no dead time left to fill. People already have multiple fun or work options that help them to avoid boredom.

So, 2009′s new mobile phones, other devices or mobile software have to displace an existing digital activity. In fact, they have to compete with multiple digital options as well as books, newspapers and the ubiquitous freesheets. This is hard. For Londoners, it’s never been easier to avoid eye contact underground.

We’re in the run up to MWC, when the great of the mobile industry will make their major 2009 product launches. To succeed, these products have to be: attractive to persuade people to buy them; be easy to take along all the time (so are light, small and have a long battery life); and deliver a compelling enough experience that people reach for that device or launch that application/game/music/movie/website/social network on a regular basis.

The death of dead time means that to succeed, companies have to father the birth of excellence.