The Mobile Phone's Emergence as The 'Fourth Screen'

            


Details

Case Code : CLMM070
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 02 Pages
Price : Rs. 100

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Key words:

3GSM World Congress, Indian film industry, Bollywood, GSM, mobile entertainment market, Nokia, strategy, new media channel, mobile marketing, SMS marketing

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The mobile phone has emerged as the 'fourth screen' as this device comes with advanced technology that enables Internet browsing, distribution of audio-visual content, etc. This has attracted the attention of mobile entertainment companies, mobile handset companies as well as advertisers.

Introduction

The 3GSM World Congress held at Barcelona, Spain, in February 2007 marked the entry of the Indian film industry (popularly known as Bollywood) into the Global Systems for Mobile (GSM) communication arena. At this event, Bollywood showcased its first film specially created for mobile phone users across the world.

This move was seen as yet another step towards enriching the mobile experience of users. Bollywood's foray into the mobile entertainment market also marked the emergence of the mobile phone from merely a communication device to becoming a major source of entertainment.


Since early 2000s, analysts felt that the mobile phone had emerged as the 'fourth screen' as these devices came with advanced technology that enabled Internet browsing, distribution of audio-visual content such as mobisodes, and even short movies specially created for mobile phone users. This was expected to have a huge impact on the global mobile phone market (estimated at US$ 23 billion in 2007) as well as the media industry, they said...

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