What is that promise? Well, in a nutshell, WiMAX makes real the possibility of having a broadband wireless connection everywhere, all the time. Okay, I get that you’re probably skeptical. So, what does “everywhere, all the time” actually mean? “Everywhere” means the connection is in reasonably well-populated urban and suburban areas. “All the time” means only if you’re a subscriber, or if the network is supported by a municipality. So, “everywhere, all the time” captures the vision pretty well.
Combine what WiMAX represents with Internet-savvy devices like the iPhone, Verizon’s promised LG Voyager and Google’s own pending entry into the mobile device market, and what you have is the Internet in your pocket. Wherever, and whenever, your pocket may go.
So, what does this convergence of technologies mean for the marketing professional?
It means that the “year of mobile,” despite experts forecasting it prematurely several times, will actually get here. When it does, it will be full of robust online experiences, not just text messages and WML coupons.
It means that there will soon be many more opportunities to provide targeted, relevant experiences to customers that aren’t necessarily sitting at a computer. It opens the possibility of universal relevance – and the opportunity for the consumer to buy from anywhere, at any time.
It means video is fair game…game on!
It means geographic targeting is possible, provided your customers are comfortable with it (and the FTC doesn’t prohibit it).
But mostly, it means that both marketers and consumers are going to have a lot of fun.