WENT MOBILE IN....

Also from the technological point of view, as well as mental and social, mobile is neither automatic nor immediate.
As illustrated in the graphic below, the main domestic technologies took some time to became mobile.

The older ones (radio and TV) certainly were limited by technological difficulties. But, the reasons why the others were late are related with the gradualness with which the needs and habits of consumption change. Transfer static activities to mobile extensions is neither automatic nor immediate. At least until now.
As may be observed in the figure, over time, the waiting time has gone drastically shortening and PCs, to refer to a device born static and then upgrade mobile, only took about 5 years to evolve.
Today, in m_societies, mobile is part of the genetics of the products as well as in the expectations of consumers.

FAMILIES OF MOBILE

Here's a first classification of the most commercially successful mobile products in recent decades.

It 's obvious that, at present, there are many more intersections among the different families that pure blood descendants.

But their perception is very often influenced by their original identity, something we can not ignore in defining the media mix of a campaign. A smartphone, for istance, even if enriched with other functions, will still be perceived and lived as a mobile phone. Once and for all: "The medium is the message."