The Reversed Long Tail – Key to the success of mobile Internet
Let’s give a though to what’s really valuable to you when it comes to content accessed trough your mobile phone. And your explicit and immediate needs in different every day situations.
Analysing what content people really value and want immediate access to, independently of were they are, can be divided into two main categories: broadcasted live streams such as sports, news etc. and on the other hand micro community or very personal stuff, such as your own contacts, photos, messages etc. Radio, television as well as to some extent the web, all with their merits and drawbacks, are utilised to broadcast content to a wide audience. Television is the dominating media for broadcasted live sports, while all three media are more equally important for the distribution of the latest or live news. The mobile can act as a complement for the distribution of both sports and news, but so far the additional value having access to these services through the mobile has been perceived as limited. For the majority the incentive has not been large enough to overcome the initial obstacles to get started and become a regular user of Internet services through the mobile phone.
What has shown to get people started to use Internet services through their mobile phone is rather the very personal need for unique information, information that is extremely valuable for the individual or a very small community and in a very specific situation when other media are not available. What type of information are we then talking about?
This is information such as: your own travel schedule; when and where your kids have their next football training; the phone number to your kids’ friends’ parents etc. Information needed when on the move and that facilitates a normal everyday life. These types of services are many but each one is used by quite few and they thereby belong to the Long Tail of mobile services, borrowing the term first introduction by Chris Anderson in 2004.
In a trial with a number of day care centres in Stockholm, done in cooperation between Squace, SICS ,Vinnova, the possibility to get schedules, contact information etc. has been very well received by the parents and resulted in that many now use the mobile Internet for the first time and regularly. The same effect has been seen as a result of mobile extensions of web sites for kids’ sport teams, school sites, local communities etc. The value of the content to the individual is not a function how many that value that specific piece of content but rather how unique and difficult the content is to substitute and access. The entry point to the mobile Internet services thereby seems to be the end of the long tail and not as was seen in the early days of the web where we started with the most popular services and then found niche content. It’s now time to turn the picture around; the success of the mobile Internet comes from starting with small services. This phenomenon is called the Reversed Long Tail. The users will gradually explore more services and probably the usage pattern will eventually be similar to the PC.
To improve the value of mobile access to the Internet, and to get people starting to use the services, niche content thereby has to be available. And as we all are interested and value different things in life the whole Internet and the long tail of content thereby needs to be accessible and in a user friendly way. Key to this development is that all micro communities and sites with a very limited number of users can distribute their content to the mobile in a very convenient and cost efficient way without bothering about all the messy technical complexity that we unfortunately presently have. They also need to rely on technologies that can deliver the content independently of what device the user has. The best example of a UMI that presently deliver this is Squace, that now also are just about to release their new version of the UMI Squace service.