The Mobile Gold Rush

As we work on launching the MeNetwork (http://www.themenetwork.net), it is interesting to follow the development of mobile "apps." Most of these are being created for iPhone users and other smart phones - without regard to the 80+ percent of the population who don't own smart phones. This is precisely why we're starting with a MeNetwork product that makes use of SMS. In fact, our first product is a real-time commerce-driven text based mobile search engine. That might seem like a mouthful, but if you break down that sentence and try the service, you'll understand why all those words apply. The MeNetwork returns not only directory type information but also real offers that users can act upon. And, it works on almost any phone.

Most mobile start-up companies prefer to develop apps because they are run by people who travel in small circles and only communicate with people just like them. Heck, everyone they know has an iPhone, so that's got to be where the market is, right? Wrong. Just like creative directors at advertising agencies that want to create ads for themselves (you know the ones - the funny, edgy, tacky TV spots that don't actually sell products but win piles of awards), mobile developers/inventors get caught in the trap of using their friends and co-workers as a focus group. We call this syndrome "talking to your belly-button" (think of being in the fetal position and you'll get the reference).

The gold rush is on - even though it is high time for mobile products that solve real business problems, most firms will create products that will only reach a very small percentage of cell phone owners - soon enough we'll see who strikes real gold and who only chases fools gold...

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