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 i

Information Communication
Technologies and Emerging
Business Strategies
Shenja van der Graaf, LSE, UK

Yuichi Washida, Hakuhodo Inc. & The University of Tokyo, Japan

IDEA GROUP PUBLISHING

Hershey • London • Melbourne • Singapore
ii

Acquisitions Editor: Michelle Potter

Development Editor: Kristin Roth
Senior Managing Editor: Jennifer Neidig
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Cover Design: Lisa Tosheff
Printed at: Yurchak Printing Inc.

Published in the United States of America by

Idea Group Publishing (an imprint of Idea Group Inc.)
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and in the United Kingdom by

Idea Group Publishing (an imprint of Idea Group Inc.)
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Copyright © 2007 by Idea Group Inc. All rights reserved. No part of this book may be
reproduced, stored or distributed in any form or by any means, electronic or mechanical,
including photocopying, without written permission from the publisher.

Product or company names used in this book are for identification purposes only.
Inclusion of the names of the products or companies does not indicate a claim of
ownership by IGI of the trademark or registered trademark.

Library of Congress Cataloging-in-Publication Data

Graaf, Shenja Van Der, 1976-

Information communication technologies and emerging business strategies / Shenja Van Der
Graaf and Yuichi Washida.
p. cm.
Summary: "This book explores new media such as online music stores, iPods, games, and
digital TV and the way corporations are seeking innovative ways to (re)engage with their
consumers in the digital era"--Provided by publisher.
ISBN 1-59904-234-7 -- ISBN 1-59904-235-5 (softcover) -- ISBN 1-59904-236-3 (ebook)
1. Electronic commerce. 2. Digital communications. I. Washida, Yuichi, 1968- II. Title.
HF5548.32.G72 2006
658.8'72--dc22
2006010100

British Cataloguing in Publication Data

A Cataloguing in Publication record for this book is available from the British Library.

All work contributed to this book is new, previously-unpublished material. The views
expressed in this book are those of the authors, but not necessarily of the publisher.
 iii

Information
Communication
Technologies and
Emerging Business
Strategies
Table of Contents

Preface .................................................................................................. vi

Section I: Innovation, Communication

Technologies, and Consumer Clusters

Chapter I
Propagating the Ideal: The Mobile Communication Paradox ................. 1
Imar de Vries, Utrecht University, The Netherlands

Chapter II
Beauty and the Nerd: Ethnographical Analyses in the Japanese
Digitalization .................................................................................................. 20
Gaby Anne Wildenbos, Utrecht University, The Netherlands
Yuichi Washida, Hakuhodo Inc. & The University of Tokyo, Japan

Chapter III
The Right of Interpretation: Who Decides the Success of
Picture Mail? ................................................................................................. 36
Michael Björn, Ericsson Consumer & Enterprise Lab, Sweden
iv

Chapter IV
Foreseeing the Future Lifestyle with Digital Music:
A Comparative Study Between Mobile Phone Ring Tones and
Hard-Disk Music Players Like iPod ......................................................... 59
Masataka Yoshikawa, Hakuhodo Inc., Japan

Section II: Commerce, Community, and

Consumer-Generated Content

Chapter V
“You’re in My World Now.”™ Ownership and Access in the
Proprietary Community of an MMOG ...................................................... 76
Sal Humphreys, Queensland University of Technology, Australia

Chapter VI
Games and Advertisement: Beyond Banners and Billboards ............... 97
David B. Nieborg, University of Amsterdam, The Netherlands

Chapter VII
Digital Petri Dishes: LiveJournal User Icons as a Space and
Medium of Popular Cultural Production ................................................ 118
Alek Tarkowski, Polish Academy of Science, Poland

Section III: Creative Industries

Chapter VIII
Creative London? Investigating New Modalities of Work in the
Cultural Industries .................................................................................... 140
David Lee, Goldsmiths College, University of London, UK

Chapter IX
Digital Cinema as Disruptive Technology: Exploring New Business
Models in the Age of Digital Distribution ............................................. 160
Nigel Culkin, University of Hertfordshire, UK
Norbert Morawetz, University of Hertfordshire, UK
Keith Randle, University of Hertfordshire, UK
 v

Chapter X
Access to the Living Room: Triple Play and Interactive
Television Reshaping the Producer/Consumer Relation ................... 179
Eggo Müller, Utrecht University, The Netherlands

Chapter XI
Screening in High Standard: Innovating Film and Television in a
Digital Age Through High Definition ..................................................... 191
Bas Agterberg, Utrecht University, The Netherlands

Section IV: Emerging Markets and

Organizational Cultures

Chapter XII
Bringing the Next Billion Online: Cooperative Strategies to
Create Internet Demand in Emerging Markets ................................... 209
Karen Coppock, Stanford University, USA

Chapter XIII
Organizing Across Distances: Managing Successful Virtual
Team Meetings .......................................................................................... 238
Kris M. Markman, Bridgewater State College, USA

Chapter XIV
Working at Home: Negotiating Space and Place .................................. 257
Tracy L. M. Kennedy, University of Toronto, Canada

Chapter XV
Media Life Cycle and Consumer-Generated Innovation .................... 280
Yuichi Washida, Hakuhodo Inc. & The University of Tokyo, Japan
Shenja van der Graaf, LSE, UK
Eva Keeris, Utrecht University, The Netherlands

About the Authors ..................................................................................... 306

Index ............................................................................................................ 311

vi

2HAB=?A

Introduction Towards ICTs and

Innovative Market Creation Strategies
At MTV we try to reinvent what we know as media—perspectives on
innovative, upcoming media formats and where to effectively place products
to make them ‘buzz-worthy’ in a time of online and offline convergence. 1

MTV Networks (MTVN) kicked 2005 off by signing a strategic agreement

with Microsoft to “create new ways for consumers to access MTVN enter-
tainment programming and brands such as MTV, VH1, CMT and Comedy Cen-
tral via a variety of digital entertainment products and platforms… [MTV is]
committed to being on the platforms where our young consumers are today, and
will be in the future, whether it is PC, mobile, portable device, Web or TV.
Microsoft continues to innovate and change the game, and that is a great envi-
ronment for our content and our consumers.”2 MTV and Microsoft also formed
a digital media strategy task force that works to identify and collaborate on
new strategic opportunities, that is, “the development of digital entertainment
offerings, digital media co-marketing and new distribution initiatives.”3
MTV is not an isolated example of a firm that is seeking ways to capture,
engage, and retain consumers on multiple digital media platforms. Coca-Cola
for instance, launched CokeMusic.com in June 2002, an online meeting place
for teens with a real interest in music.4 The site hosts, among others, the Launch-
ing Pad5 which, each month, features music, videos, and bios of eight upcom-
ing artists, and Coke Studios which is a virtual hang out place where registered
users can create “their own music mixes and customized avatars, called V-
egos. Each visitor’s V-ego allows the person to extend his or her personality
into the Web sphere”6—making it a vivid Coke brand community (Van der Graaf,
2004). The U.S. Army has also been very successful at generating buzz through
 vii

their online game America’s Army: Operations.7 The game is part of the ad
campaign “Together We Stand: An Army of One” which aimed at counteract-
ing missed recruiting goals8 and results have shown that they have succeeded
very well (Van der Graaf & Nieborg, 2003).
Were digital technologies such as the Web previously seen as a direct threat or
even competitor to various sectors—especially media? These examples show
that the Internet is presently being incorporated into the calculus of major firms—
consolidating multiple platforms and digital divisions. Two intertwined trends
have emerged—particularly since the mid-1990s—that reflect the social, politi-
cal, and economic impact of information and communication technologies (ICTs)
on changes in the architecture of interaction. On the one hand, digital technolo-
gies have opened up ways for decentralization and diversification by enabling
consumers to become participants in the production and distribution of media
content rather than being endpoints for the delivery of a product or service.
This shift can be marked by a transition from a message- and transmission-
based architecture, where the sender controlled the rate and frequency of the
information, to a network model with greater reliance on the user’s self-regula-
tion, bypassing traditional media controls. On the other hand, firms have aimed
to use and leverage some of the unique qualities of ICTs by linking consumers
directly into the production and distribution of media content for reasons of
reputation and loyalty building and increasing returns on investment.
These two trends have attracted much attention across many academic disci-
plines and industrial sectors, especially regarding copyright issues, that is, the
control over the distribution of copyrighted material and the collection of rev-
enues for intellectual creations. More recently however, new ways of doing
business are being sought by capitalizing on the features of the digital environ-
ment—ranging from slight variations of off-line models to more radical
reconceptualizations of the roles of, and relationships among, content produc-
ers, intermediaries, and consumers (Slater et al., 2005). The relationship be-
tween a top down corporate-driven and a bottom up consumer-driven process
involving digital platforms can be viewed as an emerging site for revenue op-
portunities, expanding markets, and reenforcing consumer commitments, laying
bare the underlying structures by which both firms and consumers gain, pro-
cess, and exchange information. In other words, digital technologies are said to
have facilitated information and knowledge sharing to a far greater extent than
previous media forms, while offering a structure of interdependence character-
ized by relations of minimal hierarchy and organizational heterogeneity (Jenkins,
in press; Powell, 1990). This is achieved by permitting or even fostering a di-
versity of organizational logics that minimize conformity rather than maximize it
by enforcing a hierarchical system through standardized lines of authority
(Benkler, 2002; Stark, 2000).
In the current crowded state of the digital marketplace, firms increasingly are
said to look for ways to specifically acquire, engage, and retain their consum-
viii

ers. In doing so, they hope to be enabled to enhance their ability to monitor and
predict consumer expression and affiliation, while they rely on consumers to
spread the word about a product. Looking then at various communication tech-
nologies and relevant practices seems to be an increasingly important aspect of
emerging commercial strategies. The changing base underlying a firm’s inno-
vative activities can then be expected to have profound implications for the
way firms create innovative market strategies.

ICTs and Emerging Business Strategies

This book provides a collection of theoretical and empirical strands that, with
the growing usage of communication technologies such as the Internet and
mobile phones, what used to be understood as the domain of consumption seems
to have become a player in, on the one hand, production, distribution, and inte-
gration processes and, on the other hand, seems to potentially impact on a firm’s
competitive (dis)advantage. It is indirectly the result of a collaboration of
Hakuhodo Inc., Ericsson Consumer & Enterprise Lab, and the Utrecht Univer-
sity that came up with an international comparative survey program, named
Media Landscape Survey 2003-2004 to examine and compare communication
technology environments in the U.S., The Netherlands, Sweden, South Korea,
Japan, and China.
This very broad initiative brought us in contact with other researchers and prac-
titioners interested in similar issues that center on the relationships among emerg-
ing and existing firms, markets, and consumers. Specifically, this book focuses
on the wide and rapid diffusion of the use of various new media, such as e-mail,
mobile phones, Internet, interactive TV, games, and Web logs, and the way they
have impacted the paradigm of human and business communications.
These new communication means that are major products of ICTs, are gradu-
ally complementing or even replacing some more conventional communication
means, such as physical mailing or using fixed phones rather than wireless
ones. As some of the chapters will show, new technologies have contributed to
changes in the way we communicate and seem to have given way to new or
alternative social norms and cultures within and across cultures, for example,
striking differences between Japan, Europe, and the U.S. regarding the way
various media are used, seemingly based in each region’s political, economical,
cultural, and social contexts.
The most important viewpoint in the examination of communication means and
new technologies are, we believe, innovation processes that occur while these
technologies diffuse among users. Investigating the changes of interpretation in
our society for each communication means and its technology is significant
from various disciplines as we have sought to represent in this volume. By
investigating such innovation processes, we can examine emerging business
 ix

strategies—especially in the creative industries—processes of innovation, com-

munity-thinking, the evolution of social norms, and emergence of new
(sub)cultures, emerging markets, and organizational cultures rather than merely
tracing superficial trends of ICTs.
All chapters combined, provide an in-depth overview and at times a challenging
framework, in which a variety of new media technologies are mapped, based
on empirical and theoretical studies and not on mere subjective impressions or
fashions in the forefront of ICT industries in the East and West.

Contributions Towards
Innovative Market Creation Strategies
This book is divided into four sections. Innovation, Communication Tech-
nologies, and Consumer Clusters is kicked off by Imar de Vries. He explores
visions of mobile communication by focusing on idealized ideas surrounding
wireless technology. By examining sources on the development, marketing, and
use of wireless technology, he contextualizes these visions within earlier ac-
counts of ideal communication found in media history and isolates the regulari-
ties that are part of these accounts. On close examination, a paradox reveals
itself in these regularities, one that can be described as resulting from an un-
easiness in the human communication psyche: an unfulfilled desire for divine
togetherness clashes with individual communication needs. While the exact
nature of this paradox—innate and hard-wired into our brains, or culturally
fostered—remains unknown, the author claims that the paradox will continue to
fuel idealized ideas about future communication technology. He concludes with
the observation that not all use of mobile technology can immediately be inter-
preted as transcendental, and that built-in locational awareness balances the
mobile communication act.
Gaby Anne Wildenbos and Yuichi Washida focus on the Japanese usage of
digital products. Both the consumer and production side are addressed, whereby
emphasizing the mobile phone industry on the basis of two consumer groups
otakus and kogals. First, key characteristics of each consumer group are de-
scribed. Second, social and cultural aspects related to consumption behavior of
the otakus and kogals are examined, that is, collectivism, individualism and
kawaiiness. This is followed by the production side of digital products in Japan,
highlighting two major companies involved in mobile telephony: NTT DoCoMo
and Label Mobile, which in their turn, are linked to the consumption cultures of
otaku and kogals.
Michael Björn offers an empirical research report that describes the diffusion
of mobile camera phones and picture mail services in Japan between the years
1997 and 2005, based on annual consumer surveys conducted by Ericsson Con-
x

sumer & Enterprise Lab. A general framework based on sociocultural values

and attitudes to telecom for describing the telecom market from a consumer
perspective is presented. This framework is then used to put different con-
sumer-life-stage segments in relation to each other in respect to product diffu-
sion. The change over time of attitudes and behavior is described, and the con-
clusion is drawn that the product terminology spontaneously created by con-
sumers themselves in order to relate to the product is an important step for
mass market diffusion. Furthermore, the group of people who develop this ter-
minology becomes a crucial catalyst for diffusion—the Japanese case presented
here consists of female students.
Masataka Yoshikawa’s chapter aims to explore the future trajectory of enjoy-
ing digital music entertainment among consumers comparing the characteris-
tics of the usage patterns of digital music appliances in the U.S. and those in
Japan. As the first step of this research, the author conducted two empirical
surveys in the U.S. and Japan, and found some basic differences in the usage
patterns of a variety of digital music appliances. Next, a series of ethnographi-
cal research based on focus-group interviews with Japanese young women
was done and some interesting reasons of the differences were discovered. In
Japan, sharing the experiences of listening to the latest hit songs with friends by
playing them with mobile phones that have the high quality, ring tone functions
can be a new way of enjoying music contents, while iPod has become a de
facto standard of the digital music appliances in the world.
Section II is titled Commerce, Community, and Consumer-Generated Con-
tent. The next chapter, authored by Sal Humphreys, discusses ownership in
massively multi-player online games (MMOGs). She considers how the inter-
active and social nature of MMOGs presents challenges to systems of organi-
zation, control, and regulation used for more conventional media products. She
examines how the interactive structures of games cast players as producers of
content, not merely consumers. This productive role creates a distributed pro-
duction network that challenges the ideas of authorship which underpin copy-
right and intellectual property. The role of the publishers is shown to encom-
pass community, as well as intellectual property management. The communi-
ties generated within these games are a key source of economic benefit to the
publishers. The contract that determines the conditions of access and the forms
of governance inside proprietary worlds is considered in light of this newly
intensified relationship between commerce and community. Questions are raised
about the accountability of publishers, the role of the market, and the state in
determining conditions of access.
David B. Nieborg’s overview on advertising practices surrounding the games
industries views the use of digital games for the promotion of goods and ser-
vices as becoming more popular with the maturing and penetration of the me-
dium. He analyses the use of advertisements in games and seeks to answer in
which way brands are integrated in interactive play. The branding of virtual
 xi

worlds offers a completely new range of opportunities for advertisers to create

a web of brands and it is the usage of marketing through games that differs
considerably. This chapter offers a categorization of advergames and will ad-
dress the use of advergames from a developmental perspective, differing be-
tween commercial games with in-game advertisement and dedicated
advergames. Where TV commercials, print ads, and the World Wide Web rely
on representation for the conveying of their message; advergames are able to
add the extra dimension of simulation as a mode of representation, resulting in
various interesting game designs.
This section ends with Alek Tarkowski’s study on Live Journal user icons. He
provides insight into Internet applications such as Web-based blogging and
instant messaging tools or social networking sites that often provide their users
with the possibility of displaying small graphic elements. Such pictures or icons
allow users to represent and mutually identify themselves. He offers an analy-
sis of user icons displayed on the Live Journal blogging site. Tarkowski treats
such a user icon as a medium with particular characteristics and patterns of
usage. Live Journal users use such icons to participate in what John Fiske calls
popular culture. A case study of user icons discloses the life cycle of the media
form, during which a medium with initial characteristics coded by its creators
begins over time to support a wide variety of uses, innovation in usage, and
active participation in culture. In this chapter, he considers user pictures and
practices that are tied to them as an example of the manner in which popular
culture functions in the digital age.
The third section centers upon the impact of digitization on Creative Indus-
tries. David Lee considers the emergence of the discourse of creativity in con-
temporary economic, political, and social life, and the characteristics of emerg-
ing labor markets in the cultural industries. In particular he is concerned with
analyzing the working experiences of a number of individuals working in the
cultural industries in London. Using a critical theoretical framework of under-
standing, he examines the importance of cultural capital, subjectivization,
governmentality, network sociality, and individualization as key concepts for
understanding the experience of labor in the creative economy. Lee considers
how creative individuals negotiate the precarious, largely freelance, deregu-
lated and de-unionised terrain of contemporary work. As the economic be-
comes increasingly inflected by the cultural in contemporary social life, the
terrain of experience of individuals working in these expanding sectors has
been neglected in cultural studies. This chapter seeks to critically intervene in
this area, arguing that the “creative” turn in contemporary discourse can be
seen to mask emergent inequalities and exploitative practices in the post-indus-
trial employment landscape.
In their chapter, Nigel Culkin, Keith Randle, and Norbert Morawetz explore
new business models of digital cinema. They see the distribution and exhibition
of motion pictures at a crossroads. Ever since the medium was invented in the
xii

1890s the “picture” has been brought to the spectator in the form of photo-
chemical images stored on strips of celluloid film passed in intermittent motion
through a projector. Now, at the beginning of the 21st century, an entirely new
method has emerged, using digitally stored data in place of film and barely
needing any physical support other than a computerized file. This opens an
intriguing portfolio of revenue generating opportunities for the movie exhibitor.
They provide an overview of current developments in digital cinema and exam-
ine potential new business models in an industry wedded to the analogue pro-
cess. The authors consider the strategies of companies at the forefront of the
technology; implications associated with the change; and how different territo-
ries might adapt in order to accommodate this transition.
Then, Eggo Müller writes an insightful piece on the Dutch treatment of interac-
tive TV. Whereas, the advent of interactive TV has been discussed as one of
the key added values of digitization and convergence of old and new media for
years, current marketing strategies of the big players on the Dutch telecommu-
nications market determinately avoid using the term interactivity. Promising
the user “more fun” and more easiness of media consumption when digitally
connected to the media world though a provider that offers broadband Internet,
cable television, and telephony in one package, the competitors themselves aim
at another added value of interactive media consumption: getting access to the
living room means getting access to consumption patterns that can be traced
back to the individual consumer. Müller’s chapter discusses media convergence
and the current development of interactive television in the context of the
reconfiguration of the relation between producers and consumers in the new
online economy.
Bas Agterberg offers a fresh perspective on high definition and the innovation
of television by looking at the development of High Definition Television (HDTV).
He argues that the way technological, industrial, and political actors have been
interacting, has been crucial to the several stages of the development of this
innovation. The central question is how industry, broadcasters, and consumers
have debated and defined a medium and consequently redefined a medium
through innovations. The complexity and the way actors have played a part
within the changing media environment is analyzed by looking at the necessity
for technological change of the television standard, by relating the media film
and television in transition from analogue to digital and by examining case stud-
ies of political debates and policy in Europe and the U.S.
In the final section of this book Emerging Markets and Organizational Cul-
tures, Karen Coppock classifies the types of partnerships employed to increase
Internet demand in emerging markets. This classification system or taxonomy,
is based on more than 60 in-depth interviews of about 32 partnerships designed
to create Internet demand in Mexico. The taxonomy first classifies the partner-
ships into three broad categories based on the number of barriers to Internet
usage the partnership was designed to overcome: one, two, or three. The part-
nerships are then classified into six subcategories based on the specific barrier
 xiii

or combination of barriers to Internet usage the partnership sought to over-

come. The six subcategories of the taxonomy are: lack of funds; lack of aware-
ness; lack of uses; lack of funds and lack of uses; lack of funds and lack of
infrastructure; and lack of funds, lack of uses, and lack of infrastructure. This
taxonomy gives empirical meaning and enables further analysis of this unique
and increasingly popular type of partnership.
Kris Markman’s study carefully examines the use of computer chat technolo-
gies for virtual team meetings. The use of geographically dispersed (i.e., vir-
tual) teams is a growing phenomenon in modern organizations. Although a vari-
ety of ICTs have been used to conduct virtual team meetings, one technology,
synchronous computer chat, has not been exploited to its fullest potential. This
chapter discusses some of research findings related to effective virtual teams
and examines some structural features of chat as they relate to virtual meet-
ings. Based on these characteristics, she offers tips for using chat as an effec-
tive tool for distant collaboration.
Tracy Kennedy explores in great detail, the work-family interface by investi-
gating home as a potential work space that must still accommodate the social
and leisure needs of household members. By examining spatial patterns of house-
hold Internet location, she investigates the prevalence of paid work in Canadian
homes, illustrates how household spaces are reorganized to accommodate the
computer/Internet, and examines how the location of Internet access is situated
within sociocultural contexts of the household and how this might affect poten-
tial work-from-home scenarios. Data collected from a triangulation of meth-
ods—surveys, interviews, and in-home observation—also illustrate the relevance
of household Internet location from an organizational perspective. The relation-
ship between individuals and business organizations is interactive and integra-
tive, and the home workplace is complex and blurred with other daily social
realities. This influences effective work-at-home strategies and potentially shapes
productivity and efficiency.
In the last chapter, Yuichi Washida, Shenja van der Graaf, and Eva Keeris give
way to the presentation of parts of the international comparative study that, as
earlier explained, lies at the base of the come about of this book. This chapter
examines the innovation in communication media, based on empirical survey
results from five countries. First, the authors created a general framework of
the media life cycle by exploring the replacement of communication media
used in everyday life. The shift from voice communications to mobile e-mailing
is at the forefront of the media life cycle in the personal communication area.
This framework also implies future media replacements in other countries. Sec-
ond, by comparing two empirical surveys, conducted in 2002 and 2003, of com-
munication means used among Japanese family relations, the authors discover
that certain consumer clusters lead in the innovation of communication media.
This framework and discovery can be useful to deal with the vacuum between
conventional media studies and the latest trends in information technology.
xiv

As a summarizing remark goes, the contents or frameworks offered throughout

this book are by no means complete nor do they pretend to be inclusive of
providing full accounts of occurring practices in new media technologies. Rather
the primary objective is to yield insight into the dynamic relationships between
the creation, diffusion, integration, usage, and sharing of technologies, innova-
tive practices, and the potential impact on the boundaries of the firm in the
managerial choices it faces in its adaptation of digital strategies. While this
book does not seek to measure performance or competitiveness rather it has
sought to establish a link between what can be observed as practices and un-
derstandings of strategy. As such, contributions made to this book have sought
to contribute to both laying bare and filling in some important gaps in the theo-
retical and empirical characterization of seemingly altered relationships between
firms and the marketplace signaling a shift in the organization of production,
distribution, and consumption.

References
Benkler, Y. (2002). Coase’s pengiun, or, Linux and the nature of the firm. Yale
Law Journal, 112(3), 369-446.
Jenkins, H. (in press). Convergence culture.
Powell, W. (1990). Neither market nor hierarchy: Network forms of organiza-
tion. Research in Organizational Behavior, 12, 295-336.
Slater, D. (2005). Content and control: Assessing the impact of policy choices
on potential online business models in the music and film industries.
The Berkman Center for Internet & Society at Harvard Law School.
Stark, D. (1996). Recombinant property in east European capitalism. American
Journal of Sociology, 101, 993-1027.
Van der Graaf, S. (2004). Viral experiences: Do you trust your friends? In S.
Krishnamurthy (Ed.), Contemporary research in e-marketing. Hershey,
PA: Idea Group Publishing.
Van der Graaf, S., & Nieborg, D. B. (2003). Together we brand: America’s
army. In M. Copier & J. Raessens (Eds.), Level Up: Digital Games
Research Conference. Utrecht University.

Endnotes
1
Henrik Werdelin, VP Strategy and Product Development at MTV Net-
works International, June 21, 2005.
2
Retrieved May 9, 2005, from http://www.microsoft.com/presspass/press/
2005/jan05/01-05MTVAgreementPR.asp
 xv

3
Ibid. In addition, MTV Overdrive was launched which is a hybrid channel
that provides consumers with a linear viewing experience and video-on-
demand capabilities in a Web-based application covering music, news, mov-
ies, mini-sodes, and so on. Then in July MTV Networks UK & Ireland
tried to fight declines in TV ratings with MTV Load and 2 months later
they teamed up with IssueBits to work on a text-to-screen service Mr
Know It All which allows viewers of MTV Hits to use SMS to ask ques-
tions which will—along with the answers—appear live as a way to boost
viewers and put them in ‘“collective control’ of content, look, and tone.”
Towards the end of the year MTV Networks International announced a
global series of mobisodes to be distributed via MTV’s mobile channels
and Motorola’s Web site. They also announced a collaboration with mo-
bile content provider Jamster!, to embark on a joint research project to
see “how the role of mobile content is evolving around the world and how
that can inform MTV to develop compelling, new entertainment that is
even more relevant to consumers.” All these developments can only leave
us wondering what MTV will announce in 2006, as the latest addition to
their multi-platform strategy delivering content to consumers everywhere
they demand it: on-air, online, wireless, video-on-demand, and so forth.
4
It has over a million views a day, the number of new visitors increases
monthly with 200,000 and people spend about 25 minutes on the site.
5
It is based on a partnership with AOL Music.
6
This means that users can chat, post messages, and listen to each other’s
music mixes with other V-egos. It pays off to be a good music mixer,
which is contextualized within the community by a contest where a user
can win decibels that are a virtual currency and can be used to buy furni-
ture and the like to decorate one’s private room. All kinds of games can be
played and new games (e.g., Uncover the Music), skins, and music among
others are frequently added to attract and retain users. See http://
www.turboads.comcase_studies/2003features/c20030514.shtml
7
See http://www.americasarmy.com
8
The answer to this recruiting problem was to change the way the U.S.
Army communicates with young people in the USA. A short-sided ap-
proach to rely simply on its name, the U.S. Army learned that they needed
ongoing insights in research-based advertising in order to understand the
attitudes and needs of young people.
xvi

Section I:
Innovation,
Communication
Technologies, and
Consumer Clusters
 Propagating the Ideal: The Mobile Communication Paradox 1

Chapter I

Propagating the Ideal:

The Mobile
Communication Paradox
Imar de Vries, Utrecht University, The Netherlands

Abstract

In this chapter, visions of mobile communication are explored by focussing

on idealised concepts surrounding wireless technology. By examining
sources on the development, marketing, and use of wireless technology, I
contextualise these visions within earlier accounts of ideal communication
found in media history and isolate the regularities that are part of these
accounts. On close examination, a paradox reveals itself in these regularities,
one that can be described as resulting from an uneasiness in the human
communication psyche: an unfulfilled desire for divine togetherness that
clashes with individual communication needs. While the exact nature of this
paradox—innate and hardwired into our brains, or culturally fostered—
remains unknown, however, I assert that the paradox will continue to fuel
idealised ideas about future communication technology. I conclude with the
observation that not all use of mobile technology can immediately be
interpreted as transcendental, and that built-in locational awareness
balances the mobile communication act.

Copyright © 2007, Idea Group Inc. Copying or distributing in print or electronic forms without written
permission of Idea Group Inc. is prohibited.
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