When it's mobile, brands will have to choose

There is a lot of conversation going on about social media, and most of us have adopted rudimentary, or sophisticated for that matter, plans on how to use this to our organization's benefit. As time goes on, we will need to rely on some experts to help us learn more about mobile technology and how it is going to affect our public relations efforts. Mobile expert Conrad Lisco takes a look at the complexities of the technology in his blog called ThumbJockey. The image comes from buymeaniphone.

"As the number of operating systems and platforms grow, so too will complications for brands looking to go mobile. Brands are asking not only how they can get consumers engaged via mobile, they're asking how to get the engaged on iPhones in particular. Why? Because the iPhone-wielding public represent an opportunity for rich, meaningful brand engagement. How do we plan for a more open, seamless mobile experience? Because developing for handset-specific applications, browsers and optimizations isn't going to be cheap. And it isn't sustainable. We have to move past this walled garden approach to mobile started by carriers years and years ago."