Since mid-2012, the simple English adjective “mobile” has powerfully entered the everyday life of Russian digital (and startups as a subset of this semantic community). The first signals came, as often happens, from English-language technoblogs: they began to more and more persistently repeat the mantra "Mobile is the new social" - an untranslatable pun, which broke more than one fragile brain.
The sacralization of mobile in Russia was overwhelmingly frustrated not only by social media as such, but by generally accepted methods of marketing communication in them. The abbreviation SMM itself took an abusive tone after public scandals with pumping branded groups with bots, the mass employment of urban crazy in social media agencies and the general uncertainty of the relevant market that someone needs it. Mobile, therefore, has become a tool of psychological substitution for the same people that the last two years as undermined opened SMM-agencies.
You can fix the specific date when the mobile first gained the power of a magic spell: September 22, 2011, when the mantra about new social was uttered by Mark Zuckerberg at the Facebook f8 event.
In Russia, as it usually happens (see QR codes, geolocation), they came to their senses exactly one year later. By this time, it was possible to write a simple application for an iPhone with the help of two not very skilled programmers, but very few people understand what to do next.
The mystical property of mobile lies in the complete Rolandbart separation of the signifier and the signified. Theoretically, mobile is the most innovative business in which everyone wants and where billions of dollars are already spinning. In practice, the current total capacity of the Russian mobile is estimated in the range from ten million dollars to about one hundred million of them. At the same time, it’s not completely clear what exactly is considered a mobile: this word also means SMS spam, content aggregators, and micropayments inside applications.
These slurred, flickering meanings and the uncertainty of the short-term horizon of events lead to the following scenes. In mobile marketing, there is a famous character, without whom not a single specialized conference can do. This person always acts in the same way: a ritual shout about the greatness of the mobile is followed by a series of "cases that I would like to do." At the same time, no one saw the cases already made by this person and his agency. Thus, a mobile can exist (and even, probably, bring some money) in the form of metaphysical emanation, simulacrum.
And another telling story about the mobile. A friend of mine, the archetypal owner of the year before last, a macbook and a million ideas of highly profitable startups, told me that he completely redesigned his mobile and put his project into an American crowdfunding service. To the timid question about the business model, the young man laughed devilishly and said that "venture investment funds are behind the mobile line." Which, by the way, is true.
The most interesting thing is that the mobile is really a new social: the percentage of people for whom the smartphone has turned into a universal media storage and communication tool is growing. All the money is really there, and every business, even the laundry, is trying to get into this very smartphone - with an advertisement or application. With one small caveat: all this happens in America. Due to country specifics, for Russian business this is still the same as on Mars.
The moment when in Russia the mobile connects the sign with the signifier, very many are waiting - and in 2013, it seems, they will finally wait. And Bullshit Bingo says goodbye to you until January, when we continue our discussions about digital, commits, kipiayas and the great abbreviation SK. Which does not mean what you thought, but "supercommission". Happy New Year!