I’m sure you’ve already seen the stats. There are currently more mobiles than people in Australia. Already over 50% of Australians have access to an internet enabled mobile. Mobile internet access will surpass desktop access by 2014.
Another successful company that is changing its business model in response to mobile is Disney. Late last year Disney released a mobile game called ‘Where’s My Water’ featuring Swampy the Crocodile. The remarkable thing about this game isn’t that it knocked Angry Birds off the top of the charts or that it generated $1million in sales in the first week. The remarkable thing about this game is that it is the first time that Disney has ever created a character outside of film or television. Swampy was born on the iPhone. This was no fluke – it was a carefully planned manoeuvre to ensure Disney remained relevant for the new generation. Disney’s Mobile GM, Bart Decrem, has publicly declared that they plan to “incubate new characters that can cross over into other Disney business units like movies and merchandise”. Disney has already struck a deal with YouTube to release a 12-part series based on Swampy. This deal is worth $15 million. Expect to see the toys on the shelf and a movie in cinemas soon.