Think Customers: The 1to1 Blog

For marketers, reaching customers via their mobile device means getting much closer than through broadcast, print, or online communications. How close? Studies have shown that a large percentage of cellphone users are never out of reach of their phone, and there have been documented cases of "phantom ring syndrome" when people think their phone is vibrating/ringing when it's not. The intimacy of the device makes it a prime target for companies, provided they respect privacy and only communicate on an opt-in basis.

The technology to create a watch that's also a phone (and camera/mp3 player) has been around in the luxury market for a while, but now a few companies are hoping consumers will want to wear their phone on their wrist. One poll supports the idea, finding that most people already use their cellphones to see what time it is. Gizmodo has been running an online poll (not scientific, and I'm not aware of any more reputable companies that have measured the mobile-watch crossover yet) that shows 62.7% of people look at the time on their phones. I have to admit that I wear a watch every day, yet I rarely look at it for the time (although I do frequently check my cell).

If companies could succeed in taking people's mobile devices out of pants pockets (or purses in the case of most women) and slapping them on their wrists, imagine the possibilities. I would put that above the development of bluetooth for mobile technology that makes life more convenient. Recent research from Nielsen Mobile found that mobile search is up, especially when people want to find local listings. Walking downtown looking for a restaurant, customers wouldn't even have to break their stride to look up the best place to eat.

If it all sounds a little too James Bond-ish, we're still years away from a single, infinitely small gadget that responds to our every need based on sight, sound, and touch. But given how far we've come from the days of a brick-sized mobile phone, who's to say how much further the technology can advance?

As a marketer, are mobile devices already close enough to consumers, or would you rather see a way to reach them via their wrist, which is always in view and within reach? Do you think watch companies and mobile providers will work together? Will the trend catch on? Let us know what you think.