Direct Line Blog

Mobile is the world in your hands

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Last week, while I was having dinner with my sister, she held up her iPhone and said: “It's like having the world in your hands!” She's had it for about a month now, maybe a bit longer, and is still in that “oohhh…ahhhh” phase of enjoying a new toy.

Of course, that toy has proven to be helpful for business and personal uses—checking e-mail, reading the news, accessing accounts.

Mobile devices have become what we “live and die” by.

Hearst Magazines may be taking the same stance.

In September, it will debut The App Lab, which is designed to bring together marketer an agency partners as well as media and technology business practitioners to create content, ad models and platforms that focus on mobile, new applications and related platforms.

It looks like the initial plan is to offer up educational sessions, like previews of emerging mobile content, applications and platforms—such as the iPad—as well as advertiser and agency roundtables on new ad formats and models and consumer insights.

It's all about “mobilocity.”

And rightly so.

Someone recently pointed out to me that there is a Tiffany's application where women can ogle over diamond rings right from their phone. Now, for me personally, I'd still like a trip down Fifth Avenue and into the actual store. But, that application does exist for a reason…my sister has it right.

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