As I frame my view of where mobile is going, I can’t avoid starting with some numbers I just saw in Seth Weintraub’s post in Fortune about Android.

Globally, market intelligence firm IDC counted 269.6 million smartphones sold this year, compared to the 173.5 million units shipped in 2009.

In 2011, we might see half a billion phones sold worldwide. Smartphones will likely blow by traditional computers next year as the way most of the world gains access to the Internet.

If that doesn’t blow your mind, I don’t know what will.

Are you thinking about mobile yet? And if so, how are you thinking about it? Let’s plant our feet firmly on the ground and talk about how you should be thinking about mobile. Here are some guiding thoughts:

1. Don’t think product; think platform. People are excited about devices and apps: that is, products. As a marketer, you need to look at devices and apps as platforms for communication, conversation, conversion; pick your “C” word. Develop your app or apps with that broader concept in mind. Look to integrate mobile into your current marketing mix as a new communications and marketing platform. Don’t try to sell a product now; you can add sales later.

2. Leverage the ubiquity. Smartphones — and more recently, iPads and other tablets — are becoming essential tools. Their ubiquity is going to be unprecedented. We love these devices even more than our laptops. We are bringing them into places and situations we never imagined. There’s an intimacy, a necessity, that these devices are engendering in us. Whether that’s good, bad, or indifferent, it’s our new reality. So, as a marketer, how can you leverage this intensely personal, can’t-live-with0ut-it feeling smartphones generate? How can you be present on these devices in a way that’s meaningful, useful, and purposeful? How can your app be indispensable? Don’t think, “I want to create a cool app.” Think, “I want to solve real problems, offer real solutions, create a must-have feature” for your audiences’ mobile device. Create something essential.

3. Put goals in the driver’s seat. Don’t go crazy and forget the fundamentals of business and marketing. We saw companies forget these when they first went on the Web. They thought that they could spend a lot of money to build a website, and all their business problems would be solved. We have seen similar madness with people getting on Facebook and Twitter without any sense of why they should be there, who they are trying to reach, and what they are trying to get their friends, fans and followers to do — other than “buy our product” or “do business with us.” Without a clear plan and strategy, mobile will become this new year’s huge time and money suck.

Mobile can be a new platform for building brand loyalty, stimulating traffic, and enhancing interaction. Eventually, sooner than we think, mobile will drive sales. If you’re going to “go mobile,” make sure that your efforts are framed by clear and attainable goals.

What will be your mobile strategy in 2011?

This post was inspired by Fred Wilson and his post The Smartphone Explosion which references Seth Weintraub’s post in Fortune about Android.

Image by sxc.hu user mrceviz

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Prior to the release of the Droid Pro, consumers wanting an Android phone had two choices: a large touchscreen-only device or a handset with a touch screen and a sliding QWERTY keyboard. Motorola has merged the two forms with the Droid Pro by combining a 3.1-inch display (320×480) with a QWERTY keyboard that sits beneath the display. The keyboard rivals those found on the BlackBerry, making it ideal for extended text entry.

The Droid Pro has a candybar form that is a little long due to the keyboard sitting beneath the screen. It looks like the phone would be top-heavy for thumb-typing on the keyboard, but that’s not the case. The keys are sculpted like those found on the BlackBerry to prevent typing mistakes in spite of the small keys. With a little practice, it’s possible to get quite proficient using the keyboard, and BlackBerry users should feel right at home.

Motorola has built the Droid Pro for the CDMA network of Verizon, but has added GSM capability for international use. The Droid Pro can be used most anywhere in the world with the appropriate plan with Verizon.

Standard Exchange Server support is included for enterprise purposes, along with other features to appeal to business users. QuickOffice is included for Microsoft Office support, as is Skype mobile for VoIP calls. There’s a VPN client for accessing corporate environments, and the full Google software suite is installed. Motorola has included advanced security features that appeal to enterprise tech support staff, such as remote wipe capability, which makes it possible to erase the memory on a lost phone. Data encryption can be employed for all documents stored in internal memory and on the microSD card.

The Droid Pro may be aimed at the business user, but the Android OS is also consumer friendly. The handset will appeal to any consumer who wants a thumb keyboard like that of the BlackBerry, yet who also craves the Android touch-friendly OS. I showed the Droid Pro to a few BlackBerry users over the week I’ve been testing it, and invariably, the response was positive. BlackBerry owners are curious about the Android phenomenon and found the keyboard of the Droid Pro makes it possible to “ease away from the BlackBerry.”

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The Style is very thin for a flip phone and fits nicely in the hand for operation. It’s small and very light compared to most smartphones, and is the first phone I’ve used in quite a while that’s actually pleasing to hold. The smooth lines and size are designed to be easy to use with one hand, and the lack of a touch screen is actually a plus for operation of the Style. The trackpad beneath the main screen is very responsive and makes it easy to operate the new BlackBerry OS.

The flip form makes it possible to see any missed calls, messages or social network status updates at a glance on the external display. There’s a clock on the display along with battery and carrier network meters. This display auto-dims after a short time to save battery life, and comes on with the press of any button on the phone.

There are volume buttons on the right side of the Style, situated next to the camera button. Pressing the camera button fires up the camera app, and snaps photos if the app is already running. The internal display is the viewfinder for the camera, and there is a noticeable lag between pressing the button to snap a picture and the actual photo capture. The 5 MP camera takes decent photos, but won’t replace your good point-and-shoot for important picture-taking.

BlackBerry is famous for good messaging capability, and the Style carries on this tradition. The unified inbox is front and center on the main screen, accessible with simple taps on the trackpad. BlackBerry fans won’t be disappointed with the Style messaging capability and the new BlackBerry 6 OS. The interface is very fluid and intuitive, and much better than previous versions of the OS. The performance of the Style is good, and operation with the trackpad is easy.

The BlackBerry Style is aimed at current BlackBerry customers, who will like the new OS and the form. I’ve been surprised at the reception folks have given the flip format; it has been universally favorable. I have been told by more than one current BlackBerry user that the Style puts an end to “butt dialing” the phone, something that apparently happens with regularity with “candybar” style BlackBerrys in the pocket.

My 17-year-old stepson is absolutely smitten with the Style, primarily due to the flip form. He has a smartphone he uses for calls, texting and Facebook, and he finds the Style to be superior at all of those functions. He’s also in love with both the web browser and the YouTube app on the Style.

The BlackBerry Style is available exclusively from Sprint in the U.S., and is a handset with RIM’s typical attention to usability. The two displays work well together to make the flip form work, and the BlackBerry QWERTY keyboard will make BlackBerry fans happy. The Style is $99.99 with a new contract with Sprint, and there’s a “buy one, get one free” promotion for the holidays.

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Those looking for a new smartphone should check out the penny sale at Amazon Wireless. BGR reports that all Verizon Droid smartphones are only one red cent through Nov. 22, and a little investigation shows these aren’t the only phones on sale. Amazon has some Android phones from AT&T, Sprint and Verizon for a penny, and a number of BlackBerry handsets for the keyboard-bound among you.

All deals require new service with the carrier, so no existing customers need apply. There’s no need to wait for Black Friday with these prices on good smartphones. Here’s a short list of the bargains of particular interest:

• Entire Droid line of Android phones — Verizon
• Samsung Captivate Android — AT&T
• BlackBerry Torch — AT&T
• HTC Aria Android — AT&T
• Motorola Backflip Android — AT&T
• Sony Ericsson Xperia X10 Android — AT&T
• HTC Hero Android — Sprint
• BlackBerry Bold 9700 — AT&T
• Samsung Intercept Android — Sprint
• Motorola Citrus — Verizon

Amazon has other deals that are impressive, like the hot HTC EVO 4G for $99. Check through the many deals offered if your budget is more than a penny.

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The version under development is a lightweight version designed to run on Android phones with lesser processors and older Android versions according to Rovio:

So far, we have hesitated to create multiple versions of Angry Birds for the Android platform. But judging by the feedback we have received, we feel that by providing a lightweight solution, we are doing a favour for our fans.

We are currently developing a lighter solution to run Angry Birds on lower end Android devices. This does not mean lighter gameplay or a lesser amount of levels, but a game experience optimized for devices with less processing power.

Having two versions of a game like Angry Birds once again raises the concerns that Android is too fragmented for developers to support properly. There are still several versions of Android on consumer devices, and developers must choose to do what is necessary to support the older versions (like Rovio), or simply restrict their apps to later versions of the OS.

The situation is improving with 77 percent of devices in the world now running either Android 2.1 or 2.2, both of which should run Angry Birds fine on proper hardware according to Rovio. Google has advanced Android at such a fast pace that fragmentation was inevitable, but hopefully a more sedate release pace for future versions of the OS will improve that. It’s hard to fault Google for fragmentation, as the fast development track is no doubt responsible for the major impact Android has created in the mobile space. Like Angry Birds, Android is a force in the mobile segment that can’t be stopped.

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Of particular note are the stress tests run on the iPhone 4 and the HTC Desire, two popular smartphones selling at a brisk pace. The videos recorded of the tests are embedded below for your viewing pleasure. I won’t spoil the fun, but am impressed how well the iPhone 4 did on the drop tests. Satisfy your inner klutz with the two stress tests, and visit their site to see a few more.

Image credit: Flickr user kozumel

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The app is a simple reader designed for fast operation. Articles are organized in three tabs: Unread, Starred and Archived. These work as expected, and to read an article in any of the tabs just tap it. The article opens up in the reader, complete with any images, with a very simple display. When an article is displayed, hitting the Menu key pops up selections for starring, archiving, deleting, sharing the article or opening it up in the phone’s web browser.

Hard Copy can be configured to sync with the user’s Instapaper account in the background at a specified time interval, ensuring that new articles saved on other devices are present when needed. The reading screen is configurable, with control over the font used to display articles among other visual settings. There’s a free version of Hard Copy that contains ads, and a paid version (which I use) that eliminates the ads and adds some features for $1.99. Both are available in the Android Market.

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Why would you want to set the resolution higher? Just like on a desktop computer, changing the display to a higher resolution makes everything on the screen smaller, which means you can display more on a screen at one time. This can be advantageous on a phone with a small screen.

ResToggle provides two methods to change the screen resolution: a radio button scheme that toggles between standard and hi-res settings, and a custom box that allows setting any resolution with a numeric setting. I have tried both methods, and caution the use of the custom method, as you might create a problem with an invalid value. I find the hi-res setting to be adequate for my needs, although I’ve tested a custom value of 160 (standard=240, hi-res=200), which makes things pretty darn small. It ran fine; I just couldn’t read things that small.

Once the resolution is selected in the settings screen, the phone can be rebooted immediately by hitting a button. The reboot is required to enable the new screen resolution. While I’ve experienced no problems using ResToggle, any time you fiddle with system settings, there’s a possibility your particular phone won’t behave properly. In the event this happens, your phone won’t reboot normally, but the developer has you covered. If your phone cannot boot after changing the setting with ResToggle, simply send your phone a text message with the phrase “ResToggle:ResetOriginalDisplay” (caps not needed) and your phone will automatically reset to normal and reboot.

The ability to slightly increase the display resolution is wonderful, even on the large screen of my EVO 4G, as displaying slightly more at once is very useful. Take a look at the comparison screen shots I took on the EVO to see how different applications benefit from the additional resolution. Note that some apps may have trouble at a higher resolution, but most I’ve tried work just fine.

ResToggle is only $0.99 in the Android Market, and the developer supports it on his website. The app works fine on my EVO 4G, and should work on any phone running Froyo, but some have reported difficulty getting it to work.

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Properly using mobile technology in global healthcare has three immediate benefits: bringing medical consultation to remote patients, allowing professionals to monitor patients remotely and making patient information universally available to the healthcare system. Patients in developing countries often have little or no access to adequate healthcare, and the global proliferation of mobile phones makes it possible for providers to make initial consultations remotely.

A trial in India is providing initial medical consultation to those living in remote areas currently without local medical care via mobile phone for the equivalent of a dollar. The trial illustrates one of the challenges medical researchers have in putting mobile technology to use for better healthcare. Researchers must rely on third parties, such as handset manufacturers or network operators, as partners, since those companies own the networks and provide the devices. Those same partners want to lock the researchers into their networks or gear with exclusive deals, shutting out options the healthcare professionals want to try. The Indian trial involves exclusive participation of one mobile operator, but in this instance, the company’s 47 million customers are sufficient to produce good results. That’s not always the case, which is one reason why exclusive partnerships can hinder researchers.

However, the biggest challenge in bringing mobile technology to healthcare is the rapid pace of technology advancement compared with the plodding nature of medical trials to test the technology. It’s standard for such trials to take five years, during which technology can leapfrog ahead, rendering the approved devices moot. To put the timeframe in perspective, five years ago, the smartphone didn’t exist. Medical trials started just a few years ago are not addressing the appearance of the iPhone and Android, two major factors in the evolution of smartphone technology. Researchers must speed up medical trials involving rapidly evolving technology, without compromising the objectives of such trials.

Smartphone technology is already being used for remote patient monitoring in the U.S., as we recently reported. This type of mobile healthcare needs to spread globally, a challenge in developing countries where smartphone adoption is lagging. The appearance of low-cost smartphones should help put them in more hands and kick-start the use of such mobile technology.

While mobile platforms (Android, iOS, etc.) are major players in the mobile technology segment, they are not as important to healthcare research as the cloud. Access to medical information online is driving medical uses, since it can provide global access to patient records in a scalable fashion. While local medical uses don’t require large storage capacity, such capacity is necessary for healthcare on a global scale. A key ingredient to improving global healthcare is developing standards for medical records that can be accessed by professionals treating patients both locally and remotely. This brings privacy and security concerns to the forefront, and the healthcare industry is trying to work through these significant issues.

The mHealth Summit will be running for another two days, and we’ll be monitoring activities for important information. Mobile technology has the potential to provide a significant step forward in global medical care, but the challenges are formidable.

Image credit: Flickr user US Army Africa

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Evernote is the cross-platform freemium note-taking system that has millions of users. While the Mac and Windows desktop clients are robust, the mobile clients (for most smartphone platforms) have been more limited in functionality, designed primarily to provide simple note-taking capability on the go and access to the cloud storage. Evernote 2.0 for Android extends the mobile capability, and adds the ability to fully reference the user’s stored notes along with extended note creation functions.

I have been using an advance copy of Evernote 2.0 on my Android phone, and the interface is very clean. It is easier to do most things with this version than in earlier renditions of the mobile client. Notes can take several forms — text notes entered via the onscreen keyboard, images snapped with the phone camera and audio notes recorded. The latter can be recorded while text notes are being entered to help capture the information that needs explanation.

The major feature added in this new version is the ability for paid account holders to tag Evernote notebooks for downloading to the Android phone. This provides full access to notes, along with all images and audio recordings, even when there is no network connection. Users can have access to important notebooks while on a flight without web connectivity. All notes created on the phone are also stored locally for both free and paid account holders, making all mobile notes available without access to the network.

The entire user experience with Evernote 2.0 is very fast and fluid, and it is easier to work with lots of notes than ever before. The first time this Android app is run it syncs with the user’s cloud notes, a process that can take some time for a lot of notes, but once this is done access to all notes is lightning fast. Thumbnails of each note are stored on the phone for instant previews of each, making it easy to find the information needed. When a search returns multiple notes, it is now possible to swipe through the results to find the desired note.

Evernote 2.0 for Android is a big leap forward in utility for those with lots of notes in the Evernote cloud. The ease of use makes working with the notes more productive than earlier versions, and the ability to access notes locally is not a trivial feature. Capturing information into Evernote has always been its strong point, and that is now fully extended to the Android platform.

Evernote 2.0 is now available for free download in the Android Market. Note that the Evernote Premium account that is required for local notebook access also provides 500 MB of note uploads per month for $5 per month or $45 annually.

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Firing up Lookator starts the phone camera to show the surrounding area on the display. The app detects all hotspots in range and puts them on the display in their actual location. It uses the phone’s GPS and compass to pinpoint hotspots with accuracy. The hotspots are indicated on the screen using icons that show at a glance if the hotspot is openly accessible or secured. The strength of the Wi-Fi signal is indicated, and since AR is in play, you can use the screen to move in the proper direction to get a better signal if needed. The little radar in the upper right corner of the display depicts the direction is currently being shown.

The app is free in the Android Market and is useful in its own right, but it shines when coupled with the WeFi app. WeFi is the online hotspot indicator that uses crowdsourced information, and it has tens of thousands of hotspots in its database. This information is derived from real-world information shared by WeFi members, and is a great resource for those frequently looking for hotspots.

With the WeFi app installed on the Android phone, Lookator can use the massive database to include hotspots on the AR display that are out of range. The app gives a clear indication where these hotspots are located relative to the user’s position, so it’s easy to move toward them to get into range. This shines in dense urban locations where there are lots of unfamiliar hotspots. The video below shows Lookator in action in a busy urban location.

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The free apps will cover a range of popular categories, from social networking to games, and will be available in the LG Application Store. LG is also working with Microsoft to produce its own free apps for distribution through the LG store to WP7 customers. LG handset owners can download the 10 free apps for 60 days, when the next cache of 10 free apps will be made available.

Korean electronics giant LG is using this promotion to push its own app store, even though Microsoft has the official Windows Marketplace for WP7 apps. This leads us to question the possibility of fragmentation in the market, a complaint often levied at the Android platform. The LG store could just be the first app store for WP7 apps outside Windows Marketplace, which defeats the purpose of a single online outlet for customers to shop when looking for apps. It doesn’t help that the LG store is not currently open for customers in the U. S.

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The app can become the default launcher, which lets it take over use of the Home button to trigger the graphical task manager. Apps currently running are displayed in a revolving carousel method, or a simple flat display can be set in the preferences. The carousel of apps can be swiped left or right to spin through running apps, and tapping on one brings that app to the forefront for use.

Itching Thumb uses gestures in a unique way to interact with apps. Swiping up on an app’s card closes it (like in webOS), and swiping down triggers a gesture editor to assign a gesture to that app. Once a gesture has been assigned to an app, drawing the gesture at the bottom of the Itching Thumb screen will fire up that app. It is simple and works well.

There are a lot of settings to configure Itching Thumb as desired, most of which control the look of the app carousel.  I haven’t decided if Itching Thumb will remain as my full-time task manager, but it’s a fun diversion in the meantime.

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The slightly older version of Android (2.1) is still found on more devices than Froyo, but the gap is narrowing. Froyo may even pass 2.1 shortly, given how fast the numbers have changed since the last time we took a look. The current numbers don’t reflect the flood of tablets expected to begin shortly, particularly the Galaxy Tab, and many of those will be shipping with Froyo.

Android 3.0 (Gingerbread) is poised to hit devices later this year, so the fragmentation watch will kick up a notch again. Gingerbread is expected to bring some UI changes to Android, some of them aimed at minimizing the use of proprietary skins (TouchWiz, HTC Sense) that are believed to confuse the consumer. The rate that consumers are snapping up Android smartphones might indicate that concern is overblown, as it’s apparent that consumers love choice.

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Gadgets of the Week

Mobile technology is all about wireless, both in respect to connectivity and in how gadgets connect to one another. Wireless was the theme in the Manor this week as a company sent me a case for the iPad to test. The  case is a pseudo-leather portfolio with a Bluetooth keyboard integrated into the unit. It’s designed for those times when an iPad  user needs to do some heavy text entry, and the onscreen touch keyboard is not sufficient.

According to the company that sent the case over, this keyboard/ case is called the Dooble, but that name appears nowhere on the packaging for the product, nor does the website they directed me to indicate that name. The case is being sold by Solid Line, and the packaging refers to the product as the Bluetooth Keyboard Case for your iPad. The case is also being sold by Kensington, as evidenced in this review.

No matter what you call the case, it works pretty much as advertised. It’s approximately 90 percent the size of a full keyboard, so typing takes a little time to get used to on the Dooble. It’s handy to have a keyboard when one might be useful, but it makes the iPad hard to use as a tablet. The iPad can be removed from the case for such usage, but it’s a pain and defeats the purpose of having such a product that is intended to make a gadget easier to use. I am going to shoot a video of the Dooble next week to show the case in detail.

Last week, I mentioned the Freedom Pro Bluetooth keyboard that I bought, and this week, I tested it with a Windows tablet, the iPad and my HTC Evo 4G Android phone. It works well with all of these gadgets, and so far, I’m happy with the purchase. I wouldn’t normally want to use a keyboard like this with my phone, but admit it’s nice to have the ability just in case.

The third gadget that came to live in the Manor this week is the Powermat Wireless Charging System for the Evo 4G. I shot a video of the Powermat system for those interested in this device, and having used it for a few days, I’m thrilled with the purchase. My Evo easily lasts all day on a single charge of the battery, so at the end of the day, I simply set the phone on the Powermat and it beeps to let me know it is charging. The next morning, I have a fully charged Evo ready for the day. This charger is highly recommended for those looking for an easy solution to keeping a supported phone charged.

Apps of the Week

The app that occupied a lot of my attention this week is one I had been waiting to appear for Android. Pocket Information for Android was released in a free public beta this week, and I quickly installed it on my Evo 4G. It’s a solid performer for a first beta version, and it has already become a big part of my day. The app integrates my Google calendars and Toodledo task management in one place, with the primary purpose of providing me focus on the things I need to devote the most attention at any given time.

We use Google Apps at GigaOM, and I have about a dozen personal and work Google calendars that I follow, and PI for Android brings them all onto the small screen of the Evo quite nicely. Everything is laid out in a format that makes the most sense for tracking lots of information, and the color coding pushes my attention to those items that need it most. I love this program, and will certainly buy it when the full version goes on sale.

I’m only using simple task management with PI at this point, but I am going to be experimenting with a more sophisticated method in the future. Both Toodledo and PI can do a lot in this area, and I am going to build a system of tasks and subtasks to better suit my work. I’ll share that process in this column as it unfolds.

The only other app that has occupied my time (far too much of it) this week is Angry Birds Halloween for the iPad. What can I say? I’m fully invested in the Angry Birds franchise, having the game on the iPad and the Evo. This special Halloween version is as much fun as the original, with smashing pumpkins thrown into the mix. If you like Angry Birds, you’ll love the Halloween edition.

Morning Ritual

I use my gadgets to get going each morning, and have a little ritual that I do every day that I get asked about frequently. The first gadget I grab every day is the iPad, and I use it to check the flood of email that poured in while I was sleeping (and likely dreaming of other gadgets). I like the iPad email app, and I use it in landscape orientation as the two-pane display is productive. I’m able to do this in my easy chair with the first cup of coffee.

I then hit the App Store to see if any of my iPad apps have updates. It’s funny how good seeing available updates makes me feel; I suspect that’s part of the appeal of the app ecosystem we have come to take for granted. It’s like getting something new for nothing when an app gets an update, and it never fails to put a smile on my face.

Once the iPad has been updated, on those lucky days when updates exist, I set it down and grab the Evo 4G off the wireless charger and do a two-step update ritual: I hit the Android Market to see if any apps have updates, and once that’s done, I hit the Amazon MP3 app to grab the free song of the day. Android apps get updated more frequently than iPad apps, and Amazon is filling out my Evo’s music library quite nicely, all with free songs. I love this method of finding new music, and songs from all genres are offered over time. This provides that same little thrill of the updated apps, there’s something cool about getting something for nothing.

E-books of the Week

This week I took a break from the wonderful sci-fi series I have been reading, and raced through the latest Jack Reacher novel by Lee Child. Worth Dying For is a great novel starring Reacher, and is as good as any of the novels in the series. Child has fleshed out the Reacher character well over the series, and it is great how he makes us like Jack Reacher, while remaining a bit uneasy about him. The story is fast-paced and unfolds well in the novel, and I raced through the book.

Wrap-up

This covered the major points of my week in Mobile Tech Manor. I hope you enjoyed sharing them with me, and perhaps found something to take away. Until next week, take care and do something nice for someone close to you.

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The investigation determined Verizon regularly allowed data connections on phones to generate $1.99 per minute charges even though the customer did not intentionally start the connections. The agency also took offense at Verizon’s charging data fees for web sites promoted to be “free of charge”, including the carrier’s own Mobile Web homepage. Verizon has also been ordered to allow customers to request a data block on phones to avoid unintentional charges.

Verizon had recently volunteered to refund charges it determined to be spurious, and now has been ordered by the FCC decision to form a Data Charge Task Force to monitor charges going forward to prevent improper fees to customers. The task force will report regularly to the FCC to make sure the carrier remains in compliance with the order.

FCC Chairman Julius Genachowski made the following statement about the findings:

Today’s consent decree sends a clear message to American consumers: The FCC has got your back. People shouldn’t find mystery fees when they open their phone bills — and they certainly shouldn’t have to pay for services they didn’t want and didn’t use. In these rough economic times, every $1.99 counts.

Maybe now the FCC will go after Verizon or AT&T next on their recent increase in early termination fees for smartphones.

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