No matter how colorful you make it, content will never be king in a wireless world. It’s not the content that matters – it’s the contact, writes Douglas Rushkoff. “Content only matters in an interactive space or even the real world, I’d argue, because it gives us an excuse to interact with one another…elaborately produced content–like prepackaged video shorts, inscrutable weather maps, and football game TV replays–are not only inappropriate for a two-inch screen, they are inappropriate as social currency. Sorry, but people won’t use their cell phones to buy content any more than they used their Internet connections to buy content–unless that content is something that gives them a reason to call someone else.” Another expansion on Intent-over-Content theme, this time in a mobile arena.
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