Nokia (NYSE: NOK) has come out with its vision of the future, where by 2012 up to a quarter of the media people people consume will be generated by people they know — their circle of friends — and will remix it, mash it up and pass it on. Mark Selby, VP of Multimedia for Nokia, described it thusly: “We think it will work something like this; someone shares video footage they shot on their mobile device from a night out with a friend, that friend takes that footage and adds an MP3 file – the soundtrack of the evening – then passes it to another friend. That friend edits the footage by adding some photographs and passes it on to another friend and so on. The content keeps circulating between friends, who may or may not be geographically close, and becomes part of the group’s entertainment.” Of course Nokia has some research to back it up, of 9000 active users of technology with multimedia phones…and from the survey results they must be the first of the first adopters, for example: 25 percent buy music on mobile devices; 23 percent watch TV on mobile devices; 46 percent regularly use IM, 37 percent on a mobile device; 17 percent upload to the internet from a mobile device. From the results Nokia identified four trends — Immersive Living (accessing entertainment everywhere), Geek Culture (getting recognized for the content you create), G Tech (entertainment will be more collaborative, democratic, emotional and customized) and Localism (seeking out local and home-grown content). What does all this mean for Nokia? Probably not very much in the short term, but it does reinforce Nokia’s position in moving into content and services, and that Nokia will continue with its recent move into the area such as with Ovi and Mosh. Even if the survey was biased it would indicate that this is Nokia’s position, it doesn’t want to produce content but it does want people to use its tools to produce their own content, and use its networks to share it. (release)
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