The Smartphone reigns

The lifestyle of the multimedia, and we could refer to it as the lifestyle of the whole modern day humanity as well, revolves around the axis of smartphones, the minuscule and versatile instrument that exemplifies the most revolutionary change in the history of social communication.

Millions of people depend of it to communicate instantly from any given place of this Earth, or to perform a diversity of certain tasks, replacing old fashioned methods that involved manual labour to progress through our everyday life.

With this instrument we can record clips and take pictures, edit that content, broadcast text messages, documents, turn on features of our electronic devices in our homeplace, make measurements and designs, read books, provide a discotheque, watch movies, pay consumibles, buy anything even confirm the healthy of the vital signs in our body.

These smartphones constitute the main device used by people from 16 to 24 years old to access digital media that allows them to read worldwide news and to interact in the social networks. We’re talking about 55 percent of this whole world’s population.

This reality has changed to the core the traditional models of journalism and the same business schemes of the journalistic enterprise, since the digital advertisement cycle is focusing on seizing as much as possible through the mobile phones. More than 480 millions of advertisers are using taking this lane today.

This means that all the strategies of the communication medias are taking a dramatic turn and are aiming steadily towards to the immense potential of monetization that the smartphones offer us today.

Traditional audiences of the written press, television and radio are rapidly migrating to digital platforms, although in the first scenario, the bigger markets continue to show evidence of the higher preference they preserve as a news and advertising platform.

This effect of tearing apart the classic models of the journalistic enterprise is what has accelerated and deepened the reinvention of these media platforms, which now amplify its readership and its revenues from advertisements through the integration of multimedia, especially through smartphones.

The vast majority of newspapers now reach a wider public via these platforms: the smartphone, the internet, the smartwatch, tablets, laptops and desktop computers. Smartphones capitalize today, in the United States, the highest web traffic.

One of the current challenges of integrated media is to design stories exclusively for the those formats used by smartphones, to maximize the use of alerts about any uprising news, their respective summaries in text or video equivalents, and to monetize all of this through creative ways of advertising which should suit the preferences of the millions of users of these devices, which today make up for the majority of the global audience.

We are under the reign of the smartphone and now history begins to change.

– Translated from Spanish by Randy Rodriguez.