I’ve been a Blackberry user for a long time – a really long time.  I’ve become a master of the ‘intuitive’ text feature (with only one phrase being the bane of my existence, but that’s another story) and I’m a fan of the small form factor of the Pearl 8110 – it fits easily in your front pocket, does most everything I need it to do, and is a very reliable device.

However this year, as in years past with Intel, I’ve been asked to take the lead on a new media vehicle and explore all of our options for marketing and advertising programs in that space.  Hence, my Blackberry got a mate – in the form of an iPhone.  Now, I’ve been a long time ‘listener’ but have made the transition to first time ‘caller’…to use a radio talk show line.  I’m not convinced that I’m going to be excited about carrying two devices (although many of my counterparts already do it), it is a necessary evil to be proficient in the trends of the mobile web.  Next step – securing an Android device…

We’re pretty excited about the opportunities that are presenting themselves in the mobile space and are intent on creating some innovative and first mover programs that bring the Intel brand to a ‘third’ screen.  We’ve already done some good work in the Americas with our iPhone app and our Global team has partnered with a leading mobile agency and a leading web-based streaming music company to create a compelling mobile experience that gives iPhone users a unique ’station’ modeled after the 3 types of ‘Core’ processors – each providing a unique listening experience.  This is the first time a custom channel has been developed for a mobile device on Pandora – kudos to our Global team for making that happen.

Stay tuned – it’s going to be an exciting ride on the Mobile Web for us this year.

“Now imagine this (it’s not hard): Google is your go-to source for almost all of your interdependent needs when you are out and about, not just mobile phone needs, but “mobility“ needs. It’s the device you use, the search engine that helps you find things, the map that tells you how to get there and the coupon you use to get a discount at a preferred restaurant or local shop, all in one seamless experience. ”

ZDNet’s Dion Hinchcliffe has a robust, and sharp analysis of Google Buzz that is definitely worth the read.

“Americans today have an insatiable appetite for not only content, but also choice.  Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”

My take?  Your video strategy better encompass all three screens – with an increased emphasis on the Internet and Mobile platforms.  I’m not saying that the 10-foot TV experience is dead, but I think you’ll see an increased customer emphasis on mobile, portable content that can be consumed on their timeline – wherever they are.

Great visual (click image for larger) of the Mobile App landscape this week on the mobile focused site, ismashphone - a daily blog focused on the iPhone covering News, App Reviews, and Tips/Hacks.  Some of the more compelling stats from the visual include:

• 59% of mobile users (iPhone, iPod Touch, Android) download one paid app a month
• Over 50% of iPhone and Android users spend more than 30 minutes a day on apps
• Total monthly paid application market share is over 200 million dollars
• iPod Touch users download the most apps, iPhone users pay for the most apps

What’s the take away here?  There is a market for targeting customers in the mobile space.  As I wrote earlier this week, at some point this may be a consumer’s only connected device.  Those that aren’t interacting with their target audience via this medium are missing a huge opportunity.

Think about the iPhone and the recurring line you hear on most Apple commercials: ”There’s an app for that“.  It’s true – the iPhone has quickly become many consumers only ‘connected’ device and because of that, Apple has single handedly made the mobile space relevant to marketers and advertisers. If companies aren’t paying attention to the opportunity mobile provides, they are missing a major piece of their marketing mix.  Rachel Pasqua – Director, Mobile Advertising @ iCrossing supports this in her interviewwith eMarketer this week:

“Most major brands, if they take a good, hard look at their site analytics, will see a significant amount of traffic coming from mobile devices—mobile devices that won’t be able to handle their desktop site to the best advantage. I think failing to take those users into account will have serious repercussions.”

Given the fact that mobile advertising is growing at a staggering pace (Magna forecasts the U.S. market for mobile advertising will grow by 36%, rising from $169 million in 2008 to $229 million during 2009) the mobile medium has to be in your marketing mix – not as necessarily as a primary component - rather, as a complementary or ‘companion’ to your more traditional media vehicles (retail, online, television, print, and out of home).  Brands and Marketers that recognize the importance of mobile will create new avenues to intersecting their customers and influence their perception of the brand, regardless of their location.