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Mr Cole notes that Forrester asked people whether they wanted mobile TV without actually showing it to them.
Similarly, we wanted mobile apps so we developed them.
The momentum was pretty unstoppable — and the law was linked to another telco issue which we badly wanted: mobile roaming.
He wanted mobile ads not to suck, so Apple came up with a new format and standards and imposed them on the industry.
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They are going to want mobile content".
"There are those who want mobile phone signals," says Ian, "And broadband and all that.
That's why Darpa wants mobile machines that can do surgery without human guidance.
I'm a middle-class, golf resort guy and I thought "Who wants mobile homes?" I was ready to take a bulldozer to them.
And Mr. Gundotra eventually wants mobile ads to be as useful as possible, like a shoe ad that gives the location of the nearest store carrying the shoes.
The subscriber-only arrangement, sometimes called TV Everywhere in industry circles, preserves the cable business model that is crucial to the bottom lines of broadcasters, while giving subscribers more of what they seem to want — mobile access to TV shows.
The disciplinarians amongst them, Fabio Capello, the England coach, for example, want mobile phones handed in, and all talk of transfers from club to club left at the gates.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com