The next challenge is for the entertainment content is to align itself with the “time available” needs, which could be highly varying – waiting for a partner to a long distance travel on a train. Thus the content must be structured into smaller units or episodes that link with one another to dynamically address varying needs. The other considerations are the ease of use, go to the market model (dedicated or piggy back), screen size, content design (media mix, story telling, presentation, duration and structure), delivery model (streaming, download or PC transfer), pricing (ad monetized, content only, network and content), billing (subscription, a la carte).

The on the go content could be addressing both the time critical and routine information needs. A significant part of the on the go information needs are met by emailing, SMS and mobile telephony. The question then is, does the remaining information need warrants streaming video or will a download solution suffice. The downloads, in fact can be programmed to near real time – incurring a maximum delay of tens of seconds. Information downloads is in fact a routine affair for any one who uses Internet and a much accepted way of content access that is also backed up by a simple technology.

A good start is dedicating a handheld gadget with a three inch or more screen for maximum visibility, supporting the state of the art communication interface be it 3G or HSPDA. At the touch of a button, the handheld downloads the available program menu. The user can have the options of downloading a number of programs at one time or configuring those programs to download during the off peak hours. The time critical downloads may be preconfigured to download at specific intervals. Alternatively the server may use the push technology to download the information technology, when ever there is an alarm for such an action to be executed.

The successful solution at the end of the day will evolve and not just appear overnight. What, however, can be done is to reduce the time of evolution through effective high technology management strategies. These strategies can reduce the time line of adoption across various technology demographic segments and manage its journey across the Chasm. Unfortunately, what we find today is that the service providers trying to bull doze their way into the market totally disregarding the fact that 80% the market is made up of technology conservatives. No wonder the adoption curve of most mobile data applications has flattened out after an encouraging start. Something tells me that some of these may not have even excited the early adopters to adopt.